Brand Engagement - Collaboration and Connectivity Vs. Content Management

Collaboration and Connectivity Vs. Content Management

While some organizations are realizing the benefits of collaboration and work flow online, there appears to be significant focus on publishing and managing content, generally via content management systems.

There is an emerging school of thought that organizational perspectives on technology are frequently misaligned with the actual requirements and desires of the users of the technology. That is, the nature (or intention) of a technology may not always determine the nature of its use – the telephone, for example, was originally intended as a broadcast medium. Its designers were focused on delivering content, while its users sought – and still value – connectivity(1).

The social media phenomenon presents emerging evidence that this quest for connectivity is rapidly becoming a core focus of communication technology within organizations. This potentially creates a disconnect with more traditional content-driven models of internal communication—delivering (or making easily available) the right content at the right time to the right people using the right media.

Therefore, there could be a great deal of potential within organisations, using their existing technologies, to derive cultural and performance benefits from re-thinking how they communicate, make decisions and work virtually.