As businesses begin to recognize the benefits of the crowdsourcing phenomenon, more companies are tuning in to the conversation. Spigit is one of the many crowdsourcing companies that are capitalizing on this increased interest in crowdsourcing and social media in business enterprises. Paul Pluschkell, the CEO of Spigit, explained in a recent article that employees need to be empowered to affect change in their company.
True statement! But how do you manage a spigot when it unleashes a flood? Most social technology today, from Yammer to Rypple, is all about empowering employees to affect change by commenting. The 21st Century is an Information Age, but the dilemma is not getting the insight, it’s acting off of it—drinking from a firehose and doing something about it at the same time!
So what’s the problem with crowdsourcing? That would be the crowd. The dictionary definition of the word “crowd” helps us understand why this is a problem. According to Miriam-Webster defines a crowd as “A large number of people gathered together, typically in a disorganized or unruly way.” Crowds = noise, chaos, and confusion. Could it be that the “no data” problem is a too much data problem?
That’s why anyone tackling the Information Age needs to do more than merely collect information. It’s the ability to organize that information in ways that provide actionable intelligence that will set organizations apart.
Consider how human cognition functions. The human mind is incapable of processing every bit of information that is available. Instead, the brain prioritizes the relevant sensory processes based on structural neurological cues. At 9Lenses, through a process we call Social Discovery, the crowdsourcing platform provides those cues—empowering the crowd to speak, but insisting on meaning in the process.
This is where big data meets crowdsourcing in an innovative, yet simple schema. Whereas most consulting firms take months to gather data, 9Lenses can generate insight in hours. Whereas most crowdsourcing is loads of data, 9Lenses structures this data for insight.
Spigit and other companies correctly ascertain that listening to your people with technology is an essential business function all 21stCentury businesses will have to pick up. What most seem to be missing is the ability to leverage a schema that views every area of a business (every lens) in a structured way.
So take the 9Lenses challenge:give your business a 360 review. Not just your people, every lens.