When most companies get started with social media, they make it the responsibility of marketing, PR, or even customer service. To achieve maximum business results, new social processes need be implemented across the entire organization.
The web has given a voice to consumers and the tables are turning in real-time. Recently, we have witnessed industries collapse (energy, financial, auto, real estate and even government) at a time when the public’s voice has become more powerful. Freeworld Media is taking a new approach in answering these evolving complexities.
“We need to close the gap between what science knows and what business does.” – Daniel Pink
Change is happening and the problems aren’t going to be solved by doing things the way they’ve always been done. So here comes social media… it’s fun and easy to use, but most important to the enterprise is the knowledge found through the social web. By tapping into these open data streams of information, we can better understand how to adopt to the new reality. Ultimately, success will come to those organizations that integrate humanized technology as part of their culture — to engage customers, employees, and stay ahead of the competition.
“Knowledge has to be improved, challenged, and increased constantly, or it vanishes.” -Peter Drucker
New Organization Models
Recently at the Social Business Summit, leaders from social media gathered to explore the topic of “social business design”. The Dachis Group describes social business design as “the intentional creation of dynamic and socially calibrated systems, process, and culture.”
Managing Complexity through Systems Thinking
Successful organizations need a way to adapt to an increasingly changing and moving world. As we look for a more strategic approach to understanding the nature of system constraints and interactions, we look to Complex Adaptive Systems. Wikipedia describes these complex systems as “diverse and made up of multiple interconnected elements (and so a part of network science) and adaptive in that they have the capacity to change and learn from experience.” Systems thinking requires a new set of leadership skills to manage the challenges of a complex adaptive system.
“We are shifting from a world where the key source of strategic advantage was in protecting and extracting value from a given set of knowledge stocks — into a world in which the focus of value creation is effective participation in knowledge flows, which are constantly being renewed.”- Thomas Friedman
Networked Organization Benefits
• Becoming more responsive and adaptive.
• Leveraging the crowd through open data streams.
• Serving the customer through rapid communication and response.
• Expanding the collective knowledge of the enterprise by tapping into the network.
• Preventing disruption by understanding the impact of failing pieces and how to minimize those risks.
Holistic Approach
Complex adaptive system is the study of natural systems – how they interact, adapt, and survive over time. Organizational responsiveness to adaptive change is both multidisciplinary and strategic in nature. By understanding how social, political and cultural landscapes affect the complex adaptive system, the enterprise can extend their capacity to plan, implement and create results. Look to social network intelligence technology to radically transform business in the 21st century.
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