Social media for internal communication

Well, we're talking on Facebook, LinkedIn, My Space, Twitter and so on... this is all happening outside of the workplace. Why not take some of those same tools and use them at work, for work? What is the place of social media in the workplace?

As a form of external marketing, we know social media works. It can be a valuable tool when you want to directly interact with your target market. Social media can also be a fantastic way to improve internal communication. There are always opportunities to improve internal communication. It has been my experience that most companies focus on external communication and often internal communication is, although not quite an after thought, not as high a priority as most external messages. For internal communication the primary and most effective social media tool would be a blog.

As an internal communication tool, blogs allow for true, real time back and forth conversation. Blogging as an internal communication tool, can help with transparency and aid in making sure the truth is heard directly from the source, rather than allow for rumors to run rampant. This is particularly important if companies are going through troubled times.

Blogs also provide an important outlet for employees, by allowing them to be heard. Empowering your employees to ask the questions via a blog can really help the internal conversations and build community. Companies often fear the creation of an internal blog. They feel that having the blog will open a can of worms in the form of negativity and unproductive communication. However, most companies are pleasantly surprised to find that isn't the case. In the blogosphere, employees often police each other and help bring the conversation back on track.

The key to ensuring that you have a successful internal communications blog is very similar to planning for your external blog. Determine your strategy, goals and a clear set of protocols for use in terms of posts and responses. Your blog policy should clearly communicate acceptable and unacceptable types of language and posts. Expectations in terms of what the blog is intended for must be clearly outlined up front for all potential users, including those responsible for posting topics.

So, who should be posting the topics? Well, blogs are a great way for Human Resources, Facilities, even Administration to speak directly to employees on a topic and solicit direct responses. Personally, I think, although it may be more difficult to manage, companies should look to have as many departments involved as possible.

Having representatives from many different departments will help keep the blog more interesting and engaging. Everyone has a different writing style and brings something unique to the blog. This can help increase the audience because there will be something for everyone both in terms of subject matter, but also in terms of accessibility to different readers.

So, to get started, simply make the decision that an internal company blog is for you. Start planning your strategy, determine your goals and outline expectations. Don't rush this process the key to any successful blog is all in the planning.

All a Twitter...

How long have you been using Twitter?  As a new user of this fun and exciting forum, I'm enjoying learning the ropes.  I'm impressed by the tweets of many and trying to figure out my place in this new community.

My mind is reeling with all the possibilities that Twitter and other social media sites offer to businesses and for the non-profit world.   The trick is not being over zealous and really trying to be focused on your goals or your clients' goals. 

In addition to focusing on your outcomes, it is necessary to make sure that your message is direct and meaningful.  If everyone is reading you don't want to just say anything.  PRSA's February newsletter "Tactics" had a great article about Twitter and making the most of the characters you have available. 

Twitter offers opportunities and has pitfalls to be aware of.  As I navigate through and try to learn more about how to make the best use of this forum, it is important for me to remember this is an excellent exercise in being brief and meaningful at the same time.  I tend to get a little wordy, for those of you who know me, I'm sure you aren't shocked by this revelation.

So, I will continue to make the most of my 140 characters and would love to hear your thoughts in 140 characters too.

Small businesses and the Internet, what's happening in your community?

As a long time marketing professional, I have seen many changes in the industry.  From paste-up advertising to online advertising.   Quite a difference.  As times are changing small businesses need to take advantage of the new opportunities the Internet is providing.  

Traditional marketing forums still have their place and there isn't a one-size-fits-all answer, but between search engine optimization and social media there are many non-traditional avenues for companies to explore.  

Have you seen small businesses taking advantage of these new media opportunities?  If so, what kind of businesses seem to be grabbing hold? Where are you seeing them?

I look forward to hearing your responses.