Social Media Primer Part 2 - from the SMinOrgs S.M.A.R.T. Blog

Social Media Primer Part 2: The Juggernaut is Bigger than You Think Social Media in Organizations (SMinOrgs) S.M.A.R.T.* Blog *Social Media And Related Technologies Click here to read the full blog entry that corresponds with this SlideShare version

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Do You Think …
The terms social media and marketing can be used interchangeably?
Social media’s main (or only) applications are marketing/branding, sales, customer service and/or public relations?
Social media is primarily for consumer-focused (BtoC) businesses?
Social media and social networking mean the same thing?
The social media universe is comprised mainly of public social network services like Facebook, LinkedIn and Twitter?
If you answered yes to any of these questions – and especially if you answered yes to all of them – you need to read this!

Introduction
The potential impact of social media on organizations, especially in the form of 2.0 technologies, is far greater than many people realize.
The external applications of social media via the public social networks, which are garnering most of the attention today, represent the tip of a very large iceberg.
These applications will ultimately be dwarfed by all the other ways social media will impact how goals are achieved in organizations.
Click here to read part 1 of the primer, which clarifies the distinctions between social media, web 2.0, and social networking.
That’s not to say that the external applications being emphasized today are unimportant. The focus on marketing/branding, sales, customer service, and public relations via the public social networks is critical in helping us see what’s possible and in creating the cultural and conversational shifts necessary to enable individuals and organizations to approach the work that’s done inside organizations in new and more effective ways. These applications are blazing important trails.

Intra-Organizational Applications
General applications
Knowledge management
Employee intranet
Specific applications
One of the most significant ways in which knowledge management and intranet systems that incorporate 2.0 technologies can be leveraged is with respect to how an organization interacts and communicates with current, past, and future employees.
When combined with the use of public social networks, 2.0-based internal systems can change virtually every aspect of human capital management .
Private social networks are another general application, but ultimately these networks are likely to be integrated into the knowledge management/intranet applications rather than functioning independently. Additional human capital applications and issues are addressed in other parts of the primer, most notably part 6. Click here to read more.

Knowledge Management 2.0
2.0 technologies can facilitate knowledge management through the use of tools such as
Technical wikis
Interactive blogs
Podcasts
Videos
Webcasts
Chat/messaging features
Discussion groups
User profiles
Microblogging
The potential benefits of using these tools can be realized at multiple levels …
The potential for exploiting 2.0 technologies to enhance knowledge management is well articulated by Andrew McAfee, the author of Enterprise 2.0 . Click here to learn more.

Knowledge Management 2.0 Benefits
Organizational
Capturing institutional memory and know-how
Facilitating knowledge transfer
Keeping knowledge current through real-time updates
Reducing unnecessary redundancies and data storage requirements
Group and Interpersonal
Identifying and leveraging subject matter experts
Developing communities of practice for technical issues, specific products/services, individual clients, etc.
Enhancing collaboration across functional areas and geographic boundaries
Increasing the efficiency and effectiveness of communication processes
Bridging generational differences
Individual
Increasing efficiency, effectiveness and productivity
Expanding knowledge, skills, and abilities
Enhancing employee empowerment and engagement
Click on the image above to see an example of KM 2.0 in action

Bonus Application
In addition to enhancing knowledge management from a purely intra-organizational perspective, 2.0 tools can also be used in an area that has not yet been explored or developed in a significant way: boundary-spanning communities .
These communities, which can be located behind the firewall, allow organizations to explore ways to improve existing products and services, as well as to develop and test new ideas.
They can be especially valuable to organizations that have a BtoB business model and/or to work on proprietary initiatives before they’re ready to be shared in the public domain.

Intranet 2.0
Lots of organizations still don’t have first-generation intranets, and for many that do, the reality of intranet 1.0 has hardly met its intended promise.
That promise can now be realized through the implementation of 2.0 technologies such as
The creation and maintenance of a private social network for employees
Leader blogs
Administrative wikis
Chat/messaging features
Discussion groups
Microblogging
The potential benefits of using these tools can be realized at multiple levels …

Intranet 2.0 Benefits
Organizational
Keeping information current through real-time updates
Reducing printing and production costs for employee communications
Reducing unnecessary redundancies and data storage requirements
Maximizing flexibility to modify communication strategies and approaches when goals and objectives change
Promoting cultural values and keeping employees informed about the organization’s strategic direction and priorities
Group and Interpersonal
Freeing up the time of administrative services (e.g., IT, HR, purchasing) to focus on more complex issues
Increasing the efficiency and effectiveness of communication processes
Bridging generational and other cultural differences
Individual
Increasing usability, usefulness, and USE of the intranet
Addressing diverse needs and desires of employee populations
Increasing employee satisfaction and morale
Promoting individual responsibility and initiative
Enhancing employee empowerment and engagement

Talent Management 2.0
Initiatives underway
Talent acquisition
Job postings/applications
Candidate searching and communication
Employment brand promotion and realistic previews
Applicant management
Alumni networks
Learning management
User generated learning and development plans
On-line training with 2.0 transfer features
Informal learning promoted through wikis, subject matter experts, communities of practice, chat features, etc.
Enhanced skills database through user-generated profiles
Additional opportunities
New employee orientation/onboarding
Inside scoop on organization and “how things are done”
Virtual cohorts
New hire wikis
Buddy systems
E-Mentoring
Career Development
Skills assessments
Career pathing
Succession planning
E-Mentoring
Leadership Development
Leadership blogs
Support groups
Shared best practices
Click on the image below to see an example of an alumni network

HR Administration and Communication 2.0
Applications
Benefits administration
Health benefits education
Retirement benefits education
Open enrollment reminders
On-line Summary Plan Descriptions
Forms management
Links to external resources
Health and wellness initiatives
Healthy living tips
Wellness/disease management support groups
Payroll and general HR
Payroll and tax reminders
Forms management
Employee handbook
Newsletters and other communication
Sample Benefits
Wikis are a great way to educate employees and increase their self-sufficiency in obtaining answers to their questions.
Chat features enable HR staff to address specific questions more efficiently and effectively.
An employee and/or his/her spouse – who may be the primary decision maker in the family – has access to resources around the clock.
Employees can form interest and support groups focused on extra-curricular activities and/or specific issues that affect them or a loved one.
Using various 2.0 communication tools, leaders can engage in dialogue with employees, in addition to facilitating dialogue (or multi-logues) among employees themselves.

Previous Primer Parts
Part 1: What is this “Fire” of Which You Speak? (clarifies the distinctions between social media, web 2.0, and social networking)
Full blog post
SlideShare version
Part 1a: What is Your SMQ (Social Media Quotient)? (discusses the “fast and fun” SMQ (Social Media Quotient) quiz I created in the fall of 2009)
Full blog post
SlideShare version
Click here or on the icon below to go to the blog to see all entries

Next Primer Parts
Part 3: Reality Check – Four Mental Shifts Organizational Leaders Need to Make (discusses the mental shifts necessary to accept digital era realities and move forward with social media)
Full blog post
SlideShare version
Part 4: Ante Up – Organizational Factors Relevant to Joining the Social Media Game (discusses organizational/workforce characteristics to consider in deciding whether and how to move forward with social media initiatives)
Full blog post
SlideShare version

Next Primer Parts
Part 5: You Can’t Outsource Leadership (discusses how leaders can prepare themselves to provide social media leadership in their organizations, not just in the short term, but over the long haul)
Full blog post
SlideShare version
Primer Part 6: Human Capital Management Challenges ... Leave No (Rosetta) Stone Unturned (discusses specific human capital management challenges organizations will have to address as social media technologies become more fully integrated into operations)
Full blog post
SlideShare version

Coming Soon to SlideShare …
11 Lessons about Digital Communities from Rome – A Photo Essay (using Rome as a metaphor for virtual communities, provides insights into the factors that should be considered when building, maintaining, and participating in digital communities)
Full blog post
The Early Bird May Get the Worm, but the Brave Bird Gets ... the Fries?!?! (discusses the importance of taking calculated risks to achieve goals, and the costs associated with risk aversion)
Full blog post

For Further Information and/or Help Courtney Shelton Hunt Principal, Renaissance Strategic Solutions Founder, Social Media in Organizations (SMinOrgs) Community 312.225.3365 (O) 312.752.7418 (M) [email_address] [email_address]

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Social Media Primer Part 2 - from the SMinOrgs S.M.A.R.T. Blog

by Social Media in Organizations on Jul 13, 2010

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Social Media Primer Part 2 - from the SMinOrgs S.M.A.R.T. Blog — Presentation Transcript