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11.20.09 How Social Media Engagement Can Effect Your Organization  By Bill Ives This is another in a series of notes from the 2009 KM World. These notes are done real time so please excuse typos. It is titled: The Role of Social Techniques in Search & How It Impacts Your Organizationby Charlene Li,Partner, Altimeter Group. Here is the session description. "Social technologies are transforming the way that people use the web and, with it, the way that companies engage with their customers and employees. Search is certainly being affected by the increasingly social nature of online activities. Impacting the socialization of search are the factoring in of the social graph and social activities into search results. Also, online people increasingly turn to their social networks when seeking information, recognizing that these people are likely to lead them to results. Li, a former Forrester analyst, provides insights into how social technologies are transforming the way people search for and discover information and how you can prepare your organization for-and create business advantage with-this shift." Charlene is now writing a book on how social technologies are impacting organizations and making them more open. She started her talk with search. Googlesearch results now provide a lot of personal context. Then she showed Twitter results on Bing. It shows the most popular links about a topic. She said search will change to provide more social content both inside the enterprise and on the Web. There are three ways search will improve. First, semantic search will better understand the meaning behind your search query. For example, people will use the words Saints differently. Some people will think of a football team. I would. It will also be more personalized and more social. Your social content will be integrated everywhere. You will not have to go to a site like Facebook but it will be found in many contexts. Now there is a greater culture of sharing. The engagement pyramid starts with watchers, then sharers, then commentors, then producers, and finally at the top are curators. The curators mange the content produced by the pyramid. She said most organizations support the top of the pyramid but the focus should be at the bottom so the watchers are well served. These people are the foundation.
Facebook Connect puts Facebook content on other sites. For example, you can comment on Huffington Post and it will appear on my Facebook and my friends can see it. So you can bring your friends into Huffington Post and bring Huffington Post into Facebook. This openness is the future. Then she showed Tech Crunch with Google Sidewiki. You can see the side conversations around this site. Tech Crunch cannot control this conversation but now you can see it easily. Continue reading this article. About the Author: Dr. Bill Ives is an independent consultant and writer who has worked with Fortune 100 companies in business uses of emerging technologies for over 20 years. For several years he led the Knowledge Management Practice for a large consulting firm.. Now he primarily helps companies with their business blogs. He is also the VP of Social Media and blogger for TVissimo, a new TV schedule search engine. Prior to consulting, Dr. Ives was a Research Associate at Harvard University exploring the effects of media on cognition. He obtained his Ph. D. in Educational Psychology from the University of Toronto. Bill can be reached at his blog: Portals and KM. He also writes for the FastForward blog and the AppGap blog. |
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