0 Replies Latest reply on Jul 27, 2015 10:10 PM by felix.rubio

    Your Collaboration Program Didn’t Fail. It Just Needs to Evolve

      We’re all familiar with the Scary Analyst Headline: "Gartner Says 80 Percent of Social Business Efforts Will Not Achieve Intended Benefits Through 2015." Companies across the globe have trembled under the shadow of this warning, wondering if their efforts will be doomed into the darkness of Collaboration Failure. 

      I’d argue that companies don’t actually fail at collaboration. They simply evolve along a multi-step, multi-year path with progress and setbacks. When a company finds itself giving up on collaborative efforts, it needs to re-set rather than resign itself to failure as an end point. Why? Gartner’s scary statistic focuses on a key term: “intended benefits” — which is what companies have to think about carefully. Just because goals that were set during a pilot or launch of an enterprise social network don’t materialize, doesn’t mean collaboration failure. In fact, it’s likely only the first step backward of many that will happen concurrently with a greater number of steps forward.

      Why? It’s simple: employee behavior, ideas and actions can’t be contained, predicted or controlled inside an enterprise social network (ESN). When a business deploys an ESN, a relatively small team of collaboration strategists build the entire program for a much larger group of users. Despite conducting focus groups, building user stories, training leaders and power users, these community designers cannot account for — much less control — the majority of use cases that will arise. 

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