Re: Measuring impact of social collaboration
As products and services become increasingly complex, firms have to communicate with their consumer base to a greater extent, and communication needs to be both-ways, that leads all the way to the CEO. For example, Microsoft was initially to require the Xbox One to perform a check function, once every 24 hours in-order for the console to work, but later Don Mattrick read a blog in which a submariner stated that it would be difficult to provide 24/7 connectivity to the console, and changed its online requirement.
Product documentation creation has been an important process since a long time but recently, online reviews and more importantly, positive online reviews can make or break a product. Amazon understands the value that these reviews provide to their site, that why Amazon removed Mediabridge's account when the company tried to sue a reviewer. Beyond information that documentation and reviews provide, a public process also introduces a kind of peer review process.
Measuring performance levels becomes a little complex as different business models would result in different outcomes. For instance, if a firm is mostly proprietary, then detailed information sharing would be limited, but if a firm is mostly open source, then this model requires economies of scale, a large developer community and partnerships, etc., resulting in information that is anything but limited.