Creep Factor in Social Networks, not with Reachable
At a business meeting recently, one of my favorite subjects came up: the Creep Factor in Social Networks.
The successful SN’s have become successful businesses because they managed an incredible feat: to simultaneously grow their audience and monetize it by encouraging people to share as much as possible about themselves. Their mantra is share, share, share and, while that is going on, the SN is observing you, quantifying you for advertisers and engaging you with endless email reminders of why you need to keep on sharing. It’s a great business, a money printing machine, why didn’t think of it!
But it’s kind of creepy.
So, as we ponder the Consumerization of the Enterprise, will the Creep Factor from the consumer SN’s be imported into the Enterprise? Gmail managed to go enterprise without too much fracas. But what about the SN’s whose raison d’etre is to monetize User Generated Content?
Take LinkedIn: it makes money by selling access to the resumes of its members to recruiters. If I were to use and pay for LinkedIn as my enterprise relationship analytics platform — my collective rolodex, I would be paying for a tool that is responsible for the most successful employee poaching scheme ever invented. Hmm… Take another example. You may be happy that your sales team is on LinkedIn amplifying the messages that the marketing department comes up with. At the same time, if one of your salesperson connected on LinkedIn with a potential customer with whom he’d just had a great sales meeting (the new norm nowadays) but one of his buddies (working for a competitor) happened to notice the new connection and stole the deal from you, how would you feel?
That is why at Reachable, the default setting is PRIVATE. We keep our users’ data private and our enterprise clients’ data private, and we don’t enable the publishing of data to the outside world thus avoiding prickly compliance issues. With Reachable you can boost the power of your personal rolodex with the power of Big Data analytics, and you can create Private Contact Networks with colleagues at work but one thing you don’t have to deal with is… the Creep Factor!
[Republished from the Reachable Newsletter dated December 11, 2014]