Without a doubt, the adoption of using social technologies inside the organization is rampant. So many companies are hearing the loud beat of the “employee engagement” drum, but the task of effectively assessing your needs, implementing technologies correctly, and measuring for success and sustainability is a daunting project. So, it’s okay to slow down, take a deep breath and work from a well-crafted roadmap. Few things make employees more cynical than a social media platform that no one uses. And if your company quickly deployed a [“insert social tool here”] only to find that it fell flat because no one saw the value in using it then you know exactly what I’m talking about.
Therefore, it’s refreshing to see firms such as Gagen MacDonald and APCO Worldwide working together to help shape internal social media programs. Recently, they analyzed research among U.S. adults working for companies with more than 500 employees that revealed 21 discrete attributes which in turn combine to form three major factors (see image below) that employees look for when deciding whether their company has effective social media internally.
As a result of their research, Gagen MacDonald and APCO Worldwide created a five-step process to build social media from within, ensuring sustainable change through shared goal-setting, leadership alignment, employee training and measurement of key metrics. Some highlights are below but the full whitepaper is available: Harness the Power of Internal Social Media.
A Five Step Roadmap for Internal Social Media
1. Assess
- Prioritize your business objectives by determining what it is you are trying to achieve: employee retention, boost collaboration, enhance executive visibility, increase speed to innovation or turn your employees into powerful brand ambassadors.
- Map your communication by analyzing your current information flow and determining how employees engage your intranet or social media tools.
- Determine what your ideal social media ecosystem would look like. What cultural differentiators are you hoping to foster?
2. Align for Design
- Assess your perceived issues and actual limitations by balancing potential risks against projected gains in productivity, collaboration and innovation.
- Develop solid company guidelines for social media use and use metrics to measure how well your engagement
tools are working. - Align and train your leadership and get senior management buy-in to create a social networking mindset across business functions.
3. Implement
- Identify the most effective tools for your needs—from wikis and microblogs to robust knowledge-sharing and innovation platforms.
- Work closely with your IT teams to ensure your efforts are compliant with all internal rules, standards and architectures.
4. Ensure Sustainability
- To harness the power of social media and ensure your networking investments are sustainable, it is essential that you implement replicable, enterprise-wide training so that you overcome capability gaps (e.g., generational, geographical) that are present within your company.
5. Measure and Adjust
- Let’s face it, judging social media ROI is difficult. But by establishing a benchmark and then conducting employee engagement focus groups and surveys, linkage analyses, social media diagnostics and business analytics, it is possible to see how you deliver against expectations.
- Keep what works, tweak what doesn’t. Troubleshoot your challenges and identify cost-effective ways to reactivate your underutilized social media channels.
I’ve said it once, and I’ll say it again: it’s innovative and encouraging to see so many companies tackling collaboration and productivity through the use of social technologies. But a connected enterprise doesn’t automatically create an engaged workforce.
It’s easy to create a collaboration portal, but it’s much more difficult to make engagement a way of life in your organization.
I’m interested in hearing what you think about this five step roadmap and whether it differs from one that you might have created. If so, please share. I’d love to hear from you.
~ Elizabeth
Hi there are using WordPress for your blog platform? I’m new to the blog world but I’m
trying to get started and create my own. Do you require any html coding
expertise to make your own blog? Any help would be greatly
appreciated!
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Some good tips for tackling internal social media. Worth a read. #intranet http://t.co/RBD6UTxQ
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Totally agree with the article. For any social network, internal communication, promotion or recognition program to work. You need to know what you want to achieve and you need managers to buy in and use the system. We designed Kudos to help make it a little easier for organizations by centering the social network around recognition. That way you are engaging employees to be part of the solution with peer to peer recognition which helps with adoption, culture and quality content but management also needs to use it strategically to get the results they want. Kudos can help create a social network foundation but like all communication efforts it needs support and buy in from managers and leadership. We are just trying to make it easier. Check out Kudos at http://www.kudosnow.com and see for yourself.
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RT @socialworkplace: A Five Step Roadmap to Internal Social Media http://t.co/yOfR1sQN
Brilliant article w/ great backlinks: 5 Steps Roadmap 2 Internal SocialMedia http://t.co/R2XYoGTn #socialbusiness #socialenterprise
RT@openinnovation3: A Five Step Roadmap to Internal Social Media: http://t.co/Kzl3TcQ9 #yam
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Elizabeth
I could not find your name and your twitter account: would have loved to contact you on Twitter: may be you still can help
BTW do you have the complete 21 points from their study? That would be awesome because I am ery interested
Regards from Hamburg, Germany https://twitter.com/#!/BrunoGebarski
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A basic marketing strategy that can be used effectively in social media as well. Thanks!
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Thanks @socialworkplace for some useful resources on internal social media to share with our clients: http://t.co/D2rkzwhU
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A nice high level beginners strategy to build on. 5 Step Roadmap to Internal Social Media http://t.co/MXT36rZb via @SocialWorkplace #socbiz
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A Five Step Roadmap to Internal Social Media http://t.co/M6DqFWlx via @SocialWorkplace
A Five Step Roadmap to Internal Social Media http://t.co/M6DqFWlx via @SocialWorkplace
A Five Step Roadmap to Internal Social Media http://t.co/M6DqFWlx via @SocialWorkplace
A Five Step Roadmap to Internal Social Media http://t.co/M6DqFWlx via @SocialWorkplace
A Five Step Roadmap to Internal Social Media http://t.co/M6DqFWlx via @SocialWorkplace
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"Building a connected enterprise does not automatically create engaged employees." Excellent advice; the notion of… http://t.co/FeF2Ehwh
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RT @workliberated: This is a good little guideline and a whitepaper~A Five Step Roadmap to Internal Social Media http://t.co/8Kz1l0nL
This is a good little guideline and a whitepaper~A Five Step Roadmap to Internal Social Media http://t.co/PrWePCoi
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A Five-Step Roadmap to Internet Social Media: http://t.co/JTZLfE3M
"A Five Step Roadmap for Internal Social Media". I like the idea it seam easy, but roadmaps always do: http://t.co/fOYe8MYI #internalcomm
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Social media can prove to be very useful to a company in its marketing campaigns. Through the use of social media platforms such as Facebook, LinkedIn, Twitter and blogging, companies can extend their reach to potential customers through these online channels. We just conducted a case study on the use of inbound marketing tools (social media, website optimization) in the staffing industry. Here is a link to a free copy: http://www.grmwebsite.com/inbound-marketing-for-staffing-agencies
-Emily
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Luvin it guys and gals. Consistently, great information for our Social Intranet movement. Thoughtfarmer and you guys are the true voice
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A Five Step Roadmap to Internal Social Media http://t.co/RiezLmGl Simple, thorough and useful overview, via @SocialWorkplace
Comprehensive post on internal social media and the Gagen MacDonald research from @socialworkplace: http://t.co/DXsTydee
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