Work Nouveau

Social networking is usually frowned upon by management as being a distraction from the task in hand, but there are signs that attitudes are changing. It is perhaps most noticeable amongst young companies that are using these networks as a medium for sustained marketing assaults and creating meaningful networks that previously could only have been forged by trudging around conferences or physically knocking on doors.

New Business Network tools are giving rise to new skill sets and new functions within an organisation.

Think of the role of the host or hostess at an event. That person who glides effortlessly through the morass of the gauche and egocentric, introducing Mr Wong to Ms Wight, or Mr King to Ms Knight, making connections and facilitating new exchanges. Those of us who have experienced a really well managed party, or social event, probably acknowledge (albeit grudgingly) the role played by the host or hostess which is most noticeable when they are not present. Brainstorming without a facilitator rapidly degenerates into chaos, and a party without a host is just a gathering, and business social networking will be an unproductive distraction without direction.

Enter the corporate level Business Social Networking Manager function , although I’m sure there will be many variations on the title – I’ve seen Community Manager too,  but yes they do exist. Just as in the past the existence of a CTO or CKO was a rarity, so now social networking has the potential of  being mainstreamed by an increasing number of organisations. Typically the role is linked to market communications when directed towards the outside world but perhaps even more important is its role in internal knowledge management. Business Social Networking enables the sharing of key knowledge between colleagues, locating expertise within an organisation and their sources. The Enterprise 2.0 environment is beginning to provide tools that are cost effective and scalable, so that a small pilot can give a realistic view on the ROI, which in these troubled times has to be sound.

As with any project of this kind, its success relies on a strong internal advocate ensuring visibility and cajoling users to move ahead, the first task of the BSN manager.

By the time recovery from this recession is in full swing, BSN managers will be in great demand and the skill set required is quite soft, being constrained by interpersonal experience rather than technological knowledge, which may be a tough job description to fill.