Show
Deploying microblogging in organisations BEST PRACTICE ARTICLEMicroblogging inside an organisation provides staff with the ability to post short messages to everyone in the organisation or a select group. A variety of online tools can be used, for example Yammer, SocialText or an internally built solution. Deploying microblogging involves more than understanding the technology, because it is really about providing opportunities for conversations between staff. The content of microblogging messages can vary widely, from accounts of what staff are working on, and questions for other staff, to updates about products, projects or situations. The growth in microblogging is a relatively recent phenomenon and its success within organisations varies greatly. Where it has been successful, microblogging has been able to better connect staff, break down hierarchical structures and improve the sense of belonging felt by staff. As with many of the social media tools, there is an impact on the intranet, particularly on communication channels and siloing of information. This article outlines:
Microblogging is a quick informal channel people can subscribe to with a low time commitment. It goes beyond Twitter-style 140-character comments but it is less structured and time-consuming than blogging. Ease of use and high levels of engagement make this a powerful tool to complement any intranet.
How microblogging worksEnterprise microblogging tools allow staff to engage in online conversations. Some of the key characteristics include:
Generally messages are secure within the organisation, though this can vary with different technical solutions. The main point of microblogging in the enterprise is to provide a tool that allows staff to engage, listen and learn. Many staff will consume the messages as they are posted, in real time. Others may only refer to them once a week, or via email updates. There are a range of microblogging tools on the market, some hosted ‘in the cloud’, others deployed within organisations. There are free and paid-for microblogging tools. One of the most common solutions used at present is Yammer, which is shown over the page. Other enterprise suites increasingly incorporate microblogging capability. An example of Yammer Who is using microblogging?Microblogging is being used worldwide in many different types of organisations from small to large. Success rates vary, but most take time to deliver true business benefits. Some examples include:
These are just some examples, and organisational usage is evolving all the time. Typical behavioursLike many of the social tools around today, microblogging can appear to be most used by people with strong personal passions and interests. Other staff, who appear less engaged, also benefit, though, as they observe and expand their understanding of issues that are discussed. Many studies have been completed about online social tool usage and three broad patterns emerge:
While few people actually participate, a larger percentage watch. Passive participation can be hard to measure but offers tangible benefits such stronger feelings of connection between staff and the organisation. Forrester Research’s Technographics, based on studies of online behaviour, provides an interesting insight into social media usage patterns. www.forrester.com/empowered/tool_consumer.html A customised homepage with multiple Fritter channels. A user can choose to include as many channels as they wish. The archive for the ‘Everyone’ channel on Fritter. Strategic considerationsWhen deploying microblogging the strategic considerations need to be carefully considered. Pay attention in particular to:
One of the primary results of enterprise microblogging is more engaged and informed staff. This can be transformational for an organisation, but it can be 18 months or longer before the bulk of the organisation is participating (actively or passively). Like any undertaking within an organisation there has to be a real and tangible connection to organisational strategy. Any successful collaboration tool must have a defined purpose and a recognised community. This topic is covered in a previous article When intranet discussion forums work. Leadership is crucial to adoption. If a CEO or director dives into microblogging, other staff will quickly follow. Senior management cooperation is important in establishing microblogging as a major communication tool, and should be part of any deployment strategy.
Organisations need clear business reasons to adopt new tools, and intranet teams should document the benefits they expect. This should be realistic, rather than passionate, about the solution, and outline the way that microblogging tools might support communication strategies. As a side benefit, staff microblogging discussions provide insight into how the organisation is operating, and additional research for intranet improvements. Executives may be concerned about issues such as copyright, security and time-wasting by staff, so it’s sensible to pre-empt these worries by providing information about how problems will be avoided or minimised. A short briefing paper that distills the issues has been useful in many organisations. Technology optionsIn many cases, microblogging arrives in an organisation when one person signs up to a free service such as Yammer and the microblogging community grows by stealth and from the ground up. However, once microblogging gains attention within the organisation, there are three basic choices:
When evaluating technology options, organisations also need to consider what interfaces will be supported. There are many different ways to consume and use microblogging, from desktop, mobile (BlackBerry, iPhone etc), instant messenger, sms, email or web client. Community managers‘Community manager’ is a new role in organisations, and incumbents act as gatekeepers, guiding the strategic direction of social media use. A dedicated staff member is able to implement, nurture and police the new communities, and to evangelise and build acceptance. Successful community managers balance the needs of their organisation and explore the cultural boundaries of staff and teams. Their job involves keeping up with discussions, identifying likely hotspots, moderating disputes and nurturing staff communities. Long term sustainability of any microblogging solution is impossible without a dedicated community manager. Organisations that cannot provide an adequate level of support should reconsider deploying microblogging.
ModerationMany organisations are fearful of bad behaviour by staff, but this is rare in a work environment where people are known. In many cases staff self-moderate and there is very little need for formal intervention. For example, at one organisation, a person signed up and their first post was along the lines of "What the @*## is this all about anyway?" A peer immediately responded, noting that it was an organisation-wide tool and the same behaviours that apply in the workplace apply there, so that such language was not appropriate. The original poster apologised and removed their post immediately. In the initial stages, staff can be unsure of what topics are appropriate and how formal or informal their comments should be. The tone will evolve over time in each organisation, but initial seeding of questions and comments can help staff understand the boundaries. Some organisations remind staff that they should only post things they are comfortable with the CEO reading.
A formal usage policy is essential to provide staff with guidelines on appropriate behaviour. There are many examples available online of good organisational social media policies. Most of these policies also refer to the code of conduct already in place in each organisation. www.socialmediagovernance.com/policies.php More detail is available in an earlier article on Moderating internal discussion forums, blogs and other social media. An excellent video introduction to social media policy has been developed and shared through Creative Commons by the Department of Justice in Victoria, Australia. www.youtube.com/watch?v=8iQLkt5CG8I AdministrationLike any internal system there are many basic housekeeping decisions and tasks that must be undertaken. These may include:
AdoptionMicroblogging will not achieve any business outcomes without commitment to adoption. For microblogging to be successfully adopted it is essential to have:
A variety of techniques will be necessary to lessen staff resistance to a new tool. Some will be wary of new technology, others may think it is a fad, or just a way to look busy. Most organisations may have an initial burst of energy, but it might then take more than 18 months to deliver organisation-wide involvement. Some methods to boost adoption are:
Many organisations have noticed increased usage on weekends, which might provide hidden opportunities to seed conversations and engage staff. SummaryMicroblogging within organisations is not just for the geeks in IT. It can be a useful tool for engaging many staff in the organisation in conversations and ultimately problem solving. Over time, deeper organisational benefits may develop. Senior management leadership and a dedicated community manager are keys to success, along with recognition that active and passive participation are both useful. Be prepared for ongoing commitment and learning in this relatively new field. Which of the following would be a good use of a microblog post?The primary uses of microblogs in a business environment include which of the following? sharing announcements, providing important information, facilitating quick replies to questions.
Which of the following is a primary goal of blogs for organizations?to improve the corporation's reputation and credibility.
Which of the following is described as a business and professional networking social media application?LinkedIn is the most popular social networking sites when it comes to online “business networking”. It is a platform that allows business people and professionals all over the world, regardless of their industry, to connect with other professionals.
What are some characteristics of the social age?Social Age encompasses both societal and technological changes succeeding the Information Age. It is divergent from the Information Age as it gives more prominence to social factors when adopting and/or extending technology and information.
|