Social media at work
Image by Image by Matt Hamm via Flickr
Almost all social media pundits agree banning social media at work is futile. I couldn’t agree more, whether it’s due to security, productivity or reputation concerns, people will find a way to get around a block. But this post isn’t about that. This post is what one particularly company did to encourage social media at work and where they went wrong.*
A friend told me a story about something strange that happened at work that day. The Company’s social media team invited all the employees for cookies and punch and a primer on social media. Prior to the meeting, the team sent out an email telling employees if they follow and friend the Company on Facebook and Twitter they could win an iSomething. Upon entering the presentation, everyone was asked to write their Facebook and Twitter usernames on piece of paper and put it in a bowl. At the end of the presentation, in front of the entire group, names were drawn. When a name was pulled, that person was checked to see if they were a fan of the Company’s Facebook page AND following the Company on Twitter. The first employee to be following both won (which, incidentally, despite being told how they could win, took several draws).
As an online and social media marketer, this makes me cringe for several reasons:
- Public humiliation/bribery is not a effective method to get people to follow, fan or friend you. People should pay attention to you because they want to and you give them value, not because they are being picked out in a crowd or might have the chance to win a prize.
- Just being a fan, follower, or friend does not mean you are actively engaged. This Company is trying to play a numbers game, which is not the best or accurate way to measure social media. I am sure their friends and followers got a boost, but how much did that drop off after the drawing or are passive followers?
- What is this company’s goal for their social media? Why does this company care if its employees follow, fan or like them? Do they want to engage with employees via social media? Are they communicating important company information via social media? Do they just want to know their employees know how to Tweet or become a fan? Or are they just trying to get as many fans/followers as quickly as possibly to try to impress customers and executives? Without a goal, it will be very difficult to have any value in social media efforts. This company obviously does not know what their goals are with their social media other than trying to get the most followers and fans they can. Unfortunately, this is not surprising since only 41 percent of companies have an active strategy for their Social Media efforts.
What they should have done (assuming engaging employees through social media is the actual objective):
- Have a social media strategy with specific goals. Without a strategy they don’t really know why they should be engaging their employees through social media and without goals they can’t measure their success. I think people are afraid to have goals tied to social media because they are afraid of failure, but failing is a much better alternative than not knowing anything. Before even continuing on, this Company should figure out if engaging employees through social media is what they want to pursue and why. If the company just wants to boost their fan and follower numbers then this is a big #FAIL in strategy.
- Asked for feedback via social media on what employees want from social media interactions with the Company and choose a random tweet or comment from an employee to win or be entered in a drawing. Quality should have won the iSomething.
- Publicly praise active and engaged employees. Instead of humiliating or chastising those who aren’t following, call out those who are engaging and the value they are bringing to those interactions. Have an employee speak out on how engaging in social media with the company has made a positive impact on employee relations.
Hold contests and provide certain information only through social media channels to get employees energized and excited about following the Company via social media. Give employees a reason to follow the company beyond a one-time chance to win something.
- Give access to someone via social media that the average employee wouldn’t be able to have a dialog with otherwise such as the CEO or Senior VP. If you want to encourage employees to use social media to be engaged, have them engaged with someone other than a marketing or PR person. Show that social media within the company is important and not just the marketing and PR people are using it. Consider having employee specific channels instead of lumping everything and everyone under the general brand. Make employees feel special and that they aren’t the general population.
- And finally, accept not all employees want to be following, friending or liking their employer. Those of us that live and breathe social media tend to forget that it’s not for everyone and not everyone wants to be “engaged” and that’s okay.
I do have to applaud this company for at least trying to encourage social media in the workplace instead of banning it, but their execution lacked strategy.
* Names have not been used to protect the innocent and guilty.
Comments
Outstanding post, Allison.
My guess is that this company just "thought they should be doing social media" -- and had very few other thoughts about it. And interestingly, there are a zillion more out there just like them. I keep wondering when we'll hear fewer stories like this one, but it seems we still have plenty!!
Great post, Allison. Thanks for sharing. The best user feedback from your example seems to be the lack of employees following/liking. If they didn't care enough to participate even for an iSomething (love that)--then perhaps the company should have acknowledged it wasn't the best approach. I think it would have been profitable if after the 3rd or 4th unsuccessful drawing the company asked for feedback as to why their employees didn't follow/like. Could have been a great learning experience.
Thanks again.
@Jeff Thanks for your comment. Again, I think they had good intentions, they just didn't know how to really engage their employees. More to the point, where was the value for the employee to follow/like? The chance to win a one-time prize is not providing value.
@Lisa Sadly, this is a very large company that has the resources to know better or at least hire someone who does.
@lisa If 15 years after the web, we still have awful websites, I think it will be a long time before we don't hear stories like this any more.
Wait, you're saying that social media is about more than numbers and that we should set measurable goals with real value? That's crazy.
Seriously though, it amazes me that companies don't ask what people want from their social media efforts. It's the easiest way to help people and at the same time set an easy goal.
This company clearly didn't know how to go about it at all, and that happens. So, it's good that you applaud them for at least trying. This is very much like the companies hiring Social Media Strategists , Directors, VP's, Interns...you name it, just for the sake of saying they've done it. Perhaps this nameless company will so happen to come across your post and digest your insights for future reference. And the evolution continues.....
Great post... You are an awesome writer with some seriously valuable tips here. Thanks :)
@Jess <Blush> Thanks for the compliment.
@Angela Thanks for the comment.
@Jay Yes, it's easy to ask, but unfortunately, a lot companies are afraid to hold up that mirror. It's easy to get caught up in the numbers because it's easy, but that doesn't make it right. Right way to do something is generally not the easiest.
great article! and in order to have active and live social media network, your friends and followers must want to be a part of it and enjoy the network in any way
Leave a Comment