The digital company: curse or blessing?

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Lately there are many Company who want to become active beyond social media in the sense of social networks: You have recognized the potential of this media and are trying to use the advantages strategically in order to increase earnings and to meet the changed market conditions. At the same time, however, one has to ask whether and to what extent this path really works.


Here writes for you:


Katharina A. Heder Best of HR –®Katharina Heder is Digital Media Manager and Consultant.


Success depends on the employees

Who thinks about it, what a mediatization of Company really means, that is probably the first introduction of a new software. In fact, behind the idea of ​​social business is more than a new application: the social business out of itself shapes a new leadership style, which rearranges the relationships of employees.

This explains the biggest problem: Demographically, only a few employees will cheer when the boss introduces a social network. This, however, is the first precedent, which shows what these things are for. Changing the communication of information contributes to a more transparent, authentic and comprehensible style of leadership.

Anyone who has understood this and made his employees understand this idea has laid the foundation for a successful migration of his company.

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Software is only the third step: First, it is about observing and understanding

Many companies ask themselves how they are doing something before they get to why they are doing something. The use of Facebook testifies to this attitude in many companies to this day. It is understood as a sales and advertising medium. Dialogues are more often avoided than conducted - this is how it seems to outsiders.

In the sense of social business, this has to be different. If you want to adapt your company to the changing market, it will not be necessary to first understand its employees and their way of working before thinking about possible solutions.

A software that facilitates work is not an out-of-the-box process, but the exact knowledge of actual processes and workflows gives the foundation on which to begin. However, the restructuring of work areas seems to be conceivable and possible: from areas of activity, to concrete activities.

It is a long way all companies want to go

Thus it seems almost ironic that many companies not only strive for this path, but also push it forward. While the question is how to encourage employees to use, it is important to limit the fact that the real question is why employees should not use it.

As a rule, the wrong approach is the beginning: first the software, then the human resources. Therefore, in the future, it will be more important for the experience of a blessed digital company to see people, to evaluate their work and then to transfer these into a software.

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There are still many years of change.

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