2. Introduction
TATA steel is the world’s 6th largest steel company
with annual crude steel capacity of 28mn tonnes.
It is expected to expand its global crude steel
capacity to 33.5mn tonnes.
Being India’s largest private sector steel company, is
the world’s second geographically diversified steel
producer.
TATA Steel group with annual turnover of US $26.6
Bn has operations in 24 countries and commercial
presence in over 50 countries.
3. Objective
Identify a need or a gap in the current management
architecture of Tata Steel.
To identify the possibilities of using social media as a
medium of communication that lies beyond the
normal channels offered by traditional IT systems
like ERP, CRM, SCM or mail, phone, fax.
Exploring the possibilities of leveraging the cloud
computing model.
4. Identifying Company Objective
Improvement of internal communication or working
processes.
E-learning
Selling products
Acquiring customer insight
Recruiting
CSR activities
The target audience-what kind of information the
audience is looking to receive. These issues will play a
major role in the selection of the most appropriate and
effective social media tools.
5. Proposal
Looking at the Size, employees, Goals, of the
company, TataSteel can use the power of social
media to do the following:
Internal Communication–Instant messaging
Sharing of information–Blogs.
Employee Engagement–Internal Blogging system.
Learning and Knowledge Management–Wiki.
Collaboration–Documents on the cloud.
Social media as a medium of recruitment
Environmental Awareness Campaign
6. Instant Messaging
Instant messaging is real-time text-based
communication between two or more people using
personal computers or other devices, along with
shared clients.
Voice/VideoCalling.
A good example of all these features would be the
Gtalk/G-chat application provided by Google.
7. Blogging
Blogging could be a core component of a company’s
social media strategy. There are two ways in which we
can look at blogging.
• Company blog
• Internal Blogging System
May be utilised for sharing of information and
stimulating discussion.
Offer an easy channel for publishing and expressing
various facts, viewpoints, ideas and thoughts. Offer an
opportunity for organisational branding and establishing
authority within a certain field of activity.
8. Learning and Knowledge management
Wiki scan be a great way to enhance learning and
Knowledge management.
Wikis are work spaces for creating collaborative
works that serve different purposes like learning and
knowledge management.
The soft ware can also be used for personal note
taking.
Wikis enable interaction in editing and easy tracking
of change.
The level of access varies from open to closed.
9. Office on the cloud
Storage, versioning and sharing of documents in an
organization as large as Tatasteel would be a
challenge if not all documents were stored on the
cloud.
There are already many cloud based office soft ware
available.
Advantage of going for cloud based solution is that:
• Documents can be easily shared
• Everyone has access to the current version of the document.
• The infrastructure is handled by the hosting company.
10. Recruitment
The brand of TataSteel as a favourable place to work can
be enhanced by the use of Social media extensively.
Attracting and retaining talent is of primary importance
to companies. Through the medium of LinkedIn,
Facebook the brand can be built.
Tatasteel has its presence in these websites.
The challenge though would be to consistently churn out
quality content for these sites.
Organizing online competitions can be done through
these sites.
An attractive idea can easily go viral and it has the
potential to reach any number of people.
11. Environment Awareness Campaign
TataSteel is doing a lot of work to create
environment awareness campaigns.
Such campaigns would be more effective through the
use of creation of innovative content for social
media.
Interactive videos like the hunter and the bear video
are unique and have quickly gone viral. So, content
creation is of paramount importance for a successful
campaign.
http://www.youtube.com/watch?v=4ba1BqJ4S2M
12. Benefits
Effective and Knowledge management.
Effective and easy communication between
employees
Building of brand to attract the best talent pool
Spreading the policies and building the image of the
company(Environmental campaign)
Better collaboration among employees.
13. Challenges
Defamation Risks:
Breach of Confidentiality:
So a simple yet comprehensive social media policy or
set of guidelines tuned to the company and its
customers should be developed.
14. Financial Model
Enterprise product of Google
• Initially Flexible pricing plan based on the number of users.
• Can also roll this out to a limited set of employees and check
for the efficiency.
• Later the possibility of the annual plan can be explored.
Free software:-
• Wordpress, wiki spaces etc for the blogging and wiki solutions
which will bring down the costs
• Costs associated with the employees who would be managing
and developing contents for the Facebook, LinkedIn and
YouTube websites.
• Example : Cognizant
