Managing boundaries social media use by enterprise employees
This presentation is the property of its rightful owner.
Sponsored Links
1 / 47

Managing Boundaries : Social Media Use by Enterprise Employees PowerPoint PPT Presentation


  • 69 Views
  • Uploaded on
  • Presentation posted in: General

Managing Boundaries : Social Media Use by Enterprise Employees. Jonathan Grudin Microsoft Research. Immovable Object. Human nature does not change Perceptual, cognitive, emotional, social behaviors. Irresistible Force. Human Nature and Technology Change. p relude: technology growth.

Download Presentation

Managing Boundaries : Social Media Use by Enterprise Employees

An Image/Link below is provided (as is) to download presentation

Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author.While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server.


- - - - - - - - - - - - - - - - - - - - - - - - - - E N D - - - - - - - - - - - - - - - - - - - - - - - - - -

Presentation Transcript


Managing boundaries social media use by enterprise employees

Managing Boundaries:Social Media Use by Enterprise Employees

Jonathan Grudin Microsoft Research


Immovable object

Immovable Object

Human nature does not change

Perceptual, cognitive, emotional, social behaviors


Managing boundaries social media use by enterprise employees

Irresistible Force


Human nature and technology change

Human Nature andTechnology Change


Managing boundaries social media use by enterprise employees

prelude: technology growth


Reasoning about exponential growth

Reasoning about Exponential Growth

Even when aware of supralinear growth, we reason poorly about it.

  • Seeing data does not help!

  • When it has effects, we misattribute them.


Reasoning about exponential growth1

Reasoning about Exponential Growth

107

70

106

60

105

50

104

40

103

30

102

20

10

10

4

8

12

16

20

24

28

1

2

3

4

5

6

7


Ten years of moore s law

Ten Years of Moore’s Law

105

90

75

60

45

30

15

1

3

5

7

9

11

13

15

17

19

21

1

2

3

4

5

6

7

0


Managing boundaries social media use by enterprise employees

20000000000

105

9000

18000000000

160000000

1200000

8000

90

16000000000

140000000

7000

1000000

75

14000000000

120000000

6000

12000000000

800000

60

100000000

5000

10000000000

80000000

4000

600000

45

8000000000

60000000

3000

6000000000

400000

30

40000000

2000

4000000000

15

200000

1000

20000000

2000000000

0

1960

1970

1980

1990

2000

2010


Managing boundaries social media use by enterprise employees

I WAS HERE

GUI

1960

1970

1980

1990

2000

2010


Managing boundaries social media use by enterprise employees

Computer Graphics & HCI

$10M

TX-2

PDP 1, 7

$1M

$100K

Alto

$10K

Mac

$1K

GUI-capable machine

Approximate costs in 2010 US$

$100

1955

1965

1975

1985

1995

2005


Managing boundaries social media use by enterprise employees

Computer Graphics & HCI

$10M

TX-2

PDP 1, 7

$1M

SG Iris

$100K

Alto

Star

Lisa

$10K

Mac

$1K

GUI-capable machine

Graphics research community

Graphics focused on realism

Graphics focused on interaction

Approximate costs in 2010 US$

$100

1955

1965

1975

1985

1995

2005


Managing boundaries social media use by enterprise employees

Computer Graphics & HCI

$10M

TX-2

PDP 1, 7

$1M

SG Iris

$100K

Alto

Star

Lisa

$10K

Altair

PC

Mac

$1K

GUI-capable machine

Graphics research community

Graphics focused on realism

Graphics focused on interaction

Human-computer interaction

Approximate costs in 2010 US$

$100

1955

1965

1975

1985

1995

2005


Managing boundaries social media use by enterprise employees

GUI-capable machines

$10M

TX-2

$1M

PDP 1, 7

$100K

Alto

$10K

Mac

$1K

$100

1955

1965

1975

1985

1995

2005

2015


Managing boundaries social media use by enterprise employees

GUI-capable machines

$10M

TX-2

$1M

PDP 1, 7

$100K

Alto

$10K

Mac

$1K

$100

$10

1955

1965

1975

1985

1995

2005

2015


Managing boundaries social media use by enterprise employees

GUI-capable machines

$10M

TX-2

$1M

PDP 1, 7

$100K

Alto

$10K

Mac

$1K

$100

$10

$1

1955

1965

1975

1985

1995

2005

2015


Managing boundaries social media use by enterprise employees

??

!!

GUI

1955

1965

1975

1985

1995

2005

2015


Impact of hardware changes

Impact of Hardware Changes

Organizational& InstitutionalBehavior

ConsumerBehavior

UserInterfaceR&D

SoftwareR&D

HardwareR&D

19651975 1985 1995


Managing boundaries social media use by enterprise employees

Social Media in the Enterprise


Social media consumers first

Social Media – Consumers First

New technologies

  • Messaging, microblogs

  • Wikis, weblogs, tagging

  • Real-time visualization, GPS, location-aware

  • Digital photos, music, video

  • Social networking & media

    New behaviors and skills

  • Multimedia authoring

  • Multi-tasking

  • Emotion & engagement

  • Search, browse, assess, synthesize

Photo by moriza.Some rights reserved.


Managing boundaries social media use by enterprise employees

Social Media – Then Enterprise Adoption

  • Before the Web

  • Email

  • Shared calendars

  • Document repositories

  • Videoconferencing

  • Web and Web 2.0

  • IM and texting

  • Weblogs

  • Wikis

  • Social networking sites

  • Productivity or serious games


Managing boundaries social media use by enterprise employees

Patterns

1. A new communication or collaboration technology disrupts existing group processes

  • Initial trials with new groups or activities

  • Separate requirements analyses, educate managers

  • Consider costs & benefits that indirectly affect productivity

2. Executive, manager, and individual contributor views do not align

3. Proving productivity gains is often impossible


Enterprise adoption of communication technologies

enterprise adoption of communication technologies

example: email and instant messaging


Managing boundaries social media use by enterprise employees

Email & Instant Messaging

and today

was evolving

Email in 1985

  • Used mostly by students

    • Used by everyone

  • Access limited to friends

    • Accessible to everyone

  • Clients not interoperable

    • Complete interoperability

  • Conversations ephemeral

    • Conversations saved

  • Chosen for informality

    • Became the formal option

  • Organizational distrust:Chit-chat? ROI?

    • Mission-critical technology

IM in 2005

  • Used mostly by students

    • Use spreading rapidly

  • Access limited to friends

    • Pressure to remove limits

  • Clients not interoperable

    • Pressure for interoperability

  • Conversations ephemeral

    • Recording is more common

  • Chosen for informality

    • Becoming more formal

  • Organizational distrust:Chit-chat? ROI?

    • Will be mission-critical!


Im major consulting r eports

IM: Major Consulting Reports

August 2001Enterprises that fail to (develop and instill best practices) will quickly find IM to be a productivity drainand a communication quagmire.

November 2002Prediction: IM misuse will threaten user productivity.Impact in 2003: IM misuse and overloadhas the potential to be worse than e-mail overload… Without due diligence, enterprises run the risk ofturning unmanaged, unsanctioned consumer IM into unmanaged, sanctioned EIM.

February 2003There is no data securityand no enterprise management.

October 2003Vendor marketing of IM will be at the Peak of Inflated Expectations on the Hype Cycle from the end of 1Q04 to at least 3Q04.


Now social computing

Now, Social Computing


Managing boundaries social media use by enterprise employees

example: wiki use


Wikis

Wikis

  • Quantitative & qualitative

  • Surveyed thousands of wiki creators

  • 30+ interviews at large & small software, engineering, pharma

    Immense appeal, some successes, mostly dead wikis

    Once platform established, 3 challenges

  • Content organization and flexibility

    • Initial use easy for many, significant growing pains

  • Positioning in existing information ecology and culture

    • Can disrupt use of DLs, IM, authority/accountability structure

  • Aligning manager and individual contributor expectations

    • Priorities differ: Mintzberg analysis illuminates how, why


Managers individual contributors

Managers & Individual Contributors

Why managers like the wiki concept

  • Flexibly structured information

  • Potential for project management

  • Potential for knowledge management

  • Disappearing boomers

  • Attracting prospective hires

    Why individual contributors like wikis

  • Ad hoc, opportunistic communication


Managing boundaries social media use by enterprise employees

insight from studies of organizational behavior


Mintzberg s typology of organizations

Mintzberg’s Typology of Organizations

Strategic Apex

Techno-structure

Support Staff

Middle Line

Operating Core


Technology use in organizations

Technology Use In Organizations

Coordination

All time in meetings

Heavy task delegation

Activity is very political

Sharing Structured Information

Many meetings

Some delegation

Efficacy/sensitivity tradeoff

Communication

Few meetings

No delegation

Not sensitive

Executives

Managers

Individual Contributors


Wiki use in organizations

Wiki Use In Organizations

Capture knowledge

Locate expertise

Recruit young employees

Only recruitment seems realistic

Project dashboard Find documents

Handle disruptions

Handle emerging challenges

Ad hoc communication

and problem solving

Learn new skills

Obtain recognition

Executives

Managers

Individual Contributors


Managing boundaries social media use by enterprise employees

social networking sites


Managing boundaries social media use by enterprise employees

Social Network Software


Social networking at microsoft

Social Networking at Microsoft

How are employees using Facebook, LinkedIn, Twitter, etc.?

What are the attitudes toward SNS use?

Do these vary with age, role, level, geography, team collocation?

How are attitudes and behaviors changing over time?

Can social networking sites be:

  • Fun?

  • Useful for personal socializing/networking?

  • Useful for external professional networking?

  • Useful for networking within Microsoft?

2008

2009

2010

2011

2012

Survey sent to 1000 different randomly-selected employees


Use daily of all microsoft employees

Use Daily: % of All Microsoft Employees

2008

2009

2010

2011

2012

Survey sent to 1000 different randomly-selected employees


Managing boundaries social media use by enterprise employees

Use At Least Occasionally

2008

2009

2010

2011

2012

In 2012, Foursquare 10%, Pinterest & Google+ 7.5%, Instagram 2%


Managing boundaries social media use by enterprise employees

Churn (Level of Abandonment)

Percent of employees who report they had a profile but are inactive


Social networking sites useful for

Social Networking Sites – Useful for?

(+ or – is change in 2012 from 2008)


Managers and individual contributors

Managers and Individual Contributors

Are social networking sites useful for internal networking?


Managing boundaries social media use by enterprise employees

Concerns

Rising concerns may be countered by more sophisticated use.


Boundary concerns of 2008 addressed

Occasional or more frequent use.

Boundary concerns of 2008 addressed

2008:

2012:

  • Some Results

    • Used (some) for work

  • Use is strongly age-correlated

    • FB tensions from transcending firewalls, relationship/status

    • Costs and benefits may be impossible to measure


Managing boundaries social media use by enterprise employees

Access Control and Boundary Concern

Major Concerns

Heavy Access Control


New concern creepy but inevitable

New concern: “Creepy”… but inevitable?

In 2012, targeted marketing and advertising arose in interviews with surprising frequency.

“I don’t know how Facebook is using my information. Somehow, whenever I type in something, the marketing ads on Facebook seem to match what I typed in, so that’s creepy…. If I’m in conversation with somebody and said ‘Oh yeah, I’m looking for a house,’ and then some random person back there comes up and says ‘I have five houses in that area,’ it’s super creepy..”

People removed or avoided apps that demand info, but not Facebook. Even those holding out saw surrender ahead.

“I do not like how much information they collect about people (and) I don’t need that kind of potential time sink. (But) Facebook I see as an inevitable thing. One day I will have to have a Facebook account. I am holding out as long as I can.”


Managing boundaries

Managing Boundaries

  • Social groups

  • Service providers

  • Governments

The irresistible force and the immovable object


Managing boundaries social media use by enterprise employees1

Managing Boundaries:Social Media Use by Enterprise Employees

Jonathan Grudin Microsoft Research


  • Login