Social networking within offices by Sarika C. on April 29th, 2008
Enterprises these days cannot afford to be technophobic. Most of them realize and recognize the importance of a common platform that provides social networking within the office that increases communication and collaboration and thereby enhances productivity in daily activities and projects.
The space, however, is divided into two camps:
Beyond the firewall: Companies opening their firewalls to available networking tools like Facebook, LinkedIn.
Behind the firewall: Companies wary of a “social” networking site being adopted for intra-office communication purposes.
Know thy cubicle neighbour
For the first camp, we can look at Serena Software Inc., a Silicon Valley company, and their “Facebook Fridays”. Serena recognized the latent potential that lay in social networking sites like Facebook and announced a policy last year urging its employees to join Facebook and increase interaction and strengthen its 800 employee-strong team.
As Mary Heen Waldo, Serena’s vice-president of global HR puts it - “From a cultural standpoint, bringing together a lot of disparate corporate cultures can be a challenge, and we see Facebook as helping that effort. How do you communicate when people never see each other or, if they do, it is just once or twice a year? It has been borne out in my years in HR that when you know each other as people — what makes you tick, how you make decisions — you can work together more effectively.”
Burton, Waldo’s boss, says Facebook can be a virtual water cooler.
Make work simpler
Moving a little away from mere water cooler conversations, to the work desk; companies are increasingly using employee-generated applications like blogs and wikis to map categories of information and enabling easy and a more wide-spread information access culture for everyone in the organization.
Eric Miller, president of knowledge management company Zepheira and a former head of Semantic Web Initiative for the World Wide Web Consortium at Massachusetts Insititue of Technology had this to say about an intra-office communication/collaboration tool portal – “… (An intra-office communication network) transforms the way enterprises share, collaborate and exchange knowledge, providing a huge competitive advantage. It will be a differentiator among businesses in the next three or four years.”
Simpler -> Easier to abuse?
While intra-office networking tools are a great way to increase employee interaction, bring the team together and up the productivity levels, skeptics (Those belonging to the second camp mentioned above) are also concerned about security and regulatory compliance issues as the communication most often occurs outside the firewall, where an employer has no control over what’s said.
The common sentiment frequently brought to debate is “Networking tools available online are social tools and do not guarantee any security for my company’s confidential data.”

Whether or not this fear is justified is debatable and subjective.
However, where the fear of proprietary information leaking takes priority over a strongly connected and communicative team of workers, commercial tools like SharePoint Server 2007 step in to provide similar functions within the protection of the corporate firewall.
Microsoft, which claims to have around 300,000 internal blogs and wikis, forayed into the space with SharePoint Server 2007. The service, however, has a substantial installation and maintenance cost attached to it and is fit for enterprises with significantly large employee strength.
Using Web 2.0 to your organization’s advantage, smartly
Other organizations like TMP Worldwide Advertising & Communications LLC, a recruitment advertising agency in New York City, are still choosing to stick to utilizing the latent potential of the Web 2.0 space. They recently launched an application that its clients’ employees can use to promote job openings from their Facebook profiles.
While tasks such as job postings (TMP) and team building (Serena) can be accomplished through sites like Facebook, LinkedIn, and even MySpace, there is still a need gap that exists for a network that fulfills not only the intra-office networking needs but also gives the users a secure online portal to collaborate on tasks.
An online space that not only helps you collaborate on projects but also keeps you connected with your friends at work. So, how do you stay connected with your colleagues?
Sources:
Businessweek
CIO-Today
BNet
