A great Tweet from Oscar Berg this morning:
- oscarberg: IMO #socbiz is primarily a mindset&way2see business in increasingly connected & digital age
I think he’s exactly right there: in essence, ‘social business’ is a different mindset about the way a business relates with others, and also with itself (as in the now seemingly-all-but-forgotten ‘Enterprise 2.0’).
But there’s a real booby-trap there that it’s essential to avoid (and that too many people did fall into with ‘Enterprise 2.0’). And that’s that this is not about the technology: it’s about the connections.
Okay, we’ll be fair about this, and agree the new digital technologies are important, as enablers of connections that would otherwise be hard (but not impossible) to set up via other means. As Andrew McAfee once put it, we’d have to agree that “it’s not not about the technology”.
Yet in social-business the connection is what matters: the ways we connect are always of secondary importance relative to that core focus. If we ever lose sight of the fact that the technology is merely an enabler of connection, and not the connection itself, we’d be in real trouble real quick, with no way to see why we’re in trouble. Oops…
Something always to keep in mind here, please?