Six Obstacles to Building Communities in Organizations

Rachel Happe begins her latest post, 10 Trends for the Future of Communities, with a comprehensive description of the various intersecting and intermingling streams and characteristics that inform communities, and I am quoting her below:

Communities sit at the intersection of a number of trends; social media, digital transformation, a generational shift to prioritize purposeful work, the future of work, change management, leadership and social learning.   

This is one of the most inclusive descriptions that captures the various threads and reasons for building communities in organizations. Yet, this is where organizations are struggling. In this post, I want to explore a few reasons for this struggle. I have written before about the fallibility of trying to have social learning as a bolt on strategy, on the role of social technology as an avenue for building communities in organizations, and the importance of building communities to facilitate emergent learning. 

The role of a Community Manager is becoming well-established with communities being perceived as platforms that have the potential to reduce the cost of communication, bridge organizational silos, facilitate cross-team conversations thus creating opportunities for innovation, knowledge transfer, expertise location, and more. However, despite of the various tangible and intangible benefits of communities, organizations are in reality discovering that establishing thriving communities and building a social business is challenging on various fronts, calling into question some of the very fundamental principles and frameworks on which organizations have been created. Here are some of the challenges:

1. Proliferating Platforms - Organizations, especially large, globally distributed organizations suffer from what I call the "unconscious silo syndrome". Most often, the inadvertent unawareness of what is happening in the rest of the organization give managers, decision-makers and other employees a feeling that "we are the new age torchbearers" and once it works in this team/project/business function, the initiative can be taken to the rest of the organization for an enterprise-wide implementation. Needless to say, it is human for all to want a bit of fame that comes with being the trendsetter and a possible organizational visionary. In reality, this leads to pockets of experimentation and duplication of effort without a holistic view of or alignment with the organizational strategy and business goals. The result is of course a less than desirable state of platform overdose, and an amplification of the offline silos onto a now online medium.

2. The "Bottom-Up" Approach - Many organizations tread on the conservative and cautious side and stay away from a big-bang launch for various reasons including skepticism at the leadership level, lack of skills in putting together a strategy for community building and management, fear of investing too much time and money without a clear idea of the intended results, and so on. The general approach usually adopted is to put in place a platform, do a bit of word-of-mouth marketing, and hope that people will start conversing and engaging on the platform. The initial few weeks, or even months, may see some traction, but it is usually scattered, disconnected and directionless. Very soon the enthusiasm of the initial few die down, the platform either becomes a ghost town or a land of thousand flowers and the expected outcome of communities and collaboration do not materialize. As Andrew McAfee, et al. highlight in their book Leading Digital...:

"...we saw no successful transformation happening bottom-up. Instead, executives in every Digital Master steered the transformation through strong top-down leadership: setting direction, building momentum, and ensuring that the company follows through." 

3. Policy-Driven Paralysis - When a decision is made to embark on a community and collaboration journey on the duly selected enterprise collaboration platform, organizations become suddenly fearful of all the possibilities of information leakage, open expression of sentiments by irate employees, sharing of sensitive and politically incorrect information, and so on. The reaction is to begin by creating guidelines and policies trying to encapsulate and articulate everything that employees cannot and should not do on the platform. The result is anything but inspiring or conducive to open collaboration. It is akin to tying people up in chains and then expecting them to do a tango. IMHO, it is time to let go and show more trust in the very employees that the organization has selected through well-defined recruitment and interviewing processes. 

4. Collaboration Conundrum - While we keep hearing the impending death knell of the bell curve, the truth is that a large percentage of organizations still abide by it for various reasons - lack of another system, familiarity syndrome, alignment of business and operational processes, management capability (or lack thereof in handling a new way of appraisal), HR and leadership lethargy, and more. The result is the creation of a tension between a competitive and a collaborative mindset. To be absolutely honest, it is very hard to be collaborative and share openly if an employee knows that s/he will be judged and measured against their peers when the appraisal time comes around. It is difficult for a manager to justify and facilitate open collaboration, and then do a rank and yank to fit a designated set of high-performers in the bell curve. And woe betide the manager who has too many high-performers and collaborators in his/her team. This false system of forced ranking eliminates collaboration, creates a sense of scarcity over abundance (be it for a specific rating or that prized project), and turns team members into opponents. Bye bye communities and collaboration!

5. Leadership Detachment - Many a times, something as critical as the building of a collaborative culture and thriving communities are left to the HR and L&D departments to drive. It is posited as "let's see if collaboration & social business works because everyone is talking about it". Senior leaders and C-suite members feel they are too time constrained to dabble in activities like communities when issues of graver import like shareholder profit, top line and bottom line figures, M&A's are awaiting their attention. However, the reality today is that without a connected, collaborative and resilient organization, all other strategy is likely to fail. Times of intense change and ambiguity as we are living in today demands collaboration and a strong leadership who will walk the talk. 

6. Dearth of Digital Skills - It is not that people do not know how to tweet or post pictures on Facebook or create a Pinterest board. IMHO, digital skills go beyond the common activities that almost everyone with a smart phone can indulge in today. Digital skills are closely related to a digital mindset, which I define as "the ability to understand the power of technology to democratize, scale and speed up every form of interaction and action." Very often, organizations -- this includes employees, leaders, managers, and everyone comprising the ecosystem -- lack this inherent capability of using technology to facilitate the building of PLNs (Personal Learning Networks) and communities. Digital skills include capabilities like working out loud, pattern sensing, sharing and connecting openly to develop a rich and diverse PLN, collaborating with a defined purpose, using technology with an awareness of its potential to promote self-driven learning, democratization of information, and so on. This mindset requires a degree of comfort with ambiguity, willingness to make mistakes, adopting a beginner's perspective, welcoming of diversity, and a willingness to learn from all possible sources. 

Uberizing Organizational Learning – Thinking Beyond Courses

Designing courses is passé! In a world where the shelf-life of knowledge and skills are rapidly shrinking, where best practices of yore yield increasingly little or no return on investment, where exceptions are the norm, and constant change and flux the new normal, designing set courses using SME-defined content is like trying to build a dam to rein in the surging waves of a tumultuous ocean. We have to think agile, instant, accessible, contextual, micro-sized, real time… We need to uberize organizational learning.

“Uberization” has taken off as the new term that according to me has come to stand for – disruption, innovation, lean operating model, harnessing of the affordances of the sharing economy, and a hyper-connected world driven by imagination and creativity where everything is a mobile-click away – including learning. I agree that’s a string of nouns and adjectives and sounds like I have thrown together a set of buzz words. But it’s not. If we do a bit of Googling, we’ll see the term cropping up in every conceivable context with posts talking about Let’s Uberize the Entire Economy to The Uberization of Money.

I am taking uberization more as a concept that encapsulates the characteristics listed above and, IMHO, L&D has a lot to learn from this. The concept of uberization is shaped “by combining smart-phone connectivity with voluminous real-time data on supply and demand”. Let’s pause a bit and think what this would mean to the L&D world in any organization. I’m not getting into the economics of how Uber operates; however, it is worthwhile to remember in the L&D context that Uber owns no “assets”. Agility and pull lie at the heart of uberization. Users – with a single tap on the app – can get a ride. Uber taps into existing resources providing people – both the suppliers and the buyers – with a platform to connect. The economy of “surge pricing” defines the cost. Whether that is good or bad is beyond the purview of this post. So, what do I mean when I talk about uberizing workplace learning? And what role does L&D play in the process?

Before I delve into some of the characteristics of uberization that we can extrapolate to workplace learning, here’s a few guidelines to keep in mind wrt expectations from L&D. I increasingly see a trend where we’ll have to: 

1. Do more with less – less time, less resources, less funding 
2. Deliver customized, just-in-time, easily accessible learning interventions and support on a continuous basis 
3. Talk business outcomes and business performance, not learning 
4. Assess and prepare the organization for skills needed in a VUCA world influenced by the forces of social, mobile, analytics, and cloud 
5. Take a consultant’s approach as opposed to that of an order taker 
6. Be the torchbearers for the new skills in the workplace (digital skills for the networked era) 
7. Partner with leadership to build an agile and continuously learning organization 
8. Tap into available resources and enable network to do the work 
9. Build and manage communities to harness the organizational hive mind 
10. Develop a learner’s mind – curious, exploratory, informed by a growth mindset

None of these will happen if we continue to sit in our isolated ivory towers designing courses, managing training calendars and count the number of days of training we have delivered to each employee. Business can and will ask, “So what?” We have to get out there, get our hands dirty, talk to business, read the company’s Annual Report, and figure out what is happening on the business front. I wonder how many L&D folks go through Annual Reports and Balance Sheets; however, this is where the crux of business can be understood. And whatever impacts business should and must impact how we function. Against this backdrop, technology is providing us with an opportunity to re-imagine and redefine workplace learning and our role as business partners, thought leaders, and change agents.  

Here are a few things we can start doing immediately using Uber as inspiration, if we are not on the path already.

1. Take a mobile-first approach – Just as a ride is a tap away on the Uber mobile app, make learning just as accessible and instant. Users are increasingly expecting all interactions to happen via their mobile devices. Learning is no exception. Just as the Uber app allows a user to track the route, a learning app should allow the users/learners to see their learning roadmap personalized to their role and growth path. L&D’s focus needs to shift from designing one-size fits all courses to consulting with individual learners, their managers and HR, and carving out learning roadmaps for them. By making what matters to employees available on mobile devices of their choice, we can remove multiple barriers and enable them to pull what they need to traverse their learning journey. We can take a leaf our of platforms like Udemy or Coursera that offers a gamut of courses – all accessible via an app. Today’s workers expect a similar integrated experience – the freedom to pick and choose what they want to learn, where and when.
2. Build communities – We are in the midst of the sharing economy which is all about open data, user-generated content, crowd-sourcing, shared value co-creation, collaboration, and more. It is no longer possible or feasible – in the face of unforeseen change – for L&D to formally design and develop all that will be needed to keep an organization at the cutting edge. It’s time to acknowledge that the learners are active participants in the system, and not just consumers of courses. L&D must move to becoming facilitators and enablers in a sharing economy and provide the right technology, tools and support necessary to allow users to collaboratively co-create value. This will not only enable organizations to tap into the collective wisdom of the crowd but will also move the organization towards becoming a truly learning org. People are at the heart of a sharing economy, and people are at the heart of a community. Organizations can no longer hope to thrive in a VUCA world without enabling the coming together of their people. I have written extensively about building communities in organizations in earlier posts here and here and here, and will continue to explore this theme further this year. The more I reflect, the more I strongly feel that the sustainability of an organization depends on giving up control and letting the network do the work. This fundamental principle lies at the heart of the success of Uber as well. L&D and the organization’s role will be to provide a highly-efficient sharing system and encourage participation. This calls for a radically different kind of thinking where the managers, leaders, L&D and HR – the gatekeepers of organizational resources including knowledge – collectively move over to the role of facilitators who inspire and empower open sharing, conversations, co-creation, and cooperation.
3. Curate from existing sources – Tap into MOOCs, and other existing OERs. L&D needs to don the curator’s hat – a critical 21^st Century skill – that requires an ability to seek, sense and share (Harold Jarche’s PKM model) relevant content for a defined target audience. Note that content creation – so far the forte of most L&D folks – is not a part of this. However, curation requires an even greater effort at creativity and an ability to connect the dots, make sense of disparate information, and pull these together to form a cohesive whole. It is not an easy skill to build and requires constant honing, deep diving into the designated area of focus, talking to and following experts in the field, using appropriate filtering mechanism to remove the chaff from the wheat, and then presenting the curated content in a format that will appeal to the end user. Moving from content creation to content curation requires Uber-like thinking – create no asset, tap into networks, connect the dots. I also liken it to developing a service-mindset over a product-mindset.
4. Build a culture of feedback – Uber relies heavily on the ratings provided by users as well as the drivers. This mutual rating system ensures that the standard is maintained more effectively than any policing or management could do. L&D can definitely apply this to how learners/employees rate their experiences of the learning, of the engagement on the community, and encourage feedback. A culture of feedback encourages transparency, highlights inefficiencies, and make improvements an ongoing process. However, organizations with the help of L&D will have to define what constitutes feedback as opposed to baseless criticism, rants, and complaints. Genuine feedback comes with the intent to help improve, provide insight, and either reaffirms a practice or encourages change. The overarching intention is to make better. The ability to give and receive feedback is another critical skill we need to develop to thrive in a world in flux.
5. Make it an ongoing effort – Uberization takes away the comfort of creating a one-time product (a course), launching it, and moving on to repeat the process. Uberization comes with a service-mindset. It is an ongoing effort that should eventually become the new way of doing things. It requires a constant scanning of the ecosystem – within as well as without, and gauging how external changes can impact the organization ranging from the need to re-skill existing workforce to recruiting scarce talent.

In summary, the world of L&D has dramatically changed. Just as the rules of business and leadership have changed in the networked era, so has the rules for how to enable employees to deliver with efficacy. The L&D department can no longer sit in an isolated bubble designing courses for skills that are fast becoming redundant. It is time to build an entirely new set of skills in oneself as well as in the workforce.    

Becoming a Social Business -- Beyond Culture Change

A paradigm shift occurs when prevailing mental model has so many egregious anomalies that it “breaks” and a new mental model of the world is perceived to be a better explanation of how the world works. ~Steve Denning

Our words define our worldview. We use the vocabulary available to us to describe and analyze our experiences and perceptions. The founder of the idea that language and worldview are inextricable is William von Humboldt, the Prussian philologist. The German word Weltanschauung—used to represent the mode of apprehending reality of a community—was first used by Kant and later popularized by Hegel. Weltanschauung represents the collective consciousness of a community of a certain experience.  

In this context, I had a bit of an epiphany. Over the past few years, the need to become a social business and to promote enterprise-wide collaboration have taken hold in many organizations. The usual approach is to launch an enterprise collaboration platform (technology first being easy to do) and hope that people will engage and contribute with a bit of cajoling and coercing. But a majority of these endeavors fail leading to skepticism and finger pointing. The usual culprits are the hapless organizational culture closely followed by hierarchy and leadership lethargy. We have become accustomed to blaming the culture of an organization for the failure of any initiative, and more so when the change calls for redefining and re-imagining how people work and interact. Before I proceed further, let me clarify that these culprits are not blameless. A fair number of mistakes can be attributed to them. I only want to say these do not invoke the complete picture. We have to dive deeper to understand why organizations across the world – from the Americas to Asia – are apparently making the same mistakes.

We have to take a step back and examine the metaphors and the discourse that organizations abide by and are described by. The crux of the problem lies in our inability to see how the culture of organizations stem from and is shaped by the very discourse of management that we have collectively subscribed to ever since the Industrial Revolution and the manufacturing era. No matter how hard we try to change the culture – and I do believe that leaders and managers are trying – the discourse we use lets us down. The words become reality. Currently, our management discourse is permeated by the language of two metaphors – the military and the manufacturing. The business model and operating principles in today’s organizations hinge on “making” profit through the deft use of limited resources in an organized manner. The military metaphor dominates the world of business – right from “staff”, “line”, “chain of command”, to “war for talent”, “competitive strategy”, and “line of fire”. The assumption is that doing business is akin to waging war and it becomes a self-fulfilling prophecy. Organizations thus begin to behave with an almost “military” mindset – valuing planning over innovation, dwelling on constraints over opportunities, giving in to enforcing over enabling, compliance over collaboration…

Underlying this military and manufacturing discourse is an insidious and difficult to pin down aspect – the scarcity mindset – be it of money, skills, information, time, talent, and so on. A world defined by scarcity is driven by the ethos of competition, hoarding, survival of the fittest, suspicion, exclusion, elimination of the other, and fear. These concepts are fundamentally opposed to the principle and values that support cooperation and collaboration – the pillars of social business and authentic communities. As long as our organizations are operating under the principle of scarcity, we will continue to struggle to get people engaged and motivated enough to collaborate. The words we use not only reflect but also reinforce and reproduce the reality. The words become reality.

Now, let’s look at the words that come to mind when we thing “community” which has its root in the Latin word “communitas” meaning things held in common. Community elicits in my mind words like commune, abundance, love, wholeness, trust, belonging, authenticity, creation, safety, inclusion… and other similar words. As anyone who has ever been or aspires to be a community manager, we know that these are the emotions that we have to inspire in our users for them to become engaged and collaborative community members. However, the discourse that defines community within organizations get subsumed under the larger discourse of the organization itself which, as I have already mentioned, is defined by scarcity and competition. When the two discourses clash, the larger one signifying the organization as a whole inevitably wins. The words become reality.

Let me make a disclaimer. This clash is not the fault of managers or leaders taking the organization forward – in most cases, it is done in good faith. Controls are put in place to prevent information from going to competitors; non-compliance is punished; transparency is censored to prevent general dissent. And we simplistically club all of these under the umbrella of an amorphous and ambiguous culture and dismiss it by saying that “the culture of the organization is not conducive to collaboration”. We have to identify the words that run counter to authenticity, trust and transparency and replace them with a different set of words when speaking about organizations. Words carry their own denotation and connotation and define our consciousness. It might seem like a trivial matter, but it truly has deep implications for the kind of transformation organizations need to go through in order to become authentic communities.

The discourse of communities doesn’t and cannot hinge on and around scarcity. We need to redefine and reimagine the very description of an organization itself. What if we were to define an organization like a community: “Self-organized network of people with common agenda, cause, or interest, who collaborate by sharing ideas, information, and other resources...” (Wikipedia). We have to shift from the old ways of working that was driven by extrinsic motivation – bonus, salary hike, promotion, and other tangible rewards to one that is driven from the heart, that engages people intrinsically by giving them the autonomy, providing the purpose and creating a sense a belonging. Jeremy Scrivens writes in his post, The Future of Work is Social Business at Scale, “…authenticity is not only the foundation of collaboration and innovation, it is the very experience of being well - being who you really are - Being! not just doing.”

Tangible rewards are limited, and hence automatically lead to competition and fight for survival. In contrast, intrinsic motivation, authenticity, trust, and kindness stem from a deeper source of abundance. Organizations need to shift their paradigms and transform at a far deeper level than we are currently addressing. To see real impact, and deep and lasting transformation, we have to attack the root, and reimagine the organizational metaphor.

Social Technology, Community Management and Organizational Development

I have been reading a spate of articles and posts related to the need for a change in the way organizations function. The diagram below by Dion Hinchcliffe is a succinct illustration of how digital technology has been and will continue to play a key role in bringing about this change.

The diagram traces the evolution of different social technology and their potential to enforce and enable a deep change in how organizations function and their structure. With digital technology growing exponentially, the speed of change is going to be faster than any we have encountered before. And there will be no escaping this digital onslaught. A bid to ignore or sidestep it will only result in a quicker path to redundancy as is evident from cases like Kodak. The safest path is to embrace the change and assess its impact on the specific industry. It's also worthwhile noting that digital evolution is not only for the IT department to worry about. This evolution is heralding far-reaching and yet-unimagined impact in all spheres of life. Organizations and the corporate world will require deep and fundamental transformations in business practices including leadership, governance, processes, customer orientation, etc. Read the post, How Social Technology has Emerged as an Enterprise Management Model, for an in-depth understanding. I am not going to tread into management theory or organizational structures in this post. I wanted to set the premise for what is to come in the months and years ahead...and where do we come in as learning and organizational development specialists. 

Given that the shifts and turmoil will continue to exponentially increase as digital technology evolves at an hitherto unimagined pace, organizations will be left with no choice but to transform themselves. Superficial tweaks and process re-engineering will no longer serve the purpose. It is time for deep and fundamental transformation of all organizational and management principles practised with such astounding success over the past many decades. Standardization, efficiency, processes, supervisory management, planning, etc., were the tools and levers of the Industrial Age that brought us comfort, wealth and urbanization. The advent of digital technology has suddenly and with remarkable speed turned the world upside down in more ways than one. The diagram below taken from The Second Machine Age (a must read book) by Andrew McAfee, et al., shows the inflection point when the gradual pace of change shows a sudden shift, and the graph becomes almost perpendicular. And this happened around 2000.

Against this backdrop, we have organizations struggling with outdated platforms, old management practices, fossilized bureaucracy, dissatisfied customers and ever shifting market needs while the evolution is wreaking havoc in the old order of things. The solution is literally to begin from scratch. Transform and reinvent the organizational practices. Create organizations that are nimble, constantly learning, conversing and listening. 

For OD and L&D practitioners, this is a time of intense challenge as well as exhilarating possibilities. The digital world requires a set of digital skills and mindsets that most organizations are struggling with. The leaders at the helm of most organizations (start-ups are exceptions) come from B-schools that taught the skills predominantly required by the Industrial Era. The entire landscape of communication is changing with social technology, instantaneous chats, and forms like videos and podcasts entering the scene. Today's mobile phone has more computing and processing power than a laptop had 5 years ago. And one cannot ignore the power of SoLoMo, i.e., social, local and mobile coming together. However, these are not just technology changes but require uprooting of fundamental beliefs and behaviours that spelled success and power in the past. 

Hence, a plug-on social platform used to conduct business the old way will only yield frustration and cynicism. Individuals looking to follow processes and predefined rules to conduct their work will find themselves replaced by machines and robots. Organizations will find that only complex and creative work requiring skills like problem solving, pattern sensing, analysing, and such are left for the human workforce - the same workforce that through years of command and control has been reduced to order-following machines. And those individuals will suddenly find themselves facing the threat of redundancy. Scary? Yes! The same individuals now have to get back to using those faculties that humans are best at - analysing, empathising, collaborating. The "human" will perhaps finally come back to the corporate world! Today's landscape will require organizations to think beyond automation when designing workflow and business processes.And it's time for L&D and OD practitioners to play a key role in envisioning the strategy and laying the roadmap in collaboration with business heads. IMHO, its finally time for L&D to become integrated with business and take a seat at the table. 

While I cannot profess that L&D/OD specialists can change the nature of management, I can say that well-informed and skilled professionals from this field can enable an organization to empower its employees and management to acquire those skills that will get them to use the social technologies with greater efficacy. Sometimes, small actions repeated over a period of time can bring about behavioural change. Fogg's Behavioural Change method of instilling Tiny Habits could be a way, which I'll explore in a later post. Manifested behaviour-no matter how small-thoughtfully supported and encouraged over a period of time can bring about long term change. This primarily happens because individuals begin to see the impact of their repeated actions and the organization begins to reap the benefits. However, it takes time, commitment, skilled facilitators and a clear direction at a strategic level. 

And this is where L&D and OD professionals can intervene with support from the organizational leaders. This support is of paramount importance if the organization wishes to transform itself and become a truly "digital enterprise". Certain management practices which have become conflated with how the corporate world functions have to be dismantled and possibly discarded. Steve Denning quoting Hamel in this brilliant article "Why Bureaucracy Must Die" calls out the ills of bureaucracy, one of the detractors of social business: 

Bureaucracy is gripped by “the ideology of controlism” and “worships at the altar of conformance.” It’s hostile to “the irregular people with irregular ideas who create the irregular business models that generate the irregular returns,” and so “cripples organizational vitality.”  It “shrinks our incentive to dream, imagine and contribute.” It causes our organizations to “remain incompetent at their core.” 

I brought this up primarily to highlight that a truly digital organization enabled by social technologies and empowered employees and management are at the golden cusp of listening to those "irregular ideas". It is in these ideas that leap over processes and old ways of doing things that the salvation of organizations and the future of the corporate world lie. I have written before about the perils of having social as a bolt on strategy and of automation taking over complicated, process-based work. What will be left will be the complex challenges in need of creative solutions from "irregular people" unafraid to try their irregular ideas. 

To facilitate this exchange of "irregular conversations," organizations have to think like communities, to think of Workplace Learning in a World "Beyond Automation". Community Directors/Managers/Facilitators will become a key role in developing a successful social business. In an earlier post, I had emphasized the importance of L&D to don the mantle of community management. It's still not widely understood skill and traditional L&D departments used to conducting training needs analysis, skill-competency mapping, intervention design and delivery, and such are hard pressed to wrap their head around this critical skill. 

What role will communities play in transforming the way an organization functions? 

It is important to attempt an answer to this question if we are to fully comprehend the importance of community management. An organization does not become a social business or a digital enterprise just by installing a few social collaboration platforms and subscribing to an app marketplace. It requires a fundamental behavioural change at all levels and shifts in mindset. I have discussed this in earlier posts here and here. A community manager's role is to help the organization to cut across the hierarchies and foster open conversations. It's a strategic role requiring a rigorous understanding of various fields including organizational analysis and development, change management, management theories and practices, and human psychology and social behaviour. S/he may have other community facilitators to actively manage the online and offline activities that are so crucial to the success of social business. But the key role lies at a strategic and business level. IMHO, an organizational community manager--Chief Collaboration Officer??--will be as important as a CFO or CMO and of equal strategic importance in a digital enterprise. It's a role that is yet to be delineated and recognized but it's time has come. I have jotted down some thoughts around what this role could do to help an organization become a digital enterprise. 

The role will have to:

1. Study the current organizational culture (this requires an OD background)
2. Analyse the existing gaps/silos as well as the formal and informal channels of communication 
3. Understand the broad business goals, processes and nature of the business
4. Evaluate the current digital skills of employees, managers and leaders
5. Create a framework and roadmap for the organization to help them:
• Understand the social business journey and it's maturity model (Ref: Community Round-table report)
• Acquire the necessary digital skills to participate in a collaborative environment with ease 
• Build trust-based relationships to facilitate sharing of tacit knowledge, co-creation of new knowledge and innovate
• Enable diverse kinds of communication from informing and sharing content to connecting, soliciting input, collaborating, and solving problems  

The individual will not only require a solid understanding of business processes but also of human behaviour. They will have to be the kind of individual who can demonstrate digital leadership in both words and deeds. They'll not only work with business heads across different verticals and product lines but will liaise with the executive team to define the strategy that will bring about the change. Their most important task may be to change the way an organization communicates - internally as well as externally. Today's L&D team may need to evolve into a Enterprise Collaboration and Workplace Learning team and report into the Chief Collaboration Officer.  

I will explore this role in greater detail in subsequent posts. I feel the time has come for organizations to move beyond implementing collaboration platforms to integrating a collaborative and cooperative mindset at the strategic level. It's a move that calls for a shift from the tactical to the strategic and must be supported at the highest level for any organization to reap the benefits of the digital evolution. Else, the same evolution will continue to wreak havoc. 

Content Curation: One More Role for an Enterprise Community Manager

Faced with the tsunami of information, we are all floundering to find our way to content that actually matters. From setting up filters--both of the automated and human variety--to trying to make sense of what we find, we are in a fix, so to speak. Hence, we see the rise of content curators as a breed who will help us to make sense of this world of worldwideweb that has suddenly gone amuck.

The scene within an enterprise is not much different. The lifespan of enterprises are declining rapidly. And the only way an enterprise can survive is by being on the cutting edge of their field, by being adaptive and by making the right decisions quickly. This requires a quick access to the hive mind of the enterprise and an ability to connect the dots to make sense of the underlying pattern.
We are all striving for a world where we find exactly what we need, the conversation we want to be a part of and the content that helps us make that breakthrough decision. Arnold Waldstein puts it elegantly:

I’m dreaming hard for a conversational-based reality online. I want to parse my world by conversations, by topic, by trusted connections daily.

How does this tie in with the role of a community manager, you may ask!
Very closely, I would say. An enterprise that has adopted a social business platform and is trying to shape a path for a conversation-based reality, content creation and consumption, and communication via the platform will see a proliferation of content that could range from sales decks to discussion threads on the appropriate technology stack to use on a specific project. This is the proverbial organizational hive mind but someone has to enable the enterprise to make sense of this stream, separate the wheat from the chaff, and connect the dots to reveal the key patterns below. Only then can this knowledge flow become a part of the decision-making process and enable users to take the right decision quickly.


What role can an enterprise community manager play?
In this case, the community manager's role would be akin to that of a museum curator. Curators at museums lay out the best pieces in a manner that:

1. Catch the viewers attention
2. Tells a narrative that makes sense to the viewer (e.g., one would not hang a Picasso painting next to seals from Mohenjo Daro)
3. Gives a sense of the bigger scheme of things
4. Makes it easy for viewers to "jump" to the sections that interest them
5. Have enough metadata for viewers to understand the context 

Similarly, the enterprise community manager (or anyone who is playing the role) needs to help community members do one or more of the following:

1. Find what users need on the platform without getting lost in a maze of content
2. Surface useful and interesting content that the user may not have had prior knowledge of 
3. Contribute with ease and know where to place the content they are producing 

Deconstructing each point one by one...

Find what users need on the platform without getting lost in the maze
This will entail a blend of manual and automated work. The automated bit will take care of the filtering and aggregation, but the curation work needs to be done by a human being. J.P. Rangaswami, in his blog The Confused of Calcutta, describes it thus:

When a human curates, she does three things. She selects something (or things) from a larger group. She organises those selections cohesively. And she arranges to present those things in such a way that people find it easy to engage with those things.

This in the context of a social business platform like Jive requires--among other things--consistent tagging, proper aggregation, enabling quick search options, providing guided navigations for frequently accessed pieces, and grouping of similar groups and content in an appropriate manner. Some of these can be achieved via the user interface design and the use of pre-built widgets that allow community managers to pull in content defined with specific tags and categories. This can be made as general or as granular depending on the community's need. The platform allows community managers and group administrators to insert widgets within their groups to facilitate aggregation of specific content type for easy consumption. This can be compared to a museum curator displaying the best pieces and ensuring that sufficient light falls on the pieces so that viewers can spot them with ease. However, the making sense bit still needs to be done manually.


Surface useful and interesting content
This entails listening to the community, being aware of the needs and drivers, and keeping a keen watch on the different contributions and conversations taking place on the platform. One needs to develop a nose for useful content just like an experienced editor develops a sense for what could be breaking news. This skill cannot be automated and requires constant engagement with the community to develop. By surfacing hidden gems, community managers enable users to make those serendipitous discoveries that could lead to breakthrough innovations, more engaged participation and a sense of commitment to the community. The greater the benefit users derive from their membership to the community, the higher will be their involvement and engagement.
One of the ways to surface content of interest can be via newsletters. However, there is a risk here. In a bid to target the entire enterprise via one newsletter, one runs the risk of making the newsletter too generic and thus of no use to anyone. Having a specific target audience in mind enables effective curation. A good curator will seek, sense, synthesise and then share in a manner that adds value to a specific user group. Curation is not just a collection of links and resources--it is a synthesis that reveals the pattern behind the links and list of resources.  And by revealing the patterns, a curator can help an organisation make breakthrough finds.
The key here is to remember that each content piece is a social object around which conversations will evolve, further content will be generated and ideas surface.


Contribute with ease
The idea of a social business platform is to facilitate participation and conversation. This implies making it completely friction-less and free-form. However, that is not all. It also implies enabling users to know exactly where on the platform can they "place" their contribution. Any confusion here can dramatically reduce contribution. Simple guidelines and a few do's and don'ts are good to start with. The community manager needs to reach out a helping hand and move the content piece to the right container if need be. This kind of hygiene check goes a long way in keeping the platform user-friendly and the content findable. 

Related articles

• Finding the Information You Need Quickly, Reliably and Cost-Effectively (mktg2bizexecs.wordpress.com)
• The Missing Half Of A Social Enterprise (cloudave.com)
• Good Advice for Content Curators (billives.typepad.com)

5 Questions to Ask When Setting up Communities

While the terms community management and community manager are more popular, I have never found them very comfortable to use. It is perhaps to do with the word management--which reeks of Taylorism, hierarchy, command and control--all the connotations that to me are anathema to creating a sense of belonging, infusing passion, and leading. I am happier with community leadership or community facilitation. A facilitator is an enabler, a helping hand and a guide. Good facilitation should almost be invisible, empowering members to take decisions and actions. Anyhow, I digress. I will leave the deconstruction of the word for another post...

I want to document a few of my initial learning from setting up communities within our organization. But I am leaping ahead. Let me set the stage a bit.

I have mentioned in my earlier post here that we have launched an enterprise-wide collaboration platform powered by Jive. As typically happens--there are early adopters who embraced the change and became active contributors on the platform. Then there are the cautious and the wary, dipping their toes in so to speak--but not quite willing to see all the benefits yet. And of course there are the sceptics--the quiet and the vociferous. To bring these individual users—endowed with diverse abilities, motivated differently, and at various levels of platform adoption—together to form communities is an entirely different kettle of fish. 

Yet, on the surface, it seems fairly straightforward. Create communities (i.e., groups on the platform) pertaining to the key capability areas/practices and people will join their “respective” groups to participate, share knowledge, collaborate to find solutions, have engaging conversations spanning different continents, countries, and time zones. That's the vision! But moving towards it requires carefully thought-out steps, clearing the path, and laying the bed—a process of continuous nurturing, tending, and guiding. No wonder the metaphor of gardening is so popular with community building! It comes closest to describing what needs to be done.

A note of clarification: When I talk about communities here, I am referring to groups of people who come together to achieve a shared purpose, learn from and share with each other, and enhance the group's as well as their own individual capabilities. 

Having tried my hand at helping to set up a few communities at the initial stage of the platform rollout, I learned a few valuable lessons. Because dumping everything I have learned into a single post will make this horribly long and confusing, in this post I have focused on the initial steps to take before setting up a community.

Aside: And my instructional design background is standing me in very good stead indeed. Setting up a community requires the same level of diligent analysis of needs, objectives, and desired output as does the creation of a training design.

Communities/groups in an enterprise setting form to serve different purposes. They operate under vastly different dynamics as compared to voluntary communities that form on the web, and I don't merely mean in terms of membership numbers. Communities within an enterprise have specific objectives to achieve, goals and tasks to collaborate towards—all of which should ideally help the organization to move closer to its overarching goals and vision. What’s more—each community can and will be very different from another—forming to serve entirely different purposes.

Some of these communities may revolve around core skills and capabilities important for the growth of the organization. These will be imbued with the spirit of long-term vision of capability development, sharing of knowledge and solving of complex issues. Others may form for a very specific purpose--around a project, event, or even a task. These are typically time-boxed communities seeing a spate of activities for a short while—used as an online gathering place to share ideas, insights, and conversations. In either case, I have learned that when someone requests for help in setting up a community, it is a good idea to ask:

1. What are the objectives of the community?
2. Who are the target members? What are they expected to do when they join the community?
3. Who is going to tend the community, i.e., facilitate, moderate, and guide members?
4. What business needs will be solved by the forming of this community?
5. Who are the stakeholders? Are they all on the same page regarding the community’s goals and objectives? Do they have a shared vision?

Once these basic questions have been sorted out, it is time to design a few simple and concise guidelines for the community leaders as well as the members. Without some concrete points of reference, it is difficult to remain aligned with the community's vision over a period of time. 

I will share my thoughts and learnings around this in the next post...

What would Dr. Seuss say about online communities...

An excellent presentation that drives home the point using "nonsense rhymes." The appeal of nonsense rhymes dates back to our childhood, and this creates an instant feeling of identificaiton, thus keeping us hooked to the slides. This also increases the recall factor manifold. The rhymes reminded me strongly of Edward Lear's "Owl and Pussy cat" in their pea green boat...

Coupled with the "translation," we are not likely to forget the points about online communities mentioned here in a hurry. By themselves, the points would sound mundane and oft quoted. But now with a rhyme accompanying each one, the message has suddenly come alive.

Enjoy the slideshow...

L@Fw2008 Dawn Foster

View more OpenOffice presentations from ISITEDesign.