Enterprise Social Networking in the Groundswell

       It is easy to see how the groundswell can be used by consumers and the general public in ways that can connect them to corporations and make differences in services and results. The basic strategies for reigning the groundswell in - listening, talking, energizing, supporting, and embracing - can be applied to internal operations as well. Li and Bernoff use chapters 11 and 12 in their book to show how enterprises and companies can use the reach and power of the groundswell to strengthen communication and make a community that relies on each other instead of higher echelons.

       Even though the video above is an advertisement for a Socialcast, a company that provides social media services for companies, it makes the basic points about how an internal system can strengthen a company. Like Li and Bernoff claimed, "internal groundswell applications can make employees feel empowered, connected and more committed on a day-to-day basis." It closes the gaps between the management and the average employee and creates an encouraged platform for workers to voice their concerns without feeling out of place. Message boards have been used by companies for years by this point, but by embracing a social network-like application it allows for more types of media to be integrated and interlaced.

An example of Socialcast's interconnections

       Clark Kokich, former CEO of Razorfish experienced the power of internal groundswell firsthand, claiming that "the biggest benefit is being able to listen in on what people are working on, what they are concerned about, and where they are focused. It is the virtual equivalent to management by walking around."Companies can be so large that CEOs don't get to interact with every employee. Even though through a network like this the communication would be virtual, it still allows for communication that wouldn't likely occur. Kokich was able to keep a finger on the pulse of his company and understand from multiple points of view how employees were feeling and what they were up to. 

       Before companies can even embrace an internal social media system, they have to understand that connecting with the groundswell transforms how the company works. According to Li and Bernoff, the company goes through a "mental shift" in which you become so engaged with your customers that you walk in step with their needs and wants. Integrating the groundswell into operations cannot be a singular thing - the whole company needs to be aware and on-board. 

        The main tip that the authors impart is that the best way to understand and work with the groundswell is to take small steps that have big impact and measurable success. This way, the goals of the company can be focused upon and given precedent. It is important to keep everyone on the same page, to educate and build leaders into the plan. Understanding the mental shift that embracing the groundswell imparts is similar to understanding why an internal social media system would make such a difference: they both strive to make a community and to engage people in relation to how the company works.

       Because internal social media systems are so successful, there are a lot of resources for companies to begin their own communities. Beyond Socialcast that was mentioned above, here are some other options that can help companies embrace their own systems:

    - Yammer: This service is like the enterprise version of Twitter. Individuals with the same business email domain can join and be given a network where employees can microblog and shoot quick questions to those that they work with. Companies have used this system to break down barriers between business units and employees around the world.

    - Instant messaging like Digsby: Instant messaging internally is like a more private version of Twitter or Yammer and allows communications between people separated by distance and the like. The cool thing about Digsby is that it supports all kinds of other IM programs (AIM, MSn, Facebook Chat, and more) as well as supporting e-mail notifications and alerts from other social medias. A program like this streamlines social media and IMing and can cut down on clutter and confusion for companies.

    -Imaging and Video with apps like Skype: Being able to have a visual community with your company makes a huge difference. Skype allows for group conference calls and omits any awkwardness or misinterpretations because it facilitates video calling. Being able to put a face and a voice to a fellow employee or a CEO makes a huge difference and encourages more open communication. 

Li and Bernoff provide the basis of how companies need to change their point of view and apply aspects of the groundswell internally. As important as it is to have a strong connection to consumers and the general public, the company itself needs to run smoothly. One of the best ways to achieve this is to understand and to embrace the groundswell within.