Poor Yammer, Lost and Now Found – We Think
Yammer was acquired by Microsoft back in 2012, for the mere paltry sum of $1.2 billion dollars. The reason given was to compete with SalesForce.com, Oracle, and IBM. Unfortunately that hasn’t happened yet. Big hoopla followed the announcement and everyone was on the Yammer bandwagon. Then silence. Somehow Yammer was being overshadowed by other Office 365 products. Where did it go and why? It appears it’s back again, but with not as much hoopla now. Many classify Yammer as a micro-blogging tool, Microsoft decided (June 2015) to call it a ‘team collaboration tool’. I’m not sure I know the difference. Subtle I guess. Clear as mud.
The issues with Yammer, and Delve for that matter, is that user acceptance is a problem, despite management support. That applies to all social business applications, not just Microsoft. According to usage, Yammer uptake is fast and then dwindles because users can’t seem to absorb it into their daily routine. Organizations such as ours, use it as the corporate post-a-note and post everything on Yammer – as a result, I don’t use it as 99% of the information is irrelevant. For a social business application to be a success, there has to be some value to the end user that makes their job easier, faster, more productive. Or, they just won’t use it. There are some highly sophisticated and robust social business applications available that do just that. Although, in Microsoft’s defense they recently did add a few features to Yammer, and I may add, business features.
In an excellent review of business social applications, in which Yammer is included, Real Story Group found, “Yammer tends to focus on microblogging for its own sake, rather than more advanced applications; thus it does not solve SharePoint’s application problems. Functional thinness and siloed streams means that many customers have seen a drop off in adoption after making the initial connection. Yammer usage can explode (at least initially) within an organization. However, be prepared for Yammer usage to become a kind of siloed stream within your broader digital workplace. Yammer is good for what it does, but after initial connections are made, sometimes usage drops off as employees struggle to place the service within the regular workflow of their daily work.”
Real Story Group
The problem described above, despite the industry problem of user acceptance, is the business benefits are not clearly articulated. For Yammer, it didn’t turn out to be as ‘intuitive’ as Microsoft first claimed. I remember months ago, Microsoft actually ran a contest that Yammer end users (a primarily Microsoft Yammer group) had to use the product correctly and they could win a prize. Not surprisingly I got quite a chuckle about that one. If a highly technical audience couldn’t figure out how to use it, who to use it to, and when to respond to whom, how are the rest of us?
I guess we’ll just wait and see what Yammer is to become next month. Unless it gets lost again.