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Social Media and Organizational Change

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