December 31, 2012 | Written by: bill_kirst
This is the second entry in a series of blogs on the topic of Organizational Change Management in the Future.
Social media surrounds us today. In headlines, annual reports, marketing, and across the blogosphere, social media influences the way we do business and engage as citizens. Much discussed, but hard to define, social media is understood by most to be collection of collaborative capabilities brought about by technology and robust two-way communication tools. When these collaborative capabilities are applied in a business environment, a social business agenda emerges, with countless benefits. After all, isn’t all business social? Businesses are social from the inside out because people do business with people, not just companies.
From Facebook to Flickr, Twitter to Technorati, hundreds of applications, sites and tools improve and enhance the way we communicate in our personal and professional lives. The application of these tools in industry and government is revolutionizing the way we do business and participate as citizens. Social media has changed how people interact and form relationships on a daily basis. Consequently, it is impacting how the enterprise conducts business and manages change in today’s market. Witnessing new levels of collegial collaboration, organizations and companies are experiencing unexpected benefits in the application of social media and social business tools, such as crowdsourcing and innovation jams
What may have begun as innovation to boost status and reputation quickly yielded unmatched benefits when implemented across the enterprise. Previously uttered sayings like “knowledge is power” are replaced with the more appropriate “knowledge sharing is powerful.” Socially shared information and contextual and collaborative data is being used to make better decisions on behalf of the enterprise and its employees. Now more than ever, social media is driving awareness and engagement levels in change campaigns while extending personalized connections and illuminating potential relationships. Connectedness, knowledge sharing, and collaboration is now essential to organizations, agencies and leaders who face increasingly complex change driven by emerging market challenges in the near future.
All Americans, be they employees and citizens, are concerned about the severity of change necessary to achieve optimum government performance in an environment of increasingly restricted resources. As evidenced by the emerging Fiscal Cliff dynamics and the detente
of partisan positioning, accelerated organizational change will be required to realize efficiency and lasting results. To better manage the coming changes that impact every citizen, business or agency, leaders are utilizing social media to stage near contemporaneous communications as part of a long term strategy to support lasting change.
Organizational Change Management (OCM) in the future will fully embrace and integrate social media and social business tools into standard management models and approaches. Operating within restricted budgets, social media management requires a small footprint of resources that returns a significant benefit to an agency’s mission, performance and goals. Therefore, deploying social business tools can yield economies of scale, cost savings and greater efficiency of communication to support lasting change. Looking at the traditional, tried-and-true tenets of OCM, ranging from John Kotter’s Eight Step Process for Leading Change to IBM’s Better Change Methodology, it is easy to identify where social media and collaborative technologies augment and integrate seamlessly to support a well positioned business transformation plan
The cornerstones of OCM models are established, however new market challenges require building upon those with the capabilities and collaborative effects brought about by social media and social business tools. Social media can augment every step in the OCM process and support the principles on which effective change is planned and executed. Social media and social networking tools bring unmatched network effects with economies of scale when communicating across a large organization.
With the application of social media and social business agendas
, there is a movement underway to liberate organizations from the static, one-way communication delivery model of managing change, toward cohesive, inclusive exchange, whereby the buy-in for change comes from inside the organization, often from the bottom up. Additionally, the same social tools and capabilities are increasingly used to pulse the enterprise and employees on their willingness and ability to manage change in tough times.
Social business tools can help industry and government leaders illuminate pain points and identify engagement opportunities in an accelerated and democratic manner. Emotions, passion, sentiment, and ideas can now be captured, collected and analyzed for action via social media and social business tools with the help of analytics. Never before have OCM experts and trusted advisors been so empowered with untapped insight and analysis to generate lasting change through collaboration for the future.