‘Social Readiness’:Preparing your organisation for a moreSOCIAL life                                Dr. Valerie Purchase  ...
Many organisations create Facebook pages,Twitter or Pinterest accounts but fail to considerpreparing their organisation fo...
Why into the unknown? What’sdifferent?     §  Fragmented and messy     §  Culture is different     §  Organisations are...
How can an organisation be prepared?   §  Be strategic – know why you are embarking on a       social journey   §  Be re...
Be strategic§  Some organisations just tack a    Facebook page onto their existing    business’           Rules For the S...
How can an organisation be prepared?   §  Have a strategy   §  Be ready offline – resources; guidelines and       proced...
Being ‘social’ requires resources   §  95% of Facebook Wall Posts Not Answered By Brands   §  How many people are there ...
‘Social media crises are on rise,yet many can be avoidedthrough preparation’- Need a social media policy and response plan...
Do you really need a policy?   ‘We don’t have a clothing policy but no-one comes   to work naked’   ‘it’s just common sense’
Creating a Safe Space - Social MediaPolicies Directory    §  Employees and managers need some basic guidelines on      wh...
* ASCE American Society of Civil Engineers
How can an organisation be prepared?   §  Be strategic   §  Be ready offline to be online   §  Be ready to change      ...
Incremental change
Perhaps even fundamentally change?Emanuele Quintarelli                                                 Value co-  Isolated...
Fundamental change -Threadless T-shirtsMichael Parent, Kirk Plangger, Anjali Bal (2011)The new WTP: Willingness to partici...
Building social readiness - American Red Cross – (Li, 2010)§  Hurricane Katrina - Why wasn’t the country    better prepar...
§  But be ready …  Are we strategic in our adoption of  social media?  How ready are our organisations in  terms of resou...
Social readiness bcc
Social readiness bcc
Social readiness bcc
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Social readiness bcc

  1. 1. ‘Social Readiness’:Preparing your organisation for a moreSOCIAL life Dr. Valerie Purchase School of Communication @ValeriePurchase
  2. 2. Many organisations create Facebook pages,Twitter or Pinterest accounts but fail to considerpreparing their organisation for increased socialattention and involvement
  3. 3. Why into the unknown? What’sdifferent? §  Fragmented and messy §  Culture is different §  Organisations are the ‘uninvited guests’ §  Huge potential for positive involvement
  4. 4. How can an organisation be prepared? §  Be strategic – know why you are embarking on a social journey §  Be ready offline – resources; guidelines and procedures for responding §  Be ready to change both incrementally and perhaps fundamentally
  5. 5. Be strategic§  Some organisations just tack a Facebook page onto their existing business’ Rules For the Social Era by Nilofer Merchant•  You need a clear situational analysis, measurable objectives, a strategy to achieve your objectives and more detailed and regular campaigns and actions•  Share your strategy
  6. 6. How can an organisation be prepared? §  Have a strategy §  Be ready offline – resources; guidelines and procedures for responding §  Be ready to change both incrementally and perhaps fundamentally
  7. 7. Being ‘social’ requires resources §  95% of Facebook Wall Posts Not Answered By Brands §  How many people are there in your social media team?
  8. 8. ‘Social media crises are on rise,yet many can be avoidedthrough preparation’- Need a social media policy and response plan Social Business Readiness: How Advanced Companies Prepare Internally
  9. 9. Do you really need a policy? ‘We don’t have a clothing policy but no-one comes to work naked’ ‘it’s just common sense’
  10. 10. Creating a Safe Space - Social MediaPolicies Directory §  Employees and managers need some basic guidelines on what is and isn’t allowed. Why social technologies are important, and go on to provide detail on what employees should and should not do when engaging in digital media communication
  11. 11. * ASCE American Society of Civil Engineers
  12. 12. How can an organisation be prepared? §  Be strategic §  Be ready offline to be online §  Be ready to change both incrementally and perhaps fundamentally
  13. 13. Incremental change
  14. 14. Perhaps even fundamentally change?Emanuele Quintarelli Value co- Isolated Inside -out Permeable creation
  15. 15. Fundamental change -Threadless T-shirtsMichael Parent, Kirk Plangger, Anjali Bal (2011)The new WTP: Willingness to participate. Business Horizons (2011) 54, 219—229
  16. 16. Building social readiness - American Red Cross – (Li, 2010)§  Hurricane Katrina - Why wasn’t the country better prepared? Why were citizens of the richest country in the world abandoned for days?§  Red Cross were facing criticism, reputation threatened by blogs, discussion boards, social networking sites§  2006 Hired Wendy Harman – ‘make it stop’§  January 2010 Haiti Earthquake§  Rapid volunteer response and raised $10m in just 3 days
  17. 17. §  But be ready … Are we strategic in our adoption of social media? How ready are our organisations in terms of resources; guidelines; skills? Are we really ready to change?

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