The term ‘social networking’ brings to mind sites like FaceBook where people engage in casual chatter about their everyday lives. However, there are also a number of hugely popular Web 2.0 platforms you can use to bridge the gap between professional and personal interaction. This process (done right) helps you build a powerful brand that your employees can connect with. Once your workforce is on board with your company’s vision, there is no limit to the number of people they can reach with your message.
Focus on What’s Important
Before
you set up your first network, you need to understand what these tools can and
can’t do for you. Companies that approach social networking with a traditional
advertising mindset are often disappointed with the results. If your goal is to
develop a motivated employee base that will create a buzz about your company,
you are much more likely to achieve your objectives. Social networking is a
powerful way to:
·
Increase
employee engagement and morale
·
Improve real
two-way communication with your workforce
·
Express your
core vision with every interaction
·
Differentiate
yourself from other employers/companies (branding!)
·
Explore new ways
to improve your business model
·
Attract top
talent to fill open positions
Clarify Your Expectations
Implementing
a social networking program without a clear policy for how it should be used is
a disastrous mistake. However, filling 5 or 6 pages with fine print about every
type of unacceptable behavior (and the resulting disciplinary action) will
ensure that no employees have any interest in participating.
Create a one page guideline that encourages positive interaction and accountability without squelching creativity. Let your workers know that you trust them to be professional and take responsibility for the way they represent themselves and your company. Set the example you expect others to follow. Have a protocol in place for addressing any negative behavior on the part of the occasional “problem employee”.
Pick the Right Platform
Here
are 4 popular Web 2.0 tools along with ideas for how to use them and ways to
encourage employee participation:
Blogging
A company blog can replace many traditional communication mediums. Use your company
blog to:
·
Address current
issues
·
Answer questions
·
Cover policy
updates
· Talk about new ideas/innovations
· Share business tips
·
Recognize areas
that need improvement
·
Brainstorm
creative solutions
Giving employees an immediate voice in these discussions increases engagement. One person can be responsible for moderating comments on the blog, but every department should contribute content.
Add tags to categorize the entries so
employees can easily find data on any topic. Eventually, your blog should
become a comprehensive repository of information. Then, you can direct workers
to the appropriate entry whenever they have a question.
Your
corporate blog should also have an external component where you post
information for customers. Invite one employee per week to write a guest post
or answer customer questions. This is an opportunity for them to showcase their
knowledge about a specific topic that is relevant to your company.
LinkedIn
LinkedIn is a professional network for
connecting with potential job candidates. Demonstrating a cohesive presence via
a corporate LinkedIn group sets you apart from other employers. When you create
your own group, use the summary and description sections to express your brand
- not just to give a bland description of what your company sells.
Encourage
your existing employees to participate by holding a free 20-30 minute workshop.
The focus of this workshop should be to assist them in updating their online
profiles. Help them highlight their skills, experience, and expertise. This improves
their career potential and your company image at the same time. When employees
join your group, your logo is displayed in their profiles. This increases your
brand visibility in every interaction they have with other professionals.
YouTube
If
you have the budget to create short, simple videos, a YouTube
channel is the way to go. This is the perfect medium for distributing
messages that improve morale and engagement. Provide creative, entertaining clips
about workplace safety, health & wellness, training tutorials, company
events, and new products/services.
Everyone
loves to be a star, so ask workers to participate in script writing and acting.
Use YouTube to distribute a personal message from the CEO once a month. This
helps each employee feel personally connected with top management - especially
if the CEO drops by to add a comment now and then.
Twitter
The
key to successful
tweeting is variety, relevance and giving as much as you get. Understand
your employee and client demographics and what catches their interest. Tweet
about topics that mesh with your larger corporate vision. This can include eco-friendly
tips, work/life balance resources, money saving advice, and more.
Position
yourself consistently as a source of free, helpful information. This will get
your employees in the habit of passing on pertinent tweets to others. Then, it
will be a natural progression for them to re-tweet info about your latest
product release or job openings as simply another benefit you offer to their
extended network.
What's your experience in social media marketing? Let me know what worked or didn't work for you in the comments!
