Businesses Infuse Social Capabilities

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Businesses Infuse Social Capabilities

Businesses Infuse Social Capabilities

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includes hardware, such as desktop units and servers. It also includes software, such as the programs used to do business, to manage the computer itself and to communicate between systems. The third component of IS infra- structure is the network, which is the physical means by which information is exchanged among hardware com- ponents. Examples include fiber networks such as Google Fiber, cable networks such as those provided by Time Warner, AT&T, and Comcast, WiFi provided by many local services, and 3G/4G/WiMax technologies (which are actually Internet communication standards, but some phone companies adopt those terms as the name of networks they offer). Some Social businesses infuse social capabilities into their business processes. Most of the social business opportu- nities fall into one of three categories:

Collaboration —using social IT to extend the reach of stakeholders, both employees and those outside the enterprise walls. Social IT such as social networks enable individuals to find and connect with each other to share ideas, information, and expertise.

Engagement —using social IT to involve stakeholders in the traditional business of the enterprise. Social IT such as communities and blogs provide a platform for individuals to join in conversations, create new conversations, and offer support to each other and other activities that create a deeper feeling of connection to the company, brand, or enterprise.

Innovation —using social IT to identify, describe, prioritize, and create new ideas for the enterprise. Social IT offers community members a “super idea box” where individuals suggest new ideas, comment on other ideas, and vote for their favorite idea, giving managers a new way to generate and decide on products and services.

National Instruments (ni.com) is an example of a company that has embraced social IT and created a social business strategy. Managers developed a branded community consisting of a number of social IT tools like Face- book, Twitter, blogs, forums, and more. By thinking holistically about all the ways that customers and employees might interact with one another, the branded community has become the hub of collaboration, engagement, and idea generation.

Source: Adapted from Keri Pearlson , “ Killer Apps for a Social Business ” (February 17, 2011 ) , http://instantlyresponsive.wordpress. com/2011/02/27/killer‐apps‐for‐a‐social‐business/ (accessed March 19, 2015). For more information on National Instruments, see Harvard Business school case study 813001, “National Instruments” by Lynda Applegate, Keri Pearlson, and Natalie Kindred.

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28 The Information Systems Strategy Triangle

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