From Social Networks to Communities

by Kevin Wheeler on June 16, 2010

Social media and social networks are all the rage.  They are supposed to help us connect to a wider range of people, find like-minded associates, build brand loyalty, locate and engage candidates for employment, provide education and real time learning, and stay in touch with dispersed family members or workers.

Over the past half decade the popularity of Facebook, LinkedIn and other networks has soared.  Almost all large organizations have some sort of presence on one or both of these networks and perhaps on others as well.

To make social networks far more powerful, it is important to evolve them into communities. Communities are special entities and are much more powerful and effective than a network of people.  Networks are little different than crowds - they are associations of people but lack the engagement and depth found in community.

A community has many characteristics which I describe below, but one of its most fundamental concepts is everyone in a community has access to and can communicate with everyone else. Communities are at their base forums to exchange ideas, engage in discussion, and offer opinions.  Any social media that limits engagement or communication cannot be defined as a community.

Here are some other characteristics of communities.

Collaboration and Sharing
People in a community share information and often work together to solve problems or come up with new ideas. They are organic and alive with conversation and sharing of opinions and thoughts.

Feeling included
Being part of something is also a key ingredient in a community.  By being with others of similar interests and through sharing ideas, people come to feel part of the team.  Communities help people get to know others and members reach out to those who are not participating to find out why.  There is a strong interest in everyone being involved.

Similar values
No one is forced to join or stay in a community.  People can enter or leave communities at will. Therefore, people who stay in a community and engage in conversation are most likely to have similar values as others.

Openness
Member of communities are much more likely to share their feelings and express their true opinions about issues.  Opinions are widely known and there is a tendency for lively debate.

Engagement
And finally, those in an active community are truly engaged and interested.  Here is a statement from Richard Long, Deliotte New Zealand’s Manager of Talent Acquisition, about their recently developed Facebook community aimed at helping Deloitte recruit university students and graduates:

“Our strategy is to create dialogue and conversation with students and engage with them – all the while further developing the page with their feedback in mind – quite an organic process. All through our page we have given students the opportunity to tell us what they want to see and hear. The content of our page is provided by our own Deloitte Graduates and Summer Interns, and the fans themselves. My team really only administrates and develops the site to allow more conversation to happen between the fans and Deloitte Grads and Interns they are interested in hearing from. The result is we have built a community of students engaged with the Deloitte NZ brand, who are talking to us and have a sense of our culture and how we can support their career aspirations.”

This nicely sums up my major points and gives evidence that taking a social network to the next dimension – that of turning it into a true community of engaged and energetic people – is the right way to go.

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You have most likely heard the humorous expression that  the word assumption means “make an ‘ass’ out of ‘u’ and ‘me.’  And, even though amusing, it harbors a deep truth: that we go about our lives following habits and assumptions that we never question.  Most of them are useful because they make life simpler, easier and more efficient. If we questioned everything, not much would get done. Some are easily tested and proven correct, but others may be more difficult to sustain.

The corporate world is built on a mountain of assumptions:  assumptions about people, about money, about society, and about customers. This economic recession, the changing nature of work, the impact of the Internet and technology, the growth of global workforces, and the disappearance of manufacturing as the main driver of GDP and individual income are challenging many of these assumptions.

I have picked out three assumptions that I have not heard challenged.  I believe most executives would say these are all vital to the success of their businesses and not many would even give a moment’s thought to challenging them.

So let’s have a look.

Detailed project plans are critical.

In a predictable world, planning can make sense.  Breaking down the steps required to achieve a goal seems very logical and allows management to control and guide the progress toward an outcome.  The problem with plans are their very rigidity.  When things don’t go according to plan, those involved are often at a loss on how to move forward. They wait for guidance from experts or from the leaders who are also stressed. Most often things slow way down or come to a halt until some solution is worked out.

Plans often get in the way of creative solutions and remove empowerment or influence from those who are asked to execute the plan.  There is always a further assumption that the person who is charge of the plan has more knowledge, expertise, wisdom or insight into the outcome than anyone else.

As we have seen throughout history, the best laid plans are usually ineffective.  There is a saying in the military that a carefully worked out strategy is good for only the first hour of battle.  After that events take on a life of their own and success relies on flexible, creative field leaders.

The Alternative
Perhaps if we stopped planning in detail and laid out, instead, a broad general goal to aim for we would find people more excited, engaged and empowered. Let the people who are implementing the plan adapt, create and move toward that goal in the ways they feel will best achieve the objectives.

The U.S. Military has adopted some of this thinking in Afghanistan where troops are given broad goals such as reduce insurgency in this province or area and then are allowed to move forward as they see fit to achieve that goal.  Planning is minimal and support is provided though access to a broad array of services from military to psychological to sociological.

Crowd sourcing is a term used to mean tapping into a large group of people to get their diverse ideas, recognizing that more heads are always better than one. Expertise is embedded in many and the most successful organizations are learning how to tap into people within and outside for creative ideas.

In general, planning impedes the creativity that CEOs are seeking to remain competitive .

This means that loose plans – really just frameworks – are much better than detailed plans and the rigid oversight that often accompanies them.

Budgets are critical, otherwise costs would soar and profits could not be predicted.

Budgets, along with planning, are tools of control and power.  They allow a small number of people to push forward their own objectives rather than allow the flow of resources to where the greater good might be achieved.

In a manufacturing world costs can be carefully monitored and through negotiations, volume purchasing and the elimination of waste reduced to a minimum.  Things can be controlled and predicted to an incredible level of detail.

As we move into a complex, creative and highly interconnected world; control becomes a losing proposition.  The more we try to control, they more we actually lose control.

The Alternative
Make people accountable for what resources they use, but impose no limits. When people are accountable for their spending and need to show how it contributed to the success of the plan, they are more likely to be responsible. When they have a fixed budget, they feel almost compelled to spend it.

Letting team members decide what they need to accomplish their goals, providing a loose resource structure and being flexible with spending results in lower costs and less being spent.

Without deadlines nothing would ever get done.
Over the years it has become a mantra – set milestones and strive to achieve them.  No  one really questions this – it seems so logical. Yet, by setting up arbitrary milestones the process flow may end up being compromised.

People will either take shortcuts to achieve the goals, thereby sacrificing quality, or they will meet the deadline through any means and not have the energy or motivation to work to the next step with the best quality.

Deadlines also remove any motivation to finish early as that could be interpreted as an insult to whoever set the deadline.  If a deadline is based on historical performance or some other measured criteria, anyone finishing early will be looked at with suspicion.

The Alternative
Let the team work as quickly as they can without sacrificing quality.  Keep them accountable for producing a topnotch result, without imposing an arbitrary deadline that is really another form of control.

The lessons from each of these assumptions is that freedom of choice, personal control over outcomes and accountability are far better drivers of success and quality.

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What’s Happening in Learning in South Africa?

by Kevin Wheeler on May 12, 2010

I have been in Johannesburg for the past 4 days attending and speaking at the Global Learning Academy conference.  This is a gathering of about 100 learning executives  from nearby countries as well as speakers from Dubai, the United States, Australia, and the UK.

South Africa faces huge talent challenges. Unemployment is around 20% not because there is no work, but because many people lack basic skills. There are not enough skilled workers and the government and organizations are spending heavily on developing needed skills.  The current work is mostly manufacturing and mining, so skills are technical and practical.  This opens a door to e-learning which is widely used, but with poor to mediocre results.

There has been movement to create formal learning processes to build skills and grow leaders. We’ve heard speakers from Accenture as well as from smaller South African organizations. Here is my take on the state of corporate learning.

  1. Lots of focus on creating corporate universities or academies. Perceived benefit s in doing so include lower costs, greater consistency, and more influence.
  2. Struggles with gaining leadership support and showing  a return.
  3. The government in an effort to encourage corporations to hire and develop workers has implemented many rules and requirements that may actually slow down the development process.
  4. Change management is a huge issue and lots of effort to implement Kotter’s Leading Change methodology.
  5. Significant focus on e-learning but only at the most basic levels. Little use yet of simulations or interactive tools.
  6. Lots of interest in social media for learning but very little implementation.
  7. Challenges to overcome leadership resistance to new learning methods. Most people still regard classroom learning as the best methods.
  8. Training staffs remain fairly large and there are many brick and mortar institutes already in operation or being built.
  9. Little focus yet on virtual learning/work but growing fast.
  10. Most organizations are focused on skills development as opposed to capability development.
  11. Leadership development is very traditional.

Some ideas that I heard discussed that I think have promise:

  1. Develop learning communities that teach and support each other. These can be virtual or face-to-face as the situation dictates.
  2. Focus on tribal models for sharing, collaborating and learning.
  3. Experiment with rapid learning processes and accept the 80/20 rule around development. Give people the base minimum and let them fill in the rest themselves.
  4. Develop information portals and on-line networks of advisors/coaches for anyone to tap into.

The long term hope for South Africa, in my opinion is to use their organic, family-oriented, communal society to embrace social media use it to encourage, support and deliver skills training outside of or as an adjunct to the more traditional forms of learning.

What do you think?  Do you have any experience in implementing training into communities with low skills basic skill levels.

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