A popular current myth is that social networking sites such as MySpace and Facebook are thriving with adults and companies because of their business
applications... ...But for what purpose do they use them? As far as I can tell, it’s almost always social.
TD is correct that no one joins FB for business purposes but he posits a clear delineation between "social" activities and "business" activities. Business activities clearly involve analysing stuff with spreadsheets and word docs and powerpoint slides. Social activities probably involve BBQs and fun. And never the twain shall meet.
Some jobs have no elements of social interaction. Some jobs are largely social interaction with a business purpose. For most people, their jobs fall in the middle. Our lives are messy. I have a phone that people call me on about both social and business things (imagine!). If I spent 8 hours a day talking to people about the evening's plans then that would be grounds for a dismissal. But then if I did that, what would that say about my manager?
Sometimes this messiness can cause problems. I wouldn't want a friend forwarding on marketing spam to me via email, or FB for that matter.
Does this mean that everyone should spend 8 hours a day on MySpace? No, but the claim that these sites cannot have business applications because they are primarily social is overly simplistic.
For some people (e.g. musicians), MySpace et al has had an immediate business impact. For most of us, the impact will be much more subtle. Elements of these tools will spread into enterprise applications. Patterns of technologically-supported behaviour (e.g. status updates as ambient presence) will be carried into corporations.
I confirmed this empirically with a highly scientific survey sample: my two kids. Both are big Facebook and MySpace users. I asked them, “What if you could share answers to homework problems or meet online about class projects through Facebook? Would that make it more or less attractive to you?” “Less,” was the
consensus response
The very fact that Tom's children are not using these tools to start their own billion-dollar businesses or run for public office is a damning indictment of his parenting practices.
And remember, employees are just like children - big, ugly children...
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Am I the only person on the planet who joined Facebook for business purposes? Surely not.
In many ways, social networks are like big, "serious games" whose purposes are to enable digital realities. For those whose professions involve understanding people, processes, behaviours and action, Facebook provides a great model and fascinating insight into the way we all construct networks, meaning and value.
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