I look at interaction on the Net from the human angle more than from the technical one. I see the effectiveness of digital social tools in terms of how well they support relationships among people. And, as a business manager, I try to gauge how effectively those relationships are formed and maintained to achieve goals.
One of the aspects of organizational life I aim to improve for clients is sustainability - identifying the practices that will best help them adapt to the myriad changes that are impacting them now and will impact them in the future. To me, one of the cornerstones of sustainability has to be the relationships between the people who make up a networked organization. Knowledge surfaces, grows and is maintained through those relationships. And though relationships depend, for the most part, on the individuals involved, the organization plays a vital role in supporting them through the decisions it makes regarding communications media and the policies and practices attached to them.
Out of curiosity I googled "sustainable relationships" and found two contrasting hits in the top four. First came a short essay at Earth Witness, which described the relationship that the author recommends we all develop with natural places in our world. Such a relationship, he writes, must be direct, face-to-face, and nurtured over time.
The second notable find was from the web site of Halliburton, describing the accountability that the huge multinational multi-business company must demonstrate to " employees, clients, suppliers, citizens and governments in every community and country where we operate."
Talk about your extreme ends of the continuum! And yet, both statements are valid, describing elements that most organizations must consider in their efforts to build sustainable working communities that will carry them to success through challenging times.
Relationships are created organically, face-to-face and over time as people find their affinity groups; but they also come into being mechanically, as organizations hire employees, seek partners, suppliers, clients and customers, and relate to different levels of government. At that mechanical level, it helps if the organization - through its mission, hiring and HR practices - intentionally builds a culture that will help it make decisions that support sustainable institutional relationships with these external entities.
Part of my work is initiating and facilitating conversations that clarify the relationships that my clients must sustain, both internal and client-facing.
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