Corporate Communications TodayCourse Module 2: Social Media? Collaboration.
24.10.2012
Susanne Robra-Bissantz
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WS 2012/13 | Prof. Dr. Susanne Robra-Bissantz | Corporate Communications Today| Seite
Course Modules
CM 1Social Media
CM 3„Marketing“
CM 2 Cooperation
CM 4Innovation
CM 5Knowledge
CM 6Web Society
Welcome to our second module!
This time, we try a conventional slide share. Use the opportunity to discuss what you don‘t understand!... in our next chat ...
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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 ...
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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.
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WS 2012/13 | Prof. Dr. Susanne Robra-Bissantz | Corporate Communications Today| Seite
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.
Or – can we write
another story?
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First – in order to find out, what is possible –
let‘s have a Look at the Basic Elements of Social Media ...
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WS 2012/13 | Prof. Dr. Susanne Robra-Bissantz | Corporate Communications Today| Seite
Basic Elements of Social Media
Profile…..
……..
• Characteristics• Interests• Skills, Likes
News about me …… what I do right now … … who / what I like …
News about Friends andGroups – Activities and Likes
FriendsGroups
Ideas, Opinions,Contributions Articles
My Knowledge …… our shared KnowledgeMy Opinion …… your and our Opinion
Here you are: a kind of „summary“ of different Social Media Platforms...
Networking like in facebook
Sharing knowledge like in Wikipedia.
Posting thoughts like in Twitter.
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WS 2012/13 | Prof. Dr. Susanne Robra-Bissantz | Corporate Communications Today| Seite
Basic Elements of Social Media ...
Profile…..
……..
• Characteristics• Interests• Skills, Likes
News about me …… what I do right now … … who / what I like …
News about Friends andGroups – Activities and Likes
FriendsGroups
Ideas, Opinions,Contributions Articles
My Knowledge …… our shared KnowledgeMy Opinion …… your and our Opinion
In the green area people interconnect. They build groups, find (their) friends and stay connected. They follow each others‘ activities to stay in contact.
In a blue area, ideas, knowledge or opinions are contributed. They are shared and discussed. In Wiki-Articles, as tweets etc.
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 ...
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Basic Elements of Social Media ...
Profile…..
……..
• Characteristics• Interests• Skills, Likes
News about me …… what I do right now … … who / what I like …
News about Friends andGroups – Activities and Likes
FriendsGroups
Ideas, Opinions,Contributions Articles
My Knowledge …… our shared KnowledgeMy Opinion …… your and our Opinion
Do you think that „friends“ is the proper word for these connections? Dunbar‘s number (150) is the
maximal number of people with which you can have a relationship ... Will it increase?
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...
Like in „real life“, common thoughts and activities may provoke, that someone is interested im me...
Are you really interested in every cup of coffee your „friend“ is drinking?
And some more aspects to think about...
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But what are these Elements of Social Media good for?
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WS 2012/13 | Prof. Dr. Susanne Robra-Bissantz | Corporate Communications Today| Seite
Many connections andweak ties (e.g. friends of
friends) rise the probabiliy to find partners
Social Media enable Connections with Partners in order to follow Shared Aims
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 ClosenessFrom me to my Life• Tell about you and your Activities (in real time)• Present Skills/Interests: Private/Professional• Add Likes and Opinions
Groups find and select important Information,
they work together on joint knowledge
Social Media lead to Mutual Support and Joint
Action
Private Bits, Emotions and timely Information about you result in Trust and
Relatedness.
Social Media provoke relationships that are
voluntary, personal and loyal
.
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WS 2012/13 | Prof. Dr. Susanne Robra-Bissantz | Corporate Communications Today| Seite
Many connections andweak ties (e.g. friends of
friends) rise the probabiliy to find partners
Social Media enable Connections with Partners in order to follow Shared Aims
Summarized: Functions of Social Media!
Groups find and select important Information, they
work together on joint knowledge
Social Media lead to Mutual Support and Joint Action
Private Bits, Emotions and timely Information about you
result in Trust and Relatedness.
Social Media provoke relationships that are voluntary,
personal and loyal
.
Network:From Persons to Groups
Knowledge: From Ideas to Documents
Social ClosenessFrom me to my Life
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)
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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:
• 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
green blue
red
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Cooperation with and through information: Changes in the „Information Cycle“
pro-duce
provide
prepro-cess
docu-ment
search
use
Information (Data, Knowledge) …
From classify
From save
From navigate
From distribute
To taggingTo find
To interact
To network
From collect
To presentFrom expatiate
To create ... in Blogs
... in YouTube
... via Twitter
... in Wikis
black: traditionalblue: in Social Media
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Changes in the „Information Cycle“: lead to new Guidelines
pro-duce
provide
prepro-cess
docu-ment
search
use
Information (Data, Knowledge) …
taggingfind
interact
network
present
create
Shrinks for knowledge
Virtual Kitchenettes
Knowledge Panini
Drawers End
„Give knowledge and get other knowledge for it“
„Meet by chance, learn news and other things...“
„Don‘t lock knowledge up - categorized“
„Get some help in understanding different contexts of knowledge“
New Guidelines...
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WS 2012/13 | Prof. Dr. Susanne Robra-Bissantz | Corporate Communications Today| Seite
Changes in the „Information Cycle“: lead to new opportunities
pro-duce
provide
prepro-cess
docu-ment
search
use
Information (Data, Knowledge) …
taggingfind
interact
network
present
create
Shrinks for knowledge
Virtual Kitchenettes
Knowledge Panini
Drawers EndContexts are built/usedOccasions to communicate rise
And two new basicOpportunities ...
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Summarized: Social Media offer the chance of cooperation ...
Social Media enable new and better cooperation of
humans.
Society
Media
PoliticsCompanies
Markets
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But where are possibilities for cooperation or even collaboration?
N.B.: what is the difference between cooperation and collaboration?
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Cooperation in Organisations and beyond
Organisations
Private Consumers
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.
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But how can we realize cooperation and collaboration?
„We have already set up a Blog for customers and a Wiki for our employees.“
„We will introduce social Media shortly, our IT department works on it ...“
„We are everywhere in Social Media: in facebook, in twitter, even in Google+ ...“
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WS 2012/13 | Prof. Dr. Susanne Robra-Bissantz | Corporate Communications Today| Seite
But how can we realize cooperation and collaboration?
„We have already set up a Blog for customers and a Wiki for our employees.“
„We will introduce social Media shortly, our IT department works on it ...“
„We are everywhere in Social Media: in facebook, in twitter, even in Google+ ...“
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.
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WS 2012/13 | Prof. Dr. Susanne Robra-Bissantz | Corporate Communications Today| Seite
But how can we realize cooperation and collaboration?
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.
„We have already set up a Blog for customers and a Wiki for our employees.“
„We will introduce social Media shortly, our IT department works on it ...“
„We are everywhere in Social Media: in facebook, in twitter, even in Google+ ...“
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Collaboration Engineering
Psychological and social Situation
Collaboration Success
Human Behaviour
System Behaviour
Tech
nica
l Situ
atio
n
Organisational S
ituation
Collaboration Engineering i.e.S.
4. Collaboration 1. Collaboration
3. Collaboration 2. Collaboration
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.
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.
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But why shoud an organisation collaborate?
Collaboration?!?
employees support each others
a collective intelligence appears
knowledge is shared
... because collaboration may
change „processes“
they take part...
... and that voluntarily
they are motivated ...
... because collaboration may change humans
they are open and share ...
… towards relationships
… towards social closeness
… towards transparancy
... because collaboration may
change the culture…… towards trust
… regarding costs
…regarding reputation
… and because collaboration may have
success...… regarding quality
…regarding innovations
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WS 2012/13 | Prof. Dr. Susanne Robra-Bissantz | Corporate Communications Today| Seite
But why shoud an organisation collaborate?
Collaboration?!?
employees support each others
a collective intelligence appears
knowledge is shared
... because collaboration may
change „processes“
they take part...
... and that voluntarily
they are motivated ...
... because collaboration may change humans
they are open and share ...
… towards relationships
… towards social closeness
… towards transparancy
... because collaboration may
change the culture…… towards trust
… regarding costs
…regarding reputation
… and because collaboration may have
success...… regarding quality
…regarding innovations
• a waste of time
• useless information
• purely virtual relationships
• dumbing down
• isolation
• transparent citizens
…
But why are people often sure, that collaboration means ...
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New Medium
Collaboration as an attitude
Social Media
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.
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.
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The difficult aspects of collaboration are ...
Collaboration as an
attitude
Voluntariness
Trust
Coherence
Respect
Heterarchy
Responsibility
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The difficult aspects of collaboration are ...
Collaboration as an
attitude
Voluntariness
Trust
Coherence
Respect
Heterarchy
Responsibility
Think about these, with the following slides...
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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?
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Collaboration and Coherence
What has this to do with Collaboration?
At work: „We open a platform where we can share
our ideas and thoughts“.
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: „I want my employees to work according
to their own rules. I don‘t controll milestones.“
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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?
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Collaboration and trust
Company:
When we ask for complaints, we will get them.
What shall we do, when loads of infamies will be contributed?
Employee:
I‘m supposed to react to complaints.
But what happens, when I write something wrong?
The company considers to open a blog for customer complaints. Here is what it thinks about.
How would you answer, if you act on the assumption of collaboration and trust?
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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.
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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“.
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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.)
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