Companies Should Build Teams Not Communities

Recently, I posted a response to all the wonderful comments and contributions that you all made to my last post on “Why Companies Shouldn’t Build Online Communities“. As I plan to delve further into this idea of “Social Teams”, I thought I’d re-post that reply as a post in its own right so as to make it easier for people to find and read – so here goes:

Dear All,

Many, many thanks for your responses – they’re both very welcome and very appreciated. I wanted to take some time to reply to some of the concerns that were expressed in the comments.

It seemed that many of you think I was advocating that companies should no longer value the input of large groups of people. Far from it – the main point in the post was to point out that as a structure for large groups of people, the community concept is a flawed one – at least from a corporate perspective. It’s simplistic, unstructured, and lacking in motivation and purpose to name but a few flaws.

That’s not to say that value can’t be created in a community setting – it’s just very hard to do so because you’re relying on value being created through serendipitous interactions between community members. It’s not unlike advocating participating in the lottery as your prime way of getting rich – sure, it’s possible that you could hit the jackpot if you take part, but only a fool would rely on that as their sole chance at fame and fortune.

Likewise, whilst there is definitely a place for serendipity in an organization (more on that in a future post) – it would be a foolish management team that would rely on its occurrence to generate value for the company. My argument instead is that the team framework is a much more robust and reliable one when it comes to generating value for a company. In fact, in the few cases where looser community based initiatives have created value, I’ve found it’s usually because they began to adopt the characteristics and roles of a Social Team – namely things like purpose, direction, shared goals, diversity in skill sets and specialized roles, etc.

You could also make a good argument based on semantics – ie, that a Social Team is merely a type of Community; however, I think it would be equally valid to say that a community is simply a dysfunctional Social Team.

I think it’s also important to point out I focus on strategies and processes specifically to drive corporate value. Whilst I believe the Social Team concept still holds and still works in more social groups, the concept of what constitutes value and the expectation of it being created in those groups is very different to that of a large enterprise investing in this area.

Companies invest real money as well as intellectual capital into creating and participating in these networks, and as such, need to see a reasonable return, ideally on the bottom line to justify investing in these initiatives.

Having said that, my core belief is still that people function and perform better with a degree of organization when compared to loose collectives. In addition, the visualization aid that thinking of these groups in a similar fashion to that of a sports team, gives us to analyze and improve the quality of that interaction is invaluable.

Check out this post on Social Teams for more on the subject. Keep your comments coming!

Don’t miss an article (1,850+) – Subscribe to our RSS feed and join our Continuous Innovation group!

Boris Pluskowski is the Founder of The Complete Innovator where he regularly shares new ideas and best practices on how big companies can harness Innovation, Collaboration and Social Media to drive new sources of value throughout the enterprise.