Social networking refers to systems that allow members of a specific site to learn about other members' skills, talents, knowledge, or preferences, regardless of geographic location. Popular examples include MySpace and Facebook, and professional examples include Ryze and LinkedIn.
In the business world, awareness and acceptance of social networking increased in 2005 when The News Corporation bought the parent company of MySpace. This trend has continued with recent transactions, such as Microsoft's purchase of a small share in the social networking Web site Facebook.
Inside organizations, social networking tools are often used to enhance communication among employees. Staff members leverage social networking applications to learn more about each other, including background information such as job histories and personal interests. When employees have access to this kind of detailed data, conversations become more valuable. Some organizations also employ social networking to help identify experts in specific topic areas.
Users find that the ability to invite others into their own personal networks is an appealing feature of social networking, especially since having more direct connections is often viewed as a status symbol. Many participants describe their networks as "communities," signaling the extent to which personal relationships and trust are engendered through these types of interactions.
Due to the recent explosion of interest in this topic, APQC is embarking on a consortium benchmarking study to uncover best practices related to social networking and expertise location. The goal of this research is to help answer questions such as:
- How can organizations successfully identify experts and those with the necessary experience to staff projects or programs?
- What is an effective way to expand and manage networks of experts?
- Do organizations need formal expertise location processes and systems? What about existing communities of practice and networks?
- How do organizations differentiate between expertise and advice?
- How can organizations make it easier for highly skilled specialists without much flexible time in their schedules to collaborate?
