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Change is all around you – do you take part in it


I wonder if you can feel the change happening in the world.

Not if you have read about it or if you heard people talking about it.

I mean do you actually feel it in your bones, in your conscious waking hours and your subconscious thinking hours?

About 10 years ago I felt the change coming and it was a good feeling I had, and I am still very excited about it. I could sense that the materialism amongst people was slowly overtaken by their need to belong, to care about and support others.

It was at that time certainly less visible than it is now, but it was there all the same.

I am very positive about the change. Prosperity, wealth, growth and success still exist and are important, but can be achieved in a way we can all be part of. We are learning that being liked and trusted is critical to our survival and the more that people can trust us the greater the rewards.

One by one people are creating and making the change. When this spreads and people en masse start to absorb the changing philosophies, then we will see a change that, as James Redfield says “has been the goal of history all along”.

Many organizations think the biggest risk of social media is that people will use it to say negative things about them. That’s certainly worth addressing, but the biggest risk is actually the opposite: that your organization will create a social media presence, and nobody will participate. There’s no shortage of deserted online communities out there, some of them beautifully designed and clearly very expensive. Others garner participation… but the conversations quickly veer off-topic or into belligerent shouting matches.  And still others start off well, but can’t sustain their momentum; some aren’t ready to scale up, some encounter embarrassing technical failures, and some just peter out and fade away.

So how do you avoid their fate? A compelling reason to participate… thinking about your audience before you think about your technology… staffing up to encourage participation and put out fires… and both knowing and pushing the limits of your organizational… these can all help. But nothing works quite as well as knowing social media in your bones, and that means diving in yourself.

In “From Social Media to Social Business Design by David Armano he explores what businesses would be like if they were truly social.

“Imagine if a company like GM, was at the core “social”. Not just participating in “social media”—but through every part of their business ecosystem, were connected—plugged into a collective consciousness made up of ALL their constituents, from employees to consumers to dealers, to assembly line works etc. What if big organizations worked the way individuals now do? We’re actively using cloud services, mobile, networks and applications that offer real time dynamic signals vs. inefficient and static e-mail exchanges. In short, imagine if what makes “Web.2.0? revolutionary was applied to every facet of an organization transforming how we work, collaborate and communicate?

It is possible and it is called “social business design. Social business design is a new concept that could potentially become quite important for businesses and corporations.

Armano’s company Dachis Corp. is currently working on rolling out a set of offerings to help businesses understand and apply these constructs to achieve leveraged and emergent outcomes that are measurable.

This is one of the most important attempts to answer the key question of What Comes Next? What comes next after the great recession ends? What will be the New Normal for consumers, for businesses, for all global organizations?

In essence, Armano argues that it is not sufficient for companies to merely plug into and participate in the social media of its customers. Companies must BECOME social media and be organized as social media.”

Meanwhile Jevon MacDonald of the same corporation is giving the idea a bit more grounding on his own blog and the Fast Forward blog. Read his contributions:

Understanding the role of Enterprise 2.0 and moving towards a Social Business.
In the last few years the concept of social software in the enterprise has matured significantly, but we are still grasping for a real understanding of its role, and what to call it. I believe that understanding the separation of social software and social strategies can bring us closer to seeing the complete picture.

Taking the leap: Social Business Design
Social Business Design is the first (as far as I can tell) effort to completely unite both the strategic and implementation components of a new kind of business. Social Businesses are those which are designed from top to bottom as a reflection of the world we all live in online today. A business was everyone is connected and able to contribute but also where the right tools are available to them to do all of this with business intent from the beginning.

Social Business Design and the Real Time Enterprise
For the first time we are seeing a complete set of ideas emerge which are applicable on both a strategic and implementation level. The four major archetypes of Social Business Design can be integrated to move past simple data interchange and in to a world of work in which end-users are in control and through which they can collaborate in real time. Without this framework it was easy to miss the need to develop strong ecosystems and intelligent meta-filters in addition to a dynamic signal.

I regret to tell you all that some have found the total opposite to be the case. They tell us that nowadays it seems that people are money-grubbing and only want to know you if there are something in it for them. In general people are untrustworthy, treacherous, fake and self-centered. We used to trust people unless they proved to be untrustworthy and we have been taken for a mug. And as a consequence they give nothing away.

As a conclusion then we can say that those people who thought money was all important still think so. Those who thought there was more to life still think so.

The world is not changing; there are still good and bad people out there.

In addition, this whole debate is in relation to the feelings of a minority in the rich world. It has little relevance to the “world” as a whole.

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