Home >> Digital >> Article Presented By, IDMA - Mathrubhumi.com presents e4m's IDMA 2018, gold partner - Republic TV           Techमंच - exchange4media presents Techमंच - Digital Conference 2018, gold partner - Mathrubhumi.com

Guest Article: Leveraging social media & knowledge management

17-November-2011
Font Size   16
Guest Article:  Leveraging social media & knowledge management

The similarities between knowledge management (KM) and Social Media are hard to refute. The chief uniting factor is the use of technology by people in order to access information. Both owe their existence to individuals that undertake knowledge creation intended for sharing. Both are profoundly supportive of collaborative economics.

But here is where the similarities end. The big difference between them can be summed up as follows:

• Social media is the exhibit of experience shared by peers in ways that each one can judge it for themselves.

• Knowledge management is the prerogative of the management based on pre-set protocols to control and distribute information.

These definitions may sound a bit unkind to most of us, and moreover it is evidently biased in favour of social media. Knowledge should be like a free flowing stream that does not come under any jurisdiction. It should be universal and highly accessible; it is only then that the permeability of it, within and across the organisation, can reach its zenith.

But, conjoining contradictory terms such as knowledge with high accessibility have very few takers.

Knowledge as a commodity has the propensity to originate in any corner of the organisation, knowledge management endeavours to channel and gather it into a cohesive knowledge base which is subsequently re-distributed with preconceived sets of protocols, processes and channels.

On the other hand social media exudes downright chaos. The sequencing, the ordering, the indexing are things that are not remotely associated with it. In a more literal sense, a modern day organisation has got a structure whereas a social media organization is a one without. It allows uninterrupted flow of information and knowledge without minding its bend. It is no surprise that such an organisation would be distinctly messy, an antonym for the term ‘organisation’.

Hence, when the whole idea of social media has its foundation firmly installed on un-orderliness and chaos, it must not come as a surprise to many that knowledge manager and software companies are constantly on the prowl to defang the intensity of social media by way of novel tools, approaches and processes. Not everyone is capable of dealing with the information floating on the public domain; many are of the view that it must be highly managed so that they will be able to project their organisation the way they feel suits their interest.

The general consensus will find faults with this attitude for one simple reason- even if the debate is shut down forcefully, people will continue to have conversations and sharing of experiences at venue they are comfortable at. Debate and experience sharing have been around long before World Wide Web became a sensation. Even a cynic will agree that peddling of thoughts would not stop even if knowledge managers try to censor it at the workplace.

Communication pundits rightly assert that the days of seeking control have become passé and it’s time to engage people.

Business leaders affirm to the fact that engagement is the finest way to skim value from the knowledge that is floating on the social media — and not by seeking to impede social media with hitherto KM techniques.

So the question arises, how to gain value from social media, especially in light of a tradition where knowledge management has failed to yield any tangible results.

The solution lies in a novel view of collaboration: Mass Collaboration

Mass collaboration comprises three components: social media technology, a duly persuasive purpose and a focus on constituting communities.

• Social media technology provides the channel and acts as an agency through which ordinary people share their experience, knowledge and insights in ways they are comfortable with. Social media is highly informal therefore everyone finds ways to communicate in a manner they feel will have greater resonance. Apart from this, it also enables individuals to see and evaluate knowledge on the basis of the judgment of others i.e. making judgments based on conversation of others.

• A persuasive purpose is the raison detre for people to participate in exchange of their unique ideas, knowledge and experience. People participate in social media due to the fact that they not only value the channel but somewhere along the line identify with the purpose. They initiate participation on their own free will, rather than being coerced in to doing it as part of their job.

• Communities to social media are like gorges to a mountain, completely natural and self-forming. Knowledge management connotes a view of knowledge that is strictly hierarchical and therefore is often found associated with job classification or pushed down the throat based on work duties.

Participation is therefore by diktat, making it obligatory or some type of ‘mandatory fun’. On the other hand, social media not only allows communities to emerge but treat them as a property of the purpose. This structure devoid of any rigid architecture creates space for innovative and active communities.
To achieve the daunting task of mass collaboration, it’s not enough to build technology and coerce people into participating. It requires a vision, concerted management action and strategy, moreover, a strong purpose.

The take away point here is, on the outside they may appear to be interchangeable but, Knowledge management (KM) and social media are not the same. Being cognizant of this fact is a stepping stone towards getting value from both these avenues and ultimately towards becoming a social and knowledge driven organisation.

(With learning from the Harvard Business Review)

(Prashant Deorah is Managing Director, Puretech Internet.)

 

Emery says everything that Unilever CMO Keith Weed says has a touch of genius. He also talks about his expectations from Cannes, WPP without Sir Martin Sorrell and his love for Mindshare India.

In an interaction with exchange4media, PC Musthafa, CEO & Co-Founder iD Fresh Food shares how the brand deals with competition and marketing strategies followed by them.

Varun Raina, Marketing Manager, Airbnb India speaks to exchange4media about the successful #LiveThere campaign and how Bollywood helps them connect with its young consumer

Tim Castree is all praises for his team in India and trusts it to be a result of “an excellent execution of agency’s global strategy” headed by Kartik Sharma

right
left
EXCHANGE4MEDIA’S LOUDEST.IN HOSTS INAUGURAL EDITION OF MUSIC INC. IN MUMBAI EMINENT JURY CONGREGATES TO PICK IMPACT’S 40UNDERFORTY ACHIEVERS PORTER PRIZE & INSTITUTE FOR COMPETITIVENESS RECOGNIZE STRATEGIC ACUMEN IN COMPANIES DELHI AD CLUB-SAARC AWARDS 2018 RECOGNIZE EXCELLENCE ACROSS CREATIVE, MEDIA & DIGITAL AGENCIES BSNL & CALL2ACTION COMMUNICATION INDIA LAUNCH MOBILE ADVERTISING PLATFORM, INFOMO IN NEW DELHI CHILDREN’S RIGHTS ACTIVIST KAILASH SATYARTHI LAUNCHES BOOK ‘EVERY CHILD MATTERS’ SENIOR JOURNALIST VIJAY TRIVEDI LAUNCHES BOOK ‘YADA YADA HI YOGI’ BASED ON YOGI ADITYANATH EMINENT JURY CONGREGATES TO PICK IMPACT’S 40UNDERFORTY ACHIEVERS PORTER PRIZE & INSTITUTE FOR COMPETITIVENESS RECOGNIZE STRATEGIC ACUMEN IN COMPANIES DELHI AD CLUB-SAARC AWARDS 2018 RECOGNIZE EXCELLENCE ACROSS CREATIVE, MEDIA & DIGITAL AGENCIES MARK TULLY, OTHER JOURNALISTS HONOURED BY MUMBAI PRESS CLUB AT ANNUAL REDINK AWARDS TALENTED YOUNGSTERS GET TO PRESENT THEIR WORK BEFORE STALWARTS IN THE AD INDUSTRY INDIA RADIO FORUM 2018 RECOGNIZES EXCELLENCE IN RADIO INDUSTRY OFF THE CUFF HAS JOURNALIST ARUN SHOURIE IN CONVERSATION WITH SHEKHAR GUPTA IN MUMBAI IAA HOSTS FIRST INDIAA REGIONAL AWARDS (TELUGU) IN HYDERABAD BREAK THE CEILING TOUCH THE SKY 2018 SEES OVERWHELMING INDUSTRY PARTICIPATION 10TH EDITION OF ABC EUREKA AWARDS IN MUMBAI CELEBRATES WORK OF PARTNER AGENCIES EMINENT JURY PICKS LOUDEST’S 100 MOST POWERFUL INDIAN MUSIC BUSINESS LEADERS MODE LOFT BY SABGROUP LAUNCHES SIGNATURE MENSWEAR POWER DRESSING CLOTHING LINE TOP MARKETERS DISCUSS ART AND SCIENCE OF EFFECTIVE LISTENING @PITCH CMO SUMMIT 2018, DELHI

Mookerjee will lead the agency’s focus on strategic media planning, technology, data, content and ROI driven solutions

Lizol continued to reign the top spot in BARC’s Top 10 Brands for Week 23 (June 2-8, 2018)

Mazhavil Manorama which was at the fourth position in Week 22 climbed two positions up, bagging the second spot in Malayalam GEC category. Zee Telugu came in the first spot outdoing Star Maa in week 2...