Social Networking, Engagement, and Change; Are They All Related?

The last few weeks have been very interesting. I continue to marvel at the stories I hear about communications, information, engagement, management practices and a host of related issues.
As you all know I think engagement is the most compelling productivity and profitability strategy since the industrial revolution. I just got what I believe to be some validation from an article I read on BNET summarizing and interview with Daniel Pink.

In the interview Pink talked about why "right brain" thinkers who are skilled at communications, empathy and related skills will "rule the world" and that how "left brain" thinkers especially in English speaking countries could find themselves "commoditized".
His thinking is that many of the highly linear "systematized" left brain skills like accounting, engineering, mathematics, and related activities are relatively easy to transfer cross culturally especially if the "language" barrier is not a factor. He went on to point out that in the very near future the largest population of highly educated, linear thinkers may be in India, not the U.S. or other "English speaking" countries.

He argues that the skill sets that are and will be in high demand are those with creating alignment with ideas, seeing the big picture and being able to articulate in a powerful way to others, and the skills of empathy and engagement. He points out in his research that this may be why many business leaders educational backgrounds are in liberal arts rather than "technical" disciplines.

As you know I strongly believe that the most critical factor in successful organizations is relationships, so you can see why Pink's thinking resonates with me.

I have had the opportunity of late to talk with two different executive groups about what I perceive as the critical link between engagement and social networks. As I mentioned in a previous blog - Tell Me a Story; I see social networking in some ways as returning to our old oral traditions, passing along information person to person.

In some ways just as the Industrial Revolution damaged the social contract and concept of personal competency it largely shifted control over the flow of information to "management". Mainstream media contributed to that phenomena, to quote my friend John Mayer again " when they control the information...". Social networking has returned control in some ways to the individual.

In the "new" engagement model discussed by Rhoads and Whitlark, BlessingWhite, and others they describe the highest level of engagement as being pride of association. You have moved past a transactional relationship with your employees, customers, and other stakeholders to sharing a set of ideals. Is it just me or can others see why using social media appropriately and effectively contributes to this?

As a corollary I continue to be dumbfounded by organizations that do dumb things and some how assume that their actions aren't going to show up on a blog site, and in a big damn hurry! Do we think that our customers, employees, and future employees live on Mars where they can't access that information?

I hear stories about organizations that are perceived as using the recession to practice some pretty Draconian human resource practices; Do they really think this isn't going to show up on Twitter, FaceBook, LinkedIn, etc? Do they really not believe that when the economy recovers that those memories will evaporate? That is the corporate equivalent of the kid not believing his naked beer bong pictures on MySpace affected his interview possibilities!

It is interesting to see what social media is doing in a fundamentalist country like Iran. Do we really believe the Ayatollah is just trying to play well with others?

So I guess my perspective is that indeed there is a relationship between these phenomena. They all come down to the need to build and sustain trust based relationships.

We have already discussed the link between engagement and productivity, sustainability, and profitability. We have seen the power of social media to distribute information (sometimes even accurately) in almost blinding speed. We have also heard that one of the single biggest reason change initiatives and strategies fail is because they aren't properly communicated.

Sounds to me like Pink is right, math and science aren't the answer this time. It's going back to systemic big picture thinking, creating a bridge for people, and trust. Daunting, but not un-doable.

Tell Me A Story......

For those of you that are on LinkedIn you know that I was working on a presentation for a group of executives on the topic of Web 2.0 or "social networking".

I had the opportunity to share my thoughts with the group yesterday, so now I am taking the opportunity to share my perspective with you and seek your perspective.

In short, social networking is about relationships and trust, not about technology!

I want to state for the record that I am certainly no tech whiz (I type with two fingers). I am no "hipster" as I am a 52 year old white guy.

The reason I say tell me a story is because I believe that social networking is going back to the future. Once upon a time there was no media, no newspapers, and very few books. In fact the vast part of the population was illiterate, and the controlling powers liked it that way.

We relied on an "oral" tradition. We passed along stories and legends from one person to another. We relied on relationships. I would submit that social networking is a return to that model, passing along information to each other.

As I have talked, written and blogged about the need for a new social contract I have consistently talked about three foundational concepts:

• Engagement is a far superior environment to any other in a business or organizational setting.
• The foundation of all meaningful organizational systems is relationships between people.
• Trust is the essential element of functional relationships and engagement.

The bottom line is you will never have engaged relationships with your employees, your customers, or your community without trust. Much of the "new" generations have lost trust in our current relationship infrastructure and models.

Management expert Gary Hamel indicates that among other things the "Facebook" generations embrace a number of new "principles" that you need to be aware of:

• Contribution counts for more than "credentials"
• Hierarchies are natural not prescribed.
• Power comes from sharing information not hoarding it.
• Opinions compound and are "peer" reviewed.
• Users can veto most policy decisions.

If you take a look at these things they represent pretty profound differences from how management and leadership is taught and practiced. To quote popular songwriter John Mayer (for those of you unfamiliar with his music he was the guy that "dumped" both Jennifer Anniston and Jessica Simpson, if neither of them is familiar to you then you live in a cave so it doesn't matter) "when they own the information they can twist it all they want".

And we do; the biggest concern about social networking I hear from members of the "greatest generation" and "boomers" is "how do I control what they say about me on blogs, etc?" the answer is you don't! You participate and contribute you don't control.

When I created my compliance to commitment model the third "pillar" is information. It is critical and the emerging generations have unprecedented access to it. Social networking is also based on the most powerful force in the universe (in my opinion), the power of relationships.

When you have heard me talk about the "new" engagement model you have seen the five levels described by BlessingWhite:

• Satisfaction
• Loyalty
• Recommendation
• Best Product/Practices
• Excitement and Pride

At the risk of being overly simplistic, I don't think you can create the higher levels without creating a relationship.

When you see how social networks describe those relationships they use words like "friend" and "connection". There is an implication of trust and shared experience.

For me when I write, blog, and speak it is always with that intent; to build and sustain relationships and trust. To inform, to share, and to solicit other viewpoints and perspectives.

So I will leave you with a couple of thoughts;

• Engagement is the most powerful tool that organizations have to increase productivity, profitability, and sustainability.
• Engagement is built on relationships and relationships are built on trust. Don't try to "sell" your idea, share a story and invite others to share theirs.
  

I am going to keep building "lighthouses" and telling "stories". I hope as I share them we will understand and join the "new" generations and build on trust and shared values. Commitment is better than compliance, period.