Leveraging Social Media to Cultivate Transparency Within An Organization
According to Starbucks’ Howard Schultz, “The currency of leadership is transparency.” From publishing pay information to inviting all employees to every meeting, many organizations strive to become more and more transparent to both employees and the public. But transparency does not have to be as radical as sharing how salaries are calculated. A more sustainable yet progressive demonstration is the endorsement and inclusion of social media into a company’s human capital management strategy.
Just Say No…to Policy
Mandating how employees use their personal social media accounts does not translate into sound human resources management. Just as an employer should not dictate how employees spend their time off, it should not tell someone what he may or may not share online. In fact, the National Labor Relations Board has been steadily cracking down on strict workplace social media policies. Instead, a company should make clear its formal stance and provide guidelines on how employees may best represent the company on the web. In it’s corporate (and public) blog, Adidas encourages open communication and informs employees to “tell the world about your work and share your passion.”
Encourage Best Practices
Lead by example. CEOs, directors, and managers who actively use social media influence their employees to do the same. Their affirmation also promotes transparency. Though many executives have not yet embraced social media, they should at minimum, have a professional online profile that is accurate, up-to-date, and sets the standard for others. For example, LinkedIn provides a modern day business card and resume wrapped into one convenient package and serves as an effective networking tool that can lead to new business opportunities.
Be a Coach
Teach employees how to use social media effectively. Include “Social Media 101” as a topic in new employee training programs. Gloria Burke, Chief Knowledge Officer and Global Practice Portfolio Leader of Unified Social Business at Unisys, says, “Offering such training creates a team of advocates who are equipped to represent their employer online . . . you’re empowering them to be more confident and effective in what they’re sharing.” Additionally, designate official company social media ambassadors to mentor associates on how to establish or enhance their personal online brand.
Whether or not an organization formally endorses social media, tools to facilitate communication among staff members should be implemented to encourage teamwork and increase productivity. Both Salesforce and Microsoft offer enterprise social networks as features within their products. In 2011, Nationwide launched Spot, a social intranet built on Yammer and SharePoint. Today, nearly all of its 36,000 employees are more engaged, better connected, and have access to the expertise they need to get their work done, resulting in an annual savings of $1.5 million.
As a result of the growing influence of social media, employees have become a much more valuable marketing resource. Each time a press release is circulated, a new blog post is published, or a key event is publicized, everyone should be informed, and suggested tweets should be shared. The aforementioned ambassadors may also serve as key brand promoters within the firm and with customers. If employees are too busy to keep up with Twitter, then offer support to post and retweet on their behalf. Applications like Hootsuite make it easy by allowing users to schedule activity for multiple accounts.
An obvious motivation for formalizing an organization’s social media program is to avoid public relations disasters. But, more importantly, it inspires transparency. If a company embraces employee participation in social networks, then it need not worry about what employees discuss on the web. Instead, workers will feel empowered to contribute to the organization’s success via the online community.