Q1 - Issues involved with using social networks for professional development in the workplace:
Multinational companies are able to use such social networks as professional development tools. Professional development activities including “consultation, coaching, communities of practice, lesson study, mentoring, reflective supervision and technical assistance” (wikipedia. n.d.) are all able to be achieved through the use of social networking.
There are advantages to using social networking sites, including Facebook, Second Life and Twitter for professional development. Social networks allow for world wide collaboration, the sharing of documents, photos and videos, as well as involvement in forums, discussions and chat facilities.
There are also many social networking sites which are dedicated to promoting and strengthening business relationship, twenty of which are located at the 20 Social Networking Sites for Business Professionals website.
There are some issues with using social networks for Professional Development.
Geographical location and time zones. Social networks including Facebook, Second Life and Twitter can be accessed throughout the world, and allow participants to connect, regardless of geographical location or time zone.
Usability. Companies need to consider the usability of software when considering using it for professional development activities. The software needs to be easy to access and use. Users will soon become frustrated if software is difficult or does not have simple, clear instructions. Staff may need training to be comfortable enough to use and engage with the software effectively. The advantage of using social networking sites such as Facebook and Twitter for professional development is that many people around the world are already familiar with these sites, and would therefore require less training than more sophisticated software such as Second Life.
Cost. The use of social networking tools needs to be a cost effective way of performing professional development activities. It also needs to be inexpensive for individual participants to access. Many social networking sites including Facebook, Twitter and Second Life, are free, but software such as Webex may be cost prohibitive.
Administration. There would need to be a administrator / facilitator whose role it is to ensure that an agenda is followed and that participants are not distracted by the site. But it is also necessary that participants are able to take some control and ownership of the site.
Technical Capabilities. When using social network sites for professional development, organisations need to consider the technical capabilities of participants. Most capital cities around the world have Internet capabilities, but their maybe limits on internet capabilities in regional or remote areas. Also are their issues with accessing via different platforms (IBM, Mac etc...).
Privacy, Security, Confidentiality. Organisations need to protect sensitive information about the company and its employees. Some information may also be susceptible to confidentiality clauses. However, many sites require members to be invited by the facilitator and/or log in with a password.
Q2 - How do Web 2.0 tools complement such social networks?
Web 2.0 tools such as blogs, wikis, podcasts and video lectures compliment social networks and professional activities in many ways.
Blogs enable users to create, share and comment on documents, images and video. Blogs enable documents to be ordered chronologically, therefore could be an effective journal or recording tool. collaboration comes through comments, feedback and the linking of blogs between users.
Wikis enable users to create, add to, edit and modify documents, therefore providing an effective way to collaborate on the production of business documents and professional development activities.
Podcasts enable users to create audio and video footage, which would help create a visual component to enhance the enjoyability amd usability of social networks and professional development.
Video lectures allow companies to create one recorded lecture and for it to syndicated and reused as many times as necessary throughout the world.
A multinational company should consider using software that combines blogs, wikis, podcasts and video lectures with forum and chat facilities. They would want to be able to share videos and images, and share and collaborate on documents. It may also be useful to have shared calendar and event management capabilities.
Facebook has the capacity for users to create networks for collaboration and interaction. Users who create networks are able to invite participants to contribute to the network. Participants are able to share information, videos and images. Facebook would be easy for most participants to operate, especially if they already use the site for social purposes and are therefore familiar with the interface. Facebook also has a chat facility, but it only allows two users to communicate at a time and does not allow larger groups to interact. Facebook is free. There are issues around confidentiality and security of information, so it would be inappropriate to provide or discuss this sort of information here.
Twitter can be used to link with experts in areas of interest and follow their activities, thoughts and blogs. It is therefore possible for multinational organisations to use Twitter for professional reading and professional development or to follow experts from within or outside their company. It is also possible to keep track of competition. Twitter is free. There are issues about security and ease of access to information, therefore it would not be appropriate to put confidential or sensitive information onto the site.
Second Life has been used by IBM for professional development. They set up their own island for the purpose. IBM worked with the creators of SL to set up an island behind IBM’s firewall, therefore providing a more secure environment. While the initial set up was costly, they ended up saving $320,000 from previous face-to-face events. IBM found that many participants continued to access the site and collaborate after the event, therefore adding further value to the activity. Participants would need to have some training or familiarisation sessions in order to use the software, otherwise potential participants may be alienated and not engage with the site. SL has a chat facility, and IBM’s “general meeting moved virtual and included live webcasting and videoconferencing – while leveraging the pre-built island in Second Life to support 120 poster sessions” (It’s All Virtual. 2009).
Another example of social networking being used advantageously is that of a group of medical scientists began using within3.com, a social network for doctors, to discuss medical journal articles. The collaboration of these scientists led them to make discoveries that they may not otherwise have been made. One of the scientists, Saverio Gentile said “Without the social network, even though we were a few meters apart, we would have never known we were all working on this,” (Swearingen. n.d.).
Ning could be used as a social networking site by multinational companies for professional development. The facilitator needs to invite potential members, therefore allowing a more secure environment than other social networking sites. Ning has the facilities for blog, forum discussions, video and photo sharing and chat all at one site. It is simple to set up and administer and allows effective collaboration between participants. Ning has been used as a professional development tool by the Victorian Education Department for the 1 to 1 Netbook Trial and can be accessed at http://one2onelaptops.ning.com/.
Software such as Webex has many tools that may appeal to multinational companies. It allows easy sharing and collaborative interaction with documents, as well as chat facilities via text, phone or video. The cost involved in the management of the software may prohibit its use by many companies. However this cost would be offset by not having to pay for the travel and accommodation for participants.
Q3 - How is a work-related social network developed and sustained?
Sustainability is important for any social network to be successful. Sustainability means “practices that would ensure the continued viability of a product or practice well into the future” (Google Definitions. n.d.). Some issues that need to be considered include:
Goals and purpose. There needs to be clear and accepted goals and purpose for the site, perhaps a Vision Statement.
Usability. The software needs to be easy to access and easy to use. If participants get frustrated with accessing or using a site, they will not engage in professional development activities that might be provided at the site. Many users will just give up.
Rules of Engagement. There needs to be ‘rules of engagement.’ That is there needs to be policies and protocols in place which require participants to be respectful and value differences in culture and opinion. If people feel ridiculed or that their contributions are not valued, they will not contribute in future. There may also need to be agreed rules about appropriate conduct for chat and conferencing to ensure all participants have the opportunity to speak.
Collaborative Tasks. There needs to be legitimate collaborative tasks for the participants to do in order for them to visit the site. If participants have no reason to contribute to the site, they may not participate. Designing legitimate tasks that require frequent collaboration may be necessary, particularly at the beginning, until users become more comfortable, take more control and begin to collaborate without being prompted.
Trust. Participants need to be able to trust that their private details will be kept private, that issues of confidentiality are adhered to, and that sensitive company and personal information will be secure from outsiders.
References:
Google Definitions. (n.d.). Definitions of Sustainability on the Web. Accessed on 25/10/09 from http://www.google.com.au/search?hl=en&rlz=1T4GGIE_en___AU338&defl=en&q=define:sustainability&ei=U4fjSqm6EI_OsQO8qL2wBA&sa=X&oi=glossary_definition&ct=title&ved=0CAoQkAE
Gregory, A. (1998-2009). 20 Social Networking Sites for Business Professionals. Accessed on 25/10/09 from http://www.sitepoint.com/blogs/2009/07/28/social-networking-sites-for-business/
IBM. (n.d.). Virtual Worlds Come to Life. Accessed on 25/10/09 from http://domino.watson.ibm.com/comm/pr.nsf/pages/news.20070416_virtualworlds.html
It’s All Virtual. (2009). IBM’s Second Life ROI: The Headline Beneath The Headline. Accessed 25/10/09. http://allvirtual.wordpress.com/2009/03/04/ibms-second-life-roi-the-headline-beneath-the-headline/
Swearingen, J. (n.d). Four Ways Social Networking Can Build Business: Finding Unexpected Collaborators. Accessed on 25/10/09 from http://www.bnet.com/2403-13070_23-219914.html
Wikipedia. (n.d.). Professional Development. Accessed on 10/10/09 from http://en.wikipedia.org/wiki/Professional_development
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