Keeping Social Initiatives Simple

Part of the reason social media and software has taken off is its simplicity.  Twitter was about the simplest conversation interface possible. People contact organizations on their blogs, Facebook Pages, and Twitter because the existing mechanisms are too complex and have been so over-engineered that they are no longer humane (i.e. 'dial 5 for account information').  This has led me to worry about social methods becoming too BPMized (business process management) - because if it does, it likely becomes no better than the broken process it replaced. I've often asked people to think about why @ComcastCares is so popular (I am a big fan BTW). It's because, in general, existing support channels at Comcast are so bad.  If existing support procedures worked well for customers, they would not need to seek out support on Twitter.  All of us working in the 'social' space need to guard against over-complication for this reason.

Given that thinking, a recent blog post by Clay Shirky The Collapse of Complex Business Models really hit me hard. We are driven to increasing complexity yet that is the very thing that gets in the way of the value over time.  I've noticed this with both blogging and Twitter - they were both very, very simple when I started. Over time they have gotten very complex with plug-ins, application ecosystems, feeds, aggregation points, etc.  They are far more intimidating to use for people starting out today then they were when I started.  In the intervening time I've seen things like the large decline in teen blogging. Is it just that they have different tools like Facebook to use or has the complexity of blogging outstripped their interest and ability?

For those of us investigating the use of social technologies and techniques in a business context, it is worth giving a lot of thought to complexity. Simplicity is what is attractive and increases participation but our organizational cultures and structures often pull us toward complexity so that our efforts mesh better with existing processes. We often add complexity at our peril.

Comments

[MimiMeredith]

Couldn't agree more, Rachel! Sometimes, I think both individually and as organizations, we add layers of complexity in an inadvertent attempt to add value. With each layer, we justify another system to hold it in place.

The result is that we limit the ability of others to interact and engage. It's almost as if by making things seem more complex, we make ourselves seem superior..."look at this nifty complicated thing I have mastered."

I hope those of you who are leaders and experts can remind one another and the rest of us that the very simple idea of offering more space and channels for inclusive engagement is what initiated the social media movement.

[Lucila]

I really agree with what you are saying, Rachel. But I can't imagine how something will work without this evolution. People usually chooses or uses something new beacause of the diferences with the previews tool. But, when it comes tu functionality, we want what we used to have and like or what whe never had and keep searching for. So I think what happend to Twitter and blogs it's kind of it's 'natural evolution'. Dont you?

[Rachel Happe]

Hi Mimi -

Thanks for the comments - I think there is definitely a portion of it where complexity creates 'lock in' - those that understand it are part of the in crowd and those who don't are not. Constantly keeping an eye on inclusiveness and creating on-ramps is critical but very challenging.

Lucila - I think you are right that we can't ignore a natural evolution and I'm not advocating that we stop evolving... just that we need to be very careful about making the evolution more explicit and not over-engineering the evolution. But you are right - it is a constant tension and I'm not sure we ever get away from it completely.

[SocialMedia Sceptic]

From the Social Media Skeptic's Corner:
The buzz about social media has become a din.
The most likely widespread use of social media tools in business (I predict) will be their mass adoption by
onerous, over-controlling, micro-managing managers. It will be something like this:

Manager Email to all direct reports: "From today you will all tweet your location and activity each 15 minutes
without exception. Use your blackberry or your iphone when you are away from your desk.
Socially Yours, Your Manager."

[Brett Johnston]

Added complexity or a complex array of add-ins will boost customers emotions and cause contrasts to older known values and brands! Those customer experiences can become driving forces for good or bad product perception.
But I believe it also includes the same factor as cars; there an obstacle! That obstacle is a simple means to transport but it always remains an obstacle, everyone (and you) will notice your attached obstacle and have contrasting emotions.:)