Enterprise Social Networking Will Kill Business Email. Here's Why.

AntZets
Anthony Zets CEO & Founder, Mumba Cloud

Posted on February 28th 2013

Enterprise Social Networking Will Kill Business Email. Here's Why.

Social Business Networking will Kill Email

The Problem With Email

McKinsey’s research indicates that interaction workers typically spend 28% of each day (13 hours a week) reading, writing and filing e-mails. (McKinsey Quarterly, Nov 12)

Email became a powerful tool for individual and small group communication because of its Inbox which has served as a user’s task list and its folders as a filing system. The Inbox has been one single place to keep abreast of daily business activities.

A huge amount of valuable company knowledge is locked up in emails, sequestered as silo-ed “dark-matter” and inaccessible to other employees. When someone leaves the company, this information can become frozen and disappear from its knowledge bank.

As the ground changes in businesses communication, email’s current form as a stand-alone application appears inadequate, inefficient and destined to change.

The Proven Efficiency of Communicating Via Enterprise Social Networking

McKinsey estimates that 25 to 30 percent of total email time could be saved if the principle channel for communication was relocated to a social platform. There, employees could locate required knowledge faster and reduce unwanted responses.

File attachments can also be better managed and recovered. They will be more visible and more accessible; no longer buried in individual accounts. Common topics will be more readily found and their authors quickly identified.

With a social business network, important questions and answers can be easily published and accessed by all employees. For example, interactive knowledgebase applications provide centralized and organised access to frequently requested information thereby reducing the need for individuals to email redundant questions.

Email’s Inability to Handle Meaningful Collaboration
 
Another compelling argument for a re-assessment of email is that it is inefficient when employees start communicating together on a common subject. It cannot handle collaboration, one of the most essential, if not critical activities for an efficient production base.

According to Salesforce’s Rypple, (its new social performance management platform), 96% of CEOs now cite poor collaboration and communication responsible for work place failures.

A study by Subramanium and Youndt (published in the Academy of Management Journal) indicates that companies with better collaborative management achieve superior financial performance. Moreover, academic research shows that innovation is more quickly generated from collaborative networks rather than individual talent.

McKinsey’s analysis of four industry sectors that represent almost 20 percent of global industry sales suggests that social platforms can unlock $900 billion to $1.3 trillion in value in those sectors alone. Two-thirds of this value creation opportunity lies in improving communication and collaboration within and across enterprises.  

Collaboration in business is also increasing. This has happened for a number of reasons:

  1. The work place is becoming more global, more virtual and more dispersed. Here, information can easily be silo-ed, slowing information exchange and making decision-making more cumbersome. However, our need for fast knowledge and quick solutions is increasing.
    Email just doesn’t work for these geographically and operationally isolated situations.
  2. As we outsource further, the information supply chain is becoming more complex. The more variables in a process the more chance of it going off the rails. The only prevention is managed, transparent and accountable communication across the entire supply chain.
  3. The traditional office is continuing to morph into a shared space as young workers from the Facebook generation acquire their own voice and readily exchange information.


Employees Without Email Will Want To Be Connected

The value of open and efficient communication channels within a business is undeniable.

Yet in Mumba Cloud, my enterprise social networking business, I have found that more than 60% of our client’s workforces do not have a company email account and therefore cannot communicate with all employees.

This is often the case in industries with large blue-collar work forces, such as manufacturing, retail, hospitality, mining, building, maintenance, and transport. Many of these companies have never realised the benefits of keeping all their employees informed and providing them with a means of communication within the company.

When business social networking and cloud based messaging via mobile phones inevitably becomes the everyday standard of communication, these previously ignored employees would have helped to shift communications away from email to their online social platform that is accessible by all.
 
The Future

When you consider the benefits of communication efficiencies and improvements to collaboration, combined with an entirely engaged workforce it becomes clear that enterprise social networks would be sought to drive these positive changes.

Furthermore, employees gravitate to whatever they find easier to work with. As the Facebook generation flows into our organizations, the balance will tip towards online collaborative tools and so outdated applications such as email will start to decline and phase out of business usage.

Many believe that it will happen sooner rather than later. The technology research company, Gartner, stated at its annual symposium; “Social networking services will replace email as the primary vehicle for interpersonal communications for 20% of businesses by 2014".

I think that this prediction is a little optimistic; however I do believe that by the end of this decade email will be a faint notion of our working-life past.


* Image Credited to Getty Images.

AntZets

Anthony Zets

CEO & Founder, Mumba Cloud

Anthony Zets is the CEO and Founder of Mumba Cloud, a technology company delivering enterprise-class social networking software and consultancy. Mumba provides next-generation social communication and productivity solutions for remote and dispersed workforces that enable a proven increase in employee effectiveness.

Now in its third generation platform, Mumba Cloud currently hosts one of the worlds' largest known implementations with over 20,000 employees connecting from more than 1,000 remote, regional and metro locations around Australia and New Zealand.

Through Mumba, Anthony has worked with over 10 per cent of Australia's 'Top 100' companies. His thoughts on re-defining the competitive landscape through technology have been featured in numerous publications and he can be followed via his Twitter account @AntZets and Google Plus +AntZets.

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Comments

JoshCanHelp
Posted on February 28th 2013 at 11:11AM

Email is the worst, we can all agree on that, but it has things that social platforms don't have:

  • Privacy - I can be sure that the recipients I'm sending to are the only ones getting it (setting aside data privacy debates for the moment)
  • Asynchronicity - It's assumed that the response will be delayed by a bit. Email is much easier to batch process than a text message, Skype, etc
  • Single platform, multiple clients - I have a lot of options for receiving and processing email but the person sending it doesn't have to care. It's the opposite with social platforms. "Hey, catch me on Skype, or Twitter. Or, if you don't use those, you can try LinkedIn messages but I don't check those very often. Yes, I'm on App.net but not daily. Meh, just email me ..."

Again, email is terrible at a lot of things but it's ingrained, fairly easy to use, and serves its purpose. I look forward to the day when email changes/dies but there's not anything I've used that's even close to addressing all of the above (though Google Wave was pretty neat). 

LPOBryan
Posted on February 28th 2013 at 12:43PM

Social neyworking, where the corporation has a common tool, such as Google+2 or Twitter2 or whatever has so many benefits that even the Luddite's who cling to email will have to admit that email is all so 20thC.

The financial impact of collaborative working will sweep away the privacy issue, which is addressed any way by circles.

The async issue is a non issue too. I can delay my response to Tweets whenever I want. Do you use social media at all?

Finally, when a corporation adopts a standard tool for social interaction it will be usble on multiple clients. Doh.

Each of your supposed objections to social media are as full of holes as a Swiss chees. The post is one of the most important I have read on this site. Stand aside, the future is coming.

 

 

 

 

JoshCanHelp
Posted on February 28th 2013 at 12:56PM

"Google+2 or Twitter2" ... "when a corporation adopts a standard tool for social interaction" ... "Stand aside, the future is coming."

Your less-than-friendly reply is making my point. I don't use Twitter2 or Google+2 but, yes, the future is coming some day but it's not here and it's not now. How many emails did you receive yesterday?

Again, I agree whole-heartedly that email is broken but the replacement has yet to be created. When it is,  I'll be there.

LPOBryan
Posted on February 28th 2013 at 1:06PM

My reply, Josh, was a reaction to your dismissal of the power of social media, based on a list that was inaccurate.

This is not personal, Josh. All I am interested in is the logic. 

 

Blair1000
Posted on March 4th 2013 at 2:14PM

Josh, you'll be there?! I'd like to know what you think of Flud: www.flud.it

Would love to hear from Laurence too. I agree, this is a very important article.

The mainsteam Google and Twitters do not offer any such tool to "solve this dilemma" or I should say, mold the future..

RAHUL KUMAR
Posted on August 22nd 2013 at 9:08AM

Anthony,

Its an insightful article and when I scrolled through I saw comments by Josh.

These two interpretations sound similarly valid but the privacy point that Josh raised is where I want to put my point of view.

Intranets have been secured and private networks that you will agree with. Now it is just about intranet getting a makeover in the form and interface of social networks.

Enterprise Social Networks are built for business with security and privacy in mind because at the end of the day its about business and any mode of communication will not thrive in business if it does not keep the account of these factors.

We might be a little early in concluding about decline of email as you have mentioned and we still need push mail notifications for updates of ESNs but the features of email are slowly being replaced by messages and forums that are the features of an ESN.

Regarding response delays, I think we have come to an age where we check our status every now and then. We look into our devices more than we look at out watches.

To conclude I would say ESNs are the new age engines for communication, Collaboration, Innovation, Productivity and Workforce Empowerment etc that will slowly eat out the business emails.

Regards