Social Media and business productivity - use in the enterprise and for B2B in a immature community

Social Media is all around us today. If you want to learn about it and are in the opportunity to take the time to investigate the subject you can choose from a lot of seminars, lunch sessions and roundtable discussions. The use of social media is not very mature in the most organisations. However some organisations are experimenting seriously with tools that support employees to communicate and collaborate with social media.

That these tools are slowly addopted by organisations is shown by the fact that best practices are developed. Not only the technical infrastructure is available, but also the means to help implementing these tools into the corporate communication is developed.
Developments and addoption rates of tools like twitter, yammer, socialcast and microblogging implementation into SharePoint (OfficeTalk) and the use of microblogs in LinkdIn show that these communication and collaboration infrastructure are more important today.
The development of ESM3 by Tessa van Doremaele and Gijsbert van der Sleen (Dutch) show on top of that, use of these technology is taken seriously by the community and the enterprises that are part of these community´s.

So in what situations these tools are used.
What I learned in my last few sessions is that there seems to be a difference between the use of social media to optimize our internal communication and to provide your employees with a collaboration platform and the use of social media to get involved with or engaging your customers.

As Wilco Turnhout concluded in his summery of the second Enterprise Social Media Roundtable #esmr, the use of social media for B2B purposes is an other story. A conclusion of that session was that the client was missing from the ESM3 model. Maybe, the engagement of clients or the the ´value chain´ can be defined as the next step of maturity.

During another roundtable session on social media the viewpoint of the B2B was discussed as focus with Kees Mulder of Kodak. Kodak ´a very technology driven company´, implemented social media in there B2B strategy. Other starting points mather in those cases. Main goal of internal or enterprise social media is to provide all members of an organisation with a communications and collaboration platform. When social media are used for B2B purposes the goals change. Still communication and collaboration as a platform is an important issue, but only as a mean to gain engagement with the customer. Goal is to take part in the discussions about your brand, learn from it and be able to react in the most transparent way possible. Even more important than when using social media inside the organisation is the governance of these engagements, reactions and discussions captured form this social channels. The logistics of this information, who is collecting, where are these questions routed and who is responding to the community is a challenge. At Kodak they established a dream job for these role´s - Chief Listener and Chief Sender - traffic control in charge of the information logistics of communication in the social media channel.