Presented at the SEA-SoNS Second Workshop Seville, Spain, 15 July 2013 http://is.jrc.ec.europa.eu/pages/TFS/SEA-SoNS.html

1. 15 July 2013 SEA-SoNS Second Workshop, Seville, Spain 1
Future of Social media for
organizations:
Looking at the real implications
SEA-SoNS Second Workshop
Seville, Spain
15 July 2013
Thierry Nabeth
Univ. Paris Sud, PESOR, FR

2. 15 July 2013 SEA-SoNS Second Workshop, Seville, Spain 2
What is social media
Social media relates to the use of a new class of
information and communication tools (social
network systems, microblogging, Wikis, blogs,
cloud-based file sharing, etc.) that provide the
support for some social process.
Maybe this is the new name for the Web 2.0!
Note: Web 2.0 was ‘invented’ in 2005

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Two visions
…
Communication
2.0:
Social media (with Facebook, twitter) used to redefine
communication (internal or external) from a broadcast only
paradigm approach, into a mode of communication involving
the “participation” of the audience.
It is the “new marketing” and still relies on the idea of
“manipulating” the audience, but this by leveraging the social
process.
Collaboration 2.0: Enterprise Social media (with twitter, LinkedIn, Yammer, etc.)
used to redefine collaboration, inside and outside the
enterprise (Cf. Open innovation processes).
It is about transforming the structure of control towards a more
bottom-up process, empowering the individuals.

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The key implications of social media
…
transparency crowdsourcing
Information is multidirectional and is
potentially emitted by all the actors.
The control is transformed to bottom-up.
(versus top-down in the past)
It is difficult to control.
And yet … there exists the possibility of a
massive level of surveillance.
It is empowering the individuals.
And yet at the same time, it may not be
the more efficient & create some burden
to the individuals. (see the critics from
Jaron Lanier, how do we reward activities,
and the level of interaction overload it
creates).

5. 15 July 2013
SEA-SoNS Second Workshop, Seville, Spain
5
Challenges for the organizations?
Social media is not only about the adoption of a set of new tools helping to
improve the functioning of the organization, but is redefining more
profoundly what is the structure of the organization that is
- More transparent
- Relying on a bottom-up process
Beware that although this is generally considered as positive, is however
creates a number of challenges and may “revolutionize” the organization &
and the work as we know it now, for the better … or for the worse.
Maybe we should (policies) we make the organization more aware of the
real implications of social media !? (with education, cases, in domains such
as web-entrepreneurship, open innovation, etc…)