‘Social Readiness’:Preparing your organisation for a moreSOCIAL life Dr. Valerie Purchase School of Communication @ValeriePurchase
Many organisations create Facebook pages,Twitter or Pinterest accounts but fail to considerpreparing their organisation for increased socialattention and involvement
Why into the unknown? What’sdifferent? § Fragmented and messy § Culture is different § Organisations are the ‘uninvited guests’ § Huge potential for positive involvement
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
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
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
Being ‘social’ requires resources § 95% of Facebook Wall Posts Not Answered By Brands § How many people are there in your social media team?
‘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
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 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
Perhaps even fundamentally change?Emanuele Quintarelli Value co- Isolated Inside -out Permeable creation
Fundamental change -Threadless T-shirtsMichael Parent, Kirk Plangger, Anjali Bal (2011)The new WTP: Willingness to participate. Business Horizons (2011) 54, 219—229
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
§ 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?