Social media requires change management
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Social Media Requires Change Management. Urgency! Guidance & governance Vision Communication Empowerment & enablement Campaign wins + competence development Build institutional processes Create Social Media Center of Excellence. 1. Establish a sense of urgency.

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Social Media Requires Change Management

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Social media requires change management

Social Media Requires Change Management

  • Urgency!

  • Guidance & governance

  • Vision

  • Communication

  • Empowerment & enablement

  • Campaign wins + competence development

  • Build institutional processes

  • Create Social Media Center of Excellence


Social media requires change management

  • 1. Establish a sense of urgency

  • Research social media in the industry &markets we serve

  • Analyze the competition’s social media efforts

  • Identify immediate through long-range opportunities

  • 2. Create a guiding coalition

  • Engage change agents as organizational social media catalysts

  • Assemble a coherent group to lead the change

  • Integrate this team into the affected departments

  • Bring on champions in each area dedicated to social media success

  • 3. Develop a clear vision

  • Create a catalyzing vision for the social media effort

  • Develop strategy in line with the overall vision

  • 4. Share the vision

  • Communicate the vision in every possible way to the organization

  • Commit executive leadership to supporting & sharing the vision

  • Coalition members and champion should be role models for the organization

  • 5. Empower people and remove obstacles

  • Get rid of obstacles

  • Change structures, systems, compensation and any factors that obstruct the social media effort

  • 6. Secure consistent (short-term) wins

  • Make public and visible performance improvements

  • Celebrate victories in line with the overall program vision

  • Reward and recognize those securing the wins

  • Publicize the progress of the project

  • 7. Consolidate and keep moving

  • Use momentum to gradually change all systems and processes that don’t support the program’s success

  • Enable change agents throughout the organization

  • Energize the project with consistent flow of new projects, themes, campaigns and initiatives

  • 8. Anchor the program in the organization

  • New approach should be anchored in the culture of the organization

  • Real key to social media success is in transforming the organization to the culture of a social enterprise

  • Maintain consistent action to further embed behaviors and discipline


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