Information in Enterprise 2.0 : Volume Management and Flow Control required

By Claude SUPER posted 11-16-2010 08:47



2020: 35 million Zettabyte information available (1.2 Zettabyte in 2010), that means a lot! 


In 2020, days will always be 24 hours long and as anyone doesn’t agree to spend all his time to "browse" the internet, there is still a lot to do for controling the volume and the flow of information. 


In 2020, we will probably have become willy-nilly very selective about the content (web pages, commercial sites, social networks, etc. ..) read or watched on line. 


Obviously, we will react (soon or later) to the information pollution (have a look to Jakob Nielsen's notes published in 2003), the "infobesity".


Information Volume Management


There is not a day, a symposium, a conference without a speech about the incredible increase in the volume of information available to us. 


Of course, this reality is a source of wealth (not just intellectually), but it is also fraught with risks, physical constraints and for sure costs. 


The issue of volume management is essential and should not be seen from a single point of view IT, accounting or legal. 


Enterprise 2.0 aim to be human centric

By putting people at the heart of its processes and thus constantly calling its employees, partners and customers to the participation and collaboration, the 2.0 model contributes largely to the explosion of content that it must then manage for its best interests but also deal with constraints. 


The volume control is IMPERATIVE but it doesn't mean a return to the classic hierarchical structure.


The control cannot be achieved without measurement (quantity) or assessment (quality) of content generated and stored in the systems in production for the company. 

As clients, resellers, suppliers reps or simply "fans", we are now at the heart of the new systems and firstly, we must begin by managing our own production (publishing, storage and archiving) of content. 


Beyond this simplest profession of faith, companies will need to establish adequate procedures to measure, thus controlling the volume of information and it is likely that new skills will emerge quickly now in this area. 


Enterprise 2.0 is a model for development, growth, change, but also an opportunity for the emergence of new patterns including the one that will cover "information stewardship".



Information Flow control 


Besides the role of "manager of information assets," there is a new emerging profile: the community manager


One of the primary means of controlling the flow is to control the number of channels for dissemination of information that you wish to use. 


As citizens, vigilance is also required and if you have any doubts about the use that can be made of the information you disclose (sorry, I mean share!) on social networks, please have a look to this analysis published by the BBC


Obviously, Enterprise 2.0 must keep absolutely control and implement a real strategy to manage the flow of information. 

We had already noted with marketing "classic", then with emarketing (mainly based on email campaigns), that when the frequency is too high the results are quite bad due to the fact that  the recipient is often irritated by what he considers as pollution (hey!).
A recent survey has revealed that  58% of fans unsubscribe brands that communicate too on social media like Facebook

By cons, a too low frequency does not allow you to exist in the personal or collective memory, so it's a question of balance! 


With Marketing 2.0, everything becomes more complicated, more sensitive, more difficult to resolve because direct and close interaction between people and organizations requires a lot of finesse and definitively makes standardization's outcomes more uncertain


When Michelle White wrote that Facebook should not be the spearhead of your web strategy, she vividly illustrates the obvious:  a clear strategy that will help to decide which channels, spaces to control the flow is needed. 


Enterprise 2.0, you, me, as everyone, from going to "tame" and control the huge amount of information available: 

  • assessing its production and consumption of content to keep only the most relevant in terms of use value, legal (legal) and heritage (the rest will retrieved on demand) 
  • by accurately identifying targets or collaborative spaces for disseminating some relevant content with the best schedule

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