How Twitter has increased engagement @Virgin Media
If 2008 was the year for Facebook, then 2009 belongs to Twitter, the social media tool which allows users no more than 140 characters to communicate what they’re thinking. If Twitter can make mainstream headlines, is there a place for it inside organizations? Virgin Media’s director of internal communication Abi Signorelli thinks there is, and explains how Twitter has increased collaboration and engagement at the company.
, Virgin Media
“Getting social” at Virgin Media is a hot topic for us right now. We want to transform how we communicate and collaborate internally using social media tools and techniques. If this is how our people are communicating outside the office, it’s important that we make the channels available to them at work. And with Virgin Media making waves in the communication and entertainment industry, we need to be bringing this alive for our people too. And Twitter is red hot for us right now.
Opening doors
We’ve been using Twitter for internal communication for about a year and we now have a community of several hundred employees using Twitter (otherwise known as “Twits”) to connect, collaborate, innovate, communicate and generally have a bit of fun.
With over 100 offices across the UK, Twitter has enabled connections that wouldn’t have happened before. It has opened doors for people needing answers and support on a whole variety of topics – from IT support, to finding solutions to customer problems, to tips on where to get the best beer for those traveling to other offices. Twitter is fast becoming the first place employees turn to when they need something – both professionally and socially. Our network of Twits always means there’ll be someone out there “who knows a man who can”.
Maximizing collaboration
Twitter has enabled connections that wouldn’t have happened before, and opened doors for people needing answers and support on a variety of topics.
Many of our Twits have never actually met, but when they do, there’s already an established relationship through having followed each other on Twitter – making that first meeting like a reunion between two friends. That means employees who use Twitter can really maximize collaboration without the need to get to know and understand each other first.
We all need to be careful about what we say in an open forum – our Twits are well versed on Twitter etiquette. And we’ve also created a protected Twitter account that we use to tweet about things that are only relevant for Virgin Media people. We use this account to spread news, gather feedback, get ideas and keep dialogue going on any particular topic.
Twitter for external communication
We’ve been working closely with the team that runs our external, customer facing twitter account (@virginmedia), to help spot and solve customer queries. We’re really exploiting this channel externally to go beyond our customers’ expectations and give them new ways to learn, interact and feedback to us – exactly what we should be doing as a Virgin company.
We’ve developed a community of motivated advocates who naturally talk about Virgin Media products and services as part of their day-to-day lives.
These employees who have really embraced Twitter are early adopters and keen promoters by nature. We’ve developed a community of motivated advocates who naturally talk about Virgin Media products and services as part of their day-to-day lives. And, obviously, the more they build their own community of followers, the further this word-of-mouth, or viral effect, spreads.
A fun and engaging tool
At Virgin Media we like to have a bit of fun. In February, to coincide with the Brits, we hosted the “Twitawards” where Virgin Media Twits nominated and voted for things like Best Twittish Male and Female. We always have a bit of fun on Twitter – everything from twitpic caption competitions to sending out top tips, (“toptwips”) to help our community keep up with the latest developments on Twitter and other social media tools.
It’s also provided a platform for many of our Twits to explore some of their own personal goals and hobbies. Realizing that many of our Twits had an interest in photography, one user has now established a network on Flickr to share photos. I recently signed up to do a sponsored hike for charity, I tweeted about it and within a short space of time, had several other Twits who I’d never met before sign up to do it with me. So far, we’ve raised £6,000.
Being human
Being human is one of our core values at Virgin Media. Using an open system like Twitter means our employees don’t only connect with their colleagues, but also with anyone else out there sharing similar interests. We’re encouraging them to be themselves, giving them freedom and choice to openly communicate with whoever they want.
We’re trusting our employees to act in a responsible way by treating them as human beings, which they appreciate. As part of a suite of social media tools and techniques we’re considering at Virgin Media, Twitter has really helped us to begin to transform how we communicate internally, from a traditional two-way communication environment to a truly collaborative one.
Have your say
Would you consider using Twitter internally to help employees collaborate and communicate? Why or why not? Virgin as a brand is young and innovative, and the corporate culture encourages experimentation of new technologies, but how would you convince leaders of a more conservative organization to allow employees to try something like Twitter? Let us know your thoughts below:
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