Lee Rainie, Director of the Pew Research Center Internet Project, shows how the large, loosely knit social circles of networked individuals expand opportunities for learning, problem solving, decision making, and personal interaction. The new social operating system of “networked individualism” requires us to develop networking skills and strategies, work on maintaining ties, and balance multiple overlapping networks. The “triple revolution” that has brought on this transformation: the rise of social networking, the capacity of the Internet to empower individuals, and the always-on connectivity of mobile devices. Drawing on extensive evidence, Rainie examines how the move to networked individualism has driven changes in organizational structure, job performance criteria, and the way people interact in workplaces. He presents a glimpse of the new networked enterprise and way of working.

1. Networked Worlds and
Networked Enterprises
Lee Rainie - @lrainie
Director, Pew Research Center’s Internet Project
To: KMWorld Conference
11.7.13

2. “Tell the truth, and trust the people”
-- Joseph N. Pew, Jr.
http://bit.ly/dUvWe3
http://bit.ly/100qMub

3. Networked life in organizations:
A four-part harmony
1.
2.
3.
4.
Networked individuals
Networked information
Networked workplaces
Networked enterprises

4. Networked life in organizations:
A four-part harmony
1.
2.
3.
4.
Networked individuals
Networked information
Networked workplaces
Networked enterprises

5. Networked Individualism
The move to looser, far-flung networks

6. Personal networks are:
More important – trust, influence awareness
Differently composed – segmented, layered
Perform new functions –
sentries, evaluators, audience

7. But it is not just technological story
Other drivers are changes in …
Family life
Business structures & labor shifts
Transportation & living patterns
Identity shifts – including in
politics, religion
… then comes technology

8. People Function as Networked Individuals and less
as group members
• Social ties and events organized
around the individual rather than
a social unit such as a
family, neighborhood, school, or
organization
• Agency: Each person operates
own network
• Mobile phones and internet allow
person-to-person contact to
supplant place-to-place
communication
• The social network revolution has
provided the opportunities – and
stresses – for people to reach
beyond the world of tight groups

9. Networked life in organizations:
A four-part harmony
1.
2.
3.
4.
Networked individuals
Networked information
Networked workplaces
Networked enterprises

10. Digital Revolution 1: Broadband at home - 70% (+10% more
have smartphones) - Internet users overall: 85%
Dial-up
Broadband
100%
70%
80%
60%
40%
Broadband at
home
3%
20%
Dial-up
at home
0%
June
2000
April
2001
March March
2002 2003
April
2004
March March March
2005 2006 2007
April
2008
April
2009
May
2010
Aug
2011
April
2012
May
2013

11. Digital Revolution 2
Mobile – 91% … smartphone 56% … tablets 34%
326.4
Total U.S.
population:
319 million
2012

12. Changes in smartphone ownership
80%
May 2011
February 2012
May 2013
56%
60%
46%
48%
41%
40%
35%
35%
17%
20%
12%
9%
0%
Smartphone
Other cell phone
No cell phone

13. Digital Revolution 3
Social networking – 61% of all adults
18-29
100%
30-49
50-64
65+
% of internet users
89%
78%
80%
60%
60%
43%
40%
20%
9% 7%
0% 6%
2005
1%
2006
2007
2008
2009
2010
2011
2012
2013

14. The Landscape of Social Media Users (among adults)
% of internet
users who….
Use Any Social
Networking Site
Use Facebook
Use Google+
LinkedIn
The service is especially appealing to
72%
Adults ages 18-29, women
71%
31%
Women, adults ages 18-29
22%
Higher educated
Adults ages 30-64, higher income,
higher educated
Women, adults under 50, whites,
those with some college education
Adults ages 18-29, African-Americans,
urban residents
Adults ages 18-29, African-Americans,
Latinos, women, urban residents
Use Pinterest
21%
Use Twitter
18%
Use Instagram
17%
Use Tumblr
6%
Adults ages 18-29
reddit
6%
Men ages 18-29

15. The nature of networked information
•
•
•
•
•
Pervasively generated
Pervasively consumed
Personal via new filters
Participatory / social
Linked
•
•
•
•
•
Continually edited
Multi-platformed
Real-time / just-in-time
Timeless / searchable
Given meaning via networks

16. Networked life in organizations:
A four-part harmony
1.
2.
3.
4.
Networked individuals
Networked information
Networked workplaces
Networked enterprises

17. Networked Work
• Not one small bounded group in a
hierarchy … simultaneous work in
multiple teams
• Multidisciplinary
• Distributed and heavily reliant on
technology for communication and
coordination
17

18. Traditional “fishbowl” vs. Networked “switchboard”
• All work in same room
• Densely-knit, direct
connections
• Most interactions within a
small group
• Frequent contact;
recurrent interactions
• Long-tie duration
• Mentoring by co-located
workmates
• Repetitive tasks, deskilling
• Power: top of the
hierarchy
• Each works separately
• Sparsely-knit, not know each
other
• Many people contacted in
multiple workplaces
• Variable, changing frequency
of contact
• Switching with multiple ties
• Less mentoring, harder to
learn tacit knowledge
• Multiple tasks, added skilling
• Power: Betweenness
Centrality

19. Networked work: Balance sheet
•
•
•
•
•
Advantages
Surfaces extra
information
Applies talents where
needed
Multiple perspectives
on solutions
More fluid and nimble
Potentially more
innovative
Problems
•
•
•
•
•
•
Trust
Focus
Coordination
Loyalty
Extra effort
Institutional memory
lapses

20. Networked life in organizations:
A four-part harmony
1.
2.
3.
4.
Networked individuals
Networked information
Networked workplaces
Networked enterprises

21. Example: Arts organizations
• 1,244 grantees of National Endowment for the
Arts
• Focus: How much, if at all, has technology
changed organizational operations and
engagement with audiences
• Benefits of embracing networked life?
Problems?

22. Generally increasing their online presence
% of arts orgs who say the internet is very or somewhat important for…
Very Important
Somewhat Important
Promoting the arts
81%
15%
Increasing audience engagement
78%
18%
Gathering research and data for grant…
65%
64%
Using your organization's resources…
27%
63%
Indentifying sources of funding
25%
29%
55%
Engaging in arts advocacy
37%
28%
Artistic creation and/or collaboration
Improving arts cataloging and…
27%
19%
Improving arts curation
0%
39%
16%
24%
20%
40%
60%
80%
• 86% have increased the
number of online events
and exhibits they host over
the past several years
• 97% have a social media
presence
29%
33%
Providing arts education to the public
• 99% host a website
100%
Source: Pew Research Center’s Internet & American Life Project Arts Organizations Survey. Conducted between May
30-July 20, 2012. N for respondents who answered this question=1,212.
• 69% have individual
employees with
professional social media
profiles they use in their
capacity as a
representative of the
organization

23. Major functions served by arts orgs’ websites
Multi-Media Content
• 94% post photos on
their website
• 81% post or stream
video
• 57% post or stream
audio
• 50% maintain a blog
• 20% present online
exhibits
Promotion
• 86% accept donations online
• 74% maintain an online
calendar
• 72% sell tickets online
• 47% sell merchandise online
• 34% make info available
through RSS feeds
• 31% offer discounts through
services such as Groupon or
LivingSocial
Audience Interaction
• 90% let patrons share
their content via
email, SNS and
Twitter
• 81% let users
comment publicly on
the site
• 28% host online
discussion groups
• 22% host webinars

24. Arts Orgs’ Use of Social Media
The social media platforms arts organizations use…
• 97% of these orgs have a
profile or page on a social
media site
• 69% also have individual
employees with professional
social media profiles they
use as representatives of
the organization
• 56% of the orgs that use
social media have a profile
on 4-9 different social media
sites
Source: Pew Research Center’s Internet & American Life Project Arts Organizations Survey. Conducted between
May 30-July 20, 2012. N for respondents who answered this question=1,202.
• 10% of the orgs that use
social media are active on
10+ platforms

25. 45% of arts orgs using social media post daily
How often organizations post content on social media…
Other uses of social media…
Every
few
weeks
8%
Less
often
3%
About
once a
week
16%
Several
times a
week
28%
Several
times a
day
25%
About
once a day
20%
Source: Pew Research Center’s Internet & American Life Project Arts Organizations Survey. Conducted
between May 30-July 20, 2012. N for respondents who answered this question=1,131.
• 82% use social media to engage with
audience members prior to, during, or
following an event
• 77% use social media to monitor what is
being said about their organization
• 65% use social media to learn more
about their audience
• 52% use social media to get feedback
from the public or “crowdsource” an idea

26. Do arts orgs see a payoff from social media?
• 56% say it’s had a major impact on
boosting org’s public profile
• 53% see major impact on
engagement with public
• 48% see major impact on increasing
traffic to website
• 45% see major impact on event
promotion/attendance
• 41% see major impact on audience
building and stakeholder engagement
• 27% see major impact on audience
engagement w/content
• Just 13% see major impact on
professional collaboration, or on
fundraising
Very true
Somewhat true
Social media is worth the time our
organization spends on it
58%
Social media helps my organization
reach a broader audience than it
would otherwise be able to
33%
52%
The younger employees in our
organization have a
more positive view of social…
41%
38%
Social media helps our existing
audience members
feel more a part of the organization
32%
37%
Overall, my organization does not
have the personnel or resources it
needs to use social media…
48%
30%
Social media creates more risks
than benefits for our
organization
44%
5%
0%
20%
40%
60%
80%
100%
Source: Pew Research Center’s Internet & American Life Project Arts Organizations Survey. Conducted
between May 30-July 20, 2012. N for respondents who answered this question=1,117.

27. Not everyone is on board the social media train
Major reason
Minor reason
My organization is concerned about the continued
resources that would be necessary to maintain a
successful social media profile or campaign
35%
My organization does not have the staff skills or
knowledge it needs to begin using social media
30%
My organization is able to reach our community/
stakeholders through other means, so we do not need to
use social media
25%
18%
My organization does not have the financial resources it
needs to begin using social media
39%
16%
My organization does not use social media because it is
too difficult to control what is said in social networking
spaces
My organization does not have access to the updated
hardware or software necessary to use social media
effectively
40%
33%
12%
7%
40%
23%
My organization tried using social media in the past and
found that it was ineffective 5% 5%
0%
20%
40%
60%
80%
Source: Pew Research Center’s Internet & American Life Project Arts Orgs Survey. Conducted May 30-July 20, 2012. N for respondents who answered this question=1,117.

28. Be not
afraid