I would disagree here that there is no "work" being done on social networking platforms on the Internet. A lot of companies are successfully marketing via MySpace or Facebook; MySpace, in particular, has enabled a lot of independent musicians to get exposure and sell CDs \ downloadable content. For more traditional work, LinkedIn is an exemplary tool for recruiting talent, as well as for finding sales leads, as well as knowledge sharing via the LinkedIn questions.

On an enterprise level, "social networking" at it's basic tech level is the good old email directory \ distribution list (where you can "friend" people just by saving their names in your personal contact list, or group them in a distro list), followed by an org chart search tool. You can find subject matter experts by bookmarking someone's departmental intranet page, and share files via things like a SharePoint or more robust file sharing tools. On an advanced level, you'll find places like IBM, Google, and perhaps most notably GE with some very high powered tools for enterprise social networking; on more basic levels you'll find many decent sized enterprises at least have discussion boards or forum software for social networking.

The Internet interfaces are pretty (Facebook \ MySpace)and might have many thinking, as a myth, that you need a pretty web interface to formally do tech-centered social networking. However, tech-centered social networking has been "working" for a long time within businesses, ever since email started. The technology chosen and the methodology are two different things. Facebook \ MySpace \ LinkedIn does not equal tech-centered social networking.

If you really want to see social networking at work, go visit GE - or come out to KM World 2007 to see some very robust social networking platforms at work.

Where's the "working" in having cups of coffee or a drink at the bar with people you might do business with? There isn't a hard and fast line between social and business.

As CJ says, there are also some very robust social networking platforms out there, designed specifically for companies to keep track of their employees and data. I've personally seen situations where companies need to find people working in a particular office who have particular skills, but can't easily - this is something that normally goes through HR departments and can take hours or days, if it's possible at all. With social networking, you can find this out instantly.

Dear Prof. Davenport,

I am in complete agreement with your assessment that the business value of social networking sites is at best marginal.

An empirical study of eighty executives across a variety of organizations revealed something we had suspected but nevertheless were not quite prepared for. On average, executives spent 4.5 hours every day on such sites, with a standard deviation of 0.75 hours. These executives are being paid by their organizations to create value. Can it be anyone's argument that spending more than half of one's work-time on social networking creates any value?

One only has to look at the postings on some of the sites mentioned to realize that business value is not one of their objectives. On the other hand, they can often lead to attrition (the grass always looks greener on the other side), lower recruitment costs (by short-circuiting the process) and considerable heart-burn in the organizations affected.

Though not mentioned, the sites are also used to post slanderous and defamatory comments on others. The fine print relating to abuse says that comments on individuals will not be removed without a court order. The ubiquitious nature of technology is prone to misuse. As a society, as a civilization, where are we headed, given the scant regard for human values?

Warm regards

How about professional networking sites such as LinkedIn? They are specifically set up for professional networking and collaboration, and the features such as "Answers" are a forum for asking professional questions of a peer community.

I agree completely that the consumer social networking sites have minimal business value. They are used in some cases for recruiting by large organizations, and in other cases for background checks on potential hires. We've all heard the stories of the job someone almost got until their Facebook or Myspace profile was investigated--which can lead us down another discussion of consumer social networks--for another day.

However, Corporate Social Networking (CSN)--that is, closed, secure, online networks for affinity groups within and related to an enterprise--provide significant value: with globally fragmented workforces it is important for individuals to learn about each other, build trust and exchange relevant knowledge and information. Within large organizations corporate social networks are relied on as expertise locators--in effect, knowledge maps for knowledge workforces. CSN can aid onboarding and help new hires feel welcomed and valued, as well as learn about the organization's culture. Gartner recently published information about enterprise social network analysis being the next big productivity booster, that it will become ubiquitous within enterprises, and that it must be mastered. It only makes sense that following a social network analysis a company should implement the technology to support its facilitated network, whether that is a network of executives, high performers--or the entire employee base. As the lines between work and life become more and more blurred, and as the workforce becomes more and more fluid, organizations will find that providing the tools to help people become and stay connected in this knowledge-based economy will reap significant rewards in just-in-time hiring, productivity, new business and employee engagement.

I disagree because I am 26, have an MBA and use Facebook for business - and have actually been successful. Here are the case studies to prove that social networks can be used a business tools.

(1) I joined FB this summer, started importing my blog and joined a few business groups like the Web 2.0 group so that I could introduce myself, my venture and then ask and answer questions.

1 week later I was invited to a new networking event in Miami (I live in South Florida) for entrepreneurs, VCs and angels. First person I met spoke with me for 45 mins. about my venture and then said he was a VC who had just sold a company to Google and given $3 million to a company similar to mine but focused on Hispanics and he wanted to meet.

We met the following week and he passed us on to an angel investor who is now an advisor and we have a follow up meeting with the VC this month.

(2) A young man saw some of my posts and then read my blog. He turned out to be the president of the Entrepreneurship Society at Boston College and loved my story. He booked us to speak at the club and we spoke last week - our first paid speaking engagement. Here is the article the school paper wrote the next day: [Link to article]

(3) I joined the "Young Entrepreneurs Network" and after a few posts, was invited to become an "officer". Last week I was contacted by a journalist who has been a contributing editor to Inc. magazine for 20 years and is now working on a book for McGraw-Hill about Gen-Y Entrepreneurs.

She says I was recommended to her by the founder of the group and we did the interview yesterday and she wants to stay posted on developments. She loved my story and I expect it to make the book. She has also asked me to recommend more people to her and she is pleased with the ones I have passed on so far.

So sir, while you are very correct that MANY people don't use these tools for business, they can and are being used that way and I am not alone. Go into many of these groups and you will see people making connections specifically for their business.

People who believe a tool like Facebook has minimal business value have never actually tried to use it for business. Admittedly, not all businesses can use it, but there are a fair amount of people who could leverage social networking sites for business.

I would never use Myspace for business though, unless I was a band or a comedian. Quality over quantity any day.

Dear Professor Davenport,

although I admire your work on KM I think you do not attribute enough value to the social aspect of knowledge work and hence knowledge management in this blog-post. Knowledge sharing is in essence a process that thrives on social interaction (Pfeffer and Sutton 2000; Wenger 1998). Although ICT tools such as MS Sharepoint and Lotus Notes can support part of this social process (mostly collaborative work), they omit to support a large part of the human dimension of knowledge work (such as social search and identity development). This part can, in my view, be supported with social software. From a business value and security perspective, I would advise to use social software that is situated behind the firewall. However this software should copy the social functionality that is offered by the often mentioned Web2.0 applications.

I moved my whole business network over from LinkedIn and Plaxo and find Facebook invaluable for keeping track of what people are doing on a day-to-day basis, instead of the occasional (ie useless) updates that LinkedIn and Plaxo provide.

From today's news feed - largest business networks:

1) P&G
2) State govt of Victoria, Australia
3) Telstra (major Aussie telco)

How come they haven't blocked access?

Oh stop it. None of you has a clue, except Colin Donald. Asking teens how to use Facebook for business is just... more a waste of time than creating a Facebook account and finding out for yourself.

Every tool online is only as useful as the people using it. Is facebook useful for connecting, marketing, discussing, engaging... in conversations about business and for business? Yes, if you focus on the purpose of your facebook account.

I've been using it marginally for a few weeks, and it's not the ONLY thing I do, but it has helped connect me to many people that I would never be connected to otherwise. Unlike LinkedIn, which is a big database of invisible people, Facebook is about real people - people you can SEE and TALK to and discuss new products and services, or new ideas.

For those who prefer living in the old Dick and Jane days of the previous century, tools such as Facebook will always be mysterious. For the rest of us, it's a global discussion forum to which I can contribute, or just listen to... on my own terms.

I'm mystified by this dismissal of social networking as having no business or organizational use. If you take the principles of social networking - peer communication and experience-sharing - and apply them to people gathering online to form a community of practice or a learning network, then you have a powerful new platform for sharing experiences, knowledge, insights, resources, ideas and practices that work. Using the principle of emergence, plus some structure and a little 'party hosting' (introducing people to each other who have common interests, for example) you can create a largely self-organising development platform in which members learn from each. I've done it with leadership, building an online leadership development community based on social networking principles called The Leadership Hub - www.TheLeadershipHub.com . This kind of community of practice IS the next big thing. At least, that's my bet.

I'm not sure if your thoughts around blogging have changed since writing that you didn't believe in value from blogging - ironic that you are now blogging:

Thomas Davenport and Blogging - He is Wrong

My guess is that your thinking will evolve around social networking. Yes, lots of people using Facebook and MySpace are not using it for business purposes. However, smart use of these tools or LinkedIn can be a great tool that helps you build and leverage your network for problem solving.

What's funny is that you are someone who talks about the value of exactly these kinds of networks. Maybe I'm missing your argument here?

Where's the "Working" in Social Networking?
Sir.
I am a logger and I bog in every paper that has a comment note as is in the HBR and the Economist and the financial times and many papers. If this is not working social, I eat my toes and shoes. I simply do nit understand what is social networking? To me , I say I am posting comments , write a small letter I never used to in the past era, and I get insults, abuses, thank you, you are on the globe, your comments are on the target, on the line, I am sending you a book autographed my myself. And so forth. This is the globe of society to me at the click of mouse and in the my palm, albeit I am in Tanzania, I must not forget the click is once or three times as the machines are very slow due to the power failures, rationing etc black out. This is news to you. Did I make my mark? That is socializing. That is my point. In the net, we have everything. I cannot lay my hands on the HBR as I find this very expensive. However, that does not stop me here. I pick up my notebook, wirelesses LAN, and off I go number crunching, spell choking and writing to keep the society aware that there is HBR and the great laden Tanzania and many poor countries sin the worst that came out in the forefront after Osama blew the twin towers. Before that, no one knew me sir.
Am I happy? Yes. I mean not at the 9/11 but at least I am now in the society I never could imagine. Gone re the letters posting, licking the stamp, envelopes and ensuring that I pat the letter to post to reach the right destinations. It was very cumbersome. Now you read me I read you here on the TFT.
Is that bad, sad? I do not think so.
I say roll HBR I am happy you came with the e-HBR.
I thank you
Firozali A.Mulla MBA PhD
P.O.Box 6044
Dar-Es-Salaam
Tanzania
East Africa

All

I wanted to contribute a few thoughts of my own; as this seems to be the age of technology where it is possible for anyone with typing skills to be able to address the masses. (Web 2.0).

- Facebook, MySpace and other such social networking websites are not only used by teenagers. The median age of users is sonsistantly rising. And we mustn't forget the huge volume of technology-literate baby boomers about to retire and have time on their hands to engage in such practices.

- As Tony Karrer begins to say, you are creating a blog with this posting. Not only that, but also encouraging business activity to thrive - not only those of Harvard Business School, but I notice other companies have gained an iota of free exposure by contributing their comments. Since blogs are integral to many networking sites the same benefits occur.

- Online networking sites are little more than 'open door' Webex sessions; online meetings that share information using technology to advantage. Most companies (of any size) would agree that Webex technology is a positive addition to their workspace.

- However, the research and investigation I've undertaken provides one major stumbling block to using public networking sites for any kind of commercial activity. The problem is that commerce is a like-charged magnet to the users of these spaces. As soon as they detect they are being 'sold' to, they scatter - either to other parts of the site, or more than often to new websites with less commercial activity. Some can accept banner advertising, but little more. And this 'forced' environment is also a hinderance to use in medium-large sized companies whose employees don't want to have to update their work blog once a week or else face a verbal warning. Why would they?

In conclusion, online networking is a developing channel for something that has always been a part of business and social life. It will continue to evolve this way, and we are still in the early stages. There will always be some business applications to this, and virtually anything that exists, but the extent is seriously debatable. Time will tell, along with the ingenuity of those trying to apply business advantages.

I have noticed that it is not unusual in the early stages of any technology to dismiss as non-starter. Hardware and software have been met with this pronouncement of insignificance. In most cases, it's because it's so new, we don't know how to exploit it. So let's not prematurely denounce social networking.

We do business with people we like and have a relationship with. Do it matter where the relationship building starts? In fact, social networking creates more opportunties to build relationships. It's efficient and it can be effective. I think social networking will be the coin of the realm for younger workers who are more familiar with connecting in cyberspace.

Tom,

I am a big fan of yours. I agree with your assessment of not "working" if you are referring to sites like Myspace, Facebook and the likes. However, if you include the likes of TechCrunch, gigaOM and LinkedIn, I will say that I don't agree with you.

Here is why, a year ago, after spending a lot of money researching into how to dive into Internet business; I realized that I did not get any real value from it. Then later, I came across the latter sites above. I found out the insights, comments from other bloggers had helped me in knowing the direction I should take, as well as the competitive nature of the business I am getting into.

This has saved me tremendous amount of money and time. I have learned a lot of lessons from other startups etc. So as far as working, I will say yes, sites like techcrunch, linkedin etc have helped me, save me time and money.

Sarah
http://www.DCJobMarket.com

I disagre with "Fun is just Fun".
Sometimes, fun is utilized for the useful motivation tool. Especially, worker in fields have so much stress and try to get out there. Inevitably, fun can be one of elements that can promote them acting somethings, possibly even business deal.

Yvonne is on target. I'm using Facebook to collaborate with other graduate students in my MBA program at FIU. There are various applications which can be added to Facebook such as "Study Groups". This application will allow for group members to have discussions, share files, schedules and tasks. Facebook provides a common environment for all the users to share information and interact with each other without limiting the depth of the discussion. It's free and no software download required, all you need is an internet connection with the computer of your choice. Manna from heaven indeed!