So, your organization needs to get social. We all get the benefits. More interactions among more knowledge workers with more frictionless access to more content equals a perfect environment for something new and great to happen. "Peanut butter, have you met chocolate? Oh, you work in separate parts of the organization and haven't had the pleasure yet? Well, you two are a match made in heaven. And, the vast majority of the organization agrees."
Flip comments aside, companies are considering making big bets on enterprise social technologies. For many organizations, particularly in North America and Western Europe, knowledge workers are the last real opportunity for competitive differentiation. Social technologies offer the promise of magnifying that differentiation and potentially in dramatic fashion. The question is how do you drive the cultural and organizational change that come with Enterprise 2.0 as quickly and efficiently as possible. At the end of the day, how do you go about setting up the best environment to drive those incredibly valuable serendipitous interactions?
Andrew McAfee, the father of Enterprise 2.0, recently blogged that the way to get to critical mass most quickly is to drop the pilot and go straight to enterprise deployment. While the conversation that followed was somewhat contentious (including some interesting discussion on a panel I was on at the Gilbane Conference yesterday) Andy's main contention is not up for debate. Social networks thrive on scale and critical mass. The more quickly and broadly that the social network evolves, the greater the chance it has to thrive and ultimately produce those accidental and potentially magical interactions.