Web 2.0 seminars are popping up everywhere and there is a sense that Web 2.0 applications are the Next Big Thing. Yet, to offer a schmorgisbord of tools for employees with no strategy around why, what, who and how to use Web 2.0 applications is to invite disappointment. In a report issued in 2007, Melcrum Publishing offers concrete strategies to consider when using web 2.0 applications to engage employees, summarized as follows:
1. Consider the implications:
Web 2.0 is not a souped-up Web 1.0. Its a different beast. Namely Web 2.0 engages people in dialogue. Unlike other forms of media that lend themselves to mobilizing employees, controlling messages and defining the official version of events, Web 2.0 invites the community of users to share their version, their story and their views. This is a good thing. When used intentionally and supported by a culture that is open to employees disparate views, social media enhances collaboration, trust and corporate citizenship. For organizations with a hierarchical, controlled culture, social media may have other uses in the organization (see also Web 2.0 Applications), but is not advisable as a tool to engage employees, unless the organization is intentionally transitioning toward a flatter culture. (See also: Social Media vs Traditional Media).
2. Determine the business purpose: What do you hope to accomplish through introducing Web 2.0 applications to your organization? What outcomes do you hope to achieve? Articulate these and then assess your assumptions. Engage others in this dialogue. Here are a set of questions to ask:
- What outcomes do we hope to achieve?
- How will the business benefit?
- How will the leadership team benefit?
- How will employees benefit?
- Who else will benefit? Will anyone not benefit?
- What kinds of conversations within the organization will enable these outcomes?
- What Web 2.0 applications will support these conversations and these outcomes and how?
- What else is required to achieve these outcomes?
- Who’s support do we need?
3. Start with people: Organizations are about the collective effort of people engaged in producing results. Yet so often change is imposed on people without consulting them. This results in resistance and it the reason so many change efforts fail. When introducing Web 2.0 applications it is even more critical to not only consider people’s needs, but to involve them in the trial and development of Web 2.0 applications. The reason for this is that these media need people’s contributions to be successful. When people have an opportunity to contribute to the development and design of Web 2.0 applications for their own needs, they will be more likely to find them useful and want to engage with them.
4. Experiment: Many web 2.0 applications are available for free and this allows for more freedom to experiment with different tools for different uses. Start with simple tools for teams. Those that succeed can be scaled up to include larger groups within the organization. One of the keys to being successful with Web 2.0 applications within the organization is to get comfortable with ambiguity and less control. Help groups within the organization get access to tools that will help them succeed and then step out of the way. Expect to share information and to be part of the conversation, but not to dominate it.
Once a Web 2.0 application is ready to scale up to involve more parts of the organization, the best strategy is to take a hands-off approach and let the community grow organically.
5. Integrate: Web 2.0 applications should integrate with existing channels of communication rather than replace them. The majority of people are uncomfortable with radical change, so the more familiar things are, the more likely adoption will occur. One company uses a wiki for its intranet, but most employees are unaware that it is a wiki. They just find it a more adaptive and useful source of information.
6. Establish guidelines: Web 2.0 application guidelines or codes of conduct give employees comfort in knowing what is considered appropriate use. As an example, here is IBM’s social computing guidelines.
References and Links:
How to Use Social Media to Engage Employees, Melcrum Publishing
