Fa poc vaig esmentar dues presentacions excel.lents sobre les organitzacions i la web 2.0, la d’en Jordi Graells Ja no ho sé tot, i la titulada Marca Molecular. He trobat d’altres interessants aportacions sobre aquest tema que poden ajudar al concepte d’Universitat 2.0.
En relació a la marca, he trobat una rellevant reflexió en forma de podcast sobre la intersecció de les marques personal i corproativa: a Socialmediatoday The intersection of personal and corporate brands, que encara que afecta companyies que no volen que els seus principals treballadors escriguin sobre temes de l’empresa, també pot ser de valor per a les institucions d’investigació i les universitàries. Ja està passant en altres llocs, com per exemple no permetre twittejar durant els Jocs Olímpics d’Hivern. Tot plegat ha de sedimentar.
Les companyies hi poden guanyar, amb el twitter com a canal social. Això diu també Socialmediatoday amb How 5 Top Companies Win With Twitter, on s’analitzen cinc formes diferents de fer servir twitter per part de companyies líders en el seu sector. Best Buy (informàtica), per exemple, va demanar a tots els seus treballadors que fóssin al twitter.
A Web 2.0 – Collaboration vs. Control s’hi diu que abans de ficar-se gaire en la Web 2.0 per a una organització, cal considerar la seva cultura, el tipus d’activitat i també a l’agilitat que hi ha. En particular, al final d’aquesta entrada s’hi diu que els responsables han d’estar familiaritzats amb les “noves tecnologies si es vol que puguin prendre decisions adequades:
Only if board members and senior managers are familiar with the ‘new’ technologies will they be able to make rational and profitable decisions regarding their use at their organization.
A Social Media=Organizational Change, s’hi fa una bona anàlisi del que cal considerar en crear una xarxa social, i s’hi fan cinc consideracions:
before you put time and effort into creating a digital community- be it a private community where members need to log in to access information and exchange ideas, or whether you plan to use the open web to engage via Facebook, LinkedIn Groups, Twitter or Bebo, be sure you have a plan for what you will do with the information exchange, who is responsible for interactions, where the information gathered socially will be recorded or captured, and how you will parse the wheat from the chaff.When companies first start to engage online they tend to treat all information as equal, but that is not the best practice. Figuring out the best ways to respond and leverage information gathered through the social channel is often a matter of adopting new practices within the organization.
- Examine the source of information: are they a client, prospect or influencer in the market? If there is no way to tell within your current CRM system – there is a need to reevaluate how data are being captured especially in B2B industries where clients often represent significant revenue streams.
- Identify a group or staff responsible for timely response and arm them with proper training and messaging to ensure responsible and consistent replies.
- Gather that which is relevant in a monthly or weekly report that identifies trends and “hot button” items and distribute it across the value chain (for example, if the social channel repeatedly identifies a topic for consideration or change, it might be worthwhile to pay attention).
- Determine the areas that need redress and create a longer term plan of action. For example, is there is a trend of dissatisfaction around a certain feature of a software platform, or if pricing is a trending issue, consider putting the issue on a working plan.
- Proactively use the social channel to communicate future plans and message to the market potential outcomes of the feedback or idea generation.Discussion group / forum posts, thought leadership blogs and video are all potentially good ways to engage.
Estem en plena tormenta de la web 2.0. Quan hagi passat, si s’espassa, tornarà a fer sol.
Foto: The Coming Storm – Winslow Homer (1901) de http://oceanworld.tamu.edu/students/elnino/
Gràcies per la referència, Miquel. Espero que entre tots acabem trobant molts desllorigadors que ens facin ‘saber’ el que necessitem i que puguem créixer junts!!!!