Last week, I had the opportunity to represent U.S. Bank at a meeting of Social Media.org, a council of like-minded professionals from large companies. The topic of our meeting was internal social media, or how we use social tools to connect employees. While I can’t share the details of the people or companies who made these statements, here are some of my favorite nuggets of knowledge that I brought home:
Finding expertise – There are people who need information. There are people who have information. In a big company, they may not be aware of who each other are… until the right tool allows them to connect.
Knowledge is power – This isn’t new, but an internal social network turns old dynamics upside down. Sharing knowledge gives you visibility and influence; hoarding knowledge makes you a non-entity. Anyone, anywhere in the organization, can share knowledge and build credibility based on what they know and how well they communicate it.
Leadership support is critical - While social media is a great democratizer, the voices of leaders (especially executives) resonate loudest. You don’t need every leader to be on board right away, but you do need someone to shine the beacon.
Leaders care what employees are saying – Gather key messages and themes from your internal social network and present it to leaders in a format they can use for their Monday meeting.
Asking questions – Even if the answer is in a FAQ somewhere, there is something important and inherently personal about asking a question of an online community. Give people that opportunity: Let them feel heard, valued, and supported through the act of asking and receiving an answer.
Trust your employees – Give real answers from real experts. If an employee is complaining about a benefit change, have a HR leader post a straight explanation of the rationale for the change. People may not agree with every policy, but they respect honesty. Don’t force a communications rep to be a messenger of vague platitudes.
Participation – When setting your expectations for participation, remember the 90-9-1 rule of online communities: 1% of members contribute original content, 9% comment or respond to content, and 90% are lurkers.
Conversations happen - If you’re concerned about giving employees access to social media, because they might have off-topic conversations or share incorrect info… remember that those conversations happen anyway in office hallways or on Facebook. Putting them on an internal social network gives you transparency, insight, a safe environment, and a chance to be part of the dialogue.
Blog your best news – Using a blog lets you brag and share your team’s accomplishments without blasting a self-promoting email to 200 people.
And, a few "Don'ts" -
Don’t design tools for the people who never use them. Find the people who are hungry to use social tools, and design with them in mind. Don’t waste your energy trying to please the people who don’t get it. They’ll adopt the tools eventually, when they’re left with no choice.
Don’t promote the tool for its own sake. Tell true, detailed stories about how social networking will make work easier, will make employees more effective, will solve real problems that people are facing today.
Don’t send everyone through the same training. Technical training should be optional, self-paced, and delivered at the time of need. Policies should be taught through examples: Offer a “social media challenge of the week” and ask employees how they would respond to a realistic scenario. Don’t make everyone sit through a boring class or click through a web-based course that they’ll instantly forget.
I expect more ideas to form as I continue going through my conference notes and having follow-up conversations with the people I met in New York.
Most striking to me was the similarity of our experiences. Even though we were in different companies, across different industries, using different technology, we all faced the same challenges. The adoption curve is steep, culture change is slow, and enterprise technology isn’t always nimble. But learning from each other, talking through our problems, and sharing our suggestions convinced me how important this work is. People are natural collaborators. We’re never going to achieve our best results working in silos, isolated from one another. It’s true for the tireless champions of internal social media at companies around the world, and it’s true for the employees we’re working to connect.
