I have mentioned before that I am a fan of Facebook. That’s not always the “cool” or “media sophisticated” position to take but I’ve had far more positives connected with it than negative (the current political season perhaps to one side). It’s allowed me to re-connect with old friends, stay connected with family and make friends with people far, far away. At the same time, I understand that it can be an enormous time suck. From an employer’s point of view, that can be a productivity sinkhole.
So I was interested when I began to see stories about the move by Facebook into what is called “enterprise application software”. If you don’t know the term, it simply means software or apps designed for organizations rather than individuals. It was an arena that Mark Zuckerberg and his minions had studiously avoided prior to last year. Now they are rolling out a product called “Facebook at Work”.
Right off the bat, my thoughts were “God, what a terrible name”. I mean, we’ve all been using Facebook at work for years. Right up until the boss catches you or the IT department blocks it. My bet is that the name will be changed in the next year. It just doesn’t sound like a serious piece of business productivity.
Beyond that Facebook is playing off of the almost universal familiarity of their interface. The goal is to function as internal communication for a company. Companies have used internal nets (called intranets) for years. Facebook at Work brings those into the social media world.
You get profiles, newsfeeds, groups and messaging. The profiles function will be great for big companies to identify just who is sending you today’s batch of nonsense. The newsfeed becomes a rolling ticker of work and information. Messaging may become a serious threat to corporate e-mails. But it’s the group function that strikes me as potentially the most troublesome.
Groups come in three flavors – open, closed and secret. The first two are just like groups in the current Facebook. The third are unsearchable and invite only. If you have ever worked in an organization with a gossip problem, the concept of secret groups will surely send a shiver down your spine. All that interoffice poison will be given their own private, protected reserve to boil, bubble and stir up trouble. I’m not sure what their business value really is. Surely the bosses can find better ways to communicate.
Facebook at Work is starting to get some traction. It picked a thirty-six thousand person company in Scandinavia just a week or so ago.
But seriously, they need to think of a better name.
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