Conference presentation given at Museums & the Web conference, 2011. The full paper accompanying this presentation is online at http://conference.archimuse.com/mw2011/programs/social_media_and_organizational_change

1. Social Media and Organizational Change Dana Allen-Greil, National Museum of American History, Smithsonian Institution, USA http://americanhistory.si.edu Susan Edwards and Jack Ludden, J. Paul Getty Trust, USA http://www.getty.edu Eric Johnson, Monticello, USA http://www.monticello.org

2. What function in your organization is primarily responsible for actively using social media tools to engage communities? Source: Rose Sherman, Minnesota Historical Society, Social Media Survey 2009

3. What function(s) in your organization has staff assigned to use social media tools to engage communities? Source: Rose Sherman, Minnesota Historical Society, Social Media Survey 2009

4. Classic hierarchy http://www.flickr.com/photos/crowdive/3533925047/

5. Classic hierarchy

6. Classic hierarchy

7. Center-Edge Center-Edge organizations create a Center, a small group of experts that ratify, communicate, and commit decisions. This Center sets policy that the Edges activate. http://www.flickr.com/photos/familymwr/4921300936/

8. Center-Edge

9. Center-Edge Overlay

10. Center-Edge Overlay

11. Center-Edge Overlay

13. Pressure is mounting There is a growing disconnect

14. Trust your colleagues Distribute the work Empowered social media experts

15. Shine a big bright light on your social media experts!

16. Then, empower your social media experts!

17. “I know nothing about the subject, but I’m happy to give you my expert opinion.”

18. http://museumsocialmedia.pbworks.com