Last month, I wrote the first part of this entry. You can find it here.

This is the beginning of the fourth and final week of a test to determine if the protocols of hierarchical communication can be set aside for the introduction and advancement of a networked communications approach at Best Buy.

If the question is only about whether or not it is possible - “yes” is the answer.

The primary vehicle used to test the communication path change is the enterprise microsharing platform from Headmix. We have worked closely with Headmix to integrate into Best Buy systems. The Headmix development team has been hyper-focused on listening to the community and evolving the product based on user-feedback. The Headmix service is ideal for natural integration into an enterprise employee's workflow. It allows users to engage in the community through a multitude of channels: web, SMS, email and Outlook. So the technology is great. It's evolving fast. The more it evolves, the more it falls to the background – as it should.

The test is not about the technology, however. The Headmix service is merely the platform being used to test the hypothesis that field teams and corporate teams who, in the past, have not had any real means of direct communication are willing, able and stand to benefit from direct communication. The test also is investigating the idea that a networked communications model can work to scale these new direct connections while increasing the speed and value of response to questions, ideas and process clarifications.

To date, it seems these hypothesis are being proved true on all counts.

Questions are being asked. Ideas are being posed. Frustrations are vented. Processes and standard operating procedures are being challenged and clarified.

Responses are coming (even for complex issues) in a fraction of the time as compared to the current, enterprise-wide channels. Those responses are not only valuable to those looking for answers but may be able to provide very accountable ROI for Best Buy.

Yeah. I said it. ROI.

For example, a seller on the floor at a store in Nebraska says: [paraphrased] “Before I forget, can someone call ABC Computer Manufacturer? The packaging for their Nifty Laptop 3000 has a crappy handle. Customers grab the handle to remove it from the shelf and the handle breaks 99% of the time causing the product to hit the floor.”

Typically, this issue would become one of those things that teen and 20 something employees would just live with and work around. Or, a supervisor might tell specialist who is shepherding dozens of other conversations. This issue has a good chance of making it to the bottom of a long list of “to-do” items. It would not be uncommon for it remain low priority in light of more issues that feel more pressing.

Just a casual mention of this faulty handle on Best Buy's installation of Headmix, called BlueShirt Nation (BSN) Mix, caused immediate action by the merchant who works with ABC Computer Manufacturer. Typically the seller on the floor and the merchant would never be in contact and would not know how to find each other. The manufacturer is now working to re-engineer their packaging and get it changed for a new run beginning next month. This information saved Best Buy and the manufacturer countless returns and countless frustrated consumers.

Someone will do the math and figure out the estimated savings for all parties because one person chose to speak up and the right person responded. This is ONE story that happened during week #2. It boggles the mind to think how many more stories like this will happen over a one year period. Better process, more knowledgeable employees, and happier customers are all a product of networked communications done right.

Another note about responses: typical communication paths in an enterprise are phone, email and instant messaging. These are fine tools that have their place. However, much of communication that happens in an enterprise is business-related but not private. Others could benefit from the knowledge being shared in email or instant messaging if the information happened in an open forum. Unfortunately, most of the knowledge shared in email, phone and instant messaging is lost (except for those involved in the chat) as soon as it ends.

The Headmix service promotes networked knowledge sharing. In this way, thousands may benefit from the conversations happening on BSN Mix. Lurkers can observe the conversation as it happens. Future users will be able to search keywords and find strings of conversations on their topic.

What impresses me most is the scalability. Networked communications changes the question of “Who do I talk to?” The “who” gets replaced with “where.” Networked communication via Headmix connects content (i.e. questions, comments, ideas, etc.) with an entire group that is interested in that subject. Answers and other responses are the natural instinct of most of the participants. People want to help others. They want to answer- to seem smart, or because they feel it may help them professionally or because they are helping a friend. Even in an enterprise the size of Best Buy, the “social” part of social networking is an important ingredient in collaboration.