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The Lectern:

The Lectern: Collaboration success -- the Facebook model redux

By Steve Kelman
Published on July 30, 2008 - 05:15 PM

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In a recent FCW column on a new knowledge management system developed for the procurement function at Customs and Border Protection of DHS, I praised the system's developers for allowing participants in communities of practice on the system to post photos and other personal information about themselves. I argued that my own reaction to having such information about Facebook friends whom I otherwise didn't know very well made me psychologically more open to collaborating with them in the future.

Well, as blog readers will know, I'm busy reading a bunch of academic literatures I hadn't read before to develop some new classes for my Kennedy School introductory public management (rebranded as "management and leadership") course. I just came across a paper by a distinguished young social psychologist named Don Moore published in 1999 in the very-respected journal Organizational Behavior and Human Decision Processes, that finds experimental validation of that intuition. In Moore's experiment, subjects who didn't know each other would be participating in a negotiation. Half the group were provided pictures of their negotiating partners, biographies, and instructions to exchange a few e-mail messages before the negotiation. The other half were just brought in to negotiate with each other cold.

In the experiment, 29 percent of pairs who had had no picture or email interaction failed to reach agreement in the negotiation. By contrast, only 6 percent of pairs with the personal information failed to reach agreement. (The background information about the negotiation issues was the same for both groups.) And the total sum of the value that the parties who reached agreement ended up with -- that is, how successful the negotiation had been in maximizing joint value -- was 18 percent higher in the personalized versus the unpersonalized groups.

Wow! Some Web 2.0 implications here.

What do you think? Post a comment on this blog or send an e-mail to letters@fcw.com (subject: The Lectern) and we will post it for you.

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I am a contract specialist and I recently added one of my contractors as a facebook friend. He is the contract administrator for a contract that I administer. He requested the friendship, and I obviously considered the implications before I let him into my virtual space, but I decided to do it anyways. I'll be in touch if anything changes, but thus far I haven't received any bribes, requests for additional consideration, not even so much as a message or wall-post (in Facebook-speak, that's a public message). I assume some old-school (not necessarily old) contracting officers will cringe when they hear this, but the virtual connection seems to be a casual connection that strengthens the business relationship.

Posted by jswhetsell on July 30, 2008 - 10:05 PM

Jason, what an interesting comment, and an interesting issue you bring up! I'm with you, but I'm curious whether any readers agree with Jason or have a different view? Steve Kelman

Posted by jsmeditor on July 31, 2008 - 01:26 PM

Great post, Steve. Like Ross Mayfield says: "All things 2.0 are made of people." And the really great news is that the magic of social media has a science behind it. If you haven't already seen the ksg complexity and social networks blog, I think you'll enjoy it .

http://www.iq.harvard.edu/blog/netgov/

BTW - Can you still get a double lobster roll at Charlie's Kitchen for $8.50 ?

Posted by rico on August 1, 2008 - 08:26 AM

I had a similar experience in a college class that actually had a facebook page. I found it really helpful in facilitating collaboration in the class. I have posted a link to my blog if you are interested in reading about my experience. http://www.fcw.com/blogs/thelectern/153333-1.html

Posted by Julia2389 on August 1, 2008 - 12:25 PM

I sorry I added the wrong link in my comment the correct link is http://www.akgroup.com/news/blog/200807/virtual-work-and-social-psychology

Posted by Julia2389 on August 2, 2008 - 08:04 AM


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