Getting an internal social media campaign off the ground can be tricky at times. While we would all love our campaign to go ‘viral’ it isn’t easy unless you factor in many dimensions to your planning and execution. Here are a few suggestions to give your campaign wings.
Give your employees a reason to join: They need to get the context and know what is expected from the campaign. To help identify what will make employee to pitch in, you need to get to the core of the issue – be it a business imperative, a change, an important landmark, an opportunity you have spotted or just another way to connect. For example, your organization may have completed a key milestone or received news of sales success or topped in a brand survey. Whatever the reason, find a way to get your employees excited and be advocates of your internal brand.
Know what you want from employees: Ask yourself – is there a strong idea in this campaign and will employees get it? Do they see themselves willing to part time, effort or resources to participate? If you can answer in the affirmative for the above you know you can move ahead.
It is a give-give relationship: The world is moving to a give-give relationship where employees want to work with a ‘minimum viable’ brand and shape it ways that matter to them. The more you give ownership, the more you continue extending your reach and credibility. Look at your internal social media campaign as a way to influence your culture and build identify. Think of your employees as an extension of your communication effort.
Timing is everything: Understand where your organization is in terms of appreciating social media and how mature your employees are about engaging. Time the campaign with what your business is doing and where it wants to be in the future. Link it back to a business challenge, a unique problem or a goal you have in mind. If you keep it running too long and your employees will get bored, if you keep it too short and they may feel short changed.
Stick to your plan: If you signed off on a process and approach don’t waver or course correct in-between your campaign. You will erode credibility and your campaign will lose steam. Think of how you will recognize participation and engagement and be transparent about the process. Any ambiguity will result in a drop in engagement. Define your outcomes upfront and keep your internal stakeholders posted.
Don’t forget to have fun creating and rolling out your campaign!
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