Many organisations have their own ways in applying social technologies with their businesses (e.g. building online customers’ base communities, getting the customers involved with the sets of the company’s campaigns). These create ‘value’ to the companies, and it can come into the form of the improvement within enterprises’ processes/services as mentioning in the McKinsey Global Institute’s 2012 report. According to the following report, I decide to use ‘Operation and Distributions’ (one of the main organisation functional areas) and discuss on how it can be or has already been applied to my chosen organisation, ‘World Blood Bank’.
About WBB (World Blood Bank), it is an organisation that built for the blood charity purpose. Its main service is to co-operate with those who prefer to donate their blood and list their names to patients who need blood. The organisation also allows its service to be open for various groups, institutions and organisations to join it with identities’ guarantees (e.g. requiring donor’s approval).
WBB has tried to engage online communities with the use of social technology like Facebook (official page and group). Currently, this is the only online communicating channel for WBB to inform the public about the blood donation news, the update of its organisation and services. By considering to apply my selected function area (Operation and Distributions) to WBB , I think that the organisation can be able to add more ‘value’ to itself and its communities as follows:
Providing more online channels – WBB needs to get its hands on other alternative social technologies such Twitter, Google+ or LinkedIn. This is to create supplementary channels, where donors and patients can be able to reach its service and receive helps as immediate as possible. With this way, it also helps WBB in spreading any related blood donation news/information to communities as well as keeping tracks for whether each blood enquiry is received and sent in appropriate processes or not.
Building connections – By using the social technologies, WBB may have more chances to explore and make connections with other related charitable organisations, groups or institutions that share ideas/goals in common (e.g. preferring to help the society, acting as a medium between donors and receivers). This can strengthen up the network in which all members try to help each other in what they do best to meet their shared goal. Joining hospitality groups such UMass Memorial Medical Center (as an online community) is an example on how WBB may possibly learn and share some useful facts about blood/donations to members in its community, then let them crowdsource these knowledge/information back to their societies. It can be counted as another way that helps WBB in emphasizing its organisational goal to the public on how donating blood is important to every single life.
Creating ‘value’ to the organisation is not always about prices. Sometimes, it can be anything that the organisation returns to its society and causes the positive change of the society, or helps people to have better lives’ quality through communities, no matter how big or small of that thing is.