Project Communication and Social Networking
I’m not going to muck around with this one so I’ll say it up-front. My view (and I feel rather strongly about it) is that Social Networking is not positively contributing to proper Project communication. My conviction that this strong belief of mine is shared by most, if not all, fellow professionals has eroded somewhat in recent months after I’ve read a number of blog articles, each of which promoting some aspects of social media and social networking.
The straw that broke the camel’s back (metaphorically speaking) was a recent post by Derek Huether (from The Critical Path) where he elaborated on the following concept:
From our PMP Exam we know that the number of communication paths in a project is [N(N-1)]/2. Now, we all agree that communication is an important (if not crucial) aspect of project management. We also agree that knowledge accumulation is conducive to increased innovation and is paramount for correct decision making process. We can therefore conclude that by initiating and conducting large amounts of communication, provided that this is attentive communication (i.e. we actually listen and absorb the content of that communication) must result in positive results.
Right?
Wrong!!!
There is already a growing body of knowledge, supported by recent research papers, that not only ‘social networking attitude’ is on the rise but its true impact is yet to be realized.
- A December 2009 study by Helen Hodgetts of the University of Cardiff in the UK warns that “Email notifications and instant messages all cause a break in focus of the task in hand, even if they are attended to only very briefly”. “Hodgetts and co-author Dylan Jones found that even a five second interruption caused people to take longer than normal to complete the next step in a simple seven-step computer task.”
- A 2009 study released by the Kaiser Family Foundation, and which was set to explore the use of media by young people (age 8 to 18 – born between 1991 – 2001) has found out (amongst other things) that Young people were found to devote an average of seven hours and 38 minutes to daily media use (an increase of 20% from an earlier study conducted in 2004 – in which it was found that the time spent on media use was 6 hours and 21 minutes). The study further found that the level of multi-tasking (i.e. a combined use of varying modes of media simultaneously [for example, watching the TV, while at the same time browsing the net and sending a text message]) has increased from 26% in 2004 to 29% in 2009.
- A 2008 Accenture study made the observation that people who were born between 1977 and 1997 (corresponding roughly with Generation Y) expect their employers to respect their IT preferences, including their computers and applications and that employees in the above age group would show a preference to use instant messaging, text messaging, and RSS feeds to communicate with their clients and customers. The study further found that over a quarter of the employees surveyed use technology that is unsupported and unsanctioned by their employer. Amongst Gen Y employees, almost half reported that they use social networks, blogs, or Twitter without having their IT departments’ approval.
There are a number of basic and self explanatory risks associated with the growing proliferation of social media and social networking. These are:
- The development of bad time management attitudes, associated specifically with over reliance on multi-tasking.
- An apparent lack of adherence to corporate policies regarding the use of corporate mandated application and communication protocols.
- Inefficient use of management time on non-productive communication approach.
I’d like to finish off with explaining why I believe the approach outlined above, regarding the utilisation of a large number of communication path to increase effective project communication is flawed.
The reasoning is simple. If there are 200 people in your communication network this will equate, using the formula above, to 19,900 communication paths. So, using the Twitter example of having 200 contacts, if they each send one message to all other contacts, you will enjoy the wisdom spread over just under 20,000 messages.
Let’s think about this prospect for a minute. If reading each of these messages took you only one second, how much time will you need to invest in order to review all these messages?
19,900 messages / 60 seconds / 60 minutes = 5.5 hours!!!
Got that? With just one second per message, you will need to invest 5.5 hours to review all messages in your communication path. That’s not quite realistic though, is it? So let’s assume you spend, on an average 10 seconds per message. Got the point? With 200 contacts and 19,900 messages, with 10 seconds required to properly review, absorb and internalize each message, the amount of time required will be staggering 55 hours!!!
Tom Davenport of the Harvard Business Review has a wonderful post about the suggestion (inferred from a couple of recent studies) that the content of social media is trivial at best. In another excellent post he speculates about the contribution (or in fact, the lack) of Social Media to the decline of our civilization. The reality is, and arguing against it based on solid facts would be difficult to do, that it is hard (if not plain impossible) to gain much from the clutter of information (and mis-information) stored in the millions of Twitter messages floating in cyberspace. Anyone trying to convince you otherwise ought to provide hard, objective and measurable evidence to substantiate their claims.
Did I mention already that as far as I’m concerned Social Networking is not positively contributing to proper Project communication?
Have a great week.
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Interesting. | RT @crgpm Reading: Project Communication and Social Networking | quantmleap http://bit.ly/bnNZex #pmot
Social Networking is not positively contributing to proper Project communication http://bit.ly/cx2IGK <- for real?
I’d suggest that Social Networking is positively contributing to project (management) education and communication generally, rather than specifically. That is, it doesn’t help me communicate with members of my project team. You’re right that there is too much traffic for that. But it does provide me with a treasure trove of new resources, potential mentors, interns, and so forth. For that, it is fantastic. And, for that, I don’t have to come anywhere near reading the entire stream that flows my way. I can comb through at whatever level of filtering I want.
Hi Joan, thanks for your comments.
I understand the logic behind your comment and can see how it might work in theory. I still wonder thought whether this is a productive method for accumulating information / knowledge, given that there are many other, more streamlined and focus ways around. One of the obvious avenues for collecting and sharing information are the various blogs and web sites. I wonder if you could share an actual example of how you used Twitter in that context and what lessons did you learned.
Cheers, Shim.
Commented on: #pmot "Project Communication and Social Networking | quantmleap" ( http://bit.ly/9pD9Xa )
No facts just anecdotal, observation and instincts talking here… Social Networking itself can be a problem, and needs to be managed appropriately, perhaps we should be separating the vehicle we use and looking at the act of socialising. For some people it’s the water cooler, for some its a pub for lunch, for others its the phone and now we have new sexy web based applications allowing us to socialise. Any of these channels can be abused, as managers we need to ensure that our resources are working in a balanced way. Used appropriately these new tools can provide massive leverage across diverse networks, we should be embracing any new communications channel, using common sense of course!
Project Communication and Social Networking http://bit.ly/aHH4vn
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Hey Andy, thanks for your comments. I think you summed it up in recommending the use of common sense. Now, talking about common sense, mine tells me that there is a far greater potential in water cooler discussions than in watching Twitter messages. Water cooler discussions can be focused, relevant and, if required can be terminated once they become redundant. You can choose whether or not you want to engage in a water cooler discussion and avoid or ignore some people if you really want to. When you are connected to a large number of people on Twitter, let’s say 200, the burst of potential communication is huge (19,900, as outlined in my post), and in order to determine whether or not each piece of information is relevant, you actually need to sift through it with the hope that at least some will be of any value. This, to me, is NOT common sense and borders on wasteful time management practice.
Cheers, mate.
Re-commented on #pmot : "Project Communication and Social Networking | quantmleap" ( http://bit.ly/9pD9Xa )
Check the update (additional references) – #pmot – "Project Communication and Social Networking | quantmleap" ( http://bit.ly/9pD9Xa )
As Accenture found, at least 1/4 of your staff will use these channels regardless of what the “rules” are so we can either learn how to harness these channels as best we can or ignore them and let nature take its course. All I’m suggesting is that if people want to socialise a certain way we should let them ignoring or trying to ban these channels will just leave an unmanaged information stream flowing from our projects – a risk I am not willing to take.
Hey Shim this is such a familiar discussion it reminds me of similar discussions around: email in the 80′s, internet access in the 90′s – probably phones in the 60′s – now could you imagine trying to run a successful project without any of these networking tools?
Great comment Andy. Love your last paragraph. I guess my issue is that all those claiming we need to incorporate the use of some of the Social Media tools into our project management processes have not yet provided any serious and compelling analysis of how this might be done. I am still waiting for the convincing approach that will demonstrate in uncertain terms that this is not just a waste of time but a tool of productivity. Just in the last few days I’ve come across a number of blog posts, one by Paul Slater and another one by Toby Elwin, both of which promoting the use of Twitter as a management tool. In both cases all that was provided was a blob without any real content or reality check. So, the bottom line is: I love technology but I hate BS and until someone comes with a plausible idea of how these tools can be properly integrated into proven and established project management practices I’m afraid I’m going to remain skeptic.
Cheers, mate.
Further comments on "Project Communication and Social Networking | quantmleap" ( http://bit.ly/9pD9Xa )
new quantmleap post: Project Communication and Social Networking http://bit.ly/bD3Jvq #pmot
RT @shim_marom: new quantmleap post: Project Communication and Social Networking http://bit.ly/bD3Jvq #pmot
While it is always nice to be quoted on the web, to be quoted in the same sentence that calls for a reality check and immediately followed by an “I hate BS” quote provides me a great learning opportunity for me.
Reading the post and, particularly, shim’s comment that calls out my blog 4 Tips for Using Twitter for Project Management as tantamount to BS is interesting. Social media provides, amongst other things:
* Involvement,
* Communication,
* Listening,
* Collaboration
These qualities seem like the best attributes any team would want. Social media offers other channels to manage project team communication. Communication is a two way medium. Information is a one way medium. Ultimately, managing noise is what effective communication is about and noise is part of any communication channel if communication is not effectively managed. Noise motivates no one.
Twitter, fro communication, is an option. As are project managers who run meetings that only ask for new risk without the laborious status check ins (my preference). I daresay if your preferred method is the water cooler, I am challenged how to capture water cooler conversation for effective project management, risk resolution, or other facets, but the key to water cooler or Twitter remains: communicate. As someone managing communication across countries, the water cooler is nice in theory, but difficult to scale.
I’m not sure if shim is looking for a case study, a prescription, or return on investment statistics from my take on Twitter and project management, I offered tools and methods to use Twitter for project communication. Every team and every project has to be sensitive to stakeholder need.
I love Twitter’s succinctness, ability to write and sort by hashtag, link shortening/tracking, and time stamps. All are small things, I know, but it beats getting my email inbox piling up with endless diatribes; and we all know once the project is underway, if it has been scoped properly – as all good PMPs do, the majority of project management is communication and human resource management.
Social media is a tool, one of many. Project managers are held accountable, use what works best for your stakeholders.
The author states his clearly states his social media thoughts up front and finds the data that supports his thoughts. It is a great reminder that we are all trying to manage effectively. I’m glad I discovered the site and the post.
Cheers – Toby
An interesting project management blog that calls social media a fad with little help for project managers http://bit.ly/c8oWSF #pmp #pmi
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An interesting project management blog that calls social media a fad with little help for project managers [link to post] #pmp #pmi
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Hey Toby, thanks for your thoughtful and detailed response. Before going any further I’d like to apologize for my language and stress in no uncertain terms that it did not mean to offend but rather to encourage discussion.
I am, clearly, not a big Twitter fan, and although I use it to promote my blog I shy away from using it as a serious communication tool in a project context. I am still baffled by the suggestions made by some fellow bloggers, having been involved in mass twit-casts, that this medium of communication has any serious merits. From my perspective it is a clear indication of technological delusion taking over good judgement. But, as you correctly say, we are all attempting to manage projects effectively, and more importantly, it is our duty to communicate, collaborate and exchange ideas in an attempt to extend and enrich our collective knowledge and know-how.
One point regarding a question raised in your comment. What I am after is a serious scientific study that demonstrates how large number of short communications can be more productive than other modes of more elaborate communication methods. The issue here is not just whether or not Twitter can be a productive communication tool, the question is more about whether or not it can be at par with other modes, such that using Twitter can equally positively contribute to the project’s communication strategy. Until such time that such evidence is provided I choose to remain a sceptic on this issue.
Much appreciate your comments and your thoughts.
Cheers, Shim.
Interest viewpoint from a #PMP – social media not helping project communications – http://bit.ly/bRf4P5. What do you think? #PMI
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Interest viewpoint from a #PMP – social media not helping project communications – [link to post]. What do you think? #PMI
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Worth consideration RT @telwin: Interesting project mgmt blog calls soc media fad w/ little help for PMs http://bit.ly/c8oWSF #pmp #pmi
shim,
Got your point on fomenting dialogue, and I was not offended. As I mentioned, it provided a chance for me to learn.
Serious scientific data… A scientific data search eludes my desire. I’ll give you my reasons. First, I start with a couple of theories I’ve worked come to see in practice too often:
1. the majority of people do not communicate effectively;
2. the majority (65% – 90%) of all projects fail – organizations don’t know how to scope and manage projects;
3. the majority of organizations do not understand the competitive advantage a project management maturity model and governance has for their organization’s ability to compete and thrive; and
4. the majority of employers don’t believe that their workers’ motivation to work hard is their company’s real competitive advantage
In regards to communication, for me, communication is only successful if it creates a measurable reaction.
So for me to search for studies that measure effective communication, I will be hampered with the study’s relevance once I account for variables, control group, confidence intervals, culture, and, most importantly, any ability to replicate the study.
People are huge variable.
I return to the goal of communication: action
So, we (you me and every other project management professional) are really in a bind when we deal with organizations that don’t appreciate projects, people, or communication.
And if I’m swimming against the tide as a project manager, I’m really against the tide trying to be an effective communicator looking for actionable outcomes to my communication in a sea of poor communicators.
For all of us, use whatever you can, to deliver effective communication. That means, know your audience and know your stakeholder. Twitter or smoke signals, whatever works, good luck.
Now add to our troubles that the web, email, and social media have sped up an already overwhelmed workforce when the wheel is wobbly at 5 mph, at 65 mph the wheel is going to rattle off. If the majority can’t communicate at 5 mph, it really won’t matter what medium they use going 65 mph. Twitter, in 140 characters, really clamps down on the fluff and I’ve found it great to cut through the noise.
As a reader, Twitter allows me to filter, sort, and react with great effectiveness. Many of my stakeholders, openly resistant, have found Twitter a pleasant reprieve from status reports and long-winded emails.
Thanks for your invitation to collaborate. Good luck to all of us in our pursuit to reliably deliver projects and to communicate.
Lastly, looking for studies, may in fact, just reinforce the bias we already have.
Great comment mate and I would like to challenge one or two of your assumptions (and agree with the others):
1. the majority of people do not communicate effectively – AGREE
2. the majority (65% – 90%) of all projects fail – DISAGREE - I’ve written about this topic extensively (http://quantmleap.com/blog/?s=project+failure) so I won’t elaborate here but I have seen no CREDIBLE evidence to substantiate this claim.
3. competitive advantage of PM maturity model – AGREE
4. employers recognition of worker’s motivation – DISAGREE – I’ve seen no evidence, either from my experience or from the literature I read that this is indeed the case. I will be looking for evidence before I concede on this one.
Having said that, I respect the fact that you might have had other experiences, different to mine, and those obviously have led you to make different conclusions. I would be grateful if you could provide a case study, based on your first-hand experience, on how you actually use Twitter, and what tangible benefits you actually derive from it (compared for instance with other possible modes of communication). As you state correctly, we are all here to learn from each other, so let’s give this a fair go.
Cheers, Shim.
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