Social without structure is chaos. The most popular social tool in history, Facebook, appealed to a large audience and decisively crushed MySpace by giving people what they wanted: A familiar framework for expressing who they are, what they like, and viral games and apps that involved their friends, all without paralyzing them with choices. The structure made for a level playing field that allowed the most creative and the least to both participate together.
MySpace, on the other hand, by allowing nearly unlimited creativity, became a mishmash of often colorful and too-often annoying personal expression. It became chaotic because it was lacked any cohesion or familiarity. Eyes and brain become tired when half the work is just to get to the information, let alone assimilate it. Creativity, taken to the extreme, begins to feel like chaos.
Apply intelligent structure
It needs to be good out of the gate. As each customer of social technology rolls out, they invariably create a hierarchy to express their business. Independently, each creates their unique form of structure that suits their model and culture. While this isn’t a bad thing in itself, it can also be a painful process that leads to false starts, restructuring, and worst of all, user fatigue and cynicism. Look no further than the uproar each time Facebook makes an interface change. Getting social patterns right at an early point has a positive impact on adoption, and adoption is critical to making a social platform effective.
Searching for information can be frustrating. A ‘starter structure’ can mitigate that by organizing information in a way that is intuitive, creating easy navigation and faster discovery. The benefits accelerate when capabilities are added like auto-suggest which leads to faster and more appropriate classification, a better user experience, and more adoption…a virtuous cycle.
It has to be better than each workplace reinventing the wheel. Sure, you can argue that social platforms need to advance corporate uniqueness, but that same argument could be made for IT standards, HR practices, and many things that that clearly benefit from some level of standardization. Standards also reflect the bringing together of experience and the advice of many diverse voices. To be fair, it could also be argued that this is group think that runs counter to the benefits of being out-of-the-box and innovative, but starting somewhere is better than rolling the dice on getting it started well. Besides, a structure as a starting point is just that…a place to begin.
Allow a folksonomy
A great start carries the organization to the point where culture and innovation take over. Rather than a burdensome taxonomy that restricts conversation and ideas, a social structure needs to morph over time to bring in the best that the whole organization has to offer. Rigid structures won’t work any better than a lack of structure. A great social technology implementation has to allow people to creatively change the structure in a way that makes sense. Owners of a line of business, for example, would be able to add to or change the framework for their line of business.
In keeping with the democratic nature of the social revolution, everyone should be able to create new business topics a level below what exists and alongside what is missing. They should also be able to create personal topics, even at work, rather than having them leave the social platform as they seek alternative ways to communicate their passions.
Adapt a framework

If you agree that giving social structure is a good thing, the only remaining question is where to find such a thing. A great social framework would need to be as inclusive as possible and have mutually exclusive categories. It would need to be an enterprise model at the highest level and would need to cover all of the functional areas that make up the modern corporation’s value chain.
There are many models out there that fit these descriptions, but there are extra benefits to using a framework that is widely known and well vetted. The wider the better, as the future will likely bring ‘social benchmarking’ as organizations look outside to compare what is happening in a broader market, geography, other industries, etc. Just as classic benchmarking today looks at the effectiveness and cost of process, social benchmarking provides the opportunity to accelerate through the comparison of ideas, thought patterns, arguments and external collaboration. Choose once and choose wisely.
The APQC Process Classification Framework (PCF) is a great example of a structure that can be easily used as a social classification framework, tailored as a practical matter and to accommodate the proliferation of mobile devices as a way to get work done:
In this example the conversation around Managing Reporting Procedures would be expressed as either <6.6.1ManageReportProc> or as <DevelopManageHumanCap.ManageEmpInfo.ManageReportProc>. Level 1 category <SocialConversation> would be an example of an adaptation for this new paradigm.
The point of structure is to determine the best place for the conversation so that the intellectual capital of conversations and collaboration can be preserved. Without thoughtful organization, you’re just as likely to see <NHLPlayoffs> at the same level as <ManageSalesForecast> and <PartyShoppingList>. Don’t laugh…it is already out there in spades.
Keep it flexible
While advocating for a social framework, there’s no reason to limit the conversation to what can be defined through a hierarchy. Just as in Twitter, tagging is an excellent way to mark content that has a useful theme or cuts across functional boundaries (and thus isn’t well-suited to a hierarchical model).
But it goes beyond the end user’s ease of use…every organization should be using hashtagging to mine important information and answer questions like, “Which organizations are talking about a particular topic?” and, “Who’s talking about a topic within a given organization?”
Make it inclusive
There’s no reason for a social network to be bound by the firewall or physical building. Our suppliers and customers are equally valuable as a source of collaboration and communication. Make sure that you’ve chosen a structure that works with your broader community and isn’t acronym heavy and only sensible to an ‘insider’. This point makes another argument for the use of a widely accepted social framework to aid understanding and adoption.
For a similar take, see Chris Lynch’s website and the article Rethinking Social Architecture in the Enterprise.

























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From my own experience in working with them for the past couple of years, Northrop Grumman has a remarkable level of maturity when it comes to frameworks and process through their adaptation of an APQC-like hierarchy that they call, simply, the Process Architecture. It allows this very large enterprise (over 130,000 employees) to find the common ground for their global supply chain, for example, while enabling fast-moving, innovative work such as the 



