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Enterprise Social Software
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As mentioned in the beginning of this chapter, there is a blurred line between the terms Web 20, Enterprise 20, and enterprise social software For the purposes of this book, when we talk about enterprise social software we mean primarily the applications that help connect people with each other As such, social software is one-third of the Enterprise 20 problem, and provides critical support for other Enterprise 20 applications and services Social software gives a much richer context to the blogs, wikis, idea mining applications, and mashups mentioned in the previous sections The first steps in using social software involve creating an online profile for yourself, and then seeing which of your friends are already in the system If they are already there, you can get connected to them and include them in your friends list You can also join specific online groups, to try to connect with people of similar interests Good social software constantly tries to increase your number of connections by introducing you to friends of friends with whom you have something in common Perhaps you both
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8:
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ECM and Enterprise 20
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like biking, travel, the same sports teams, and your mutual friend describes you both as good with computers You can use these connections to find their blogs, their shared bookmarks, or the ideas they rank as most important Some social software requires you to use them as your blogging and wiki platform Others are more extensible, and allow you to share your list of connections with other Web 20 applications, running elsewhere on the Internet Perhaps the biggest question to ask about social software is: why bother Why on earth would an enterprise care about giving their users a system to find friends, rank each other, play online games, and chat about fantasy football Don t your employees waste enough time already Wouldn t this actually hurt productivity Not necessarily In fact, having an online place to socialize is the best tool your company has to quickly build social capital Especially in a world where project teams have members on opposite sides of the planet, what better option could there be for team building As mentioned earlier, building social capital is vital for a successful Enterprise 20 initiative Without it, your initiative is likely to do more harm than good Imagine you deploy an idea mining application to solicit ideas from your employees Imagine an idea is well thought out and popular, but it is too tactical It greatly benefits one group or department, but overall would hurt the company If you reject this idea, you could cause hurt feelings and bitterness Even if you successfully explain how the idea is harmful, resentment is inevitable Why Because the people who had the good idea are disconnected from those that they would negatively effect Therefore, they may not even care if they cause harm to another department; they might even relish the opportunity! In contrast, if the team with the good idea was well connected to the other teams, and they liked and trusted the other team, they would be more likely to understand when you explain the negative side effects of their idea As such, getting people connected to each other is vital for both bottomup and top-down initiatives It gives the top-down decision makers like the CEO a greater amount of information with which to make a decision It gives bottom-up decision makers like the people who set IT policies and procedures enough high-level feedback so they can see any negative consequences of their actions
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How ECM Fits In
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As mentioned many times in the above sections, unstructured content belongs in your unstructured content repository, in order to guarantee a single source of truth For some kinds of Enterprise 20 applications, your
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strategic ECM infrastructure should host the content, the services, and also the interface This holds true for most blogs, wikis, and RSS feeds In other cases, it makes sense for the ECM repository to supply content and services to middleware applications, and allow the middleware to present the user interface This holds true for some blogs, some wikis, folksonomy tags, and some kinds of recommendation sites For other kinds of Enterprise 20 systems, your strategic ECM infrastructure only plays a minor role This includes mashups and instant messaging Likewise, when it comes to storing social information about connections, enterprise content management should play a very minor role As stated in 6, an ECM system should store content; not users In our belief, most of this information about your users belongs in an identity management system Ideally, your identity management system would also host your social software services However, the list of useful services changes so rapidly, that it will likely take years before identity management systems will be able to implement them all As a result, frequently the information, services, and user interface for social software is implemented in middleware However, enterprise content management can play a supporting role when it comes to data mining your unstructured content repositories, in order to discover these initial social connections
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