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Micro blog(Twitter) in enterprise #3-Implementation Strategies September 29, 2009

Posted by Terry.Cho in Enterprise 2.0, Micro blog.
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Enterprise Micro blog architecture

Here is enterprise micro blog architecture. I already described common micro blog architecture. Here I describes additional features for enterprise version of micro blog.


Figure 2 Micro blog architecture for enterprise

User Interface

Micro blog support multi type of user interfaces.

(1)    Web interface
Most traditional common interface. It running on web browser in desktop.
(2)    Mobile device
Mobile phone or PDA. Depends on service country and device type service interfaces are different. 3G phone supports mobile application. 2G or 1G phone just support SMS and MMS. To support mobile device platform and interface type should be defined before designing architecture
(3)    Portal
Company has a enterprise portal (EP). To integrate micro blog with EP. JSR-160,WSRP(Remote Portlet spec) is used.
(4)    IM (Instant Messenger)
Sending a message to micro blog by messenger. Receive a micro blog message from messenger.
(5)    Other enterprise applications
Micro blog makes synergy by integrating with legacy enterprise system. For example notification of work flow (Like expense workflow process notification) is replaced with micro blog instead of email

IDM (Identity Management System)

Company has organization structure(Tree) and employee profile. We call it as IDM (Identity management system). Enterprise micro blog uses this user id. So the enterprise micro blog has connectivity for integration of enterprise IDM system. It also supports Single Sign On. (SSO)

Mobile gateway

Enterprise micro blog requires mobile gateway. Especially in case of global company mobile gateway is different in countries. Because career vendor’s integration style is different.

Enterprise search engine and social analyze tool

As I mentioned earlier messages in micro blog enables us to share knowledge. For sharing knowledge search is required. Company commonly has their enterprise search engine. Employee can search in micro blog system. But if the enterprise search combines message in micro blog. It leverages information sharing between employees.

In addition trend that is generated by analyzing message is important for risk management. This trend is reported by social analyze tool

Policy & Compliance Rule

Micro blog in enterprise has to solve security issue. In enterprise some group requires closed communication. For example discussion in HR team should not be opened outside of the team. Because promotion or expiration information is very sensitive to employee.

And to publish internal message to external micro blog (Twitter) It needs filtering based on company security & compliance rule.

(1)    Selective publishing

Filtering message when publish internal micro blog messages to external micro blog system. It automatically warn when prohibited keyword is detected during external publishing

(2)    Multilevel access & grouping

Support closed group communication.

Challenge in enterprise micro blog

Changing culture

Introduction of micro blog is not an introducing system but a change internal communication culture. Change communication style from vertical & closed to horizontal & opened. It can be faced on resistance from stakeholders

Security Issue

Message in micro blog can be confidential information.

If company try to use internal & external micro blog. Publishing is controlled by policy

In addition before deploying enterprise micro blog system legal issue should be reviewed. For example SOX law in US let company to store communication law 7 years. This kind of legal issue should be applied in the system architecture.


Micro blog is quite new in enterprise. So product is not matured.

And requirements of WEB2.0 application in enterprise is different. Because it is not a formal business system. It is totally related with company culture. So customization issue is different in company.

Before choosing enterprise micro blog solution, customization should be considered.

Implementation strategy

From now I introduced use case of enterprise micro blog and overall architecture. But achieving benefit of enterprise micro blog is not so easy. It requires cultural changes. It is long journey. And people is getting smart during project is going with lesson learned. Indeed I recommend step-by-step approach.

Step 1. Implement basic micro blog system

Install basic micro blog system Integrate with legacy user profile system and messaging system (mobile,email,im integration)

Step 2. Revitialization

In this step convince stakeholders. Change a communication culture step by step. Pull value of micro blog system. After finishing this step enterprise micro blog is culture in the company. And many information is archived in the system.

Step 3. extension

Integrate with other system to make synergy.For example, enterprise search + relationship based search. Trend analysis ,Crisis monitoring

Step 4. Develop new model

Based on enterprise biz characteristics, develop new micro blog model

For example. With LBS(Location Based Service) construction company check up health of employee and represent it as status.  If a employee has a accident, management team quickly meet it.


Micro blog(Twitter) in enterprise #2-Usecase of micro blog in enterprise September 28, 2009

Posted by Terry.Cho in Enterprise 2.0, Micro blog.
Tags: , , ,

Strategy of micro blog in enterprise

We understand how many values micro blog system has (In previous article). So what can we do in enterprise? Can we bring the potential of the system into efficiency of enterprise? Here is strategy

Micro blog for collaboration framework in enterprise

What can we do with micro blog in enterprise? There are use cases about internal use of micro blog system.

Develop personal brand.

Messages in micro blog are related to quality of personal brand. Message of expertise category or progress of work makes people know about the writer’s quality. Company uses this personal brand to optimize efficiency of their organization and let the company selects appropriate people for their work objective.

Aware risk quickly

By analyzing RT and hash tags in micro blog, company aware trend and risk. Field employee becomes aware risk most quickly. Analyzing trend let manager know that “Many employees think the problem can be risky. Many other people agree about that by RT etc.” It makes company find risk quickly and prepare the risk.

Make connection to expert

In huge company it is hard to find person who has an experience or knowledge about a problem. To find the people, employee asks to their manager with formal process. (face to face meeting or writing email.) The manager tries to find the people by asking another people etc. It takes a lot of time. And hard to find appropriate people.

In micro blog system, employee finds a people with hash tag search. And measure his expertise with history of his message in micro blog. If he is suitable to the job. Employee can ask a help by posting message in micro blog. This work is done in micro blog in a few minute. But it takes long time in traditional enterprise communication style.

Share knowledge

People saved link of useful information in micro blog. Qualified or useful information are re posted (RT) by others.  People can search information by searching the link with tag and recognized what contents is useful (How many copied by others? How many favorite by others?)

It is different style of search. Traditional enterprise search is based on accuracy. But this search mechanism is based on relationship and reputation. Many recommended information is more useful.

Share business context

Person who is newly joined a new job or project cannot understand project status, issue etc. It needs education and time to understand context. Message in micro blog represents status and emotion of employee. Employee’s message history means history of his work. So other people understand context – “What had been going on?” “What had been happened?” “What issue was ?”

Raise relationship and develop trust

Message in micro blog is not formal form but casual form. It expresses emotional things and status. Reader can understand what he is thinking and give a comment to his current status. It leverages communication between employees. Indeed it strengthens relationships.

In structured organization it is hard to communicate with higher level manager from employee. In Micro blog system employee subscribe higher level (CXX Level) message and can understand about him, communicate with him. It helps employee reduce gap from organization.

Horizontal and opened communication

Traditionally enterprise has structured organization. Communication is established by the organization structure. It has a lot of stack. The stack makes communication burden.

As a result communication time is increased and some idea is not reached to the stake holders.

Communication in micro blog blows away this gap. Micro blog is 1:N communication. Employee can post message and get a feedback from whoever who has interest in. It changed communication style from traditional vertical style to horizontal and opened style.

Opened communication is objectives what every company want to achieve.  It reduces communication time and share idea easily without organization wall.

Near Real Time communication

With mobile device support and async communication basics micro blog supports near real time communication without place & time restriction.

Micro blog in enterprise for external communication

So what about external communication tools for enterprise with micro blog? Already many company uses twitter.com for their marketing purpose. For example Amazon.com posted their news to twitter first not a formal media (News paper etc)


Provide product information and event information.

Communicate with Customer.

Company analyze customer trend by analyzing twitter message. Get a feedback about their service and product.

CEO of Doosan group uses Twitter.com very well.

Here is episode about company marketing.  One of customer’s children wants to get a Doosan excavator model.  The customer simply post his thinking to Twitter and shared with CEO of Doosan. So he really sent Doosan excavator model to the customer.

This episode was posted many blogs and re-tweeted many time. As a result Doosan can advertise name value of company and their excavator  with just one excavator model price and without any marketing budget, any agency.


There can be many other usage of micro blog for external communication in enterprise. But this document focus on internal usage of micro blog enterprise. So I will not mention about external communication with micro blog anymore.

In next article i will introduce enterprise micro blog adoption strategy. (Architecture, Challenges, Implementation process)