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The Social C-Suite
To start or to better engage in social media use, the C-suite can take three actions: get social, utilize the CARE principle and be real.Get Social
As a first step, the C-suite must ensure the organization is equipped to utilize social technologies. Ask employees if there are any tools such as blogging, micro-blogging, video sharing or photo sharing being used. If not, draft a cross-functional team, including the learning team, to bring these tools into the organization. Afterward, the C-suite must begin using these tools to connect, collaborate and communicate with its employee base. The C-suite can start with a few micro-blog posts via Twitter and graduate to full-blown blog posts and video sharing snippets to share knowledge, recognize someone or point out useful external sources of information and learning. The next step is to think about using external-facing social tools, but the C-suite should focus first on its internal engagement, knowledge sharing and silo busting. One of the primary benefits of being social for the C-suite and the organization lies in openness. “Traditional organizational structures are removed,” said Alan Lepofsky, vice president and principal analyst at Constellation Research Inc. “Executives can have conversations with people they otherwise would rarely have the opportunity to interact with.” Lepofksy said bi-directional conversation is an important cultural trait in an organization, and the C-suite should use social software to communicate important company information — such as sharing the corporate vision and strategy — or to solicit process improvements and innovative ideas. “Just like in personal relationships, communication is the key to success, and an organization that communicates well is one where you’ll find happier and more motivated employees,” he said.
As a first step, the C-suite must ensure the organization is equipped to utilize social technologies. Ask employees if there are any tools such as blogging, micro-blogging, video sharing or photo sharing being used. If not, draft a cross-functional team, including the learning team, to bring these tools into the organization. Afterward, the C-suite must begin using these tools to connect, collaborate and communicate with its employee base. The C-suite can start with a few micro-blog posts via Twitter and graduate to full-blown blog posts and video sharing snippets to share knowledge, recognize someone or point out useful external sources of information and learning. The next step is to think about using external-facing social tools, but the C-suite should focus first on its internal engagement, knowledge sharing and silo busting. One of the primary benefits of being social for the C-suite and the organization lies in openness. “Traditional organizational structures are removed,” said Alan Lepofsky, vice president and principal analyst at Constellation Research Inc. “Executives can have conversations with people they otherwise would rarely have the opportunity to interact with.” Lepofksy said bi-directional conversation is an important cultural trait in an organization, and the C-suite should use social software to communicate important company information — such as sharing the corporate vision and strategy — or to solicit process improvements and innovative ideas. “Just like in personal relationships, communication is the key to success, and an organization that communicates well is one where you’ll find happier and more motivated employees,” he said.
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