Useful Differentiation - Enterprise Social Computing vs. Everyday Use of Social Networks
Tuesday, February 17, 2009 at 6:17AM Referred via Ross Mayfield tweet to Adina Levin's blog post (both of Socialtext, a leading enterprise collaboration platform) outlining some key differences between the use of social computing in an enterprise and the use of social networks at large.
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What’s different about enterprise social software?
When people talk about “enterprise social software”, they envision “Facebook for the enterprise” or “Twitter for the enterprise. But creating enterprise social software is a matter of adapting patterns from the public web, not copying identically.
What is “Enterprise Social Networking”
In the public web, social networking software has become embedded in people’s lives, as a way to stay in touch and to coordinate. Similar patterns will bolster collegial connections, expertise discovery, and collaboration. However, there are some significant differences between a social network on the web and a network behind the enterprise firewall.
What is Friending?
In a public web social network, the primary gesture is identifying others as “friends”. The graph of friends delineates the boundaries in which each individual shares information. Contact information is assumed to be private unless shared with a friend.
But in a business social network, the lines of visibility are defined differently. In a plain-vanilla corporate directory, the assumption is that every employee has the right to see contact information for everyone else. You don’t need to mark “Dale” in marketing as a friend in order to see his phone number.
More than that, what on earth is a “friend”? Will people simply go around “friending” high-ranking executives? Should I need to have to specifically mark my colleagues in the product group as “friends”? What does it mean if someone is not my “friend.” The gesture of explicit friending doesn’t have much value, and has plenty of potential annoyance and harm.
In Socialtext, we use the “following” gesture common to Twitter and Friendfeed, and don’t support “friending.”
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