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When Change Management Meets Social Media


The influence of social media is increasingly relevant, and has been gradually integrated into businesses across almost every industries. Social media platforms represent an alternative communication option between organisational leaders and personnel. Through the application of internal social media, leaders are able to establish transparent and direct dialogue with their employees and vice versa; alternatively, it can also be a platform for discrete enquiries or feedback. From a change management perspective, employees are able to enhance their awareness about the organisational goals expected from the change, whilst organisational leaders are engaged with the personnel regarding potential problems encountered during the process of change. 

Social media is an agent of change which can be instantaneous in nature. It allows for immediate access to information, and increases the depth of penetration of information across the organisation. It functions as an effective medium for discussion as each organisational member is allowed an opportunity to provide input/feedback. In a change management context, the application of social media facilitates communication within the organisation, increasing the understanding and retention of information regarding the enforced change. Employees and organisational leaders alike are able to facilitate the process of change management by utilising social media as an effective platform for discussion. 

Another benefit of social media is that it contributes to flattening the organisational structure, offsetting traditional hierarchical structures of organisations. Through social media, employers can engage with direct exchanges with their employees and vice versa, allowing for coherent transfer of information between parties. In the process of change management, social media establishes clarity of communication within the organisation. Given the direct and near-immediate nature of social media, organisations can avoid miscommunication, and each organisational member can respond directly and accordingly through social media. 

To implement social media into change management within the organisation, assessing available internal social media tools is an important starting point. By building internal social media which are easily incorporated into organisational change, organisations are well-positioned in transitioning to a long-term technological investment, and expedite efficient change management within the organization. Below are interesting excerpts of alternative benefits of utilising social media into change management, as well as examples of social media tools for organisations. 
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“To add social media to your change management quiver, first assess your internal social media tools. Are you a socially-enabled organization? If yes, use the platforms to which your employees are accustomed. Go where they already are. If not, rather than rushing to upgrade or redesign your intranet (which requires its own change management program!), consider standalone tools like Google Hangout, WebEx or Kaltura that are hosted in the cloud or can easily be integrated with your existing systems. Selected tools should support the immediate transition but also meet your company’s longer-term technology needs.

Next, convert your leaders. When enterprise social platforms fail, the number one reason is lack of leader engagement. Be sure to build social into your change communications plans and line up a cadre of socially-minded executives who can pave the way, even if at first it doesn’t include your CEO. Then build a team of social employee influencers who can direct others to executive content and real-time engagement opportunities.

Social media alone won’t lead to greater employee engagement during change. Face-to-face communication, manager support, and real-time coaching are all critical to preserving trust and boosting morale and performance in times of change. But social media is fast becoming an indispensable supplement. Our study shows that 88% of employees use at least one social media side at home and that many want a similar experience at work. It’s clear that social is becoming a critical component of any change plan.” – (Sarah Clayton, Executive Vice President of Employee Engagement & Change Management at Weber Shandwick)
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“There any many social media platforms available to organizations. In the appendix is a short list of some of the social media sites companies are using to communicate.

Social Media Tools For Organizations:

Yammer – Yammer is your company’s private social network that helps you and your teams stay on top of it all. Start conversations, collaborate on files, and organize around projects so you can go further—faster. (…)

Sharepoint – Organizations use SharePoint to create websites. You can use it as a secure place to store, organize, share, and access information from almost any device. All you need is a web browser, such as Internet Explorer, Chrome, or Firefox. (…)

Jive – Jive is the leading provider of modern communication and collaboration solutions for business. Their products apply powerful technology that helps employees, partners, and customers work better together. Inside companies, Jive-powered enterprise networks dramatically improve employee productivity, alignment, and innovation. Externally, Jive supports vibrant customer and partner communities that drive higher sales, better service, and greater satisfaction. (…)”

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