Presented at the SEA-SoNS Workshop - Brussels, 20 March 2012 http://is.jrc.ec.europa.eu/pages/TFS/SEA-SoNS.html

1. Social networking in
organisations:
Trends & challenges.
Articulating the individual & the
organisational dimension
A Personal views
Thierry Nabeth
20/03/2012 IPTS SEA-SoNS Workshop, Brussels
Thierry Nabeth

2. Issues and challenges
The individual perspective
 Many of the survey only take a top-down perspective. What
about the end users perspective? What’s in it for him/her?
Specificity of each tool & articulation
 The different social tools (SNS, Wiki, microblogging, blogs)
function differently and fulfill different functions.
 How the different tools are combined in the organization?
What are the new roles and professions?
 e.g. Community management, social media management
Understanding online Identity(ies)
 Privacy issues, legislation. But also what is their role in the
dynamic of the interaction (e.g. trust, reputation).
20/03/2012 IPTS SEA-SoNS Workshop, Brussels
Thierry Nabeth

3. The organizational perspective
Culture & control (Bottom-up versus
top down)
New processes (e.g. open innovation)
New roles (Social activity takes time)
Productivity (distration? Effectiveness?)
Complexity explosion
Leaking of information
20/03/2012 IPTS SEA-SoNS Workshop, Brussels
Thierry Nabeth

4. The individual perspective
Motivation (of the individual to engage
into an exchange)
The contribution to the psychological
needs (neurocognition)
The « interaction » overload, burnout
Redefinition of work, of learning …
Etc…
20/03/2012 IPTS SEA-SoNS Workshop, Brussels
Thierry Nabeth

5. Contexts & Practices
(for the individual & the organisation)
Implication for the Work practices.
 Distance working & connectiveness: Access
to resources, but also fulfill some
psychological needs (motivation, inclusion).
 Mobility
Learning
 Social learning?
20/03/2012 IPTS SEA-SoNS Workshop, Brussels
Thierry Nabeth

6. Some previous studies on ESN
References of reports from analysts & consulting firms
Altimeter (2012). Making the Business Case for Enterprise Social Networking, Focus on Relationships to
Drive Value. Altimeter, February 22, 2012, by Charlene Li, Alan Webber and Jon Cifuentes
Deloitte (2011). Social Software for Business Performance. The missing link in social software: Measurable
business performance improvements. Deloitte LLP February 28, 2011. by Megan Miller, Aliza Marks, and
Marcelus DeCoulode (advisors: John Hagel, John Seely Brown, Duleesha Kulasooriya)
McKinsey (2011). How social technologies are extending the organization. McKinsey Quarterly November
2011 by Jacques Bughin; Angela Hung Byers; and Michael Chui
(Note: the 5th of a series that is conducted every year).
References of articles from academics
Andriole, S. J. (2010). Business Impact of Web 2.0 Technologies. Communications of the ACM 53(12):
67-79
Turban, Efraim; Bolloju, Narasimha and Liang, Ting-Peng (2011). Enterprise Social Networking
Opportunities, Adoption, and Risk Mitigation. Journal of Organizational Computing and Electronic
Commerce, 21: 202–220, 2011
Voigt KI, M Ernst (2010). Use of Web 2.0 applications in product development: an empirical study of the
potential for knowledge creation and exchange in research and development. International Journal of
Engineering, Science and Technology 2 (9) : 54-68
20/03/2012 IPTS SEA-SoNS Workshop, Brussels
Thierry Nabeth

7. More research needed
Topics
 Collective intelligence
 Social media
 Social learning
The new methods:
 Computational social science
 (Social) neurocognition?
20/03/2012 IPTS SEA-SoNS Workshop, Brussels
Thierry Nabeth

8. Cognition of
Collaboration & Cooperation 2.0
New model of collaboration & cooperation are emerging
 Collective intelligence. (e.g. in Open innovation)
 New way of looking at human rationality. (Man or woman is
not a pure homo-economicus!)
Example: Why people Cooperate (cf. Benkle 2011).
 Process-based (because they are asked to and paid for)
 Market-based (because it is in their self-interest)
 Community-based (because they like it).
  Bringing back “humanity” into the equation (intrinsic motivation!)
Reference:
Yochai Benkle (2011). The Pingouin & the Leviathan : How Cooperation Triumphs over Self-Interest
20/03/2012 IPTS SEA-SoNS Workshop, Brussels
Thierry Nabeth

9. The community versus the network
Network (e.g SNS) Community (e.g.
Wikis)
Peer-to-peer,
Individualistic, … Digital Territories,
social spaces,…
Images from « C o m m u n i t y v s . S o c i a l N e t w o r k »
by MikeW on 06-06-2010
http://lithosphere.lithium.com/t5/Building-Community-the-Platform/Community-vs-Social-Network/ba-p/5283
20/03/2012 IPTS SEA-SoNS Workshop, Brussels
Thierry Nabeth