Why Social Networks Inside Businesses Have Failed (And What We Can Do About Fixing It)

August 10, 2011

Why Social Networks Inside Businesses Have Failed (And What We Can Do About Fixing It)

“Social” networks are based on the concept of connecting people. But connecting people is just the easy part. This article points out the larger issues of implementing social networks inside businesses.

By Ram Menon, TIBCO

Social technologies have transformed the way we communicate and consume information. So, when you come to work, you probably hear some say, “You should replicate Facebook inside of your company. It’s the new wave! It’s the revolution that will automatically transform your business!”.

It all sounds nice. The problem is it’s a farce.

The truth is, early attempts to bring social networking inside companies as a work tool have failed. They have failed because they lack a pragmatic focus on the business process, systems, and culture that actually makes companies operate (and make money). Free social computing tools -- which almost gleefully don’t understand the needs of businesses -- fall on their face after a few months of use because people don’t actually get their work done in them. They’re the proverbial “extra thing I gotta check.” And if they’re not working in them, why log in anymore?

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