Connect! The impact of social networks on organisations and leadership, publication by Menno Lanting |
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March 4, 2010; 10:07 pm by
Albert
Online networks like LinkedIn, Hyves, Facebook, Plaxo, Twitter, YouTube and Flickr facilitate people to cooperate, share, play, meet and create. In the businessworld there is a handfull of succesfull applications in marketing and recruitment. Althoug it looks like a hype, the current generation of managers, the digital immigrants, cannot comprehand fully the impact of social media on organisations and leadership. The younger generation of digital natives wants unlimited access to the social networks. An example of impact on business is Hotels. com where travellers are writing reviews. This kind of peer-to-peer marketing has had consequences for the old fashioned travel agencies. Professionals sometimes trust eachother more than their manager. Creativity, access to relevant knowledge and a good network are the most impotant instruments for them. A boss is only accepted when he/she really adds value. There is a need for managers who operate from the spirit of connectivty instead of planning and control. The advice for managers is to study the impact of social networks on the business: the impact on clients (which channels will they use for shopping?) , on recruitment (do the digital natives want to work for you?), on the businessmodel (how do we make money in the future?). There are no quick wins according to Lanting. Important questions are: what is your goal with social networks, what do you have to offer, are you willing to explore these new media? Lanting gives a great number of practical examples. In the areas of product and servicedevelopment, HRM, marketing, clientservice and new businessmodels. He has practiced what he preaches by co-creating his book with followers of his Twitter blog. by Steven Olthof
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