Trust goes across contextual boundaries. And to get to that intimate level, you have to spend time in real life. I think. It’s very hard to get to that level of relationship and not… I think you can, but it takes much longer using video and using technology. So I think, one of our analysts has studied this case but text-based asynchronous technology can start a relationship but they don’t get ever further in that path. Synchronous text, like AIM, helps much better. Or Twitter, or any of those things. Some synchronous audio helps going further, because you can listen the intonation. Synchronous video leads higher up on that scale, in terms of our ability to connect and have really fluent conversation right off the box and really establish a degree of… So I think, and this is where I get back to companies. Their employees understand that technology adoption, understand, and think through… who they’re hoping to communicate with, and what type of relationship they want with that individual.
Rachel Happe – Synchronous communication helps much better
The trust builds through these non work related conversations. And it allows us to then start talking about non sensitive topics. I think this is particularly true in internal collaboration. If I feel like I'm exposing myself to criticism about my core work things to people I don't know, I'm not gonna do it. So I've got to get to know those people before you can expect me to share anything about something that makes me feel like I'm exposing[...]
One of the huge problems is they don't have one culture. They have many cultures. So one pocket in the organization might adopt social very easily, yet the organization around it won't, and then that little piece will be more isolated in the rest of the organization. You know, to that, perhaps we have an internal organization where social collaboration is working in part of organization but not the whole organization. I think also change is just harder, inside a[...]