Enterprise Social Media: Current Capabilities and Future Possibilities
Gerald C. Kane - March 2015
…two fundamental capabilities of social media: establishing social networks and
accessing digital content; and the two impacts these capabilities have on
organizations—employee performance and user behavior.
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Enterprise Social Media: Current Capabilities and Future Possibilities
Gerald C. Kane - March 2015
Agenda
 The Potential of Enterprise Social Media
 Social Media Capabilities and their Effects on
Organizations
 How Platform Design Affects the Way People Interact
 How Platform Design Affects the Way People Share
and Access Content
Consider How People Will Use the Platform to
Network More or Less Effectively
How People Will Share and Protect Content More or
Less Effectively
 Implications for Managers
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Enterprise Social Media: Current Capabilities and Future Possibilities
Gerald C. Kane - March 2015
The Potential of Enterprise Social
Media
 The use of social media has soared in
popularity in recent years.
Facebook has over 1.3 billion users, while Twitter and
LinkedIn users number in the hundreds of millions.
New social media platforms, like Pinterest and
Snapchat, seem to appear rapidly and from out of
nowhere.
 Organizations, however, have largely lagged the
public in their adoption of social media platforms
for business purposes.
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Enterprise Social Media: Current Capabilities and Future Possibilities
Gerald C. Kane - March 2015
The Potential of Enterprise Social
Media
 Companies typically begin by using social
media for marketing.
 Multinational companies are using social
media to help their global organizations work
more effectively across geographic and cultural
boundaries.
 This article helps business and IT managers to
begin thinking about the potential business
applications of social media beyond the current
widespread use of consumer-oriented platforms
or enterprise- grade platforms modeled on them.
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Enterprise Social Media: Current Capabilities and Future Possibilities
Gerald C. Kane - March 2015
Agenda
 The Potential of Enterprise Social Media
 Social Media Capabilities and their Effects on
Organizations
 How Platform Design Affects the Way People Interact
 How Platform Design Affects the Way People Share
and Access Content
Consider How People Will Use the Platform to
Network More or Less Effectively
How People Will Share and Protect Content More or
Less Effectively
 Implications for Managers
Page 5/21
Enterprise Social Media: Current Capabilities and Future Possibilities
Gerald C. Kane - March 2015
Social Media Capabilities and their
Effects on Organizations
Page 6/21
Enterprise Social Media: Current Capabilities and Future Possibilities
Gerald C. Kane - March 2015
Agenda
 The Potential of Enterprise Social Media
 Social Media Capabilities and their Effects on
Organizations
 How Platform Design Affects the Way People Interact
 How Platform Design Affects the Way People Share
and Access Content
Consider How People Will Use the Platform to
Network More or Less Effectively
How People Will Share and Protect Content More or
Less Effectively
 Implications for Managers
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Enterprise Social Media: Current Capabilities and Future Possibilities
Gerald C. Kane - March 2015
How Platform Design Affects the Way
People Interact 1/3
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Enterprise Social Media: Current Capabilities and Future Possibilities
Gerald C. Kane - March 2015
How Platform Design Affects the Way
People Interact 2/3
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Enterprise Social Media: Current Capabilities and Future Possibilities
Gerald C. Kane - March 2015
How Platform Design Affects the Way
People Interact 3/3
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Enterprise Social Media: Current Capabilities and Future Possibilities
Gerald C. Kane - March 2015
Agenda
 The Potential of Enterprise Social Media
 Social Media Capabilities and their Effects on
Organizations
 How Platform Design Affects the Way People Interact
 How Platform Design Affects the Way People Share
and Access Content
Consider How People Will Use the Platform to
Network More or Less Effectively
How People Will Share and Protect Content More or
Less Effectively
 Implications for Managers
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Enterprise Social Media: Current Capabilities and Future Possibilities
Gerald C. Kane - March 2015
How Platform Design Affects the Way
People Share and Access Content 1/3
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Enterprise Social Media: Current Capabilities and Future Possibilities
Gerald C. Kane - March 2015
How Platform Design Affects the Way
People Share and Access Content 2/3
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Enterprise Social Media: Current Capabilities and Future Possibilities
Gerald C. Kane - March 2015
How Platform Design Affects the Way
People Share and Access Content 3/3
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Enterprise Social Media: Current Capabilities and Future Possibilities
Gerald C. Kane - March 2015
Agenda
 The Potential of Enterprise Social Media
 Social Media Capabilities and their Effects on
Organizations
 How Platform Design Affects the Way People Interact
 How Platform Design Affects the Way People Share
and Access Content
Consider How People Will Use the Platform to
Network More or Less Effectively
How People Will Share and Protect Content More or
Less Effectively
 Implications for Managers
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Enterprise Social Media: Current Capabilities and Future Possibilities
Gerald C. Kane - March 2015
Consider How People Will Use the
Platform to Network 1/2
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Enterprise Social Media: Current Capabilities and Future Possibilities
Gerald C. Kane - March 2015
Consider How People Will Use the
Platform to Network 2/2
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Enterprise Social Media: Current Capabilities and Future Possibilities
Gerald C. Kane - March 2015
Agenda
 The Potential of Enterprise Social Media
 Social Media Capabilities and their Effects on
Organizations
 How Platform Design Affects the Way People Interact
 How Platform Design Affects the Way People Share
and Access Content
Consider How People Will Use the Platform to
Network More or Less Effectively
How People Will Share and Protect Content More or
Less Effectively
 Implications for Managers
Page 18/21
Enterprise Social Media: Current Capabilities and Future Possibilities
Gerald C. Kane - March 2015
How People Will Share and Protect
Content More or Less Effectively
Page 19/21
Enterprise Social Media: Current Capabilities and Future Possibilities
Gerald C. Kane - March 2015
Agenda
 The Potential of Enterprise Social Media
 Social Media Capabilities and their Effects on
Organizations
 How Platform Design Affects the Way People Interact
 How Platform Design Affects the Way People Share
and Access Content
Consider How People Will Use the Platform to
Network More or Less Effectively
How People Will Share and Protect Content More or
Less Effectively
 Implications for Managers
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Enterprise Social Media: Current Capabilities and Future Possibilities
Gerald C. Kane - March 2015
Implications for Managers
 Think about a Social Media Platform in Terms of What
it Can Do for Your Company
 Your Company is Already Using Social Media, but are
You Using it Well?
 Social Media Changes Some Things and Not Others
 Social Media Competes with Older Technologies for
Time and Attention
 Social Media is Intertwined with Other Digital Trends
 Technology is Only Part of the Story
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