18 December 2009

Print

Quick Quiz

By Barbee Davis, MA, PHR, PMP

My organization is small and doesn’t have much money for communications tools. With the new interest and focus on social networking sites like Facebook and Twitter, would that be a way for my organization to stretch its budget?

A. It depends on the age of your employees. Only people under the age of 30 use these sites.

B. A smart move is to avoid social networking, as it is only for personal entertainment.

C. Social networking can be used to great advantage by most organizations, but caution is necessary.

D. You should create your own social site. What is on the site is immaterial.

Answer: C. Social networking can be used to great advantage by most organizations, but caution is necessary.

People are linking to each other electronically via computers, cell phones and other devices in explosive numbers. And savvy organizations are taking advantage of this phenomenon to leverage it to their advantage.

Social networking is a spontaneous outreach of individuals to contact others in a two-way exchange of information, products, insights, experiences, personal support and friendship via the web. External social networking (ESN), which involves open, public groups, is the Facebook/Twitter model. But there are also internal social networks (ISN) created to link private groups of people within an organization who want quick, inexpensive, project team communication.

The advantage of working over a social network is that you don’t have to be in front of a personal computer or a laptop to contact your team. Every type of mobile device, from cell phones and personal digital assistants (PDAs), to Nintendo Wii and Sony PlayStation 3 gaming consoles, allows you to connect to the web.

However, there are larger, overarching uses for which your company can tap the global reach of social media. Are you involved in a scientific community? Sharing ideas, theories and discussing common problems across geographical and competitive lines may prove more advantageous than solitary experimentation. Do you work for a pharmaceutical organization? Social networks can influence public support for your research and distribute important warnings or usage instructions.

Are you part of an educational institution? Teachers, professors and students can use chat rooms and texts to help with homework, give out assignments, or post internship opportunities. Do you manage health care? Private medical ISNs can carefully screen participants to be sure they are licensed, then use a dedicated site to allow physicians to exchange diagnostic and treatment information among peers.

Are you engaged with an entity that helps those with physical and mental illnesses? Social sites can allow families and patients to provide emotional support for each other and exchange ideas to deal with the difficulties brought on by their problems. Will you look to hire new employees or to find a job? LinkedIn, a social network dedicated to connecting business professionals, now has over 40 million users in over 200 countries.

Are you associated with a government agency? Social networks are quick ways to disseminate information to the public, and also test public opinion on key issues. Do you report to a for-profit employer? Build your brand and get feedback from your customers by creating your own social networking site with product information, reviews, breaking news about your brand, plus games and activities to draw people there.

Social networks are here to stay and your competitors are using them to great advantage. Just be sure to select the right form of network to share information. To distribute your brand, message, product information, or point of view, choose an open network. Be sure you are on a well-secured network that allows access only to those on your extended team if you are exchanging private, proprietary content about your project.

Social media is fast, it is fun, and it is the future of communication. Should you and your team join the revolution?

Barbee Davis, MA, PHR, PMP, is a reviewer for the global PMI Registered Education Provider Review Team. She owns Davis Consulting and is a published author, speaker, writer of training materials and an innovator in presentation skill workshops for corporate trainers. She holds a Black Belt in MS Project and teaches at the university level.

Her new book, 97 Things Every Project Manager Should Know, includes practical tips from experienced project managers around the world. Ms. Davis is available for speaking engagements and encourages your questions or comments.