Social Media Requires Change Management

1. 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

6. 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