Socially Aware

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					                                                                                     Insight                                THE

REQUIRED READING                                                                                point out the risk of security breaches,
                                                                                                virus attacks, legal liabilities, and good

Socially Aware                                                                                  old time-wasting by employees. Both
                                                                                                arguments have legitimacy, [but] this is
                                                                                                not a Bad Guys versus Good Guys argu-

         ocial networking is the new kid       highly intermediated…. Press confer- ment. It’s a matter of adopting what is
         on the block and companies are        ences and annual general shareholders right for your company while taking
         wondering whether it’s going to       meetings are highly staged—and usually necessary precautions. Or to put it
         be the bully or the best friend.      over-rehearsed—rituals at which the another way, loosening control without
Regardless of whatever apprehension            goal is to say as little as possible, or at losing control. But beware of letting
you may have, it will soon be difficult        least “spin” the message.                        those who have the most to lose manage
to deny that social networks                                  [Web 2.0 platforms] facili- Web 2.0 adoption, because they will de-
are where it’s at. According to                            tate direct, open, and trans- ploy it within their own biases and neu-
Matthew Fraser and Soumitra                                parent information that is tralize any threat to their own organiza-
Dutta, authors of Throwing                                 accessible to everybody at the tional power.
Sheep in the Boardroom, the                                same time—and what’s more,              CRM: Many businesspeople are hesi-
challenge isn’t getting on board,                          you’ll get instant feedback. For tant to get involved due to concerns over
but rather throwing overboard                              a lot of corporate executives, what’s safe/appropriate to share online.
the rigid philosophies of obso-                            that’s scary stuff. They don’t          Fraser: The irony about Facebook and
lete business practices. CRM                               want to change. But they soon other social sites in the workplace is that,
Assistant Editor Jessica Tsai                              may have no choice.                  while they’re often banned, HR depart-
spoke with Fraser about why, for once,            CRM: It’s often said that companies ments actively use them to spy on em-
it’s not OK to be late to the party.           don’t get the senior-level support. Are ployees and vet candidates for jobs.
    CRM magazine: What do you think is         they the culprit?                                   We call this the “privacy paradox.” On
impeding the development of social                Fraser: [Technology departments] are one level, social networking sites have
media in the enterprise?                       basically gatekeepers that control and given
Description: In an interview, author Matthew Fraser talked about the use of social networks. Fraser said Web 2.0 networks have an essentially social architecture, but most organizations are not social environments, they are professional spaces. People don't generally behave socially at the office. Communication with the world beyond the company walls is highly intermediated. The positives are increased productivity, fostering innovation, enhancing collaboration, boosting employee morale -- the so-called "ROI" case for Web 2.0. On the negative side, many point out the risk of security breaches, virus attacks, legal liabilities, and good old time-wasting by employees.
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