This Case is about SOCIAL PLATFORMS
PUBLICATION DATE: July 01, 2015 PRODUCT #: SMR528-HCB-ENG
What prompts people to produce their greatest thoughts? In reaching initiation even Steve Jobs, famous for his digital evangelism, understood the significance of social interaction. Jobs believed that serendipitous exchanges released creative juices that fueled innovation. Empirical studies support what Jobs intuitively knew. The more diverse a person’s social network, the more likely that person will be innovative. A diverse network provides exposure to individuals from different disciplines who believe otherwise and act. Can Twitter make workers more innovative? Does having more diversity in one’s virtual connections mean that good ideas are more likely to surface, as in the face-to-face world? In order to answer this question, the authors analyzed employees’ Twitter connections. A top business in the info storage and infrastructure sector, EMC Corporation, was among the five firms the writers examined, examining hundreds of ideas submitted by EMC workers. On the other hand, the authors argue that exposing oneself to diverse fields, opinions and beliefs on Twitter by itself is not sufficient to enhance innovativeness. Added abilities are needed to make sure that the thoughts activated via Twitter would be transformed into real innovative outcomes. A crucial ability is individual absorptive capability -the ability of workers to identify, assimilate and exploit new ideas. Two actions closely linked with raising individual absorptive capability and private initiation are “thought scouting, “which entails looking outside the organization for new thoughts, and “thought linking, “which calls for finding opportunities within the organization to execute the new theories.