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I think "change management" makes a lot of sense in the social media context. We as consultants and evangelists see these tools as inherently valuable and try to get an organizations to adopt them to increase their effectiveness. But many in the organization may have a completely different frame. They see social media not as technology for collaboration and communication, but as something new, different, and of unclear value. "Change management" seems to be a good way to frame the process of introducing new technology into an organization, and more accurately approximates the feelings of the organization. It not about tools. It's about systems and new ways of working.

Jo Jordan

Beth, yesterday I was reading some basic ideas in games design. You might like to google Jane McGonigle and Museums 2009.

I was reading stfuff from Charles Bateman at Ihob and the idea that games begin with paidia not ludus - free form play not goal oriented rules structure that we find in sport.

Within that idea is the idea we play with elements we find in the environment based on their implicit affordances. When we look at water and a pebble beach we bend almost spontaneously to pick up a pebble and try to skim the the water. The white box might be paidia - spontaneous freeform experimentation of elements that is influenced partly by their possibilities and partly by culture - so we learn from each other too.

And PS I'm using social media in a small town in UK and the biggest challenge is familiarity with social media - and even the internet. I'll be checking back for ideas! It's a Ning site called Olney100.

Betsy Stone

A friend of mine, who started her PhD with the intent of focusing on organization-level change, ended up concluding that she had to focus on change at the individual level. I think she's on to something as it applies to adoption of social media. I'm collecting a list of reasons why people tell me they don't want to dip their toe in the social media pool. Age alone can't explain their reluctance. I've met late 20/early 30-somethings who are lamenting changes in traditional communications methods. They feel traditional PR is superior; they don't know how they could possibly make the time and do the job they have now; they don't understand why people would want to connect over a public channel... and the list goes on. Bottomline: they don't think they have to make a personal change - at least not yet - and most of the tools have a high "ick" factor for them. I suppose there will be a Darwinian shakeout in the job market for people who can't stand the idea.

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