Many companies are enticed by social media and its power in mobilising the workforce. However, on BusinessWeek.com, the Staff of the Corporate Executive Board argue that, while companies recognise social media's potential as a powerful tool for internal communication and move forward to utilise it, they fail to achieve anticipated employee-participation levels.
They explain: "Launching a new corporate social media platform typically involves a flashy marketing campaign, excited e-mails, and intranet notifications to help create an initial 'pop' in participation. But that excitement can quickly die down if employees don't really see what is in it for them."
The article offers advice for companies looking to harness the opportunities offered by social media and create ongoing employee participation in internal initiatives.
Firstly, companies should try to create social media channels that:
* Humanise anonymous peers: "Give virtual contacts more of a persona to recreate the social bonds that naturally motivate people to help those they know."
* Make it easy to use and relate to: "Beyond just functional ease of use, lower the mental bar for employee participation by making sure that the content being shared or discussed on the platform is relevant to their job or interests."
* Give employees an ROI: Ensure "employee relevance creates the perception of future benefits".
* Create peer pressure: "Get the right people involved in the beginning to encourage participation on a grassroots level, and then make sure that ongoing use of the platform is visible to all employees."
Keeping Momentum in Social Media
Corporate Executive Board, BusinessWeek.com, 12/05/09
