This document discusses using social media for knowledge management in multi-partner organizations. It describes listening to social media conversations to discover topic trends and influential stakeholders. A monitoring approach is outlined that involves listening, discovering, measuring, and engaging. Tools for listening include Google Alerts and social media search/monitoring tools. Metrics can measure qualitative and quantitative data from social conversations in real-time. Successful engagement requires being accessible, relevant, practical, patient, and findable on social platforms. Outcomes include making documents shareable, following important channels/users, and providing social media engagement packages.

2. SOCIAL MEDIA KNOWLEDGE MANAGEMENT
Communications and Social Media for
Knowledge Management in a
Multi‐ Partner Setting
15 March 2012 – Sebastian Majewski

3. SOCIAL MEDIA KNOWLEDGE MANAGEMENT
1. SOCIAL MEDIA
2. KNOWLEDGE MANAGEMENT
3. THE MONITORING APPROACH
3.1 LISTEN
3.2 DISCOVER
3.3 MEASURE
3.4 ENGAGE
4. OUTCOMES

4. SOCIAL MEDIA KNOWLEDGE MANAGEMENT

5. SOCIAL MEDIA KNOWLEDGE MANAGEMENT

6. While attitudes towards social
media are mixed, the impact is
evident.

7. RELEVANCE
• 1.2 billion users
• roportional growth to total
P
Internet usage
• Facebook with 734 million
active users is leader
• Social Media is getting
more Glocal
Source: comScore (2011)

8. SOCIAL MEDIA KNOWLEDGE MANAGEMENT
Engaging Stakeholders through Social Media Conversations
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9. WHAT ARE THE IMPLICATIONS FOR
KNOWLEDGE MANAGEMENT?

10. SOCIAL MEDIA KNOWLEDGE MANAGEMENT
Social Media Communication and Knowledge Management in a multi‐partner
setting faces unique challenges:
• Varying connectivity levels.
• Ordinary or emergent tasks.
• Resource constraints.
• Knowledge availability varies extremely:
• sometimes little information will be available with which to make informed
decisions;
• other times, multiple reports with conflicting information may necessitate
increased information processing capabilities.
• Finally, decision-making must occur in a compressed timeline.

11. SOCIAL MEDIA KNOWLEDGE MANAGEMENT
• Knowledge is the product of social interaction, preferable face-to-face
meetings.
• Knowledge is presented in cycles determined by the frequency of this
meetings and office hours.
Positive: Liaison officers become experts for the ‘right’ information across
boundaries.
Negative: Relying on an explicit liaison also creates a knowledge bottle neck
thus less sharing occurs.

12. SOCIAL MEDIA KNOWLEDGE MANAGEMENT
KM - sites are primarily oriented toward sharing knowledge
within a staff.

13. SOCIAL MEDIA KNOWLEDGE MANAGEMENT
Wikis are oriented toward the issues as a whole, but the
extent to which wikis grow unchecked is a challenge.

14. SOCIAL MEDIA KNOWLEDGE MANAGEMENT
Are we going where we want?
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15. 3.THE MONITORING APPROACH
Engaging Stakeholders through Social Media Conversations
Listen
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Discover
Measure
Engage
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16. 3.1 Listen
The information is delivered in knowledge chunks.
Organizations must adapt to a dynamic situation through:
• coordinating communication and actions by multiple functional areas.
• encouraging cross-boundary communication between groups with
different tasks and roles.

17. 3.1 Listen
In order to detect topic trends, influential stakeholders and the best channels,
listening is a paramount. There are two main categories of tools:
• Paid Tools
• Radian6
• Hootsuite
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• Free Tools
• Google Alerts
• Twitter Search Tools (Hashtracker or Crowdbooster)
• Blog Search Tools (Icerocket or TrackUr)
• Social Mention
• Board Tracker
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18. 3.1 Listen
Set up multiple Google Alerts for your topics and campaigns. The alerts
will get delivered directly to your email inbox at the frequency you indicate
(e.g., daily or as they happen).

19. 3.2 Discover: Topic Trends
35000
30000
Gender
Equality
25000
20000
Sustainable
Development
15000
Food
Security
10000
5000
MDGs
0
March
April
May
June
July
August
September
October
November
Figure 2: Four issue arenas in a 9-month trending.

20. 3.2 Discover: Topic Trends
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21. 3.2 Discover: Interesting Content
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22. 3.3 Measure
Monitoring social media conversations offers the
richness of qualitative research and the sample sizes
of quantitative research in real time.
How do we detect digital smoke signals?

24. 3.3 Measure

25. 3.3 Measure

26. 3.3 Measure

28. 3.4 Engage
Five characteristics for successful engagement:
• Be accessible: Join conversations and talk with a human voice.
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• Be relevant: It’s about the community and not about you.
• Be practical: Use common and new technologies, such as Slideshare.
• Be patient: Relationships take time, don’t start with asking for favours.
• Be findable: Prepare your content for search filters.
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29. 4.OUTCOMES
Making documents accessible and shareable through partnerships.
hPp://www.slideshare.net/undesa/

30. 4.OUTCOMES
Following the channels and users that you care about.
hPps://twiPer.com/#!/UNICEF/unicef-­‐worldwide-­‐offices

31. 4.OUTCOMES
Offices increasingly understand to offer social media packages.
Communication for the SOWC2012 Launch:
• Prepared Messages for Facebook & Twitter in 3 Languages
• Interactive Map
• Facebook Applications
• Webinar for Comms Teams
• Facebook Timeline covers
• „Two lifes – Two miles apart“ video package
• And Press Release, Statements, Speakers.

32. Engaging Stakeholders through Social Media Conversations
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