Smart companies are putting social media to
use, not fighting it – because it’s a powerful way to connect with people inside the company and to connect with external stakeholders. This ebook is showing you 9 ways how to do it.
Working Socially - Nine Ways to Set the Agenda and Leverage Social Media in the Workplace
1. working socially
Nine ways to set the agenda and leverage
social media in the workplace
todd wheatland and david fenech
2. THE SOCIAL BAROMETER
We surveyed 168,000 people in in 30 countries about their use of social media in the workplace.
35% 24% 30%
% who communicate by % who think it’s acceptable to use social media to % who use social media in their job searching
smart phone, worldwide communicate with friends/colleagues about work more than newspapers or online job boards
43% 47% 75-90%
% who say social media has affected % who worry that use of social media at work, % of companies who use social media
their productivity at work for personal reasons, will lead to problems to recruit, depending on the region
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WHEN IT COMES TO SOCIAL MEDIA,
THINK DIRECTION, NOT CONTROL
Two worlds have collided: the personal and has grown up with browsers and portable They have also come to recognize that This brings us to the two obvious risks
the professional. The widespread use of technology accessible day and night. From broadcast communication can be supported by in the social–professional mix: worker
social media by the general public is on a internet forums and blogs to social networks of or even replaced with social tools, internally or distraction and corporate over-reaction.
permanent trajectory, and it has streamed every stripe, the latest wave of workers sees no externally. Even advertising has become a two-
Users of social media see it as a personal tool
into the professional workplace. Use of need to leave tools or communication habits way street, if not a multi-lane, social highway.
for sharing and communicating. If you try to
social media across an individual’s personal at home. Not surprisingly, the established
After we asked the opinions of nearly 170,000 remove these tools, many feel their rights
networks is now competing with formal, cadre of workers, Generation X (born between
survey participants in 30 countries, it’s clear are being infringed upon. Nearly a third of
business-oriented social communications 1964 and 1981) and the Baby Boomers (born
that the presence of social media is survey participants believe it’s acceptable
on company-branded properties. Not between 1946 and 1963), are slower to accept
something to manage or direct, not to fear. to use social media for personal reasons at
only is there concern for the proper use of the personal use of social media at work.
Social media started as a primary impetus work. On the geographical dimension,
employees’ time while at work, but also for That said, this more mature demographic is
behind describing and sharing, online, the 48 percent of Asia-Pacific participants find
their possible conflicting and competing now showing the most rapid growth rate.
details of daily life. Now social media is it acceptable to do personal socializing
messaging within the same channels.
Many companies began pushing their messages sparking new ways of thinking about work, via technology during working hours. Yet
Simply put, within the social space, informal
to customers through social mechanisms doing work, and taking care of customers. For despite the social media rights viewpoint,
conversations are bumping into formal ones.
around 2005. Now they realize that social corporate organizations, the potential of social 47 percent of all participants, across
The emerging generation of workers, communication is a way of life in charting media could be viewed as one of the most generations and geography, worry
Generation Y (born between 1982 and 1995), employee-related strategies and protocols. useful phenomenon of online innovations. that the social–professional boundary
4. 4 | working socially
WHEN IT COMES TO SOCIAL MEDIA,
THINK DIRECTION, NOT CONTROL continued
crossing might cause problems at work. the third alternative, our preference. Says use, not fighting it – because it’s a powerful
And it goes both ways; 56 percent of all Kelly CEO Carl Camden, “By establishing basic way to connect with people inside the company
participants believe that access to their guard-rails around social media, companies and to connect with external stakeholders.
social pages is not their employers’ right. can dramatically accelerate the speed at which Besides, even if you prevent social media use
their teams can safely operate … helping them on company equipment, your employees will
Many companies continue to view social
respond to the market faster than ever before.” connect through their own tools like personal
media as something they must regulate. A
smartphones. However, to counter social
more pragmatic viewpoint suggests another Embracing the concept of a social business
media’s strong power to distract, companies
path: the use of social media in the workplace and constructing it requires strategic
must set the tone by proactively developing
is best considered in terms of responsibility attention. The process is a matter of
and implementing social policies, strategies
– neither a right nor a cause for restriction. degree – the difference between setting
and their supporting tactics. Also, to stand
direction and resorting to command and
Corporate leaders have three options. They any chance of success, these initiatives must
control, the process of converging personal
can let the collision follow an unguided course. directly relate to the organization’s business
rights and management responsibility.
They can look at it as a problem and implement strategies and must be fully supported and
aggressive blockades to tackle it. Or there’s Smart companies are putting social media to funded by the executive leadership team.
5. 5 | working socially
#1 / find common ground
It would be easy to conclude that using social use of social media in their individual work Combining both can lead to a powerful can serve existing standards, rather then
media at work is more popular with younger environments. advantage for an organization. It’s wise to avoid threatening them.
workers or workers in emerging economies the classic mistake of employing younger, green 3 Directly align the social strategy with
By fostering work experiences – on projects business objectives. This provides for a
because they “get” smart technology or employees to manage corporate communities
and in targeted customer relationships – that stronger, longer-term strategy and helps
because mobile tools are the only resources without the overseeing eye of an employee
incorporate a role for social media and establish prevent organizations from becoming too
they have for communication. But every year, wise in the art of professional communication.
the parameters, companies can set a foundation socially tactical and prevents the urge to
the use of smart technology and visits to social
for the wise, productive use of social media on To begin putting social media use in the context chase every new social item on the horizon.
media sites are growing exponentially among
terms that satisfy management and workers of of workplace experience, companies can take 4 Participate on social networks with a
Baby Boomers. So why do we have such a big
all backgrounds. As workers witness the impact five actions. branded presence and integrate social
divide when it comes to opinions about using
of their influence on the company’s use of 1 Manage the initial disruption. Establish networks into branded web sites. These
social media at work?
social media, and as they see in front of them a social media-use policy to protect both efforts should directly support the corporate
The digital divide in the workplace pertains not concrete examples of professionalism, their employees and the corporate brand from objectives (i.e. serve the company’s sales,
only to the adoption of social media and smart social energy will shift to more professional issues ranging from simple embarrassment to marketing, customer service, recruiting and
technology but also to the norms around what pursuits while they’re at work. A balance can disruptive legal actions. media strategies).
people consider appropriate working behavior. be found with the younger worker sharing 2 Involve employees of all experience 5 Empower employees to share relevant
This is an experience gap, and employers can their knowledge of social media and the more levels in a review of company ethics company content within their networks.
close it by setting priorities and establishing mature worker sharing their knowledge of Define a simple process that allows people
and performance standards. Guide
processes that clarify what is the appropriate professional and appropriate communication. to engage.
employees in exploring how social media
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#2 / Build a toolkit
Indicating social media progress, only they’re not just waiting it out or hoping it In these early years of social media 5 Explain good sense and sharing examples
12 percent of survey participants said goes away. policy-setting, 10 best practices of industry and corporate best practices
their companies still ban the use of social have emerged: 6 State both the risk and rewards of specific
media outright. Successful companies make the social 1 Address the real-time nature of behaviors
media policy the heart of the toolkit, communicating 7 Update the policy regularly and
When a company stops looking at the 2 Consider the abundance of channels communicate those updates
establishing general use guidelines and
social–professional collision as war, it signals available 8 Clarify that employees have a stake in the
standards. The best policies link directly to
its acknowledgement of the fact that social 3 Articulate how specific social media success of the policy by setting guidelines
business strategy and organization culture,
media is not only here to stay but can be a channels support the company’s business for how employees can listen and respond
emphasizing what employees can do, not
strong asset. With the elimination of the and strengthen customer and community to company activity on social networks
just what they cannot. Strong policies
war context, changing internal nomenclature relationships 9 Give examples of positive and negative use
from “arsenal” to “toolkit”, companies can are inclusive and leverage employees as
4 Clarify the parameters for using company of social media
explore the uses of social media in real time, advocates, thereby allowing the company equipment and social media accounts (while 10
Be prepared for what will go publically
demonstrating that while they may still be to scale social tactics across their employees’ being aware of and not violating freedom of wrong. Think social triage.
learning how to fully leverage social tools, social networks. speech and labor laws)
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#3 / Set boundaries
Boundaries between companies, their With nearly half of all survey participants of the defined scope of appropriate
employees, suppliers and customers will expressing concern about mixing personal information sharing (as explained in the In the socially connected
continue to blur. At the same time, hierarchies and professional social media contacts and social media policy), you can expect a workplace, the boundaries
are flattening, so employees are taking a channels, it’s clear that the desire for boundaries reaction that may include employment must be fluid and used
bigger role in organizing themselves into cross- is not the issue; it’s how to set them. termination. to empower employees,
functional teams. 3 Company equipment is for company not limit them
There’s nothing better for dealing with shifting activity and therefore can be monitored.
In managing these shifts, companies are boundaries than to create new ones. But in Assume that’s the case.
equipping employees to access corporate the socially connected workplace, the 4 Personality is fine; getting personal is not.
knowledge and experience in a self-directed boundaries must be fluid and used to empower 5 Here is what we – managers and
manner. However, companies should expect employees, not limit them. Begin by setting employees – consider “too much
employees to turn to each other informally expectations and then get down to specifics. information”. (Provide pertinent and
and to external online sources both to educate Here are a few examples. specific examples)
themselves and to share their opinions. All 1 With rights come responsibilities. If you
generations value having unencumbered access want this, then you are responsible for that.
to information, colleagues and friends. 2 When you share anything that falls outside
8. 8 | working socially
#4 / capitalize on cultural differences
Geographic location clearly bears on the way the fact is, large migrant populations are 2 Visa requirements set high standards for
company cultures absorb social media activity. entering workforces far from their native lands skill, experience and even education levels. In the Asia Pacific,
In the Asia Pacific, workers are three times more – bringing cultural habits, including their use Combined with the fact that these workers workers are three times
likely than in the Americas to approve of the and perceptions of social media, with them. are digital natives, recognize that they could more likely than in the
personal use of social media at work – yet they Apart from studying and benchmarking cultural share valuable best practices for managing Americas to approve
don’t want or expect surveillance. Workers in practices, companies can do three things to time and relationships via digital means. personal use of social
other parts of the world may use social media capitalize on cultural differences. 3 The non-native worker’s state of media at work—yet
at work, and they would be surprised if their 1 Use the fact that many non-native connectedness means they’re they don’t want or
companies didn’t take a peek. workers are comfortable accessing and connected to their native markets. This expect surveillance
sharing information, so they can provide knowledge and these relationships have
Companies that hire only in their resident rich experiential data about social media inherent value to employers seeking to
countries may believe they are immune understand multicultural markets – as well
channels and habits.
as expanding globally.
from the impact of findings like these, but
9. 9 | working socially
#5 / Invigorate your training
Companies continue to make significant learning from each other. It should, in fact, highly skilled workers with access to each other,
investments in professional development and enhance it. For at least the next two decades, producing innovative solutions that increase the Learning via social media
training. For many of these organizations, social learning methods will level the playing company’s value to all its stakeholders. should never replace the
it is the equivalent of military boot camp, field between workers of different experience practice of workers learning
A quality training course would include the
acculturating employees into “the company levels. Experienced workers may share from each other. It should,
following basic elements:
way” – from product development to customer company, customer and industry knowledge in fact, enhance it
1 Stay current – with constant changes in
service methodology. with new staff, and new staff will demonstrate
social media a corporation’s training will
the real-time capacity of using social media to
quickly become dated.
As a burgeoning element of corporate culture exchange ideas, communicate with customers
2 Use examples – the use of overarching
now worthy of policy and strategic attention, and capture industry practices from anywhere
examples can provide guidance with
social media has a place in the corporate in the world.
more longevity.
training manual too – not only as a subject,
3 Leverage what’s already available – many
but as a teaching channel. Companies need to By eliminating physical and temporal
social networks provide in-depth help.
find the middle ground between a boot camp constraints, learning via social media can help
Don’t reinvent the wheel.
mentality and a college campus style of training. companies concentrate worker learning on
4 Global corporations need training that
expertise and data, and possibly move away
includes the diverse social channels they’ll
Learning via social media – social learning – from legacy modes of learning based on
use around the world.
should never replace the practice of workers top-down decision-making. The result will be
10. 10 | working socially
#6 / dig a productivity channel
In a perfect world, the corporate use of social work requires giving them a reason to use social through social media, especially as they
media fuels effective, timesaving interaction not media for productivity. This is the bridge to relate to internal knowledge sharing, sales Getting workers to manage
just between workers but between the company the state of transformation that will benefit the and customer relations. their personal time with
and its suppliers, customers and influencers. company as well the workers. 4 Use analytics to capture how social media social media to minimize
1 Identify workers at every level – executives, is helping the company improve. Share the distraction requires giving
Forty-seven percent of the survey participants managers, staff – who are using social media data. them a reason to use social
worry that their use of social media at work, correctly. Give them a company platform that 5 Reinforce the positive intersection of media for productivity
for personal reasons, will lead to problems. enables them to set an example. personal and professional use of social
Forty-three percent report that social media has 2 Ask these workers to share their tips for media. They are not diametrically opposed;
already negatively affected their productivity. using social media at work, including how to they just need to be intelligently and
Getting workers to manage their personal time manage their personal time. proactively directed.
with social media to minimize distraction at 3 Look for ways to improve work processes
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#7 / recast employees as messengers
People have always discussed their work representing the company. Employees are no differentiate you in the marketplace
with the expectation that the conversation’s longer just assets, they comprise a primary 4 Connect employees to current company Employees are no longer
reach would be limited to the recipient or the conduit to the marketplace. thought leaders, and put their own thought just assets, they comprise
recipient’s network if they chose to repeat the leadership in the spotlight. a primary conduit to
It’s time to equip employees for the brand
discussion. However, social media makes it very 5 Back up the company’s own socially- the marketplace
ambassador role. based interaction with employees with
easy now for one message, however private
1 Think about the employee persona that offline activities that are already a part of the
or momentary, to be repeated on a very large
depicts the company’s culture, product and company’s culture.
scale. Add to this the indexing and search
services authentically, compelling interest 6 Remind workers that every encounter is
ability of the message and it takes on an entire
and loyalty from customers and other an opportunity to connect – make it a
life of its own.
employees. Give this persona a voice by positive connection.
Nearly a quarter of survey participants report giving employees content they can use in 7 Above all, remind employees to listen first
that they think it is acceptable to use social describing the company and their roles in it. and then talk only when they have engaging
media to communicate with friends and 2 Consider ways to enable employees to and relevant content to share. Nobody
colleagues about work. The fact is, employees vent with each other within the company’s likes a person who constantly talks about
are now company messengers. And even for own walls so that they don’t feel the need to themselves without regard to the ongoing
the employees who confine their personal use do it via public channels. conversation; the same holds true on
of social media to non-work hours, if they’re 3 Create new mechanisms for employees to social media.
talking about work, they are, to some extent, create and share company content. It will
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#8 / expand your tribe
It’s no surprise that within business strategy a hiring decision. Yet 30 percent of participants Various forms of social media can be used
discussions there is some contradictory dialogue also state they use social media in their job to showcase the company, search for and Various forms of social
about the use of social media. While people searching, more than newspapers or even engage with candidates. For forward-looking media can be used to
are moving increasingly online to look for work,
online job boards. companies, these efforts can also be tied to showcase the company,
they don’t like the idea of potential or current onboarding and training employees – and search for and engage with
employers studying their social media moves. Somewhere between 75 and 90 percent of connecting them to one another to extend the candidates and screen them
companies use social media to recruit workers. corporate culture to decentralized employees.
Only around one third of survey participants
think a current employer should look at an A company’s social media presence can in fact
employee’s social network pages – or that a be a strong point of differentiation from its
prospective employer should use them to make competitors.
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#9 / Feed your customers
Every company wants to be close to its taking care of them, too. Workers see their 1 Begin with the company’s value
customers. Until social media knocked on success tied to that of their companies. They proposition. Use social media to ask Companies have begun
the enterprise door, companies studied their understand that customers do business online, customers, creatively, what they want, need to listen to customers as a
customers in the context of the products and so they expect to see companies living there, and expect and where the company adds way not just to get close to
services they were selling. When conducting beyond transactions alone. value to their lives – not just their wallets and them, but to help define
research and tests, companies more often than the specific problem a product or service products and services
not put potential and established products in How a social media presence aligns with addresses. For example, if customers value
front of customers to see what they thought. the company’s business strategies, cultural sustainable business practices, they will
Now, personal technology has put customers values and customer priorities is important want to know if the company employs them.
at least at pace with product and service to workers. More and more, workers see This may not be immediately traceable via
innovation, if not ahead of it. So companies their companies as communities populated product information or pricing; social media
have begun to listen to customers as a way not with suppliers, customers, shareholders and is an excellent way to share information
traditional media. about sustainability.
just to get close to them, but to help define
2 Ask good questions. Always express the
products and services – social innovation.
Alignment with this community is often best answers in the customer’s terms.
Workers are well aware of the importance expressed in social media, and workers can 3 Use what employees know – from their
of having a home on the social networks, shepherd it along. If companies feed their own experiences as customers – to create
and not just for listening to customers but for customers, they feed their employees, too. hallmarks of the company’s brand.