That is the objective of my present day job. I just published my tenth white paper in a series on the ROI of Social Media on the topic of ‘Creating A Social Business Through Listening’. It is a culmination of over two years of direct focus in the social media monitoring industry. My work with Alterian SM2 (formerly Techrigy) has contributed to evolving online listening based on customer needs and industry requirements along with the measurement of value and ROI. So this was indeed a momentous occasion for all I evangelize and represent!

My vision is that every company needs a community strategist to guide the culture shift in a company so that the organization can embrace and leverage social channels in order to meet it’s business objectives. It is only through building community internally that the company can realize the full potential of the social web and build an external community along with realizing all the benefits.

Dell gets this! and they are executing on a massive community building project internally. They have trained 5,000 staff of their 100 k strong. And they are listening to their community (both internally & externally). I see the new listening control center as a statement to their commitment to not only listen to their customers, but to make sure that change happens. As we all know, Listening is the first step and the most imperative!

It was amazing to hear the passion that these people have for socializing Dell and making their brand strong. I was touched to see Michelle Brigman, Social Media Listening & Engagement Operations Sr. Manager, get emotional when talking about what they’re trying to accomplish. I watched her express how they want to provide their customers with the best service in the upcoming seasonal rush when everyone gets harried. They are working as fast as they can to empower their teams company wide to provide the best customer experience possible. Imagine the scope of this project.

In the near future I will be sharing some videos that imparts the efforts and passion of this amazing project that Dell has taken on. Manish Mehta, VP Social Media & Communities, asked me if I thought other companies would be doing this and my response was, “Absolutely! This is the future!”

Thank you to the Social Media team for inviting me to join your celebration of Community Building and Listening. Special thanks to Lisa Grimes for coordinating it. I appreciated the opportunity to be introduced to Michael Dell and shake the hand of a man that is leading such a huge change in the profession and industry that I’ve been pioneering. Congratulations to Dell on making great strides in setting a new organizational standard.

More information from Dell’s perspective can be found on Mashable. And you can read about my experience with Dell’s Customer Advisory Panel:

Dell Takes Listening to a New Level with #DellCAP

What companies do you think are doing a good job in operationalizing social media?

I appreciate that the focus was on more than just technology. Building a community requires a strategy combined with an integration of resources (including people!).

… applied over 60% of our weighted criteria based on what our clients tell us they want, a solutions partner that delivers strategy, education, services, community management, analytics and support.

Nine companies were chosen for the Wave Report. They are Jive Software, Telligent Systems, KickApps, Pluck, Awareness, Lithium Technologies, Mzinga, LiveWorld & Leverage Software.

Over the past year I’ve gotten to know people from these companies. How? Many of them are providing great resources.

Lithium has some great whitepapers. And Scott Dodds commented on my blog enough times so that I sought him out in person at Defrag & we had a great chat!

Awareness offers great webinars & whitepapers! Check out their archive of webinars . Dave Carter, CTO has been a great friend & mentor. He gave me insight into the vendor’s side of this process. Robin Hopper is another great resource there.

I met Mzinga folks at the Social Media Strategies & DeFrag conferences. I have their book here. And I met Mike Walsh from Leverage at Social Media Strategies conference too. Lawrence Liu of Telligent & I had a great chat at DeFrag! (His intensity reminded me of Jeremiah’s!). And George Dearing, also from Telligent & I have crossed paths online.

And last but certainly not least, I’ve had the good fortune to get to know Bryan Person, Community Evangelist, for Live World. In my opinion every community platform company should have one – so take note guys! Bryan is doing a great job of defining that role.

Tom Humbarger had asked if these companies are – Walking the “Social Media Walk”.? I spent time outlining all of the ways that these companies are contributing to establishing community best practices. I’m a huge proponent of education & many of these companies are contributing to the conversations in addition to participating on social networking sites.

Thanks to these companies for setting the bar for community building & I look forward to your contributions in 2009!

(I’ll let each company link to their resources in the comments & I’ll put them in the post. Thanks!)

Nattergalen offers community management services. That sounds simple enough, but it brought so many questions to mind. They also offer tech solutions for setting up white label platforms so that they’re branded for the customer & personalized. But it was the people solutions that we spent the most time talking about.

Marguerite & Scott are very excited about their young company & their aspirations. They started it in April 2008 & it’s growing steadily. They offer community planning & the high level skills of ongoing community management. Their customer is able to have the benefit of a community manager without having it as an in-house position. The position is provided on a remote basis but with much planning & support before the implementation of the position. Our conversation came back to the pro’s & con’s of ‘working remotely’ a few times.

I asked them about their philosophy of dealing with communities & I was quite pleased to hear that we share many of the same ideas. Whenever I see ’services’, I have a concern – what are the standards? We had a nice discussion about standards for this emerging profession. Scott had an excellent point that companies are being really trusting when they allow a community manager to serve as the voice for their brand. It’s an incredible responsibility & requires considerable trust.

The one thing that I wonder about when I read about ‘people services’ is if it’s moderation or providing the full spectrum of services. Nattergalen offers the external role of community building as an additional option – Marketing 2.0 services. In my opinion I think that that’s a key piece to grow the community & be a part of the extended community. It’s a time for the community manager to connect with others in the niche, share ideas, learn and promote the brand & community. I think that companies should definitely consider it a necessity.

It was great to hear Scott & Marguerite’s passion in regard to community building & for providing exceptional service to their customers. I look forward to watching their company grow!

For further reading, I have specific information on the community manager role.

What questions do you have for Marguerite & Scott? I’m sure that they’ll be glad to answer them.

Here’s an outline of the main points:

1. Knowledge workers – the next place for efficiency (email isn’t cutting it anymore & elegant web 2.0 solutions exist now that foster internal community building)

• collaboration is being redefined (and it’s traumatic to some)
• it’s about how people work & human activities
• brands need to differentiate themselves & they can achieve that by drawing on their employee’s ideas

I like Forrester’s definition of Web 2.0:

A set of technologies & applications that enable efficient interaction among people, content, and data in support of collectively fostering new businesses, technology offerings, and social structures.

Rob made the point that the first part is the tactical aspect.And the underlined part is what’s causing the ruckus. Digital natives are ignoring IT & wanting to use collaboration tools, information sources & networking options that aren’t necessarily endorsed by the Enterprise. These solutions are relatively inexpensive or open source & the younger generation expects to work in a Web 2.0 environment. The good news is that these tools require little or no support from IT, so they easily be outsourced. Rob provided stat’s that over 50% of organizations are considering implementing collaboration strategies & 25% will be implementing Web 2.0 technology.

He gave an example of how Bell Canada creatively responded to the economic threat of Google. They utilized the long tail to stimulate idea generation from employees by creating an internal blog encouraging idea generation & then the ability to vote. The highest rated ideas & the lowest were championed by the executive level for subsequent strategic planning.

Blogs are a good way to gather ideas from staff internally & document information. Wiki’s are used for collaboration. The value of both is that they build brand inside the organization. They encourage organizational change. Once people get used to using the blog/wiki they enjoy contributing. Both provide a "corporate memory" that is invaluable. And Rob pointed out that new voices emerge from the organization. It puts email back to the purpose it was intended for.

The slide below highlights what Web 2.0 offers. Information becomes artifacts. Down on the bottom left is where IT needs to be involved in ensuring that policies, security & compliance are followed. This removes the risk & allows for more transparency because the purpose of the tool has been reviewed & approved.

How to go about implementing this?

• Assume that the existing compliance, privacy, security & discovery procedures apply
• The organization needs to assess authentication & security.
• Decide on the levels of the policy

What’s appropriate considering the situation?

• Internal versus external information
• Public versus private systems
• Trusted vs non-trusted info sources

Rob listed out things to look for:

• Authentication model
• Security model
• Integration with search strategy
• Policy management
• Integration API’s

He wrapped up his presentation by encouraging the audience to find strategies that harness the new Web 2.0 tools. Building community internally can provide business value today.

I want to make a point that the tools/services are very reasonable for building community internally or externally. We just need to help organizations get over their fears & encourage them to start experimenting!

Please share your experiences. Someone sent me a note with their story & I’m going to interview him & share it with you.

93% of teens are online & 64% are creating content!

• Girls are blogging more (35% compared to 20% of the boys)
• Boys are more likely to watch & upload videos (21% vs 10%)
• Digital images – almost 90% have posted photos or videos! & interact by commenting

For communication, the cell phone is the primary choice of 70%

• 60% texting
• 47% messages over social networks
• 22% email (J. Owyang’s prediction that email is dying is showing)

(the reason that it is more than 100% is because teens use combinations of the above)

This quote is quite interesting in that mentorship is acknowledged as a key role. This phenomenon can be seen with any community no matter the age range.

MIT professor Henry Jenkins notes that, along with the rise in popularity of participatory media applications, there has also been a concurrent development of “participatory cultures” that serve to encourage all of this user-contributed content. Jenkins defines a participatory culture as “a culture with relatively low barriers to artistic expression and civic engagement, strong support for creating and sharing one’s creations, and some type of informal mentorship whereby what is known by the most experienced is passed along to novices.”

Take away -

Reading the report is like looking into the not too distant future. In next five years the use of social media & participation in networks are going to keep increasing at an exponential rate.

I’m taking a class in organizational behavior and I have to write a research paper. I would like to write about how new media is changing structure within organizations and how people manage. I would like to look at how recent grads with new media skills will possibly enter the workplace with greater skills in the area than their superiors and how this changes hierarchy within the org…

Social media has changed many things in regard to organizational behavior. I will use myself as an example. In August my employer decided to allow me to work remotely. Granted they have others working remotely, but it seems the exception rather than the rule. As Community Manager I work with customers externally, but also internally with all levels. That underlines one of the premises of social media is that siloes are leveled & people move to the fringe of the corporate membrane. (Robert Scoble I believe).

It has also leveled the playing field in networking & I’ve experienced this with my social networking in meeting people online. So, social media has changed the hierarchy within some organizations. My company started doing betas this past summer & will continue to do them. And there are case studies of companies like Dell where they’ve used social media to help their brand.

But I should clarify that I am not a ‘new grad’ and I don’t necessarily have greater skills than my superiors. I just have an intense interest in social media & it compliments the skills of those I work with (at all levels). My goal is share & teach my skills that can further the mission of our company.

To research this, I would recommend a couple of articles that Forrester Analyst, Jeremiah Owyang has written to get an overview.

• Outlines a timeframe for the integration of social media into the workplace. If anything the trend will be later than this. The article is an excellent overview of the upcoming changes.
• a video that talks about best practices for the adoption rates of social media ranging from digital natives (the recent grads) to existing employees needing to adapt (digital immigrants).

Then I would research the terms ‘digital natives’ & future. I started for you & it was interesting:

In ‘Digital Natives’ will drive web 2.0 into your business Gartner Analyst Anthony Bradley says this about digital natives:

They bring with them a set of expectations of how they will interact and the tools they’ll use to interact, and they can be woefully disappointed walking into organizations that don’t have some of the Web 2.0 tools that they’re used to using for building relationships and getting things done

In the same article Gartner analyst Tom Austin said

Enterprise 2.0 technologies need to be “free form,” or informal, messy and participatory, to make co-workers comfortable.

An interesting White Paper by Jon Husband: From Hierarchy to Wirearchy: The future of workplace dynamics (and mentions the Cluetrain Manifest – no surprise! It’s an interesting read)

Organization charts are still useful, but only as they become more fluid. Certainly, they appear in a much wider range of shapes than before, and often convey new messages about power, status and control. “Organigraphics,” or pictures of the ways organizations flow and operate, are clearly more pertinent, accurate and useful, according to strategy and organizational structure guru Henry Mintzberg.

And here’s a book for in-depth reading:

In The Future of Management by Gary Hamel, he suggests that management needs to be reinvented.

The underlying principles of hierarchy, bureaucratic control, and pay-for-performance worked well when the objective was efficiency. But today companies need to deliver on a broader set of objectives, and they need to be far more creative than their forebears.
So rather than force-fit our old management practices to the needs of today’s companies, we should actually develop a new set of practices – based on new principles such as community, variety, and creativity.

Do you think that would resonate with the new generations coming into the workforce? (I think I may need to read his book!).

So in going to Amazon to look for that book, I see a number of new books on leadership that may be good for your research (use your library!). This one looks particularly interesting: The Future of Human Resource Management: 64 Thought Leaders Explore the Critical HR Issues of Today and Tomorrow

Good luck with your research & let me know if you need more. The reference desk is always open!