One core reasons collaboration tools have an adoption problem is a lack of benefits to users. That problem is not solved by a new tool. The benefit problem is solved by working out loud purposefully – creating an environment to learn, solve problems and create new solutions together.
The reviews of Facebook at Work are starting to come in. The claims from Facebook are intriguing: no community management required, no need to worry about adoption (after all its Facebook – your users are using it already) and so on. Does a new solution like this solve all the issues with collaboration at work?
Universal Adoption Isn’t Enough
We have had similar promises before of universal adoption before. Many existing IT systems providers were convinced that collaboration was a layer or feature that they could add to their applications. After all, they had adoption and use of their system, so the collaboration would naturally work in their system, particularly if they forced it into the existing processes. These systems have largely failed to deliver on expectations because the basics of value are not met. People don’t expect to connect with others or to share their work while working on processes in ERPs or other IT systems. Usually people collaborate to avoid the restrictions of these process driven systems or to achieve better outcomes than they can get from the system. Forcing in additional messages and conversations brought greater burden and more noise than user benefit.
Facebook begins as a dominant personal social tool so it starts in a much stronger position for adoption. For Facebook users, it is already platform to connect and share with others. Many sophisticated users already work there, marketing themselves and their businesses and engaging communities through Facebook pages and groups. Carrie Basham-Young has reviewed how easy Facebook has made it in Facebook at Work for people to Connect and to Share. We might wonder how the separate Facebook at Work profile will compete with the personal profiles for time and attention. Many users will already be connected and sharing social updates with work colleagues through a personal profile. Even so, Facebook will undoubtedly be able to capture a large share of the corporate graph and its watercooler conversations.
Sharing Isn’t Enough
Velux recently shared some insight into their adoption of social collaboration. A key insight of that case study was that sharing social status updates alone is not enough to create value. They needed to solve problems and create new value together. They need to move beyond what they saw as the pattern of ‘working out loud in Twitter’ to a more purposeful form of work asking questions to solve problems and connecting around key projects and activities. Like all social collaboration tools, Facebook at Work will need to help organisations navigate this transition and its history may be its disadvantage in this regard.
The Solve and Innovate steps of the Value Maturity Model of Collaboration will be where users see novel benefit and what keeps ensuring that they devote time and effort to using the new tool. Facebook at Work has clearly taken this into account with its focus on categorising groups into Teams and Projects, Open Discussions, Announcements and Social. However, if the traditional Facebook patterns of behaviours of social announcements and other forms of social sharing dominate, Facebook at Work will have not advanced the collaboration in the organisation, they will have simply extended Facebook use deeper into office hours. What if the patterns of Facebook use prove harder to change than our work email practices?
Purposeful Working Out Loud Required
Working out loud requires people to consider the purpose & effect of their sharing. John Stepper’s discussion of the 5 elements of working out loud makes this explicit. Working out loud only makes sense when it makes work better for you and for others through learning, winning or giving help, making a new connection or other ways of solving every day work challenges.
All forms of social collaboration, no matter how smart the technology, require individual users and the organisations involved to solve the challenge of creating connections based on purposeful working out loud. Slack another adoption success story is now being queried for the value of the conversations it creates. Slack’s solution is often suggested to be in its integrations but these can be complex to navigate and even discover for a new user dealing with a high volume chat channel.
Creating value for users and organisations is what will ensure that we change the long entrenched practices in way we work and we will consistently value new approaches to collaboration. Organisations need to invest in change support and community management to achieve an ongoing uplift in the value of collaboration. Facebook at Work is unlikely to magic this away any time soon because the context of value creation in each organisation and for each employee is different. The organisation needs to use new methods of working and collaborating to create its own approach to success. This is why customer success processes at other collaboration vendors have been notoriously resistant to being reduced to an algorithm.
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