Insights From the 2013 Change and Communication ROI Study

	 A Road Map to Community Building With Social Media
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Infographic: A Road Map to Community Building with Social Media - Towers Watson

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The best organizations are building a sense that all employees are in it together, sharing both the challenges and rewards of working. They are using social media to connect their employees to their managers and colleagues -- especially those that work at home.

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Infographic: A Road Map to Community Building with Social Media - Towers Watson

  1. 1. Insights From the 2013 Change and Communication ROI Study A Road Map to Community Building With Social Media The best organizations are building a sense that all employees are in it together, sharing both the challenges and rewards of working. They are using social media to connect their employees to their managers and colleagues — especially those who work at home. 56% Social media is an effective way to build community, but only of companies are using it to communicate with employees on topics such as organizational culture, team building or innovation. 47% Effectiveness in Community Building 44% effective We measured how effective companies are at building community among their employees and asked about their social media journey. As companies become more adept at using social media, their online community-building efforts also tend to improve. 22% 27% effective 14% effective effective effective If your company is new to social media, where should you start? Most companies begin by using social media to communicate with employees who work away from the office — for example, field- and home-based workers. The best use social media as part of a broader communication strategy and measure to see if it’s working. Wait and See This Might Hurt Among the companies who aren’t using social media, one out of five are able to build community among their workers. Making Progress Most companies get started by using social media to communicate with remote workers. However, we see a dip in this group’s ability to build community. We suspect the lack of a fully developed strategy is to blame. Maxing Out For most, the next step involves using social media to influence collaboration or culture. As companies increase their use of social media, they become more disciplined in their efforts and achieve better results. What’s Next? Community-building effectiveness increases significantly when companies use social media to achieve at least three objectives — for example, team building, sharing feedback with leaders and innovation. The pros expand their use of social media in areas (e.g., organizational performance) that were traditionally dominated by one-way communication. Are Social Media Efforts Working? Most companies don’t start measuring whether social media is meeting their objectives until they are maxing out. As companies begin to measure their efforts, they gain more clarity on whether social media is truly costeffective and supporting workplace productivity. This might hurt Making progress Maxing out No Assessing the Effectiveness of Social Media Yes How to Engage a Dispersed Workforce Since few organizations actually measure social media effectiveness, the relative popularity of instant messaging and streaming audio/video could simply be due to their easier implementation. Organizations that rely more heavily on social media are more likely to have the required metrics in place to evaluate the cost-effectiveness of their efforts. Remote workers are a growing segment of the workforce. They are typically more engaged and productive than employees who work in a traditional office setting. Building a shared experience is one way for organizations to deepen ties with remote workers and to improve collaboration among all employees. 23% 50% Yet only of organizations are effective at building a shared experience with their remote workforce. 45% 40% % effective What’s next Measurement Workplace productivity Cost-effectiveness Managers play an important role in engaging and retaining a dispersed workforce. 35% Remote workers are looking for clear communication, integrity and coaching from their managers. 30% 25% 20% 30% 40% 50% 60% % use 70% 80% Leadership journal or blog Yammer/Jive/Chatter HR or other function journal or blog Streaming audio or video Employee journals or blogs Social networks Instant messaging Video-sharing site Enhanced online employee profiles SMS messaging Collaboration sites Apps or other mobile approaches Twitter towerswatson.com Companies that excel at building this shared experience are more likely to have effective manager training in these four key areas, which are of high importance to dispersed workers. Manager training effectiveness 87% 83% 82% 20% Supporting the organization’s vision and values 82% 12% 13% Listening carefully to different points of view Delivering key messages in a meaningful way 14% Managing and communicating with a dispersed workforce High shared experience with dispersed workers No shared experience with dispersed workers Want to learn more? Contact your local Towers Watson consultant.

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