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Four experts opine on enterprise benefits of social media technologies

Delivering information management and ECM success requires engaging employees across social media and mobile channels, speakers and attendees at the AIIM conference said.

Business must do a better job of inspiring information professionals in an increasingly social and mobile era. It's a goal reachable by engaging IT and content managers with a combination of new enterprise social media technologies, a number of speakers and session leaders at AIIM (Association of Information and Image Management) Conference 2012 in San Francisco said.

In this series of video interviews, John Mancini, president of AIIM, speaks about new systems of engagement; New York University Adjunct Professor Clay Shirky, talks about the buildup of commercial and organizational intelligence from his presentation To Make Sense of Data, First Make Sense of People at the conference; Michael Chui, senior fellow at the McKinsey Global Institute, discusses the Rise of the Networked Enterprise and facilitating enterprise adoption of social technologies to enable faster access to expertise, reduced costs and other business benefits; and R. "Ray" Wang, principal analyst and CEO of Constellation Research, who presented How Mobile and Location Convergence Will Drive Context in the Future of Apps points out that the "five forces of consumerization" -- mobility, social media, cloud services, big data and video -- are being pulled together to deliver a connected experience with great efficiencies.

Information management and the mobile social enterprise force change

    "Social, local and mobile technologies are shifting information management and driving organizations to create new systems of engagement," Mancini said during his address. "My belief is that employee and customer engagement are key to leveraging technology." That, in turn, leads to business success. Mancini opened a two-and-a-half day conference that featured keynotes and breakout sessions surrounding the theme of information management and enterprise content management facilitated by social media and mobile technologies.

    In this video interview with at AIIM 2012 in San Francisco, Mancini discussed what enterprises need to do to extract more value from their workforces. He said:

    • An organization's approach to customer and employee engagement can greatly affect its ability to leverage technology and achieve success
    • Involving partners and employees deeply in the social collaborative processes needs to be an strategic enterprise priority
    • Radical changes are currently being driven and will continue to be driven by technology

    AIIM: Information managers must evolve with the mobile era

      Capturing the interest of increasingly mobile workers and customers requires the effective use of new enterprise collaboration tools and technologies.

      Indeed, customer and employee engagement are vital for enterprises and evolving the role of the information manager, according to Mancini. He thinks organizations that can harness enterprise information management tools by empowering truly engaged users can improve their bottom line.

      In this second part of his video interview with at AIIM 2012 in San Francisco, Mancini discusses the development of new information technologies, how organizations can make business gains by engaging employees, partners and customers on both sides of the corporate firewall and how the position of information professional is evolving. He talks about:

      • The key issues in developing new management processes that are shared between departments and business objectives.
      • Why it's important for companies to think about a broader definition of information management and how it can bring more value to the business.
      • What the significance of AIIM's certified information professional program is and how it informs the future of the organization.

      Clay Shirky explains the enterprises benefits of social media technology

        Organizations prepared to use social media technologies  can take advantage of information available from "an available pool of participation that is enormously large" but previously was not networked, according to author and professor Clay Shirky. He spoke about the importance of sharing information across traditional lines and outside the firewall. He said that while the information management he espoused "uses a messy human aggregate, it moves the data closer to real time."

        Shirky, who sat down for an interview after his keynote address, discusses the development of new information technologies and how some organizations made use of a "cognitive surplus" to compete in the new mobile business era. He talks about:

        • How organizations might make valuable use of the free time and talent of an existing pool of people connected via social media.
        • What new ways of gathering intuition, resources and insights from employees exist that might help the bottom line.
        • Why the old models of market research might not make sense at a time when companies can discover real behavior without long-term research.

        Social media technology use can improve enterprise decision making

          Chui questions whether the aim of social media should be to improve an organization's connection with customers or the efficiency of its workers. The key is integrating social media technologies with an information management strategy.

          Chui, who sat down for an interview with at AIIM 2012, discussed the importance of the networked enterprise and how adopting social media and enterprise collaboration strategies would lead to an effective workforce. He advises:

          • Regardless of size or industry, companies that integrate what they learn from using social media both internally and externally become the most successful.
          • That improving the performance of high-level knowledge workers will have a positive impact on the effectiveness of organizations.
          • How the effective use of technology is correlated to the degree to which they are used in day-to-day work.

          Social media is not an island unto itself

            Chui also talked about how enterprise social media technology can't simply be left on its own to solve business's problems. Chui said organizational leaders still need to support applications that help employees work more effectively. It's the best way to ensure social media and enterprise collaboration become part of the day-to-day workflow of employees and work to engage customers as well.

            In part 2 of his interview with at AIIM 2012, Chui discusses the importance of a framework of support and innovation to enable enterprises to scale up the most successful applications of social media technology. He explains:

            • How to narrow the gap in effectiveness of high-level knowledge workers in the enterprise.
            • The six management imperatives for inspiring organization-wide adoption of social media technologies.
            • What enterprise leaders need to do to make sure collaboration and social media technology works to derive the best value for the organization.

            Ray Wang: Social media technologies can drive context, customer experience

              The five forces of consumerization -- mobile, social, cloud, big data and video -- are driving a unified model of communications and collaboration that business must be part of. If they aren't already, smart organizations will take advantage of this fully connected experience to realize "massive cost savings" and diagnose business problems quickly, Wang said at the AIIM Conference 2012.

              Wang discussed the issues involved in making sense of massive amounts of unstructured content and using new tools to profit from video, audio, tweets, Facebook posts and other new modes of communication. He talks about:

              • The importance of firms making effective use of enterprise content management and social media technologies to deliver a "connected experience."
              • Mining big data and delivering it in a context-rich and "right-time" manner.
              • How context can help improve means of engagement and experience to build deeper relationships with customers and employees.

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