Social networking and unified communications

The term ‘unified communications’ conjures up many meanings, but is most often used by those with software or network assets to sell. Whether it is routers, switches, hubs, directories, phones or high definition video conferencing equipment, the thrust is often the same—we have the hardware to remove complexity from your network and software to unify those different modes of communication that your users ‘enjoy’. Basically it’s the IP dividend of voice over IP (VoIP) mixed with video over IP plus anything else over IP with a bit of contextual status thrown in via ‘presence’.

Complex mix of networks

Sounds good to those managing a complex mix of networks, or those paying for separate forms of connection when they can see what looks like a great big free (or perceived to be free) fat internet pipe that will take all IP traffic. Unify the packets over IP and you’ve unified communications, right?

There is much talk about the influx of consumer technology into the workplace, and an interesting area to look at here is social networking. However this time it is not about the use of social networking tools to connect with customers, reinvigorate marketing budgets or make the business look cool. Nor is it about the fears of employees spending so much of their time glued to their social networks that they forget to work, or how to interact with real people; although these issues do merit some attention from organisations.

Aspect of social networking that might catalyse

An aspect of social networking that might catalyse and support the broader adoption of unified communications is the current trend towards ‘social dashboards’. These are coming about partly in recognition that most people like and use a multiplicity of social communications tools—YouTube, Facebook, Twitter, LinkedIn, instant messaging, email etc—to hook up with their friends and contacts, yet would like to avoid the complexity of using these as separate applications. A single live ‘portal’ embracing the other tools would be ideal, but who would be the master site/supplier?

So what is a ‘social dashboard’ and what are the characteristics that have merit for consumers, which might turn out to be a valuable in a business context? There are several recurring themes:

The underlying ability to grow the network

Finally there is also the underlying ability to grow the network by finding contacts, or suggesting potential friends. When applied with business intelligence, this mechanism of seeking out the right person to contact would be extremely useful in many organisations where the traditional ‘org charts’ are always out of date or the sheer volume of external relationships make the divisions of ‘employee’ and ‘contractor’ meaningless.

Buddy lists and presence directories are already part of many unified communications solutions, but they could go a lot further to envelop the groups, commonalities and relationships that people really build their personal communications networks on. Simply having a directory with phone number, contact details and current status or presence is not enough, and the social network element provides some provenance, knowledge of, or social value of the contact. Social networks have meaning attached to the link as well as the point of the connection.

The networking technology

Many unified communications vendors have overly focused on the networking technology and forgotten the key part of communications; it is about people. Perhaps they could learn something relevant for businesses from social and consumer oriented tools?