social – Page 8

Social media for community projects

If you ever wonder what BPM analyst/architect/bloggers do in their spare time, wonder no more:

Ignite Toronto: Sandy Kemsley -The Hungry Geek from Ignite Toronto on Vimeo.

I was invited to give a presentation at Ignite! Toronto this week, and decided to discuss how I’ve been using social media – Twitter, Flickr, Facebook, blogging – and some integration technologies including RSS and Python scripting to promote a new farmers’ market in my community. I’m on the local volunteer committee that acts as the marketing team for the market. Here’s the presentation, it’s not too clear on the video:

If you’re not familiar with Ignite, it’s a type of speed presentation: 20 slides, 5 minutes, and your slides auto-advance every 15 seconds. For a marathon presenter like me, keeping it down to 5 minutes is a serious challenge, but this was a lot of fun.

For a technology view, check out slide 17 in the slide deck, which shows a sort of context diagram of the components involved. Twitter is central to this “market message delivery framework”, displaying content from a number of sources on the market Twitter account:

I manually tweet when I see something of interest related to the market or food. Also, I monitor and retweet some of our followers, and reply to anyone asking a question via Twitter.
When I publish a post on my personal blog that is in the category “market”, Twitterfeed picks it up through the RSS feed and posts the title and link on Twitter. These are posted to both the market account and my own Twitter account, so you may have seen them if you’re following me there.
Each week, I save up a list of interesting links and other tweet-worthy info, and put them in a text file. My talented other half wrote a Python script that tweets one message from that file each hour for the two days prior to each Saturday market day.
I connected my Flickr account with Twitter, and can either manually tweet a link to a photo directly from Flickr, or email a photo from my iPhone to a private Flickr email address that will cause the link to be tweeted. I could have used Twitpic for the latter functionality, but Flickr gives me better control over my photo archive.

The whole exercise has been a great case study on using social media for community projects with no budget, using some small bits of technology to tie things together so that it doesn’t take much of my time now that it’s up and running. I’d be doing most of the activities anyway: taking pictures of the market, cooking and blogging about it, and reading articles on local food and markets online. This just takes all of that and pushes it out to the market’s online community with very little additional effort on my part.

Gartner’s 2009 Hype Cycle

Gartner’s hype cycle for 2009 was released this week, and there was a webinar today with Jackie Fenn to walk through it. The actual diagrams are not working on their press release right now, but ReadWriteWeb is hosting their own copy of the emerging technologies hype cycle (which was in the press release originally) if you want to take a look.

Gartner has 79 different hype cycles focused on individual technologies, rolled up in this special report that is free but doesn’t contain the meat: for that, you need to click through to the hype cycle for the technology in which you’re interested and purchase that report.

Fenn explained the concept of the hype cycle: technologies move from an innovation trigger up a steep slope of positive hype to the peak of inflated expectations, then down an equally steep slope of negative hype to the trough of disillusionment before increasing gradually along the slope of enlightenment to the plateau of productivity. She explained some of the specific indicators for each part of the cycle – which is what Gartner is analyzing to tell where on the hype cycle that a particular technology lies, along with the analysts’ subjective opinions – such as when certain rounds of venture funding kick in, and when best practices emerge. Different types of companies adopt technologies at different points in the hype cycle, depending on how conservative that they are, and how critical the particular technology is to their competitive differentiation.

By bisecting the curve at the local minimum in the trough of disillusionment, companies can ask themselves “what’s here that we could be using” for technologies to the left (considered new/cutting edge), and “what’s here that we’re not using” for those to the right (considered mainstream). There are some anomalies, such as corporate blogging and wikis already climbing the slope of enlightenment, whereas social software suites – which would likely include both of those – are just past the peak of inflated expectations.

She did a quick poll to see what technologies (from a very select subset of emerging technologies) that the attendees think will generate the most value for their organizations during the next two years, then linked the responses to where those technologies lie on the curve: not surprisingly, cloud computing topped the poll at 42%, and it’s at the peak of inflated expectations right now, where there is a proliferation of suppliers and activity beyond early adopters. Social software suites, just past the peak with negative press beginning and supplier consolidation approaching, was second at 29%.

There are several new hype cycles this year, including cloud computing, data center power and cooling, and virtualization; there are also several new technologies listed in the emerging technologies hype cycle that Fenn focused on in the webinar, such as wireless power.

Every technology on the emerging technologies hype cycle is also on a priority matrix that serves as a rough risk-benefit measure, showing the expected years to mainstream adoption (based on Gartner’s analysis of how fast that each is moving through the hype cycle) mapped against the level of expected benefits (low-moderate-high-transformational).

Gartner produced their first hype cycle in 1995, and Fenn showed the original one from back then with a few of the technologies mapped on it; some of those are still poking along, such as speech recognition that hasn’t moved much in 10 years; others, such as Bluetooth, moved through the cycle at a brisk pace and reached mainstream adoption quickly.

Gartner has published a book on Mastering the Hype Cycle: How to Choose the Right Innovation at the Right Time (Gartner), which provides a framework for understanding the hype cycle and adoption patterns that new technologies will move through, and understanding the danger zones.

AlignSpace social BPM community

A couple of months ago, Software AG launched AlignSpace, a social BPM community, and gave a webinar to explain what it’s about (replay here). AlignSpace is intended to be a vendor-neutral place where people doing process discovery can share ideas and collaborate on process discovery. Gartner estimates that over 40% of BPM project time is spent on process discovery, which is inherently a collaborative activity including everyone from process participants through developers and a BPM center of excellence, but there aren’t a lot of great tools out there to do this.

Software AG looked at a lot of social media sites to understand the key features that people want when working together online, and created a cloud-based platform where people can capture process requirements and model processes. This is intended to be beyond what Lombardi is already doing with Blueprint, where people can collaborate on create a specific organization’s process models, and create the potential for a marketplace as well as a collaboration platform. That being said, their initial process outline view has a lot in common with Blueprint, with stages/milestones comprising activities, and the way that can be also visualized as a process map. You can import a model from Visio or XPDL for sharing in AlignSpace, then export it back out again. They also have a home page that shows what’s happening in processes in which you’re involved, and links to your contacts on other social sites.

The AlignSpace Marketplace is intended to be able to find or document BPM resources, whether people or products/models, then allow participants to rank those resources for others to see.

They’re still in a closed beta, but you can go there and sign up to participate. AlignSpace will be free to use, and although vendor-independent, it will be launched with a library and community of resources (some of which will, necessarily, have particular vendor expertise). There’s some lightweight Software AG branding on it, but it’s not their intention to block anyone from it: it’s really intended to be an open BPM community. I give them a lot of credit for this, since most of the other BPM communities launched by vendors are very much specific to their own products, which is going to stifle a lot of good discussion. Software AG seems to recognize, even in these economic times, is that a rising tide floats all boats: if more people are interested in BPM, and AlignSpace helps to get them over the initial barriers of adoption, then all BPM vendors will benefit. Outside the BPM vendor-specific offerings, there are definitely other collaborative workspaces and social networks around, but few with a BPM focus.

Security is obviously going to be a serious consideration: even though most companies don’t put customer data in their process models (as opposed to the executing processes), the processes may represent intellectual property that provide them with a competitive advantage. They are looking at corporate-restricted versions, such that only users from within your domain can access it; the same sorts of security measures have already been put in place in Blueprint, and you can be sure that other cloud solutions are going to have to solve the same problem.

They have ambitions to move this beyond BPM and provide a collaborative space for discovery/requirements for other sorts of IT projects: a bit like ConceptShare, but with more of a focus on technology implementations rather than media and design.

I had a chance to talk to Miko Matsumura of Software AG around the time of the initial AlignSpace announcement; he admitted (which is what I love about Miko) that initially AlignSpace is a lot of big ideas but not much delivered. Like Google with its betas, the idea is to get something out there for people to use, then use their early feedback in order to decide what gets added in next. Although they’re trying to focus on “data format promiscuity” in order to allow customers from many BPMS vendors to participate, the process models are publish and subscribe rather than an interactive whiteboard model in their BPM sketchpad. The big focus is on creating fertile ground for the concept of collaborative process improvement, pulling together innovators from across multiple organizations and infecting companies with process innovation. Data formats are only one issue, as he points out: there is as much tribalism and heterogeneity in the people issues as in the systems that they use, and we need to get the tribes to disband, or at least come to a neutral territory.

From a social media standpoint, the AlignSpace presence doesn’t get full marks: their blog hasn’t been updated since June, their Twitter stream is mostly links to other BPM resources rather than any original material or updates on AlignSpace, and on Facebook they have both a group and a page, without a clear distinction between how each is used.

This all sounds great, but as yet, I haven’t seen the beta. Yes, that’s a hint.

BPM and Twitter (and other social destinations)

Professor Michael Rosemann of the BPM Research Group of Queensland University of Technology has published a short paper on BPM and Twitter on the ARIS Community site, where he lists three possible uses of Twitter with BPM:

Use Twitter to update you whenever there are changes to a process that you’re following. In this case, he’s talking about following processes, not process instances, so that you receive notifications for things such as changes to the process maps/roles, or new aggregate monitoring statistics.
Have a process follow you on Twitter (or an automated stream that knows when you’re scheduled to be unavailable), so that it knows when you’re away and assigns substitutes for your role.
Have a process instance tweet, either for milestone notification or with a link to the process instance, acting as a BPM inbox.

I’m not so sure about the second one, but the first and last are really just a matter of capturing the events as they occur, and sending them off to Twitter. Most BPMS can generate events for some or all of these activities, potentially available through an RSS feed or by posting them onto an ESB; as Rosemann points out in his article, there are a number of different ways to then get them onto Twitter.

My other half did a series of experiments several months ago on process events, including output to Twitter; he used a GPS as input (I wanted him to use a BPMS, but he was keen on the location events) and simple Python scripts to send the messages to Twitter. He tested out a number of other interfaces, including Coral8 for event stream processing, two blogging platforms, Gtalk, email, Google’s App Engine and Amazon’s Simple Queue Service; the idea is that with some simple event processing in the middle, you can take the relevant events from your BPMS (or any system that generates events) and send them pretty much wherever you want without a lot of customization.

I think that using Twitter to monitor process instances is the most interesting concept of the three that Rosemann presents, since you can potentially send tweets to people inside or outside your organization about process milestones that interest them. If you’re nervous about using Twitter, either for security reasons or fear of the fail whale, you can run your own microblogging service using an open source platform such as laconi.ca or a commercial solution such as Socialtext’s Signals.

I’ll be attending the workshop on BPM and social software at the upcoming BPM research conference in Ulm, Germany; I haven’t seen the papers to be delivered at the workshop (or the rest of the conference), but I’d be very surprised if there isn’t a lot of discussion about how to incorporate Twitter and other social tools into our more enterprise-y BPM existence.

Social processes #e2open

For the last session of the day – and what will be the last session of the Enterprise 2.0 conference for me – I shifted over to the Enterprise2Open unconference for a discussion on social processes with Mark Masterson. As part of his job developing software for insurance companies, he put together a mockup of a social front end for an insurance claims adjuster’s workplace. The home page is dominated by the activity stream, which includes links to tasks, blog posts, documents and other systems that are relevant to this person’s work. It’s not just the usual social network stuff; it also includes information from enterprise systems such as ECM and BPM systems. There would be rules to set priorities on what’s in any given user’s activity stream.

There’s also more purely social features, such as a personal profile with the ability to provide status updates and indicate presence.

When the user clicks on an item in the activity stream representing an enterprise BPM task, the information from the task and its process is pulled into this environment, rather than launching the BPM system’s user interface; this becomes a unified desktop for the user, rather than just a launchpad. Information about a claim could include external data that is mashed up into the interface, such as Google maps. The right panel of the interface changes so that it always shows information to support what is happening in the main pane; when a BPM work item is open, for example, the right panel includes links to people and content that might be related to that specific case. It also includes a tag cloud that can be used to click through to information across the enterprise about that subject; for example, clicking on the “fraudulent injury” tag showed a list of people who are related in some way (that is, they are a resource with some experience) to fraudulent injury claims, and what their role in the process might be.

Masterson presents this as a vision for what he thinks is the best type of interface to present to all the participants in the claims process: no jumping around between multiple applications, no green screens, and the relationships between information from multiple systems combined in ways that make sense relative to the adjuster’s work. I see some of this type of functionality being built into some of the more modern BPM systems, but that’s not what a lot of insurance companies are using: they’re using out-of-date versions of FileNet and other more traditional BPM systems.

As with most unconference sessions, this is a small bit of presentation and a lot of audience discussion. Some in the group made a distinction between collaboration and social, and didn’t see the sort of collaboration within business processes that happens within organizations as social. Masterson (and I) disagree: whenever you deviate from the structured business process in a process such as claims adjudication, it’s an inherently social activity since people are relying on their tacit knowledge about what other people can bring to the process, and using (often) ad hoc methods for bringing them into the flow. I think that they are confusing “social” with “public”, and have been drinking too much of the E2.0 Kool-Aid that’s being passed around at this conference.

The real unique thing here is not putting a pretty front end on enterprise systems (although that’s a nice feature, it’s just a relatively well-understood integration issue); it’s the home page as a unified view of a user’s work environment – I hesitate to call it a unified inbox since it’s not just about delivering tasks or messages to be acted upon – and the information relationships that allow the right panel to be populated with relevant information and links for the specific work context. As opposed to tagging of process instances to use as future templates for exception cases, an idea that I’ve been knocking about for a while, this goes beyond that to collect information that might be related to a process instance from a variety of sources including blogs and wikis. Consider that the claims adjuster is handling a specific exception case, and someone else did a very similar case previously and documented their actions in a procedures wiki: this sort of environment could bring in information about the previous case when the user is processing the current case. The information in the right panel is replacing the user’s memory and the line of sticky notes that they have on the edge of their screen.

There’s some cool ideas in here, and I hope that it develops into a working prototype so that they can get this in front of actual users and refine the ideas. There’s a lot that’s broken in how enterprise processes work, even those that have been analyzed and automated with BPM, and bringing in contextual information to help with a specific work step (especially case management steps such as claims adjudication) is going to improve things at least a little bit.

Open Text Social Media briefing

I had a chance to meet with Cheryl McKinnon from Open Text while here at the Enterprise 2.0 conference for a briefing and a demo of Open Text Social Media, their enterprise social software offering to be released within a few weeks. This is a part of the Enterprise 2.0 market that I’m really interested in: how do we add a social layer on existing enterprise platforms, such as enterprise content management (ECM)?

Open Text already has some amount of collaboration around document management in their product portfolio, as well as web content management. Since they have a solid content management platform backing all of the content, they’re able to add the necessary aspects of governance, compliance and security that has to surround certain content without, hopefully, that getting in the way of collaboration. The Open Text Social Media product is pushing that a step further, adding more social aspects to content collaboration. Most content management – and content collaboration that goes with it – focuses on connecting people to content; OTSM also connects people to people in a content-centric manner.

They started with a few basic principles: keep the user interface simple so that there would be few barriers to adoption, while maintaining the security, auditability and records management functionality from the underlying ECM suite. They’ve removed the requirement for the content to be viewed in the hierarchical folder-type fashion that is inherent in the ECM system, and added discussions and wikis as well as maintaining a social graph of person-to-person interactions. This provides three key areas of functionality:

The social network inside an enterprise
A social marketplace with customers and partners
A repository for “corporate memory”

We moved on to a demo, starting with the personal dashboard home screen that shows the status and presence indicator of people who I follow, communities to which I belong, and content that I have flagged to follow. My personal profile contains structured information, some of which can be pulled from LDAP/ActiveDirectory, plus Facebook-like status messages – this is what appears on the home screen of people who follow me – and my blog. Also, anywhere where my name appears within the site, hovering over the link pops up a mini view of my profile.

Communities are a combination of wikis, documents and discussions, and can be designated as public, public read-only, private and secret. All of these security designations are inside the firewall: “public”, for example, means that everyone inside the enterprise can see and contribute to it. Private read-only could be used for more traditional broadcast intranet content; private means that the content is hidden but the community is visible and anyone could request membership in the community; secret means that the community is hidden and available only by direct invitation. Discussions within a community appear on the “Feed” tab, and are fairly standard topic-based discussions where you can read and reply to the thread, with the additional ability to flag a topic so that it appears in my flagged items on my home screen, where new replies to the topic would be indicated: a sort of content subscription. There is no ability (yet) to include an external feed into a community, although there’s a bookmarklet to make it easy to share external links as part of a discussion. The “Documents” tab in a community is (I assume) a view into the underlying content repository, but is a flat list view rather than a folder-based hierarchy since presumably there would be a small number of documents in the community. I’m not sure how well that user interface will scale if a community has hundreds of documents on that tab, although there are filtering capabilities. The wiki tab within the community allows multiple wiki pages to be created, also apparently in a flat navigation structure which may not scale well. The wiki has pretty standard (and easy to use) edit and comment functionality, plus the ability to flag content to follow in my home page. There’s a complete revision history stored for each wiki page, and you can roll back to an earlier version if required.

All of the community content can be pushed into the ECM archive, which would enforce records retention and other governance rules, although we didn’t get into the details of how seamless that would be to community authors and readers.

The searching is where we really start to see the people-to-people capabilities: searches locate content, as you would expect, but also locate people and communities that are contributing to or discussing that content, as well as people who have the search terms in their profile or their blog posts.

They round it all out with some pretty slick applications for a Blackberry or iPhone. These are applications, not mobile versions of a website, so include persistent cache for use when you’re offline.

There’s an obvious overlap with SharePoint functionality here, and there will undoubtedly be a battle inside some organizations between these two proven enterprise platforms when it comes to social media. Open Text’s advantage is their ECM repository, which far out-performs anything that SharePoint has to offer, and can be used as the back-end content repository for SharePoint even if a customer decides to go that direction for their enterprise social networking. That’s not unique to Open Text; other ECM vendors such as IBM/FileNet also have SharePoint connectors to allow their repositories to be used to manage SharePoint content transparently. Open Text, however, goes beyond that by offering direct social networking extensions to their ECM platform that have the potential to replace SharePoint in an organization that has already standardized on Open Text’s ECM. This direct integration with a robust content repository provides them with a distinct advantage over the Enterprise 2.0 point solutions, and make them the one for the other ECM vendors to beat in the social enterprise content collaboration market.

Social media and marketing #e2conf

Peter Kim moderated a panel of three people from end-user organizations – Ben Foster of Allstate Life Insurance, Greg Matthews of Humana, and Morgan Johnston of JetBlue – on social media adoption for both external as well as internal use by enterprises.

Allstate recently launched the consumer-facing Good Hands Community, including both a social site and a Twitter presence, for both traditional marketing and sales purposes, but also to maintain a relationship with ex-customers who may have left for financial reasons but still could benefit from Allstate information and potentially become a customer again in the future. It includes tools and calculators, discussion forums and other information.

JetBlue uses social media – specifically Twitter, where they have 730,000 followers as of today – to engage customers, inform customers about what’s happening at JetBlue, and even provide updates on weather and other information that impacts their service delivery.

Humana has a social site run by their consumer innovation center – a sort of center of excellence for enterprise social media – that they are using to try and transform how they interact with their customers and partners; unfortunately, my bandwidth right now won’t allow it to actually load, so I’ll have to take their word for it. This is run separately from their corporate website, and doesn’t include any private customer data.

All of these are intended to engage the consumers, both for informing and for gathering feedback. Social media can be a sort of “canary in a coal mine” about impending problems, and it’s a valuable channel to monitor in order to hear how people are talking about your products or services, potentially heading off PR and customer service disasters before they occur. It’s also a sales lead generation channel, with companies like Dell using Twitter to broadcast deals that aren’t available anywhere else, generating significant revenue from those tweeted deals.

It’s important for multiple departments in an organization to contribute their ideas and needs for consumer-facing social media. It’s not just an IT project, although IT is going to be involved in order to deploy the platform, and there’s a need for rapid prototyping and changes to the site without having to go through an old-fashioned waterfall development approach: this might dictate that the existing corporate IT not be involved, but a new team formed to support this sort of agile approach.

One of the panelists noted that you can see the trends in conferences: social media is now on the agenda at IT conferences, at marketing/PR conferences, at HR conferences and at customer service conferences, indicating that people from multiple areas within organizations that have an interest and a stake in social media.

You have to learn by doing with social media: people have to get in there and start producing content, then see what the consumer feedback is like for that content in order to tune the message and style. That’s a scary thing for most companies, but these three are setting a good example.

The Future of Social Messaging in the Enterprise #e2conf

An eight-person panel discussed how organizations can use social messaging to improve internal and external communication and collaboration. I’m not even going to try to track who says what, since I’ve lost track of who’s who (except for the lone woman on the panel), so just random notes:

Unified Communications vendors need to open up their products to allow social messaging to participate. Voice seems to be ignored in Enterprise 2.0 (note that there are no sessions on voice at this conference), but needs to be a part of it. This is especially true when we consider devices such as the iPhone, which is used to participate both through social media and voice. People don’t want think about what tool to use, they want to focus on the problem that they’re trying to solve.
Enterprise 2.0 isn’t about giving people “one more thing to do”, but to help make people more effective. This is a big one that I see when trying to get people within my clients to collaborate, often because they don’t give up doing things the old way, so see the new collaboration tools/methods and an additional step rather than a replacement for an old and inefficient way to do things.
Social messaging is about forming weak ties, not necessarily about pre-targeted recipients. The ROI may not be obvious up front, but serendipitous discovery of information and people provides unexpected value.
We need to stop focusing on the tools and applications, and start focusing on the people and use cases. That is especially obvious in this panel, which still has too much of a tool focus – Marcia Conner from Pistachio Consulting has to keep dragging the conversation back to the people, practices and conversations.
The same issues of information security apply to social messaging as to any other form of communications. Social messaging tools don’t equate to information leakage, they just provide another platform for what is likely already happening by voice, email and other methods if you have employees that don’t adhere to your security policies. Governance begins with individuals, and if you can’t trust your employees, you need to monitor their activities. If the corollary is true – that if you monitor your employees’ activities, that means that you don’t trust them – then I see a lot of companies with no trust in the people whom them so carefully recruit and hire. It’s impossible to completely lock down data in any organization, so there needs to be policies (and education about those policies) that lead to self-policing.
There is insufficient granularity of presence: with most social platforms, there is a single view of you that is exposed to everyone who you choose to expose it to, and you can’t tune the experience for different audiences. In other words, don’t put anything on Twitter that you wouldn’t want your employer, your competitor or your mother to read. I’ve noticed that although platforms like Facebook are providing tools to allow you to limit what parts of your profile are available to different groups of your contacts, very few people bother to use them.
Enterprises matter less; relationships and conversations matter more. Don’t limit yourself to just an enterprise conversation, think about a participatory culture. (I think that I won the Enterprise 2.0 buzzword bingo on that last statement)

These are just the high points; you can check out the Twitter stream for this session or the replay of the video if you want to hear the entire panel.

Applying the Social Dimension to the Lockheed Martin Mission #e2conf

The morning started with Andrew McAfee interviewing Shawn Dahlen and Chris Keohane from Lockheed Martin about how they’ve progressed on their internal social network since we heard about it at last year’s conference.

Back in 2004, they approached the CIO to get project seed money for internal blogging, since there was a need for internal communications that wasn’t being met by company newsletters. For a few thousand dollars, they were able to set up a blogging platform that allowed internal affinity groups to communicate, then realized that they needed to lock down some of the information for security purposes and closed down some of the access, particularly to employees outside the US.

The 9/11 commission report noted that the existence silos of people and information – a “need to know” environment – was part of the problem in government and defense industries, providing Lockheed with the motivation to start opening up some of their information across the company, regardless of location. They worked closely with their internal legal department to make sure that they were

They took their SharePoint environment, which was already in use for document collaboration, and added more social networking aspects by upgrading the blog and wiki capability. This allowed them to evolve an existing, familiar platform into something more social, providing an easier migration for Lockheed’s 150,000 employees. The revolutionary part was to make these communities open to all employees by default, rather than defaulting to a closed site, and currently 65% of their thousands of communities are open.

Because they were making SharePoint do things that it didn’t naturally do, there was a lot of customization involved, but what they’ve ended up with is the ability for anyone to create a community. Apparently, HR resisted this, and lobbied for more centralized control of who could create an internal site rather than allowing self-service, but with the number of internal communities, this would have seriously crippled the spread of the tools to support collaboration within the company.

McAfee asked the question about how easily Lockheed’s aging workforce adopted these social solutions; interestingly, some of the 20-something engineers were some of the ones that had problems with the social community, since although they knew how to use the tools, they didn’t have the business experience to make the tools support the Lockheed business processes. Some of their most prolific bloggers are from the over-40’s workforce, probably because they just have more knowledge to contribute. In other words, enterprise social networking isn’t about age, it’s about appropriate tools, motivation and having something worthwhile to share. You need to have the younger and older parts of the workforce work together in order to achieve the best results.

They went through – and are still experiencing – challenges with acceptance by the executives and across the organization, and have learned that social media needs to be grounded in the challenges of your enterprise. You need to create tools that support what people need to do, not just push something in and force people to use it. The result is that they have leaders within the company who blog regularly, but more importantly, who read, comment and act on what they read in blogs: this shows that management is participating, and that they see it as a channel for

They didn’t set rules around what content should or shouldn’t be included on the sites, but it has taken on the form of what would be normal employee behavior, which is pretty much what we heard yesterday from IBM, Deloitte and EMC. They provided two examples of “misuse” that were removed from the sites: one where someone was talking about their new car, and the other where someone was complaining about the employee review process using questionable tone and/or language.

There’s a breakout session this afternoon with the two Lockheed guys, going into more detail about their social networking platform and its adoption.