Scaling the Enterprise Social Network Pyramid

Over at Bertrand Dupperin’s Notepad blog there’s a great article on Enterprise Social Networks, Social networks are the quintessence of enterprise web 2.0. Bertrand looks at how the active users has to manage and interpret the information flows amd how social media tools join up as a final layer, a ‘protean set of tools’:

Social network for enterprises is not a Facebook-like that connect people. It’s a tool that gather in a one and only place all the logics of web 2.0 (blogs,wikis,bookmarking,tagging etc…) and take benefit of this information to re-create all the facets of the link between information and people as explained above.

Reading this got me rootling through old archives looking for a model I made some time back where I try and articulate this in terms of how messages are managed:

pyramid

What I’m trying to get across here is the notion of effective leadership and direction from on high, coupled with an interaction and feedback from a socially networked and actively participating workforce. The more strategic the message, the more structure and governance, the more participatory, the more democratic, organic and ad hoc. I’ve also overlaid this with technologies / applications. Thus the more traditional messaging is structured by the orthodoxy of a managed intranet and scheduled messaging via e-mail or planned TV shows. The more socially generated messaging is powered by social tools such as blogs, Twitter apps and such. There’s also the idea of segmentation and pushed /targeting vs, personalisation and pull. Not sure if the whole sits together – it’s perhaps too much of a changing target to do that, but it’s a model that helps me understand and to play with the potentials and possibilities of enterprise social networks.

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