I was excited to see Yammer launch at TechCrunch50, a business-focused version of Twitter that asks, “What are you working on?” instead of, “What are you doing?” I’ve wanted something like this for awhile. 37 signals did something similar, but it was appended to an existing product (Backpack) that also does a lot of other stuff that we’re already doing with other tools.
Our company already has email, IM, group chat, an internal blog, and a wiki… so what does Yammer add?
It allows the branches of your team to passively communicate. The Point is a pretty tight-knit group of 9, but it’s a struggle to keep the business side up-to-date with what the technology side is working on, and vice-versa. Knowing what everyone is working on allows our community managers to provide better customer service, and allows technology to understand how people are using the tools they are building.
It forces us to decide what we’re working on. Computers provide an endless stream of opportunities to be distracted. If you don’t articulate what you’re working on, you often end up doing 10 different things, and none of them well. In that sense, using Yammer is a great way to force us to pick a task and focus on completing it.
Yammer still needs work
Yammer does a really awesome job at porting Twitter. The user experience is clean and all the Twittery features are there. At the Twittery stuff, they arguably out-execute Twitter.
What Yammer doesn’t do so well is adapt their product to be a tool that is primarily for business, not for being social. Yammer needs to recognize that answering “what are you working on?” is a different problem than answering “what are you doing?” I have two specific suggestions.
A message time line isn’t the ideal view for this information
I would argue that “What is so-and-so working on?” is a pull, not a push. It’s not information that I want interrupting me - I just need it to be there when I want it. The most useful way to view Yammer updates is a dashboard with the last message of each employee. As far as I can tell, that view does not currently exist. By no means should Yammer get rid of the time line view - it can still be useful - they should just deprioritize it.
Yammer should not emphasize conversation
When I invited our employees to try out Yammer, half of them groaned about yet another app, and the other half started using it exactly like they use Twitter - posting little comments about other people’s comments, or ideas they had… not using it to answer the question, “What am I working on?” And why wouldn’t they use it this way? Yammer’s design encourages it. Our Yammer experience quickly degenerated into another source of noise, or at best, something that made more sense in our company chat room.
Yammer shouldn’t prevent social interactions from taking place, but its design should discourage them. Instead of a “Reply” button next to messages, there should be a button to IM or email the person. Most companies already have a place for conversation to take place online. Yammer needs to focus on doing a great job at answering “what am I working on?” and nothing else, or their customers will end up asking, “Why am I working on Yammer?”