Facebook is not an alternative to the intranet. The intranet is a business system, one to support the entire organization, not just a social networking tool.

Now Facebook is becoming more than a social networking site, and shows great potential as a platform for intranet services, but there’s much to be overcome. Facebook is being used by some businesses, including Prescient Digital Media (feel free to join us on the Intranet Global Forum), but it is not a substitute for the intranet which must feature among other things, federated search, application integration, robust security, etc.

As Phil Wainewright writes in Is Facebook a PaaS contender?, Facebook provides us food for thought, but it’s not really a legitimate intranet platform.

"After all, many individuals and some organizations do use Facebook for business purposes. Most famously, Serena Software, which last year adopted Facebook as its intranet. I was somewhat skeptical when I first heard this but the company’s SVP Rene Bonvanie assured me when we met a few weeks ago that 740 out of 820 employees are active users, which is a lot better participation than Serena’s former intranet ever managed.

 

The Facebook platform of course constrains applications into a social networking framework, but that’s no different from the functional constraints imposed by a lot of other PaaS (platform-as-a-service) application builders (the topmost of my five-layer categorization of PaaS).

 

The problem for any business considering Facebook is that it’s a determinedly consumer play, to the extent that I don’t think it can ever seriously fly in the enterprise. Facebook trades free functionality in return for attention and relationship data — and users give up a lot of their control over that data. Businesses aren’t willing to make that trade-off.

 

Bonvanie shrugged when I put this point to him, saying that very little of what Serena’s employees post to the Facebook intranet is proprietary to the company, but at the same time he admitted that Serena stores its company confidential documents elsewhere than Facebook, so its role as an intranet platform is more limited than you would typically look for in an enterprise setting."

Skepticism on Facebook’s value as a platform aside, it could still continue to evolve and become a platform-as-a-service (a hosted intranet platform for business). There is great value in implementing the social networking approach within the enterprise.

IBM understands the value of Facebook, and is testing an employee social networking tool on their intranet called Beehive.

“Beehive truly is an experiment in our own version of an internal 'Facebook.',” says Liam J. Cleaver, Program Director, IBM Jam Program Office. “The research goal of Beehive is to aid IBMers with various people-centric challenges within the workplace. We broadly categorize these challenges into "relationship building" and "people-sensemaking”.

Relationship-building challenges include, for example, new employees struggling with making connections that are important for their current project and professional growth, remote workers having difficulties with team building and staying in touch with their team members, or employees moving on to new assignments who are not easily able to stay touch with former colleges. 

People-sensemaking includes, for example, the difficulties of discovering people with the right skills and common interests, or learning more about someone personally as well as professionally to facilitate making contact, or getting to know about ongoing projects and activities beyond your immediate team.”

IBM’s Beehive will be only one of the tools examined and showcased in the next Intranet Insider World Tour webinar on June 12th at 2pmEDT, produced by Communitelligence.com. Hosted by Liam and myself, the 90 minute webinar will look at the latest and greatest from the world’s best intranet, W3, with a close look at all its Intranet 2.0 functionality which boasts 30,000 bloggers, and thousands more podcasts (audio & video) and wikis – and an “employee directory that puts Facebook to shame.”

Honestly, you are an absolute fool if you work on an intranet and don’t attend this webinar. IBM is doing some groundbreaking stuff that you simply must know.

It’s only $199 to attend this webinar, and you can register online at Communitelligence.com.

Web 2.0 and Intranet 2.0 will be the subject of several hours of instruction and discussion in my upcoming workshops Deploying First-Class Web Content Management For World-Class Websites (Ad Astra) in Hanoi, Vietnam (Interncontinental Hotel) from April 23 – 25. I’ll be repeating the workshop April 28 – 30 in Bali (Hard Rock Hotel).

These workshops will be three full-days and promise a lot of learning, examples and hands-on work. To register for either please phone (65) 6334-9828 or email sales@adastra.com.sg

If you'd like to learn more about Facebook and its potential value to the business, then please do join us on the Intranet Global Forum.

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