TOP TIPS: 10 rules of social media strategy
Use these 10 rules of social media strategy to ensure you roll out social media tools with maximum positive effect on employees and the business.
by
Victoria Mellor, CEO, Melcrum Publishing
Before you jump into social media, ask yourself whether your organization is ready. It's the job of the communicator to recognize and understand where and how social media tools might work in your business. So, here's a 10-step checklist to help ensure your social media development goes according to plan:
- Assess your readiness
Before doing anything, assess your organization’s cultural readiness. Will blogs, podcasts, wikis and so on survive in your organization? Do the new tools complement your organization's processes and vision? Remember, social media won't necessarily suit all organizations and employees.
- Focus on people, not the
technology
Don't overlook the needs and preferences of the people who will use the new tools – focus on the human need for the technology and how they're able to adapt to it.You provide the tools, shape their use and set guidelines for use. The audience then decides what's useful and what's not.
- Carefully consider the business benefit
Before rushing in, think about the purpose of the tools. Once you're clear on the actual business purpose of the tools, you'll be led by the goals you're trying to achieve, rather than the technology itself. Ask specific questions, such as:
Who will use these tools?
How can they support or generate useful conversations?
How can they give employees better access to leadership?
How can they help global teams collaborate and communicate better?
How can they change the culture?
- Grasp the difference between traditional and
social media
Make sure you understand the difference between the two types of media. Without grasping the difference between the two fundamentally different methods of communication, it's unlikely you'll grasp the potential of social media. As a communicator you provide the tools, you shape their use and you set guidelines for use. The audience then decides what's useful and what's not.
- Prepare to relinquish control and share the
process
Social media places all users on an equal footing, so control is reduced for all organizations and leaders. Employees become equal partners in the communication process and are invited to take part in a conversation and share information, rather than have information pushed at them. Also, get comfortable with ambiguity. Simple person-to-person conversations can turn into large knowledge-sharing exercises if they're allowed to grow in whatever way they need to.
Social media places all users on an equal footing, so control is reduced for all organizations and leaders.
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Be experimental and involve employees
Because social media isn't costly to implement, you can afford to experiment. Involving employees in trial and development encourages acceptance of the tools. It helps familiarize them with the tools so they feel comfortable using them, in their own time. Think about producing "beta" sites for employees to experiment with – this will help iron out glitches before going "live". - Give employees clear guidelines
However informal, there's no reason why communication taking place via a blog or a wiki should stray from the usual behaviors expected in any workplace interaction – such as professionalism or respect. Spell out the consequences of unacceptable behavior. Think about prohibiting anonymity, so employees will realize they'll be held accountable for their comments. You could also outline a blogging Code of Conduct.
- Take a hands-off approach
People are instinctively fearful of radical change, so resist the urge to market tools aggressively. Social media tools seem to work best when they're allowed to develop and grow organically. Put together platforms and software and then consult employees about how to optimize their use and potential.
Integrate new tools and applications with your existing channels and media, rather than replacing your existing platforms.
- Work with what you’ve got
Use existing technology wherever possible, learning through trial and error, and develop tools based on what's working and what isn't. Integrate new tools and applications with your existing channels and media, rather than replacing your existing platforms.
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Don’t obsess about the numbers
For most organizations using social media tools, it's too early to measure their financial success with reliability or accuracy. Given that social media tools are cheap to implement, our focus should be on what can be gained from making them available, rather than the return on investment in financial terms. Focus on the outcomes rather than the activity surrounding them (e.g., the number of comments on a blog). Also, ask for anecdotal feedback from employees.
To work through these points in more detail, download the Social media strategy worksheet to help you identify the steps you need to take to integrate these tools with your existing communication approach.
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TOOL: Social media strategy worksheet