For a moment, think about how you go about performing your job. How many people do you interact with on a daily basis to help you complete tasks defined within your role? If you’re a knowledge worker then you're probably socializing with a few people face to face in order to validate your ideas in order to complete tasks that define your role. But when it comes to email and social media, you are interacting and communicating at scale.
Stowe Boyd discusses the Social Scale (Sets, Scenes & Spheres). A model that articulates how you communicate with a few people, through to communicating at scale. At the individual level, you communicate with people who you know, and who sit physically within your working space (Sets). At an enterprise level, you communicate with people who are working within the same building as you (Scenes). Expanding outside the enterprise, you are communicating with people who are within reach, either through sporadic communication or through leveraging networks of influence (Spheres).
The way we perform work is changing. Efficiencies from outsourcing, commoditization of general business services, and the reduction in technology procurement costs are leading to the disruption in how work is designed and executed. We’re still labored by a top down approach, with management defining strategy and then filtering this down through hierarchies until individuals are told what to work on. Social collaboration tools in their current form have issues as their communication architectures are designed for Scenes and Spheres. The consumerization of the enterprise has the promise of enabling contextual conversation amongst individuals. Tools we use for our personal social media are already being used to fulfill enterprise communication.