How social networking websites can unite your team

In the Nov/Dec issue of Network HR, I discussed the intricacies of globally dispersed teams. In that article, I examined the ins and outs of different forms of communication, from simple emails right through to video-conferencing. One tool I overlooked, however, was social networking websites. I was quite remiss in this regard because not only are they one of the world's fastest growing forms of media, but I am a huge fan myself.

Internet usage has sky-rocketed in China. According to statistics published by China Netcom, 162,000,000 regular users log on daily across the nation. Not only this, when Chinese go online, they stay online. Charles Zhang of Sohu.com reported that Chinese users amass a breathtaking 200 billion hours online each week. Statistics like this suggest that your staff probably spend plenty of time online, both at work and at home.

Social networking sites like Facebook, MySpace, and China's Zhanzuo connect people across the globe. They allow you to search for friends, send messages, and exchange all manner of information and are growing at a frightening pace. Facebook has over 50 million members worldwide and adds 350,000 more every week. As a testament to its popularity, Facebook boasts over 100,000 Chinese members even though the site currently has no Chinese language version. An article published in November by The Times, claimed that Facebook was prepared to spend $85million dollars to capture China's largest social networking site, Zhanzuo, and its membership of over 7 million regular users. Zhanzuo's apparent rejection of this offer has caused many to speculate that Facebook will begin its own dedicated Chinese site.

Connectivity

The above numbers are impressive. Even more impressive though, is that social networking sites are growing so fast that by the time you read this article these numbers may well be out of date! With such overwhelming figures, it is difficult to ignore the potential for teambuilding and connectivity that these sites possess. Think about it, if they can bring millions of people together across the globe, then surely they can help do the same with your team.

• Basic Information

In my article about global dispersal, I discussed the importance of good introductions. It is vital for members of any team to learn some personal information about each other to help them bond. This is what I described as developing ‘affective trust' - building a relationship on strong personal foundations. Using traditional teambuilding methods, this takes place through direct contact while chatting at lunchtime, on organized teambuilding excursions, or socializing after work. These are all great for developing relationships within your team; however, there are two major drawbacks. First, they prove impractical for teams with members in different cities and/or different countries. Second, they tend to be time consuming. Using social networking sites could easily widen and speed-up your relationship building efforts. In my previous article on global dispersal, I outlined how our HR departmen asked us all to write personal introductions. We then circulated these introductions via email with photos attached, which worked well to familiarize staff with colleagues in distant offices. However, it seems old hat now, as Social networking websites can go much further. They allow you to share lots of interesting information in a quick and convenient way. At the top of a typical page - such as mine on Facebook - you see a picture, and next to it an array of useful and snappy information. On my profile, you can view my hobbies, interests, as well as my favourite movies, books, and music. Knowing key details like this are great ways to start conversations Several colleagues have found common ground upon which to spark up a friendship with me. Imagine harnessing this kind of connectivity to find the common ground amongst your disparate staff.

To illustrate the potential of networking websites, imagine two members of your team, Amy and Sally. They sit at different sides of the office. Occasionally, they meet at the water cooler as they make tea or maybe they sit together for lunch. However when they do they have nothing to talk about, or so they think. In reality, they both love Sichuan food, they both love to listen to Andy Lau on their MP3 players, and both went to Hainan for their last vacation. All these facts would certainly help to kick-start their relationship. The problem is, with traditional teambuilding methods, it could take months for them to learn about each other's interests. With the right connecting tool, it could take mere seconds to help forge a strong bond between your two employees.

• Picture Perfect

Previously, I discussed the importance of what I termed ‘deeper communication'- modes of communicating that include visual and auditory techniques. These are vital in establishing the stronger emotional ties needed to develop affective trust. Simply put, if team members can see and hear each other, it is easier to develop stronger ties than if you are just exchanging email or MSN messages. Most networking sites include a picture gallery, which allows you to upload hundreds of photographs to share with your friends. My page on Facebook definitely gives a deeper glimpse of me. I have over 250 pictures posted, which show me in a variety of situations such as socialising with friends and traveling in both Mongolia and Korea. These pictures show me in different places, doing different things, and interacting with different people. From these you can gauge my moods and expressions to get a deeper glimpse of who I am and what makes me tick. Whilst viewing pictures of colleagues may not be the ideal method for deeper communication, it does help you explore your team members' personalities and enrich your teambuilding experience. To illustrate this in practice, let's return to the two hypothetical employees I mentioned earlier, Amy and Sally. After they discover they share interests, they can share infinitely more. For instance, by uploading pictures from their respective Hainan holidays, they can provide very personal perspectives of an interest the share.

The picture function on such sites is a tool that can also operate in conjunction with other, more conventional methods of teambuilding. For example, if you organised an excursion for your employees and their families you might take hundreds of pictures of everyone having a great time. Naturally, you would want to share all these pictures with the whole team. Unfortunately, you have room for just a few of them on the office wall, and burning hundreds of picture CDs appears daunting and tedious. By uploading all the event pictures to a networking page, you can share the entire gallery with your whole team, helping to create deep, shared memories.

• Deeper and Deeper

The beauty of social networking websites is that their potential is boundless. By no means are you limited to a few photographs and snippets of basic information! For instance, many major sites have now introduced video functions. On my page, you can catch a glimpse of me toasting a friend's birthday, playing football, and - in a clip that you should probably avoid -singing at a KTV.

There are other web tools to enhance your team's communication. Let's think about some of the basic information mentioned above and deepen the potential connectivity it presents. For example, you can list the name of your team's favorite singers and songs. Or you can go even further by uploading some of those songs, so you and your colleagues can enjoy the music together. You can also post links to your favourite web-pages and share games to play online with your colleagues.

The volume and quality of personal information available on Facebook, MySpace or Zhanzuo is immense. They may not be as intimate as face-to-face interaction, but they can certainly open up a new avenue in teambuilding. This all sounds great, doesn't it? Social networking sites can be a quick, cheap, and easy way to strengthen relationships within your team. However, employing them is not such a black and white issue, as social networking sites can easily be abused:

Overuse

Social networking sites are a great way to connect people. However, they are also a great way of whiling away hours and hours of the work day. For many employees, the temptation to chat with friends and to search for long lost acquaintances may prove too difficult to resist. Giving your team a quick and easy way to share information and develop relationships may seem like an ideal teambuilding method, but you must be careful that you do not unleash a monster.

In recent months, many employers in London had to block sites such as Facebook and MySpace because employees are spending too much time networking and not enough time working. More than 70% of London offices have taken such measures including: British Gas, Goldman Sachs, and even the Metropolitan police. This issue may not be quiet so serious in China yet, but if the ambitions of Zhanzuo CEO Jack Zhang are realised, then your organization may not be too far from such a problem. In a recent press statement, he said, "As China's economy develops; communication among people becomes less close." Headded. "In the future, we want to make Zhanzuo.com not only a part of people's online life, but also part of their daily life."

Privacy Pitfalls

Eagle-eyed HR professionals across the globe have realised the potential of social-networking sites. This has manifested itself in such uses as team-building and even recruitment. Many organizations have begun to use such sites to help assess potential candidates and even to evaluate current employees. This innovative process began in the United Kingdom, when I.T. companies decided to investigate if potential employees were taking advantage of such online opportunities. However, it has since taken hold with many multinationals and universities who employ sites such as Facebook and MySpace to gain valuable insights by taking a covert peak at their employees and applicants.

In both Europe and the United States, many employees have begun to complain about organisations getting to know them too well. Some employees in England have expressed concern that organizations could find information that may lead to discrimination. For example, resumes and HR files typically do not reveal information such as religion, sexual orientation, or family situation. If their HR department were to perform research on a social networking site, it is likely they may find this type of sensitive information, which may affect - directly or indirectly - the way in which the organisation treats them.

Applying social networking to your organisation is only viable and useful if your employees agree to participate. For example, many ClarkMorgan employees have their own pages on Facebook. This works as a great way to bond and find out more about each other. The key distinction here is that it is voluntary and members of our team only present information they are comfortable sharing.

Using social networking websites could easily add an extra dimension toyour teambuilding strategy. However, you must be careful to ensure they are introduced carefully and above all remain voluntary.