Social Media – Where Should Organization Development Focus?
Posted on Mon, Jul 19, 2010
Is social media a fad? Is it just a new marketing channel? Is it potentially the biggest shift since the industrial revolution? Many of the questions bubbling up present themselves in the form of questioning the reality and validity of social media’s role in business. These questions are often arising as a pushback against additional activities and workload from time starved colleagues.
Even the definition of Social Media is loosely defined and often defined in terms of our experience and expectation. At its core, Social Media has come to embody relational tools and methodologies to create connections around content. Underlying this is the desire to unveil both knowledge and wisdom, to participate and demonstrate creative expression, and to have “my voice” heard. Is this real?
Andreas Weigend's article in the May 20, 2009 Harvard Business Review revealed, “In 2009, more data will be generated by individuals than in the entire history of mankind through 2008. Information overload is more serious than ever.” Many believe 2010 will eclipse 2009.
All of us have and are experiencing the effects of this. Our web search is no longer information from data sources as we are now filtering information from many sources. We have the opportunity to move beyond information and tap into truth or information that has been tested and found true. We are able to tap into other’s experiences and hence the bar has been raised from information to truth.
In the process of connecting with peoples experience we discover pockets of wisdom, of shared interests, shared challenges and are now able to establish permission based relationships.
Our collective raised expectations are adding to this shift:
- the development of web enabled collaboration tools (web 2.0) are experiencing wide spread acceptance and growth and with that web dynamics and social dynamics are merging; fueling acceleration and multiplication of tools, technologies, platforms, services, etc.(web 3.0 – 4.0)
- these tools and services are changing the landscape of interactions and relationships in such a way as to change culture and not just business culture but have a rippling effect into all areas of culture
I would offer we are at the cusp of a cultural revolution and that we as leaders need to (quickly) learn to surf or be swept out to sea by this tsunami. This raises the bar internally as well. As OD practitioners we have to face the struggles and conflicts of the experimentation of and with various forms, platforms and tools.
The question we started with: Is this real? Is not the question we have our eyes on. The questions we are forming are strategic leadership questions which have the potential to drive our organizations into transformation and culture change.
In next week’s commentary we can examine more of the social trends and implications that will help us form the guiding questions that will move us forward. In this context, the leadership challenges are brought into a light that brings further clarity to the points above.
Until then; thank you.
About the author: Stephen Cummings is part of MassBayODLG