How can you use content to better engage customers, employees, and partners? Here's an action plan:
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Define how social is relevant to your business. Consider internal and external social channels, and do not confine your thoughts to marketing or corporate communications. Think about what "systems of engagement" really mean.
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Map out exactly who within the organization is responsible for the various types of social interaction.
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Communicate with the Records Management team to categorize which social content should be stored – then create automated mechanisms to perform the task of taking that social content and turning it into suitable enterprise records.
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The most popular forms of internal social applications in staff communication with 51% planning to implement a company noticeboard or forum within the next 12 months 37% see knowledge sharing as a key part of that process.
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Explore how the deeper integration of social into your enterprise processes can be of benefit and analyze each process from the perspectives of a) Potential benefit of social integration; b) The extent of the social community you wish to include; c) Difficulty of integration – both technically and culturally; d) Avoiding point solutions that cannot be widened to include other applications; e) cost of integration and time to deploy.
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Whatever the business use, ensure that you create guidelines and policies that explain to staff and management:
- Why the business has chosen to use social for this purpose.
- How the user can contribute to this channel.
- What forms of contribution are expected and acceptable.
- The ramifications for failing to follow these guidelines. Ensure that the HR department is involved in the creation of this section.
