{"id":949,"date":"2012-03-27T08:10:39","date_gmt":"2012-03-27T12:10:39","guid":{"rendered":"https:\/\/enterprisestrategies.com\/?p=949"},"modified":"2015-07-26T23:23:49","modified_gmt":"2015-07-26T23:23:49","slug":"how-not-to-fail-at-enterprise-social-media","status":"publish","type":"post","link":"https:\/\/enterprisestrategies.com\/2012\/03\/27\/how-not-to-fail-at-enterprise-social-media\/","title":{"rendered":"How Not to Fail at Enterprise Social Media"},"content":{"rendered":"<p>When you signed up for your first Facebook account back in the early 2000s, you were probably curious. You wanted to learn more about this new \u201csocial media\u201d platform and see if it might be fun and useful to you. After a few weeks, you were hooked. Facebook made reconnecting with old friends possible. It made sharing photos of your newborn easy. And you were able to do it at your own speed, on your own time. The same ease of adoption doesn\u2019t always happen in the enterprise.<\/p>\n<p>In a recent Harvard Business Review article, <a href=\"https:\/\/twitter.com\/#!\/tammyerickson\">Tammy Erickson<\/a> discusses challenges to adopting collaborative technology tools. She looks at personal social media use and why people are eagerly engaged in it compared to enterprise social media. Control and choice are at the heart of the comparison.<\/p>\n<ul>\n<li><strong>We choose<\/strong> to set up accounts for personal social media and engage with others through them. A supervisor or management is not requiring it.<\/li>\n<li><strong>We control<\/strong> what we say and share through personal social media. We are not being required to share and produce certain kinds of content.<\/li>\n<\/ul>\n<p>Enterprise social media can be <a href=\"https:\/\/enterprisestrategies.com\/2012\/02\/21\/how-enterprise-social-media-is-valuable-to-every-level-of-your-company-part-1\/\">valuable to every level of your company<\/a>. When strategies are successful, they can grow employee engagement, tear down knowledge silos inhibiting the sharing the information and help your company recruit and support top talent. Enterprise social media can give rise to serendipity where subject matter experts and information are easily found within your organization, making your employees smarter and more productive. But when social media strategies are implemented haphazardly or pushed onto employees by force, these benefits are more difficult to realize.<\/p>\n<p>Business strategist <a href=\"https:\/\/twitter.com\/#!\/dhinchcliffe\">Dion Hinchcliffe<\/a> shows how 10 big-name companies made <a href=\"http:\/\/www.zdnet.com\/blog\/hinchcliffe\/realizing-social-business-enterprise-20-success-stories\/1908\">social media work<\/a> for their internal teams. His profiles illustrate how social media strategies are rolled out, modified and being used by brands from Alcatel-Lucent to Burberry. There might be some hiccups along the way, but these challenges are manageable because a clear strategy is in place.<\/p>\n<p>Whenever you implement enterprise social media, it is as much a business process change as it is a tool implementation. It\u2019s a different way of doing business. It\u2019s about crowd sourcing ideas and questions and potentially tasks. It\u2019s about making social interaction a part of your day-to-day processes. Treading into this new territory requires preparation.<\/p>\n<p><strong>Measure First, Then Step<\/strong><\/p>\n<p>Anyone who has built a tree house or baked a cake knows that measuring before cutting the wood or pouring the baking powder is necessary to get a good result. Before choosing a suite of social tools or asking your company for its support to launch an enterprise social media change, take a hard look at your organization.<\/p>\n<p>Assess <strong>how your people and teams currently collaborate<\/strong> and where they find each other and information. Consider how social tools can streamline those processes. Analyze your <strong>current team structure<\/strong>. Evaluate current and past <strong>communication patterns and collaboration patterns<\/strong> both inside and between these teams. Your enterprise social media strategy should complement and perhaps improve these structures and patterns \u2014 not go head to head with them in a death match.<\/p>\n<p>Evaluate the <strong>organization\u2019s current culture<\/strong>. You must understand your employees\u2019 propensity for collaboration and the type of work they do. If one team\u2019s research experience is very introverted and analytical, their work profile will be very different from someone playing the role as liaison between a number of groups who carry out a similar function. It\u2019s not appropriate to assume that all groups will use a tool in the same ways.<\/p>\n<p>If you haven\u2019t already, develop your organization\u2019s <strong>internal work personas<\/strong>. Different personas exist within every team and enterprise social media tools should be considered or ruled out in accordance with those personas and the goals of the business. Determine which tools are appropriate for your employees.<\/p>\n<p><a href=\"https:\/\/enterprisestrategies.com\/wp-content\/uploads\/2014\/03\/Context-key-to-esn-1.jpg\"><img fetchpriority=\"high\" decoding=\"async\" class=\"alignright size-full wp-image-16934\" src=\"https:\/\/enterprisestrategies.com\/wp-content\/uploads\/2014\/03\/Context-key-to-esn-1.jpg\" alt=\"Context key to esn 1\" width=\"300\" height=\"248\" \/><\/a>Where people are in their <strong>employment life cycles<\/strong> effects how they will use and benefit from social tools. The ability for a new hire to start using a tool, asking questions and interacting will be very different from the ability and comfort level of a 10-year employee. The veteran is probably interested in quickly connecting with people globally who share a common area of expertise, while the new guy is just getting his feet wet. A manager interested in monitoring workplace interests and issues will be using tools in yet other ways. Alumni of an organization interested in staying connected and being advocates of your brand will be using your tools differently as well. <a href=\"https:\/\/twitter.com\/#!\/socialworkplace\">Elizabeth Lupfer<\/a> does a great job of covering issues like the employee life cycle on <a href=\"http:\/\/www.thesocialworkplace.com\/\">The Social Workplace<\/a>.<\/p>\n<p>And yes, it is possible to look at a business group and determine that collaborative tools aren\u2019t appropriate for it. The best way to come to this conclusion, however, is by careful analysis before launching a social tool. Corporate communicators should be able to demonstrate an acute level of specificity and analysis to support work patterns and collaboration before stepping into enterprise social media.<\/p>\n<p><strong>How to Fail at Enterprise Social Media<\/strong><\/p>\n<p>If an organization doesn\u2019t measure before launching an enterprise social media initiative, it will more than likely fail. If a company\u2019s new social tool is not integrated to be a real part of its employees\u2019 work, it will most assuredly fail. If an organization decides to haphazardly pick a tool and force it on its employees, two scenarios will likely occur:<\/p>\n<ul>\n<li><em>At best, people won\u2019t use it. <\/em><\/li>\n<li><em>At worst, they\u2019ll rebel against it and use it inappropriately to show what a bad idea it was. <\/em><\/li>\n<\/ul>\n<p>If your initiative does fail, it will take a long time to recover, which will keep your organization from experimenting and trying new social tools because it has failed once. If you randomly choose a tool, it can slow people down. If someone gets the wrong tool in their hands, they will be frustrated by their inability to use it well and waste time trying to make it work.<\/p>\n<p>If your tool fails, your organization\u2019s bottom line loses. This is why companies like <a href=\"https:\/\/www.trustradius.com\/\" alt=\"\" title=\"\">TrustRadius<\/a> exist. When it comes to trying out new software for your business, you&#8217;re only going to want the best. As technology can make a lot of difference to many industries, it is important to at least look into the tools that can help get your business to the height of success. <\/p>\n<p>License fees for tools, implementation costs \u2014 possibly including internal and external resources \u2014 and opportunity costs are at stake. Think about how much time your employees spent on this failed tool when they could have been focusing on their primary responsibilities.<\/p>\n<p>I\u2019m a strong believer in the benefits of enterprise social media, but only when a sound strategy is in place. Careful examination of your organization and its people must come first.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>When you signed up for your first Facebook account back in the early 2000s, you were probably curious. You wanted to learn more about this new \u201csocial media\u201d platform and see if it might be fun and useful to you. After a few weeks, you&#8230;<\/p>\n","protected":false},"author":1,"featured_media":19733,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[82,56,352,86,60],"tags":[344,405,404,350,403,351,406,348,349],"class_list":["post-949","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-employee-engagement","category-enterprise-collaboration","category-enterprise-social-networks","category-internal-communication","category-social-enterprise","tag-andy-jankowski","tag-collaboration","tag-communication","tag-employee-adoption","tag-employee-engagement","tag-enterprise-social","tag-enterprise-social-networks","tag-knowledge-management","tag-productivity"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v23.3 (Yoast SEO v24.3) - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>How Not to Fail at Enterprise Social Media<\/title>\n<meta name=\"description\" content=\"Enterprise social media can be valuable to every level of your company. When strategies are successful, they can grow employee engagement, tear down knowledge silos inhibiting the sharing the information and help your company recruit and support top talent.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/enterprisestrategies.com\/2012\/03\/27\/how-not-to-fail-at-enterprise-social-media\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"How Not to Fail at Enterprise Social Media\" \/>\n<meta property=\"og:description\" content=\"Enterprise social media can be valuable to every level of your company. When strategies are successful, they can grow employee engagement, tear down knowledge silos inhibiting the sharing the information and help your company recruit and support top talent.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/enterprisestrategies.com\/2012\/03\/27\/how-not-to-fail-at-enterprise-social-media\/\" \/>\n<meta property=\"og:site_name\" content=\"Enterprise Strategies\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/EnterpriseStrategies\" \/>\n<meta property=\"article:published_time\" content=\"2012-03-27T12:10:39+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2015-07-26T23:23:49+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/enterprisestrategies.com\/wp-content\/uploads\/2012\/03\/scanning-test.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"805\" \/>\n\t<meta property=\"og:image:height\" content=\"1211\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Andy Jankowski\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@AndyJankowski\" \/>\n<meta name=\"twitter:site\" content=\"@workingevolved\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Andy Jankowski\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"6 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"WebPage\",\"@id\":\"https:\/\/enterprisestrategies.com\/2012\/03\/27\/how-not-to-fail-at-enterprise-social-media\/\",\"url\":\"https:\/\/enterprisestrategies.com\/2012\/03\/27\/how-not-to-fail-at-enterprise-social-media\/\",\"name\":\"How Not to Fail at Enterprise Social Media\",\"isPartOf\":{\"@id\":\"https:\/\/enterprisestrategies.com\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\/\/enterprisestrategies.com\/2012\/03\/27\/how-not-to-fail-at-enterprise-social-media\/#primaryimage\"},\"image\":{\"@id\":\"https:\/\/enterprisestrategies.com\/2012\/03\/27\/how-not-to-fail-at-enterprise-social-media\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/enterprisestrategies.com\/wp-content\/uploads\/2012\/03\/scanning-test.jpg\",\"datePublished\":\"2012-03-27T12:10:39+00:00\",\"dateModified\":\"2015-07-26T23:23:49+00:00\",\"author\":{\"@id\":\"https:\/\/enterprisestrategies.com\/#\/schema\/person\/5cc50b0a461fb29e9839942d29fc0268\"},\"description\":\"Enterprise social media can be valuable to every level of your company. 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Never before has it been as important to provide employees an optimal digital work environment. And never before has it been so confusing to do so. As a Chief Human Resource Officer you want to provide inviting, efficient and fulfilling employee experiences. As a Chief Technology Officer you want technology that is extensible and provides flexibility for business changes. As a Chief Communication Officer you need channels that break through digital noise and enable effective and efficient bi-directional communication with employees. As Chief Financial Officer you want a comprehensive solution and commercial model that comes at a low financial impact and ultimately pays for itself. And as employees we want to be able to do our jobs in a frictionless, effective manner with tools that have the same style and ease of use that we have become accustomed to in our personal lives. 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