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M&W-2011-1-of-2

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Social Media and Organizational Change

Social Media and Organizational Change

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  • 1. Social Media and Organizational Change
    Dana Allen-Greil, National Museum of American History,
    Smithsonian Institution, USA
    http://americanhistory.si.edu
    Susan Edwards and Jack Ludden, J. Paul Getty Trust, USA
    http://www.getty.edu
    Eric Johnson, Monticello, USA
    http://www.monticello.org
  • 2. Here are the things we think we know…
    • Radical trust begins with you
    • 3. The Center-Edge approach is a useful organizational model
    • 4. Social media experts need to be empowered and recognized
  • Take an honest look at your institution
  • 5. Radical Trust BeginswithYOU
    http://www.loc.gov/exhibits/treasures/images/tlc0090.jpgv
  • 6. Radical Trust
    “A notion that influence, rather than control, is more effective at guiding culture, commerce and communities.”
    Radical Trust http://www.radicaltrust.ca/about/A marketer's guide to social media, brand democratization and corporate transparency. Emphasis added
  • 7. Without an internal culture of influence and trust, it is difficult to build radical trust with our audiences.
    Klodiana Alia on Flickr http://www.flickr.com/photos/nuvole/486402163/
  • 8. Radical Trust http://www.radicaltrust.ca/about/
  • 9. Social Media is Shifting the Balance
    Organized Structure
    Clear and consistent procedure on all levels
    Creation
    Thorough analysis of risks and benefits
    Failure is undesirable
    Organized Chaos
    Procedures fluid and constantly changing
    Enablement
    Experimentation ethos
    Failure is ok(with reflection!)
  • 10. Social Media is Shifting the Balance
    Top-Down
    Layers of review ensure management oversight
    Staff accountable to management
    Bottom-Up
    Decision-making by frontline staff
    Staff accountable to visitor, and each otherv
  • 11. Radical Trust from Within
    Benefits
    Higher tolerance for change
    Increased confidence
    Collaboration
    Challenges
    Lack of clarity can be stressful
    How to manage the chaos?
    Sara. Nel on Flickr http://www.flickr.com/photos/saranv/3521287388/
  • 12. This is whytrust
    becomes essential
    notsogoodphotography on Flickr http://www.flickr.com/photos/notsogoodphotography/3434414425/
  • 13. Building Influenceby Raising Awareness
    • Talk to staff & answer questions
    • 14. Clarify connection to the mission
    • 15. Write down policies, goals & make them public
    • 16. Share evaluations
  • 17. Share Evaluations
    How would you describe yourself?
    (Check all that apply)
  • 18. Increased face-to-faceconversations
    amongst staff
    tmfotki on Flickr http://www.flickr.com/photos/tmfotki/97025124/
  • 19. Influence through Building Skills
    Technical skills
    Procedure & Policy
    Content Expertise
    Editing & Writing
    Outreach
    And more….
    s.o.f.t. on Flickr http://www.flickr.com/photos/soft/2340756122/
  • 20. Staff learn from one another
    Pesky Library on Flickr http://www.flickr.com/photos/peskylibrary/2166053845/
  • 21. @Monticello
    1 day event
    Introduced curators to social media interaction with public
    Web staff did the tweeting
  • 22.
  • 23. Influence through Collaboration
  • 24. Social Media Task Force
    Support group | Team | Community
  • 25. Testing, rapid prototyping,
    and
    experimenting
    Smithsonian Institution on Flickr http://www.flickr.com/photos/smithsonian/3378207391/
  • 26. Find the influencers on theinsideof your organization
  • 27. http://www.loc.gov/exhibits/treasures/images/tlc0090.jpg