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    A Social Media Primer: For People in Organizations
    A Social Media Primer: For People in Organizations
    A Social Media Primer: For People in Organizations
    Ebook104 pages1 hour

    A Social Media Primer: For People in Organizations

    By Karin Wills

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    About this ebook

    The intent of this book is to avoid the hype and conflicting information surrounding the use of social media in organizations and to point you to resources that have been researched and provide the most reliable information. The content of this book avoids promoting or pushing any specific tool, as all social media technology tools are evolving and frequently updating with new features. What is right for one organization is not necessarily right for your organization.

    This book is a starting point for general management, human resources, and organizational development teams that have not yet embraced or fully incorporated social technology tools into the organization.

    What you will find in this book:

    -Back-to-basics discussions about what "social" means in the context of organizations and what you should consider before adopting social technology into an organization.

    -References to resources that provide charts, graphs, statistics, case studies, and information on how to use the tools, as well as the books that my research has shown provide practical and reliable information.

    What you won't find in this book:

    -Charts, graphs, and statistics.

    -Case studies.

    -Details on how to use social media tools.
    LanguageEnglish
    PublishereBookIt.com
    Release dateApr 26, 2016
    ISBN9781456604721
    A Social Media Primer: For People in Organizations

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      Book preview

      A Social Media Primer - Karin Wills

      A Social Media Primer

      The Starter Guide For People In Organizations

      Table of Contents

      Introduction

      Chapter 1: What is Social Media or Networking?

      Chapter 2: Understanding Social Technology in Organizations—The Big Picture

      Chapter 3: Setting Goals and Guidelines for Social Technology

      Chapter 4: The IT Factor

      Chapter 5: Governance, Policy, and Planning

      Chapter 6: Communications are Key

      Chapter 7: The Human Resources/Organizational Development Perspective

      Chapter 8: The Marketing/Customer Connection Aspect

      References

      At A Glance: The Best Social Arena Resources

      A Social Media Primer:

      The Starter Guide For People in Organizations

      Author: Karin Wills, MA

      Permission to copy in any format required from author: kwills@telus.net

      First publication: May 2011

      Vancouver, British Columbia, Canada

      If quoting please include the following in full:

      Wills, Karin (2011) A Social Networking Primer: For People in Organizations

      Editing services by: Christina Newberry www.ChristinaNewberry.com

      Note: Christina Newberry provided the highest level of professional editing; any and all errors or omissions are entirely the responsibility of the author.

      Copyright © 2011 A Social Media Primer: The Starter Guide For People in Organizations

      All rights reserved. No part of this book may be reproduced in any form or by any electronic or mechanical means, including information storage and retrieval systems, without permission in writing, except by a reviewer who may quote a brief passage in a review.

      INTRODUCTION

      The intent of this book is to avoid the hype and conflicting information surrounding the use of social media in organizations and to point you to resources that have been researched and provide the most reliable information. The content of this book avoids promoting or pushing any specific tool, as all social technology tools are evolving and frequently updating with new features. What is right for one organization is not necessarily right for your organization.

      Delving deeply into the world of social technologies, commonly referred to as social media, social networking and Web 2.0, over the past year, I’ve realized that while there is a vast amount of information available through search engines, books, and seminars, the information is often confusing and conflicting. Moreover, the information is primarily directed at those looking to use these tools for marketing purposes. This book takes a step back to look at what social means from an organizational perspective to bring some clarity to the topic.

      This book is a starting point for general management, human resources, and organizational development teams that have not yet embraced or fully incorporated social technology tools into the organization.

      What you will find in this book:

      •  Back-to-basics discussions about what social means in the context of organizations and what you should consider before adopting social technology into an organization.

      •  References to resources that provide charts, graphs, statistics, case studies, and information on how to use the tools, as well as the books that my research has shown provide practical and reliable information.

      What you won’t find in this book:

      •  Charts, graphs, and statistics.

      •  Case studies.

      •  Details on how to use social media tools.

      CHAPTER 1

      The topic of social media comes up every day in the mainstream media outlets, and in conversations with friends, colleagues, employees, and at home. You know you should take the time to learn more about it, but perhaps your perception is that social media is for personal use only—and that introducing the tools to your organization will only create an opportunity for employees to waste time, thereby reducing productivity. So, do you decide that banning social media tools in the workplace is the right choice for your organization? Or do they provide an opportunity to broaden the pathways to success for your employees and your business?

      What is Social Media, Really?

      You will also see the terms social networking and Web 2.0 in the context of organizational use. In this book these terms are used in various sections as they apply:

      •  Social technology refers to the tools in general.

      •  Social media refers to specific tools that are used to develop external relationships and discussions around various topics.

      •  Social networking refers to the networks that encompass the tools and the way in which they link diverse groups of people.

      •  Web 2.0 is often used to refer to the use of social media–type tools developed for use within the organization for employee development, customer service, knowledge sharing, and communicating important messages throughout the organization.

      •  Blogs, or ask the CEO–type pages, are often used on intranets; these are basic forms of tools used internally. Blogs are also being used for external purposes, such as providing customers with information and as another way to ask questions or post comments about a product or service.

      Social Media is Confusing

      The buzz about Social media and networking is confusing until you learn enough to sort through the various opinions. There are reams of articles and hundreds of experts posting about social media on the Internet, and the beliefs tend to fall into the following categories:

      •  You must be on social media; it will do extraordinary (or magical) things for your organization.

      •  Social media will reduce productivity and create legal (both employment-related and business liability) and public relations nightmares.

      •  Social media is only for marketers.

      •  Social media creates chaos and is best avoided.

      •  You can’t avoid social media; it is taking over everything.

      It Isn’t That Confusing

      If your business strategy is difficult to explain it will be even more difficult to implement (Shane Gibson, February 2011, Sent by Twitter).

      This common-sense statement is also true of your social media plan; you must be able to directly link the use of the tools to an improvement in achieving business objectives. These may include financial benefits, such as using tools that reach a broader audience at lower cost, reducing frustration for customers by having well informed customer service staff, or improving employee engagement by offering methods for communication and feedback to a diverse work group.

      Social technology does have great potential for organizations in that using these tools can help employees improve customer service, reduce costs, improve communications, and increase and improve knowledge sharing and employee development. But as is true when introducing any new technology, it is necessary to understand the systemic effects of using these tools, and determine which organizational goals can be better achieved with them. For example, once it is determined what can be achieved, it is also necessary to communicate with and educate employees on the expectations regarding use of the tools.

      Introducing social technology tools is basically business as usual in terms of introducing change to the organization. The tenet that proper and consistent training and ongoing communication is important may have even more relevance to the use of Social Technology tools because the tools allow users to make things viral. Some of the objections that

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