Corporate Communications Today, Course Module 2: Social Media? Collaboration

Corporate Communications Today
Course Module 2: Social Media? Collaboration.
24.10.2012
Susanne Robra-Bissantz

1

Course Modules
Welcome to our
second module!

CM 1
Social Media

CM 3
„Marketing“

CM 2
Cooperation

CM 4
Innovation

CM 5
Knowledge

CM 6
Web Society

This time, we try a conventional slide share.
Use the opportunity to discuss what you don‘t understand!
... in our next chat ...
WS 2012/13 | Prof. Dr. Susanne Robra-Bissantz | Corporate Communications Today| Seite

2

Now that we know, that Social Media is something new – and that different forms
of it do exciting things (from your presentations) ...

Let‘s take a closer look to the „Crime Scene“ – on what really and in general
„happens“ on the platforms.
There are different stories about that ...


3

Stories - about what happens in Social Media ...
• Social Media Companies, like Facebook or Google
only try to make money with our data.
• Social Media harm individuals as they lead to social
isolation and at most superficial relationships.
• For individuals as well as organisations, Social Media
may lead to libel and slander.
• Social Media are a serious threat for society and
democracy.


4

Stories - about what happens in Social Media ...
• Social Media Companies, like Facebook or Google
only try to make money with our data.
• Social Media harm individuals as they lead to social
isolation and at most superficial relationships.
e
•

rit
ew ?
w ry
n as organisations, Social Media
For individuals as well
ca r sto
r – andhslander.
e
O
may lead to libel ot
an

• Social Media are a serious threat for society and
democracy.


5

First – in order to find out, what is possible –
let‘s have a Look at the Basic Elements of Social Media ...


6

Basic Elements of Social Media
Here you are: a kind of „summary“ of
different Social Media Platforms...
Networking like in
facebook

Profile Friends
….. Groups
……..
• Characteristics
• Interests
• Skills, Likes

News about Friends and
Groups –
Activities and Likes
Ideas, Opinions,
Contributions Articles

Sharing knowledge
like in Wikipedia.

My Knowledge …

News about me …
… our shared Knowledge
… what I do right now … My Opinion …
… your and our Opinion
… who / what I like …
Posting thoughts like
in Twitter.


7

Basic Elements of Social Media ...
In the area, marked in red, I fill in
my profile with personal and
emotional aspects. My interests,
my likes. Additionally I contribute
what I‘ doing.

... Explained ...

In the green area people interconnect. They
build groups, find (their) friends and stay
connected. They follow each others‘ activities
to stay in contact.

Profile Friends
….. Groups
……..
• Characteristics
• Interests
• Skills, Likes
News about me …
… what I do right now …

Groups –
Ideas, Opinions,
My Knowledge …
My Opinion …

In a blue area, ideas, knowledge or
opinions are contributed. They are
shared and discussed. In Wiki-Articles,
as tweets etc.

8

Basic Elements of Social Media ...
And some more aspects to think about...

Like in „real life“, common
thoughts and activities may
provoke, that someone is
interested im me...

maximal number of people
with which you can have a
relationship ... Will it
increase?
Profile Friends
….. Groups
……..
• Characteristics
• Interests
• Skills, Likes

Are you really interested in
every cup of coffee your
„friend“ is drinking?

Do you think that „friends“ is
the proper word for these
connections?
Dunbar‘s number (150) is the

News about me …
… what I do right now …

Groups –
Ideas, Opinions,
My Knowledge …
My Opinion …

Connections don‘t have to be
established by searching a person
and „liking“ him/her. Connections
may also result from
conversations. From finding
interesting contents and becoming
interested in the writer...


9

But what are these Elements of Social Media good for?


10

Summarized: Functions of Social Media!
Network:
From Persons to
Groups
•
Find Friends,
Experts, Like-minded
People
•
Foster Contacts
•
Build Groups
•
Act in Groups

Knowledge:
From Ideas to
Documents
•
Spread News
•
State Ideas,
Opinions and
Experiences
•
Discuss
•
Share Knowledge

Social Closeness
From me to my Life
•
Tell about you and
your Activities (in real
time)
•
Present Skills/
Interests: Private/
Professional
•
Add Likes and
Opinions

Many connections and
weak ties (e.g. friends of
friends) rise the probabiliy to
find partners

Groups find and select
important Information,
they work together on joint
knowledge

Private Bits, Emotions and
timely Information about
you result in Trust and
Relatedness.

Social Media enable
Connections with Partners in
order to follow Shared Aims

Social Media lead to
Mutual Support and Joint
Action

Social Media provoke
relationships that are
voluntary, personal and
loyal


.

11

Summarized: Functions of Social Media!
Network:
From Persons to
Groups

Many connections and
weak ties (e.g. friends of
friends) rise the probabiliy to
find partners
Social Media enable
Connections with Partners in
order to follow Shared Aims

Knowledge:
From Ideas to
Documents

Groups find and select
important Information, they
work together on joint
knowledge
Social Media lead to Mutual
Support and Joint Action

Social Closeness
From me to my
Life

Private Bits, Emotions and
timely Information about you
result in Trust and Relatedness.
Social Media provoke
relationships that are voluntary,
personal and loyal
.

Social Media enable Cooperation and Collaboration
•
•

Functions resemble the theoretical characteristics of Cooperation (next slide)
For Cooperation / Collaboration with and through Information (slide after that)

12

Cooperation / Collaboration from a theoretical Perspective
Definition:
Cooperation means
•
•
•
•

mutual support of independent systems (cooperation)
joint efforts of task owners (collaboration)
with shared/common aims
based on relatedness

Characteristics and mechanics:
•
•
•
•

green
red

blue

Trust: cognitive and emotional trust in persons as well as in IC-Systems
Connection: Awareness and Context
Motivation: intrinsic and extrinsic – social appreciation, belonging, self efficacy
Coherence: only temporary and autonomily selected mechanisms – less control


13

Cooperation with and through information:
Changes in the „Information Cycle“
Information (Data, Knowledge) …

From collect
To create

... in Blogs

pro-duce
From distribute
To interact

use

provide

From expatiate
To present
... via Twitter

black: traditional
blue: in Social Media
From navigate

preprocess

search

To find
... in YouTube

document

From save
To network

From classify
To tagging
... in Wikis


14

Changes in the „Information Cycle“: lead to new Guidelines
create

New Guidelines...

interact

pro-duce

use

provide
Knowledge Panini

„Give knowledge and
get other knowledge
for it“

„Meet by chance,
learn news and
other things...“

„Get some help in
understanding
different contexts
of knowledge“

Virtual Kitchenettes
Shrinks for knowledge
Drawers End
search

present

preprocess

find

tagging
document
network

„Don‘t lock
knowledge up categorized“


15

Changes in the „Information Cycle“: lead to new opportunities
create

And two new basic
Opportunities ...
interact

pro-duce

use

provide

present

Knowledge Panini
Virtual Kitchenettes

Occasions to communicate rise
Contexts are built/used

Shrinks for knowledge
Drawers End
search

preprocess

find

tagging

document
network

16

Summarized: Social Media offer the chance of cooperation ...
Social Media enable new and
better cooperation of
humans.
Society

Media

Markets

Politics
Companies


17

But where are possibilities for cooperation or even collaboration?

N.B.: what is the difference between cooperation and collaboration?


18

Cooperation in Organisations and beyond
Organisations

In Organisations:
• There is Cooperation ...
• ... but mostly hierachical coordinated
• Todays IT-Systems mostly support
„Processes“ and no Collaboration
• Social Media and Collaboration
Mechanics support Collaboration, e. g.
in Knowledge- oder Ideamanagement

Beyond Organisations:
• There is basically no cooperation
• But e. g. customers use Social Media ...
• ... is there a possiblitity to collaborate?
• Collaboration Mechanics can lead to
discussion, networking and collaboration
with customers.

Private Consumers


19

But how can we realize cooperation and collaboration?
„We will introduce social Media shortly, our IT department works on it ...“
„We have already set up a Blog for customers and a Wiki for our employees.“
„We are everywhere in Social Media: in facebook, in twitter, even in Google+ ...“


20


This is not the right way.
Social Media always has to have a reason. A reason that lies in
Cooperation and Collaboration. You want to cooperate with someone.
With customers, because you think, that you get better ideas for your
product, with employees, because you want to share knowledge better.


21


The Task, therefore, is „Cooperation Engineering“, that defines
• Goals of the Collaboration (who?, why?)
• Collaboration Concepts and -mechanisms – and afterwards...
• An IT-System with Social Media Functions: social relatedness, networking ...
But don‘t forget to consider the situation: in your organisation, regarding the
people (employees, management, customers) as well as todays and future
technologies.

22

Collaboration Engineering

Collaboration Engineering has to deal with the
whole system, in the organisation, with humans,
and with the technology. It can not be planned
perfectly, as the behaviour of humans in their
contexts influences the final success.

Collaboration Success
System Behaviour
Technical Situation
•
•
•

4. Collaboration

1. Collaboration

3. Collaboration

2. Collaboration

Human
Behaviour
Psychological and social Situation

Organisational Situation

Collaboration Engineering i.e.S.

In a narrow context cooperation engineering
consists of 1. analysing the collaboration
environment (in the organisation), 2. defining the
cooperation goal, 3. realizing cooperation
mechanics (e. g. discussion) and 4. collaboration.
Then the System Elements collaborate (Humans,
Organisation etc. The system behaviour reveals
whether collaboration reaches its goals. If not, the
Collaboration cycle (1. – 4.) has to be started again.

Technical situations are e.g., whether the company has already decided about a Social Media
Platform, whether it is principally innovative – in its IT-Department, and whether data protection etc. is
discussed.
Organisational situations are e. g., whether there is a culture of collaboration in the organisation,
whether management and work council support social media and cooperation.
A psychologial situation is e. g. whether the employees are ready for cooperation, whether they can
work with being open, sharing and transparent.

23

But why shoud an organisation collaborate?
... because
collaboration may
change humans
they are motivated ...

knowledge is shared

they take part...

... because
collaboration may
change „processes“

a collective intelligence appears

they are open and share ...
... and that voluntarily

employees support each others

Collaboration?!?
… and because
... because
collaboration may have
collaboration may
success...
… towards trust
change the culture…
… regarding quality
… towards social closeness
… regarding costs
…regarding innovations … towards relationships
…regarding reputation

… towards transparancy


24

But why are people often sure,

But why that collaboration means ...
shoud an organisation collaborate?
... because
collaboration may
change humans
they are motivated ...

... because
collaboration may
change „processes“
• a waste of time
knowledge is shared

they take part...

they are open and share ...
... and that voluntarily

• useless information
a collective intelligence appears
• purely virtual
relationships
employees support each others
• dumbing down

Collaboration?!?
… and because
... because
collaboration may have
• isolation
collaboration may
success...
… towards trust
change the culture…
• transparent citizens
… regarding quality
… towards social closeness
… regarding costs
…
…regarding innovations … towards relationships
…regarding reputation

… towards transparancy


25

The answer lies in this formula:
• Social Media are a new medium – as described in Course Module 1.
• Additionally Social Media ask for collaboration as an attitude.

New
Medium

Collaborati
on as an
attitude

Social
Media

And collaboration is not that easy. In order to truely collaborate you
have to respect a couple of difficult aspects of collaboration. In doing
so, collaboration becomes an attitude.

26

The difficult aspects of collaboration are ...
Responsibility

Respect

Trust

Heterarch
y

Collaboration
as an
attitude

Voluntariness

Coherence


27

The difficult aspects of collaboration are ...
Responsibility

Respect

Trust

g
win
o

k
Thin

Voluntariness

t
bou
a

th

Collaboration
foll
e
h an
tasth
i
e, wattitude
es

s

.
es..
lid

Heterarch
y

Coherence


28

Collaboration and Heterarchy

Nestle, when critizised the first time in Facebook
stated: „we set the rules“ when they tried to
forbid accusations.
Other companies just erase disagreeable
comments from customers in facebook.

Is this collaboration? Does this show true
„heterarchy“? What may be wrong?


29

Collaboration and Coherence
In private: „I‘m sitting here in this xxx-cafe, I‘m
looking forward to the Rizzi-exhibition tonight and
I‘m drinking a „Hugo““.

At work: „We open a platform where we can share
our ideas and thoughts“.

At work: „I want my employees to work according
to their own rules. I don‘t controll milestones.“

What has this to do with Collaboration?

30

Collaboration and voluntariness

„We open a company-wiki. Every
employee has to contribute weekly: his
skills, what he has done, what he is up
to etc.“

Is this Collaboration? What happens to
voluntariness, when such rules exist?


31

Collaboration and trust
The company considers to open a blog for customer complaints. Here is
what it thinks about.
Company:

Employee:

When we ask for
complaints, we will get
them.

I‘m supposed to react to
complaints.

What shall we do, when
loads of infamies will be
contributed?

But what happens, when
I write something
wrong?

How would you answer, if you act on the assumption
of collaboration and trust?

32

Collaboration and responsibility

Collaboration and e. g. heterarchy mean,
that every individual counts. Every opinion,
every comment has his right to be written
down.

But in a consequence collaboration also
means, that every individual is important
and responsible for what happens on social
media plattforms.
Those, who contribute form the medium
and what happens there.


33

Collaboration and respect
The new medium needs new conventions,
e. g. regarding respect. What would you
do...
... if you observe a group, that is talking
negatively about your company?
... if you find embarrassing fotos of your
employee
... or, if your chef tries to become your friend
on facebook?
Try to compare this to „real life“.


34

Your next deliverable:
Am I / are you collaborative? – A small empirical study.
Please carry out an empirical study on how collaborative selected people (from your
company or in your private environment are.
1. Think about questions that you want to ask, in order to find out, how collaborative
someone is. Use the sources and the video and your own private thoughts. (Questions?
Chat on 25.10.)
2. Collect all your individual thoughts into one questionaire. Remember to add a question
like „I think that I‘m collaborative“ and/or ínclude your own opinion about the
collaborativeness of the person you want to ask. (Online on 06.11., Chat on 08.11.)
3. Carry out the empirical study. Which characteristics of persons lead to collaborativeness?
Who in your environment is how collaborative?
4. Please summarize your results (together). (Online 20.11., Chat 22.11.)


35

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