Five steps to making the most out of internal social media tools

We’re running our first Internal Social Media Masterclass on 18 June. We’re lucky to have the guys from Betterworking, Chris Copland and Nick Crawford, teaching on the course alongside our own Kevin Ruck.

Kevin Ruck of PR Academy is running our master class on social media for internal comms

Kevin Ruck of PR Academy is running our master class on social media for internal comms with the guys from Betterworking

Specialists in helping organisations to get to grips with using social technologies as internal communication and collaboration tools, their proven approach enables organisations to successfully assess, plan, activate, embed and track technology and behaviour change.

We asked them if they could outline their approach – and they provided us with five simple steps towards Betterworking practices:

1.  Assess your current landscape, define your vision and objectives. It’s important to understand where you are now and what your ideal ‘future state’ looks like – in terms of organisational outcomes, cultural and behavioural drivers and how technology can facilitate these.
2.  Create a clear plan for what you want to achieve, with realistic objectives and timescales so you can play back successes as you get your programme moving. Make sure your enterprise social network strategy is well aligned with wider comms, people and business strategies so users at all levels can see how it fits in and why they should get on board.
3.  You’re now ready to ‘activate’ your programme. If it’s an existing platform or you’ve been running a pilot, we recommend initially harnessing existing active users and groups to generate buzz on the platform before inviting new users onto the platform (and lapsed users back). Balance this ‘underground’ data-driven approach with ‘above the line’ comms to raise awareness and build adoption.
4.  Early wins are one thing, but sustainable long-term success is the real objective. It’s essential to build on early momentum to establish your enterprise social network as both a core piece of technology, and (more importantly) a way of communicating and working that starts to become ‘how we do things around here’. This is where effective community management is essential to support adoption, identify and play back successes and embed the technology and behaviours.
5.  Underpinning everything is the need for analytics and reporting to track performance, identify and share best practices and drive continuous improvement. Not only will senior stakeholders want to know how things are progressing against objectives, but you’ll need up-to-date insights on adoption, usage, key communities and individuals and a range of other metrics to successfully manage and grow your network.

Above all, keep in mind that – alongside a robust plan and clear processes – you also need to stay agile and responsive to new ideas and new approaches emerging from the network. This technology is unlike anything that’s come before – with the potential to revolutionise and transform the way you communicate and work together.

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PR Academy is the largest centre for qualifications accredited by the CIPR and has been established since 2007. It offers the full range of CIPR qualifications covering public relations, internal communication, public affairs, digital and crisis communication. All courses can be studied online and some face to face in central London. Join the hundreds of practitioners that get #CIPRQualified every year.

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