Introduction
The digital culture is born to explain the different phenomena and effects that technology has created in the different current cultures in which as a result of this their individual and collective social behaviors have changed.
In the same way, digital culture may be the knowledge that is required for the use of digital tools, although their meaning is more oriented to changes in human behavior.
Throughout history, mankind has made different social and / or cultural changes in which technology has been intruded, but without however these changes have become stronger in recent decades, mainly the human being seeks the way to communicate, not only over long distances but also with thousands of people practically at the same time.
It is clear that companies are not far behind in terms of technology, the digital age does not allow any organization to be outdated, the one that sees itself in this problem is obviously the weakest rival for its opponents.
In the following article, the importance of digital culture in companies is built on a topic that is currently very current.
Digital culture
Culture
Culture can be defined as the set of values, customs, beliefs and practices that constitute the way of life of a scientific group.
And so you can find many definitions of what culture is, depending on the science that studies it and at what time it is used, the truth is that culture defines us as human beings, each activity and each trait outside each of normal activities carry what is culture.
Digital
It is related to everything related to the extremities of the hands and feet of the human being. It has now been linked to technology and computing with reference to the representation of information in binary mode.
The digital age
Over the years, technology and industry have revolutionized and played an important role in the growth of societies and who are part of them. Since the Industrial Revolution, an important change has been presented for the human being, both socially and culturally, which gives rise to the arrival of the digital age, therefore to new technologies, which have allowed a technological increase. (Jódar Marín, 2009)
In the current era, the presence of new technologies is notable, which, probably until a few years ago, would have been impossible to imagine, without, however, allowing an improvement in the quality of services and generating a diversity of them. This is how the use of new technologies has given way to the Digital era.
Digital Culture
As mentioned previously, digital culture was born to explain the different phenomena and effects that technology has created in different current cultures, in which their individual and collective social behaviors have changed as a result.
In the same way, digital culture may be the knowledge that is required for the use of digital tools, although their meaning is more oriented to changes in human behavior.
In addition to this, it is observed that the digital culturalization of those who do not belong to this new era and are not digital citizens, can be complicated, it is not only about digital literacy, which could be teaching how to use technological equipment or tools, if not make them conceive that the use of these would potentiate their activities and aspirations. (Suarez, 2013)
Digital culture in its entirety is found in society and in each individual, but its presence in organizations is increasing, using it as an important tool for achieving objectives.
Digital Culture in companies
The main objective of a company as it is well known is to generate profits, that is, to make money. For this, there are thousands of tools based on methodologies, theories, experiments, etc., but in addition to all this, companies must take into account an important point: being up-to-date.
The update will be reflected in its methods, in its processes, and especially in the technology that provides it with the support to carry out all the tasks, it is here where the digital culture plays an important role for the company.
In principle, it must be taken into account that the digital culture must emerge from an adequate organizational culture. Organizational culture is implicit in the operation of the company, even when there is apparently no way to demonstrate it, perhaps in writing. If this is the case, the company must establish its organizational culture well and capture it. (Hernández, 2013)
Along with the inclusion of digital culture in companies is the change of habits. The latter is really difficult to achieve in people, some of them have a certain fear of technology, although some others have no problem.
A large number of companies are interested in becoming part of those that have included digital culture in their activities. Despite this, many companies have had a hard time achieving it.
Being able to be part of the Digital Culture companies is not only about using social networks, but also adopting new ideas; a different perspective.
In order for companies to be included in this new world, agility, training, collaboration and a strong customer focus must be taken into account.
As an example of this we find the Amazon work team which, taking these factors, managed to be the largest retailer on the Web when there was intense competition. Founder Jeff Bezos faithfully believes in an ideology, "Any team that can't be fed two pieces of pizza is too big." (Gómez, 2013)
If care is not taken when using digital culture in companies, there may be repercussions since companies may at some point lose sight of the real needs of customers. The work environment and hierarchies can make collaboration difficult, among other consequences.
Those companies that have embraced the digital culture must respond more quickly to markets and always keep their focus on customers. But this is not always the case, some companies have not been able to adapt to change and have stayed on the road, such is the case with Kodak.
Everywhere there are risks, and digital culture is not spared.
On the one hand, new technologies allow the company's strategy to be transmitted internally, which makes it a useful channel for communication and updating.
On the other hand, these technologies allow to observe the real strategy and culture of the company. What speaks best of an organization is its employees and knowing its actual behavior is no longer so difficult and it spreads quickly to many people. (Fernández Ferreras, 2012)
In this environment, you must work in a hugely changing way, you must adapt to new technologies without allowing them to dominate the company.
Business 2.0
Thanks to new technologies, new and various changes have been generated in the organization and structure of companies and markets: new forms of business have emerged, new business profiles, new opportunities.
In new technologies, the Internet is present first and with it, Web 2.0. It has completely changed the way the company communicates or relates to its customers. The company not only sends a message to its customers, but must expect feedback from both current and potential customers.
It is here where the social networks in which users who interact continuously in them are observed, allowing the exchange of information and especially opinions.
Based on this, many of the consumers make decisions to obtain a product or a service.
In the words of Andrew McAfee, an academic at Harvard University, "Enterprise 2.0 is the use of emerging social software platforms, within companies." (University of Medellin, 2011)
Digital or 2.0 companies acquire 7 commitments for their proper functioning: (Zapata, 2013)
1. Accept that all ideas are equal
All the ideas of the collaborators are important, nobody will be able to censure another one like that in points of view.
2. Share authority and power.
Those who share quality information on their own will gain moral authority and prestige.
3. Exchange of information and knowledge.
As it is freely accessible information, so is the possibility of commenting on it.
4. Promote collaborative work
The groups must defend themselves and organize themselves. Employees must find an environment in which they can develop their full potential and show all their capabilities.
5. Promotion of creativity and innovation as responsibility
This is where the collaborators share and give their best contribution. Innovation will allow you to have an advantage over your competitors.
6. Promote internal communication with 2.0 tools
The digital culture is supported by the effectiveness of the 2.0 channels, that is why the use of these must be taken care of. Create a protocol, monitor its impact and effectiveness.
7. Implementation of senior management
Leaders are constantly being formed, fully involved and committed.
Social networks
Implementing social networks can be a two-edged sword, but if used properly it can give great results to companies.
Facebook, twitter, Instagram, etc. They are examples of social networks, which are not only used by people seeking to meet old friends, share photos or contact someone of the opposite sex; There are potential clients within these networks, which companies have discovered and approached them to achieve their main objective, as long as they are used in the proper way.
Some of the advantages that the use of social networks can represent are:
- Approach to consumers and potential clients by knowing their real needs. Access to a greater number of clients with the use of a low investment. Strengthening the presence of brands and businesses in the market.
45.1 million Internet users can be found in Mexico, of which 30% belong to the working-age population. Of these, 82% access social networks, this is the third most important activity on the Internet only after "sending and receiving emails" and "searching for Information". In addition, 9 out of 10 Mexican Internet users access a social network and are enrolled on average in 4 accounts. Which represents a great niche to undertake on social networks. Mainly within these networks advertising is usually free. More data released indicates that 6 out of 10 Internet users who enter their social networks like advertising within these platforms and 5 out of 10 identify with the brands that follow. (National Institute of the entrepreneur, 2014).
Conclusions
- Digital culture is not only part of societies and each individual, has been present in companies in the same way and they must know how to include it in order to be updated. An outdated company that does not understand that it must change and update will most likely be seen at a disadvantage with those that do. The most difficult thing for companies when it comes to including digital culture is changing the way of thinking of their human resources. Companies that have already included digital culture and especially the internet have been called Business 2.0 Various tools can be used in the digital culture for companies, but without a doubt the one that has gained place is social networks thanks to the scope they have in real time since they can be free.
References
- Fernández Ferreras, F. (July 18, 2012). CNN EXPANSION. Obtained from Companies that promote digital culture: Hernández, C. (March 10, 2013). Sapiensco. Obtained from Digital Culture in the organization, How to create it? National Institute of the entrepreneur. (2014). Secretary of Economy, Mexico.Jódar Marín, J. (2009). Reason and word, First Electronic Magazine in Latin America Specialized in Communication. Obtained from The Digital Age: New Media, New Users and New Professionals: http://www.razonypalabra.org.mx/N/N71/VARIA/29 JODAR_REVISADO.pdfSuárez, C. (June 29, 2013). Digital Culture. Obtained from What is Digital Culture ?: http://kamian-suarez.blogspot.mx/2013/06/que-es-la-cultura-digital.htmlUniversidad de Medellín. (2011). Information Management. Obtained from Empresas 2.0, characteristics and its history: Zapata, L.(February 25, 2013). Assembled talents. Obtained from CulturaEmpresarial:
