Saturday, 1st September 2007
In the past few months, it's been hard to ignore the phenomenon of
Facebook. This online social networking tool has even caught the
attention of traditional media, with many of the broadsheets carrying
articles from evangelical journalists who've succumbed to the frenzy.
As someone who spends most of her working life at a keyboard I've
always resisted anything that keeps me at my laptop outside work
hours, but I too found myself signing up to Facebook a couple of
months ago. Yet I still couldn't quite get the point of it. Did I
really need to know that my friend in Canada was staring out of the
window two hours ago? Attending the Social Tools for Business Use: Web
2.0 to Enterprise 2.0 New Development & Evolution conference in mid
July has given me a great deal of insight into exactly why people are
flocking to Facebook and other Web 2.0 tools.
The conference's aim was to examine how businesses could use social
tools 'to improve creativity, productivity, collaboration and
visibility within an enterprise, as well as engaging clients and
partners in more fruitful collaboration.' Over two days, 14 speakers
discussed a huge range of tools and sites, including wikis, blogs,
mash-ups, social tagging, instant messaging, video, social
bookmarking, podcasts and services like Facebook, Twitter, NetVibes
The first two sessions, Social Tools in the Enterprise and The Beauty
of Web 2.0, were key to understanding the concept of the networked
individual and how this impacts everything from the way we gather
information to our preferred communication channels. A number of the
conference presentations looked at the impact that video can make in
communications: by adding body language and images into a recorded
communication, the message becomes much more believable and engaging.
Charities 2.0 examined how social tools can help charities, which are
facing huge challenges with awareness and fundraising. When
individuals are far more likely to identify with a cause than a
particular charity, how can organisations emotionally engage their
supporters? Social tools can help donors and beneficiaries connect
It was great to see a case study from Chartered Institute of Library
Information Professionals (CILIP) on their recent introduction of
communities for its members, and to learn how BTs R&D group was using
wikis to build an intranet. From IBM and elastictime there were
practical examples of how geographically dispersed organisations could
improve networking, knowledge sharing and collaboration. Finally,
presentations from the Guardian and BBC Five Live looked at how social
tools are increasingly important to reporting. These tools are
changing the way the media reports, impacting editorial style and
creating two-way content for well-established channels.
Putting social tools to work
The themes that emerged from the conference were perhaps not new, but
the high number of social tools advocates in attendance indicated an
The idea that social tools are of no interest to anyone over a certain
age is questionable. Provided that you have basic Internet literacy,
the barrier is perhaps not age but participation. The more frequently
and intensively you use these new tools the more obvious the rewards
become. The problem is that we're often hampered by lack of time and
the fact that we already have well-established social tools like
mobile phones and e-mail that work well for us. But to simply dismiss
the new tools is to ignore the unique benefits that some of them can
It seems likely that business will find a role for social tools, but
how will this impact staff training needs? Will we need to be taught
the social rules of web interaction in the same way that we've learnt
mobile phone text abbreviations? Blogging, user group moderation,
video presentation: all these communication channels require a new
Leveraging 'light' social contact for business
So back to my original question about Facebook - what is the point?
There are many ways to keep in touch with the people you know - by
phone, via instant messenger, chatting by the water cooler or even
heading down to the pub. Each channel has its benefits and its
drawbacks, but tools such as Facebook or Twitter allow what speaker
Suw Charman defined as 'light social contact' or 'ambient intimacy'.
You're kept up to date with what's going on in that person's life
without having to contact them in any active way, and Facebook or
Twitter bring all your contacts together in one place in real time.
The benefits of such social tools for business? This ongoing light
social contact with a colleague or client can mean that face to face
meetings start with a deeper personal trust and understanding.
Have I been back to Facebook? Yes - and I'll keep going back. I may
find that it's not my preferred social network tool in the long run,
but as I add more applications and find new contacts on there, it's
becoming a lot more interesting place to be.
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