Leave Email behind

In my third article about four blog posts from Oscar Berg we will see some approaches to stop pure email communication and introduce alternatives. In my first article I wrote about Oscar’s introduction of the “opt-in culture”. The second article covered a lot of very interesting statistics about the email usage. Today I want to write about Oscar’s follow up “Moving Beyond Email”.


When organizations recognize to move with their communication ahead they should do four things immediately.

1. Put an end to the information bombardment

With our current email system we have no opportunity “to opt-out for the recipient”. We depend on the sender for good and for evil. “Social technologies like micro-blogging” can lead us “to an opt-in culture and put an end to the information bombardment”.

2 . Avoid accidental information leakages

To avoid information leakages information should “posted on a blog, wiki or social networking platform instead”. Just people with sufficient credentials can get the information. The possibility that the wrong person gets that information is drastically reduced.

3. Clean up the conversation mess

As long there is a one-way conversation like one-to-one or one-to-many recipients email works quite well. As soon as it comes to a many-to-many conversation the effectively of email drops down radically. “Most social tools are designed for many-to-many conversations”. Each message just exists once and conversations are held together in one thread. The “opt-in” or “pull” mechanism allows the reader to get all the required information without being bombarded.

4. Set information free

Billions of business information are stored in inboxes. Unable to get from the person who need it, almost undiscoverable even for the owner. Information in blogs, wiki and social platforms are accessible and even more important searchable. To store all the data more central has the side effect that the costs for information management decreases.

Use emails just for it is suited for and look for alternatives for the rest of your communication. Even a lot of companies are aware of it a lot of them will struggle achieving tangible business results. According to Gartner 80% of social business efforts will not achieve benefits through 2015. Why?

With social tools we alter our communication style. We need time to learn, we need time to experiment, to learn what works and what does not work. It tooks for “virtually all new communication technologies” a lot of time to figure out their business use and their universal acceptance. People have to change their mindset and habits, and they make failures. To introduce new social technologies it comes to a cultural change in working together and trust each other. It works just with an open culture that accepts failures.

To get there we should “not drop a new platform on people from the sky”. “We have to be more like social scientists” not technologist. Our approach should be “step-by-step, learn from failures and adjust our strategies when necessary”.

My last article about Oscar’s blog posts will come soon, stay tuned.

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