This is the last of the three part IGC marketing strategy series. This time we are indulging in social media usage in a work environment.
Social networking has made lines between our personal lives and professional lives hazier every day. The intentions of social networking were to bring people together. Now that more and more organisations are becoming involved in social media it has become another business tool.
Social networking brings individuals and organizations together in a way that has never happened before. When you join a social network, you aren’t alone; you also join other people’s networks. This is called a ‘social graph’. A social graph has been described as ‘the global mapping of everybody and how they’re related.’
While there are a number of social networking websites that are considered a general network and have no specific focus. There are an increasing number of niche networking sites catering to different activities and ideas. These types of groups focus on a smaller part of your social graph.
Implementing a social network for this event will enable staff to have an ongoing group conversation with a specific agenda which can become very beneficial to everyone that is involved. Through this smaller median, people are able to post problems, solutions, network and socialise with others that have similar interests.
With any new implementation that requires change, adopting, using and sustaining it depends on the culture of the collective group. The strategy depends on the current communication lines and formalities. The social tools will just reflect how they operate.
Here are some basic strategies that need to be applied in order to build the foundations of a successful Enterprise 2.0 implementation.
Focus on the User Experience
This is the most important part. In order to have a high adoption rate, the social network needs to be enjoyable to use, with the focus still being on the organisation. If the application is not enjoyable, people will be discouraged from participating. If it is not on focus it won’t reach its intended goal
Provide Opportunities
It is important to provide opportunities for members that they would not have if they weren’t part of the network. This will help create incentive to join and provide opportunities for the ones that are already part of the network. Job listings, specials on products and parties are some examples of what could be implemented.
Embrace the User
When creating a social network targeted at a small market, it is important to not try anything radical. Instead it needs to focus on what people look for in a social network. It has to cater to the members needs and be convenient and easy for them to use. This should also be a medium where new members are easily able to meet other and make friends easily.
Announcements
It is important that the new social network be regularly used to announce the majority of events to guarantee continuous use. By doing so will show its importance to non-members.