There is another implication for businesses in the term “social”: a recognition that we are moving increasingly toward a new model of engagement for businesses, that is, (you guessed it!) social. We have many years of refining a model of management that centers on routinization of work and highly constrained communications flow. We have extracted as much productivity as we are likely to get from these command-and-control techniques, and we have squelched enough employee value in the process.
If the last 100 years was about gaining efficiency and innovation through scale and tight control of resources and communications, the next 100 will be about finding more fluid, open models of collaboration and cooperation. Playing on this new field has different rules. It requires shifting our concept of business from a
legalistic model to a social one. Social contracts are very different from the business contracts that dominated the 20th century corporate mentality. In the business contract, the organizing metaphor is the binding, legal document, and the motivator that constrains bad behavior is the lawsuit.
Business is rapidly figuring out that SM is going to reshape how they initiate and maintain relationships with their customers and employees. The NYT time piece on Twitter shows how many have already chosen to do so. http://www.nytimes.com/2009/04/14/technology/internet/14twitter.html?_r=2&ref=business&pagewanted=print
Imagine what Twitter, FB, etc, etc, etc can do for the practice of medicine and the health of our patients! The change is coming… doctors better be prepared— and pro-active… otherwise we will have missed yet another train that has left the station, with no one to blame except for ourselves.