什么时候我们首先研究了内联网的社交网络4年前,我们得出结论“在我们的案例研究中,3-5年似乎是社会内联网项目的共同时间表。”我们现在回到重温几个排版anies covered in that early report, and sure enough, we were right. Their social projects are now much more established and have moved past the experimentation stage; companies that went social early are now reaping the benefits.

在addition to re-examining these established projects, we also studied a new group of companies that were adding social features to their intranets. We now have findings from a total of22 companies’ social projects

During the 4-year period between our two social intranet studies, the public internet’ssocial networking websites have experienced turbulence。我们在Web 2.0泡沫期间看到了不受控制的繁荣,许多人赌博(对不起,“投资”)Facebook价格过高的IPO,只能看到Facebook,Groupon,Zynga和类似的库存。Facebook达到了10亿注册用户,但数亿种它们进入Facebook撤回,并且使用该网站停止或严重限制了检查更新的时间。

尽管有这些起伏,但毫无疑问,社会功能在这里留在公共互联网上,许多主流网站正在添加它们。(有关这一趋势的更多信息,请看看我们的关于社交媒体用户体验的报manbetx官网手机登陆告和文章。)

Similarly, there’s now no doubt that社会功能在企业内更有用支持员工协作和知识管理。我们使用了略微霍奇的“企业2.0”来总结我们的早期研究,新研究证实了社会特征对内联网的实际影响通过使沟通更加开放来改变组织的功能

稳定的发现

考虑到我们社交内部阅读轮次的4年来改变了多少社交网络网站,这几乎所有的人都是显着的原创调查结果继续持有。鉴于这种稳定性,许多额外年份的结论很可能是真实的:

  • Little trainingis required.当由于正确的原因和正确的工作环境而在它们给予它们时,用户可以轻松地到社交工具。它需要几乎没有训练,过渡时间,或敦促船上的人。通常,您应该设计员工可以轻松使用而无需特殊培训的社交工具。除了以下可用性指南之外,您还可以通过模拟流行的设计来实现这一目标,例如亚马逊和Netflix中已知的五星级评级系统。牢记的另外两个重要观点:
    • 即使是大量使用互联网社交工具的人也可以从公司环境中使用社交工具的适当行为准则的培训中受益。
    • 避免将新工具广告为“新工具”。相反,简单地将它们集成到现有的Intranet中,以便用户自然遇到它们。例如,您可以转动现有的书签(或Quicklinks)特征进入社会共享的书签功能,没有巨大的粉丝。
  • 为Intranet设计社交媒体为您提供了与类似任务的互联网设计师的重大优势。You know enough about employees and their workto pre-select stuff that they’ll likely find interesting. You can, for example, pre-populate news feeds with relevant information; if you offer users a blank screen to customize, they’ll often experience the social-media equivalent of writer’s block.
  • 尽管公司对员工的担忧使用具有不正确的社交工具,违规行为仍然很少见。有社交工具的公司通常使用温和的手工制作和执行使用条款。大多数社区经理的不仅仅是引导更加建设性道路的任性对话。只要建立并要求归属,社区警察自己。
  • 社区管理对社会环境至关重要。Community managers are most effective when they manage with a light hand, guiding the conversation rather than controlling it. Designated community managers should serve as facilitators and moderators; they can also reignite slow areas. Ultimately, by keeping a finger on the pulse, community managers will know when it’s time to pull the plug on a topic rather than flog it beyond its time.
  • Not all users are producers.Although social software has matured, the参与贡献率has remained steady. As with the open internet, there’s substantial participation inequality in enterprise communities: some employees participate a lot, while others mainly lurk. It’s therefore important to value a community based on a combination of posting and use, because those who lurk also benefit.
    • 计算ROI时,为您的企业2.0倡议信用提供员工基于增加的知识和理解的价值。
    • 即使是一些活跃的贡献者也可以为整个组织增加大量价值。在我们的案例研究中,这通常是针对标记和评级系统的真实,这大大改善了结果质量优先考虑for notoriously ailing intranet search tools.相关性评分的传统网络方法don’t work as well on the smaller scale of most intranets. For example, counting links works only if you’re doing so across a huge base of links. But,even if only a few employees tag a page with a given keyword, it’s likely that the page will produce a good search result对于组织的上下文中的该查询。
  • “官方”与用户生成内容是一种精致的舞蹈。As it grows, user-generated intranet content can help address many employee questions. However, official content about policies and positions still has a role. You shouldn’t segregate these two types of content — the guideline to provide a single federated intranet search, for example, remains more relevant than ever. Still, your design should reflect the different statuses of different content types: label official information as such, and perhaps color-code it as well for在SERPS上轻松扫描(搜索引擎结果页面)和其他列表
  • 搜索必须集成在企业中,信息检索始终是一个挑战。社会添加另一层复杂性和指数数据数据来解析。社会流是迅速和丰富的知识,搜索是利用该信息的唯一现实方式。在user testing of intranet search,我们发现提供a是必不可少的single, unified search across all intranet resources。此查找已被复制为社交内部网功能:应作为整体内部网搜索的一部分搜索,而不是为每个社交工具拥有单独的SILED搜索引擎。根据实现,对集成搜索的需求可能是针对外包或托管社交软件的强烈参数,因为许多SaaS服务不支持联合搜索。

Business Needs, Not Tools or Fads

来自研究轮程的最重要的结论是社会内联网项目必须由业务需求推动- 也就是说,你试图解决的问题或痛苦点。例如,加拿大机构Klick在每周地位会议上花了太多钱。为这些评论制定Intranet合作解决方案导致年度成本节省超过300,000美元。(一个非常好的投资回报率,鉴于该功能耗费53,900美元的建设。)

反向过程是常见的,但致命的。不要说说,“Twitter和微博很酷,我听到了关于松弛的好事。”关于松弛可能有很多好事,但这没有理由将它扔到内部网上。也许您的业务需要完全不同的东西。

The proper sequence remains the same as it was 4 years ago: Business needs drive the required solutions; the solutions then drive the tools you should buy or build.

从基层到管理支持

我们第二次研究的一个主要变化是企业社会特征的组织支持水平。我们的许多原始案例研究都是基层工程,没有官方赞助。态度?去做就对了。

如今,许多公司看到Intranet信息共享和其他社会特征提供了真正的竞争优势。它不是要建造的东西,因为它很有趣 - 这是一个工作日效用。社交工具是知识工作者标准工具包的预期一部分,许多高管都认识到这一点。

虽然许多公司对社会内部全体的官方管理人员支持,但其他公司还没有准备好。价值开放和沟通的公司文化对于成功的社会项目至关重要。缺乏这样的文化,增加了深刻的社会特征可能浪费努力,因为员工或经理不想使用它们。

广泛使用内部社交媒体breaks down communication barriers。Although that sounds good, it can threaten people accustomed to having a monopoly on information and communication. Ironically, corporate communications departments sometimes resist the move to broader communication. They’re better served, however, in finding ways to increase new media’s value rather than trying to suppress it.

因此,在实施Intranet协作工具之前,您必须考虑您的公司文化。如果人们强烈致力于“知识是权力”的宗旨,不想分享,那么分享技术将明显失败。

Also, there’s still concern that, given social tools in the workplace, workers will fritter away their days and not get any work done. What we actually find — in companies with vibrant social platforms — is that employees are no more inclined to fritter away their work hours on non work-related communication with social tools than they were likely to do before these tools existed.

筒仓萌芽再次

有许多经验丰富的社会内部全内书籍的组织开始找到社交堆栈还是另一个筒仓——也就是说,在一个地方terprise technology is boxed instead of being integrated with other components. Along with this technology fragmentation comes a碎片用户体验

The idea of social becoming another corporate silo is somewhat paradoxical. Social tools, by their very nature, are effective at breaking down silos based on role, title, and geographic distribution. However, the social stack — sitting side-by-side with the company’s existing intranet or portal — can become another silo of information that ought to be managed, ingested into search, and ideally, integrated into the greater enterprise information universe. Mostly, this isn’t yet the case.

即使是具有高度复杂的社交平台的公司也只能开始解决将社交平台或工具集集成到Enterprise Portal之外的努力工作,以便仅创建联动。

其他组织认识到挑战,但仍然保持两个分开并管理后果而不是面对结婚两者的复杂性。

Social integration involves many challenges: there’s aUI挑战,有一个基础设施挑战那and usually there’s a政治挑战。While calling it a marriage between social and traditional intranets sounds better, the reality is that it’s a question of who eats whom. And that’s not an easy decision to make, either structurally or politically.

It’s important to将社交功能与主内联网集成由于许多原因,也许最重要的是因为它可以防止双重工作的负担。Employees shouldn’t have to update their profiles or photos in both the traditional employee directory and a Facebook-like social-connection tool, for example, or be forced to know which directory to search in order to find the results they’re looking for. Despite the hard choices required to make this transition happen, the end game must be integration.

Full Report

The full217-page report on social intranet features可供下载。