Social Media vs. Knowledge Management: Understanding The Differences and Similarities

The underlying concepts of social media and knowledge management are similar, but in many things, they differ. There’s no denying that these platforms are making our lives much easier, allowing us to share information and connect with others no matter the time zones and geographical location.

We can access them on the go and look for the things we are interested in, but when it comes to the purpose of these platforms, the value and structure of the content found on each platform do not follow a similar approach. Keeping this in mind, let’s discuss the differences and similarities between social media and knowledge management.

Similarities

As we have already mentioned, both these concepts are used to inform users. Organizations now have access to knowledge management software that can be easily integrated with their official websites, making it easy for anyone to access the information they willingly share. Also, both these platforms boost collaboration among the users, help them identify relevant information, and share if needed.

Differences

Content authoring on these platforms follows an entirely different approach. The corporate wikis and knowledge base may contain in-depth user guides for services and products, procedural knowledge best practices, frequently asked questions, and other company- and customer-related documentation.

Usually, there is a team of people in charge of the content to be imported by knowledge base software, and they have clear instructions on which information can pass and which will be discarded. In other words, a policy in place ensures that nothing an organization doesn’t want to disclose is displayed in the knowledge base.

In the world of social media, peers are the ones who decide what is essential, and they freely share it with other people. There is no censorship unless the published content violates the rules of the platform in question.

With this in mind, one can say that the free distribution of knowledge on social media is better in terms of relevancy and accessibility (keep in mind that in most cases, some information in a corporate knowledge base is only accessible by specific user groups). But is this the case?

Timeline and the Ability to Search

Regarding time efficiency and the learning curve, knowledge management systems that come in the form of software solutions (such as wiki software) provide a conducive environment for the employees to grow. A knowledge base software allows users to find the information they need quickly.

Most information sharing occurs via posts and links in a social media channel. To access the information, employees would have to scroll back to who knows when they will find the information with no guarantees. Even if there is a private group for business purposes, there are chances of missing out on the information.

Which One Is a Better Option?

Big data and machine learning are two major trends shaping our future. It is believed that customer relationship management, customer support, the organization’s knowledge, and corporate culture can be perfected and brought to an entirely new level by using social media and knowledge management tools. Knowledge base software is widely used, powering help desks of businesses globally.

Nowadays, marketing departments have access to various social media analytics tools. The customer support department is always finding newer ways to solve customer problems like the sales department. The idea is to integrate all the data from different departments and customer bases to ensure effective use. It is essential to understand that we are not talking about filling forms just to become a number in a big chunk of data. We are talking about assuming the role of a social organization that is capable of unlocking the value of both knowledge management systems and social media.

A social organization should aim to mobilize the stakeholders, products, and services and inspire them to share their wisdom and knowledge willingly. The crucial part is to do this without regard to the position or hierarchy of an organization. With access to all this information, an organization will not only bag a competitive advantage but also ensure future innovation and increased agility.

Conclusion

From the eyes of businesses, knowledge management systems are of higher value than social media, at least when it comes to sharing corporate knowledge and caring about customers. But experts hope the future will witness these two’s deeper integration.