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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
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
slide6

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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