But that’s where the consensus ends. A large number of businesses have not been able to move forward with their enterprise 2.0 programs for lack of confidence on the right way to approach culture. One side of the consulting world has spoken up rather aggressively, with the message that culture can be addressed with something called “change management.” But the phrase alone is enough to scare off most of the market. It sounds too expensive – and it often is – and in many cases it just adds an unnecessary layer of complexity to a smaller set of things that can be done.
Here are a few things that I observed work well, sometimes with the support of people in the consulting community who see the need for a leaner, meaner approach.
It might seem like a rather obvious place to start. But many businesses jump on enterprise 2.0 projects without first asking what their constituents are actually doing. What tools do employees, partners, and customers use? What are they using them for? Think broadly about these two questions before conducting your “audit” – a fancy word for listening – because we tend to think narrowly about social media.