3 Actions To Help Your Organization Embrace “Social”


seoMany companies still have a stifling culture. A culture where marketing  peruses every piece of content shared to the external world. Guess what? That world is changing. If your organizations culture does not embrace being Social, it will lose its competitive advantage. With that in mind, here are three items organizations can implement to help drive a cultural change to embrace being Social. Sharing what you, as a collective organization, know. The value proposition if you will!

1)      Firefox– The organization should standardize on Firefox. The Social add-on’s I outlined in a previous post should be adopted by the organization as a whole.  Simply put- Firefox offers the bells and whistles a social culture needs to have and utilize.

2) Share Unique Content in Ping.fmResources and a solid content schedule is a full strategy on its own. But if your company is creating unique content, share it in external channels that Ping.fm automates for you. The initial set up takes a bit, but the execution is flawless. Even though some of the channels are NoFollow (SEO term) channels, it is a way to share your carrot content to the external world. From a cultural angle, if you set up an internal training session on how to use Ping.fm, how to use Firefox and Twitter, you will nail down the candidates that will want to share, blog and help drive your companies’ awareness in the Social Universe. For an hour a month this is an invaluable opportunity to gather internal intelligence- knowing who can blog and share. Many hands make light lifting. You will also find the social adoption go up significantly, most people just need to know the who, what, how and why to feel comfortable.

3)      Twitter Strategy– We recently conducted a poll that said 31.3% of organizations have a Twitter strategy. Here is a quick high level strategy:

  1. Create One Corporate Account (@organization) – 10 Tweets a day (60% business/40% casual & fun- be a human) Attach trending term: #organization & #keywords that you want to be attached too.
  2. Numerous individual Organization Twitters.–Put organizatio.com in the bio, spell out full name (example: @derekshowerman) 10 Tweets a day (60% business/40% casual & fun- be a human)
  3. Follow other Twitter folks who mention the Organization on http://search.twitter.com
  4. Plug in the RSS of the keywords important to you into iGoogle or Netvibes.
  5. Thank every follower with a link to Organization.com accompanied by an action item.
  6. Utilize a universal Recognition Rewards program

Got questions? You know where to reach me!

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7 responses to “3 Actions To Help Your Organization Embrace “Social”

  • iphazard

    Very cool Derek. Thanks for sharing. I like to remember that social can mean off-line too – and that cultivating an offline community can yield better results on line as well since a big part of any community is shared experiences.

  • derekshowerman

    Great point, and that is why I suggested having informal training sessions in house. Create a sense of social community while teaching folks how to be social external to your walls. Thisis a critical step in the evolution.

  • mike

    I think you make some great points here Derek – my addition would be to #5 – thank people (I agree) but thank them personally by using their name – I know that if I get an automated ‘thanks’ it makes me very skeptical about that user but if I see they took the time to personalize it, I am going to most likely check out their site and be me open to what they are selling.

  • How to Market a Product

    these are really great tips and advices.

  • David Reinhardt

    This is interesting although not always practical. My company, like many, has an embedded reliance on Microsoft for its intranet. This may be historical legacy (e.g. our intranet self-service apps are written/tested for MSIE), a need to support Outlook Web Access or even just SharePoint compliance but a wholesale shift to Firefox is not achievable in the short term, and even in the long term would require considerable expense on back-end changes.

    I thought the twitter policy list is quite interesting. Are these your rules of thumb? Are they based on any research or are they the result of your own experimenting?

  • derekshowerman

    David, thanks for your comment. 2 things, I think companies like yourself need to chirp at Microsoft to get on the “add-on” functionality that Firefox has. Simply put, Firefox is spades over IE from a social perspective.

    The twitter strategy is a strategy I utilize for myself, for Authority Domains and clients. The strategy has been tested and works for businesses. Obviously the entertainment industry allows you to be a bit more open. But that strat works for really any business (financial, retail, government, etc).

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