Home > Articles > Business & Management

This chapter is from the book

Building an Effective Collaboration Model

Collaboration is a working practice whereby teams and individuals work together for a common purpose to achieve positive business outcomes—in this case, the journey to become a media company. Collaboration is based on the concept that sharing knowledge through cooperation helps solve business or marketing problems more efficiently. In the enterprise, this principle couldn’t be truer; especially as more and more employees engage with one another through asynchronous, real-time technology platforms such as Yammer or Chatter.

Charles Darwin, an English Naturalist in the 1800s said, “In the long history of humankind, those who learned to collaborate and improvise most effectively have prevailed.” And if you think about this and apply it to your content strategy, it makes perfect sense. If you can tap into the collective knowledge and brainpower of others on your team, the positive business outcome will be the production of better content, smarter marketing, and more effective customer relationships. Figure 10.3 is one way to look at a collaboration framework.

Figure 10.3

Figure 10.3 Internal collaboration framework

Collaboration models can be complex and detailed. It is simplified here so that you can easily adapt it to make it work in your organization. The elements that make up this framework are

  • Brainstorming: All stakeholders meet periodically (daily, weekly, monthly) to discuss content with high engagement numbers, as well as content that might integrate with current marketing campaigns or other initiatives. This meeting can also serve as the daily gathering of the creative newsroom team to identify trending topics in the news cycle and determine whether or not there is an opportunity to capitalize on it.
  • Collaborating and Creating: Stakeholders work together to create, co-create, aggregate, and curate content from third-party sites. Again, this could be a situation where the team is creating content in real-time or be more of a longer-term content planning cycle.
  • Sharing and Distributing: Content and editorial teams share content direction, assets, and general strategy with brand, product, or regional teams. Content can be housed in a content library for easy consumption and sharing or placed into a content platform such as Sprinklr, Spredfast, or Kapost for dynamic delivery to stakeholders.
  • Broadcasting: Content teams publish content and provide strategic counsel to regional teams. Regional teams localize and publish content within their social media channels.

There are also several technologies in the market place that can help facilitate collaboration whether you work for a large organization or small business. If you work for a large company, most likely you may have access to some of these tools. If not, you will have to invest in a platform that can help you achieve better collaboration with your teams.

Yammer is probably the most well-known internal collaboration platform for small to medium-sized businesses. With Microsoft’s recent acquisition of its platform, Yammer now stands to compete with other enterprise-level collaboration systems.

At a high level, Yammer is a social network that’s entirely focused on your business. For you to join the Yammer network, you must have a working email address from your company’s domain. You can also create external networks to allow for non-employees, such as suppliers and customers, to communicate with your company. Yammer allows you to share and discuss documents, images, videos, and presentations with your coworkers. It also enables you to upload new versions of files to ensure everyone sees the latest draft and maintain older versions as well.

You can also work with a team to create, edit, and publish content; you can display team goals, compile notes, and draft documents together online, viewing character-by-character changes in real time as others make edits. Finally, you can stay on top of activity from across your company as it happens—discover newly created documents, new members of your groups, recently shared images, active discussions, and activity taking place in other business applications. Other platforms that offer similar capabilities to Yammer are VMware’s Social Cast, Jive, IBM Connections, and Salesforce’s Chatter. Following are a few other collaboration platforms that you might not have heard of:

  • Co-op is a free application with a simple user interface similar to Twitter. The features allow you to post updates, ask questions, share links, and track time. Co-op also enables you share your daily agenda with your coworkers so everyone knows what projects that you are currently working on. Their web application automatically stores records of you and your team’s activity, allowing you to review what your team has accomplished each day.
  • Cynapse’s Cyn is an open source community and has a complete collection of enterprise-grade collaboration tools. Three versions of their platform are available:

    • The free community edition includes Active Directory integration, application source code, web-based appliance management console, and more.
    • The other editions sell for several thousand dollars a year and have features such as wikis, blogs, file repositories, event calendars, discussion boards, image galleries, collaboration spaces, status logs, people directory, crowd rating and voting, and more.
  • CubeTree, recently acquired by SuccessFactors, is an on-demand enterprise collaboration suite available in free and premium versions. The free version includes user profiles, micro-blogging, file sharing, wikis, and 10MB of storage per user. Their standard features include the above as well as status updates of 140 characters; a commenting feature (similar to that of Facebook’s); feed filtering, which lets you choose who to follow and what feed items you’d like to receive; direct addressing (similar to Twitter’s @name function); and open APIs that allow for the integration with several third-party systems and applications.
  • Hashwork is a simple internal social network for small- to medium-sized businesses. It doesn’t require a company administrator, and it’s as easy as entering a company email address to sign up and get access. The user interface and functionality is similar to Twitter with features like 140-character posts, direct addressing, groups, hashtags, and so on. You can get more robust features with paid versions of their application.

The second step for building a content governance framework is creating workflows for planned and unplanned content, which is discussed in the next section.

InformIT Promotional Mailings & Special Offers

I would like to receive exclusive offers and hear about products from InformIT and its family of brands. I can unsubscribe at any time.


Pearson Education, Inc., 221 River Street, Hoboken, New Jersey 07030, (Pearson) presents this site to provide information about products and services that can be purchased through this site.

This privacy notice provides an overview of our commitment to privacy and describes how we collect, protect, use and share personal information collected through this site. Please note that other Pearson websites and online products and services have their own separate privacy policies.

Collection and Use of Information

To conduct business and deliver products and services, Pearson collects and uses personal information in several ways in connection with this site, including:

Questions and Inquiries

For inquiries and questions, we collect the inquiry or question, together with name, contact details (email address, phone number and mailing address) and any other additional information voluntarily submitted to us through a Contact Us form or an email. We use this information to address the inquiry and respond to the question.

Online Store

For orders and purchases placed through our online store on this site, we collect order details, name, institution name and address (if applicable), email address, phone number, shipping and billing addresses, credit/debit card information, shipping options and any instructions. We use this information to complete transactions, fulfill orders, communicate with individuals placing orders or visiting the online store, and for related purposes.


Pearson may offer opportunities to provide feedback or participate in surveys, including surveys evaluating Pearson products, services or sites. Participation is voluntary. Pearson collects information requested in the survey questions and uses the information to evaluate, support, maintain and improve products, services or sites, develop new products and services, conduct educational research and for other purposes specified in the survey.

Contests and Drawings

Occasionally, we may sponsor a contest or drawing. Participation is optional. Pearson collects name, contact information and other information specified on the entry form for the contest or drawing to conduct the contest or drawing. Pearson may collect additional personal information from the winners of a contest or drawing in order to award the prize and for tax reporting purposes, as required by law.


If you have elected to receive email newsletters or promotional mailings and special offers but want to unsubscribe, simply email information@informit.com.

Service Announcements

On rare occasions it is necessary to send out a strictly service related announcement. For instance, if our service is temporarily suspended for maintenance we might send users an email. Generally, users may not opt-out of these communications, though they can deactivate their account information. However, these communications are not promotional in nature.

Customer Service

We communicate with users on a regular basis to provide requested services and in regard to issues relating to their account we reply via email or phone in accordance with the users' wishes when a user submits their information through our Contact Us form.

Other Collection and Use of Information

Application and System Logs

Pearson automatically collects log data to help ensure the delivery, availability and security of this site. Log data may include technical information about how a user or visitor connected to this site, such as browser type, type of computer/device, operating system, internet service provider and IP address. We use this information for support purposes and to monitor the health of the site, identify problems, improve service, detect unauthorized access and fraudulent activity, prevent and respond to security incidents and appropriately scale computing resources.

Web Analytics

Pearson may use third party web trend analytical services, including Google Analytics, to collect visitor information, such as IP addresses, browser types, referring pages, pages visited and time spent on a particular site. While these analytical services collect and report information on an anonymous basis, they may use cookies to gather web trend information. The information gathered may enable Pearson (but not the third party web trend services) to link information with application and system log data. Pearson uses this information for system administration and to identify problems, improve service, detect unauthorized access and fraudulent activity, prevent and respond to security incidents, appropriately scale computing resources and otherwise support and deliver this site and its services.

Cookies and Related Technologies

This site uses cookies and similar technologies to personalize content, measure traffic patterns, control security, track use and access of information on this site, and provide interest-based messages and advertising. Users can manage and block the use of cookies through their browser. Disabling or blocking certain cookies may limit the functionality of this site.

Do Not Track

This site currently does not respond to Do Not Track signals.


Pearson uses appropriate physical, administrative and technical security measures to protect personal information from unauthorized access, use and disclosure.


This site is not directed to children under the age of 13.


Pearson may send or direct marketing communications to users, provided that

  • Pearson will not use personal information collected or processed as a K-12 school service provider for the purpose of directed or targeted advertising.
  • Such marketing is consistent with applicable law and Pearson's legal obligations.
  • Pearson will not knowingly direct or send marketing communications to an individual who has expressed a preference not to receive marketing.
  • Where required by applicable law, express or implied consent to marketing exists and has not been withdrawn.

Pearson may provide personal information to a third party service provider on a restricted basis to provide marketing solely on behalf of Pearson or an affiliate or customer for whom Pearson is a service provider. Marketing preferences may be changed at any time.

Correcting/Updating Personal Information

If a user's personally identifiable information changes (such as your postal address or email address), we provide a way to correct or update that user's personal data provided to us. This can be done on the Account page. If a user no longer desires our service and desires to delete his or her account, please contact us at customer-service@informit.com and we will process the deletion of a user's account.


Users can always make an informed choice as to whether they should proceed with certain services offered by InformIT. If you choose to remove yourself from our mailing list(s) simply visit the following page and uncheck any communication you no longer want to receive: www.informit.com/u.aspx.

Sale of Personal Information

Pearson does not rent or sell personal information in exchange for any payment of money.

While Pearson does not sell personal information, as defined in Nevada law, Nevada residents may email a request for no sale of their personal information to NevadaDesignatedRequest@pearson.com.

Supplemental Privacy Statement for California Residents

California residents should read our Supplemental privacy statement for California residents in conjunction with this Privacy Notice. The Supplemental privacy statement for California residents explains Pearson's commitment to comply with California law and applies to personal information of California residents collected in connection with this site and the Services.

Sharing and Disclosure

Pearson may disclose personal information, as follows:

  • As required by law.
  • With the consent of the individual (or their parent, if the individual is a minor)
  • In response to a subpoena, court order or legal process, to the extent permitted or required by law
  • To protect the security and safety of individuals, data, assets and systems, consistent with applicable law
  • In connection the sale, joint venture or other transfer of some or all of its company or assets, subject to the provisions of this Privacy Notice
  • To investigate or address actual or suspected fraud or other illegal activities
  • To exercise its legal rights, including enforcement of the Terms of Use for this site or another contract
  • To affiliated Pearson companies and other companies and organizations who perform work for Pearson and are obligated to protect the privacy of personal information consistent with this Privacy Notice
  • To a school, organization, company or government agency, where Pearson collects or processes the personal information in a school setting or on behalf of such organization, company or government agency.


This web site contains links to other sites. Please be aware that we are not responsible for the privacy practices of such other sites. We encourage our users to be aware when they leave our site and to read the privacy statements of each and every web site that collects Personal Information. This privacy statement applies solely to information collected by this web site.

Requests and Contact

Please contact us about this Privacy Notice or if you have any requests or questions relating to the privacy of your personal information.

Changes to this Privacy Notice

We may revise this Privacy Notice through an updated posting. We will identify the effective date of the revision in the posting. Often, updates are made to provide greater clarity or to comply with changes in regulatory requirements. If the updates involve material changes to the collection, protection, use or disclosure of Personal Information, Pearson will provide notice of the change through a conspicuous notice on this site or other appropriate way. Continued use of the site after the effective date of a posted revision evidences acceptance. Please contact us if you have questions or concerns about the Privacy Notice or any objection to any revisions.

Last Update: November 17, 2020