Veränderungskommunikation

Autor: Jörg Hoewner

Über den Newsletter von Prescient Digital Media bin ich zu einem Beitrag über den Stand der Dinge in Sachen „Intranet 2.0“ gelangt. Darin werde einige Umfragen und Studien zitiert, eine Reihe Fallbeispiele verlinkt usw..

Besonders geht der Beitrag auf Hindernisse bei der Einführung von Web2.0-Features im Intranet ein und offeriert das sieben eigene Tipps und zehn Tipps aus einer Studie von Melcrum:

„If and when you are ready to roll-out Intranet 2.0 at your organization, here is your to-do list of considerations:

1. Planning is an essential requisite for success. Develop a plan that is based on a thorough assessment of your employees needs and expectations, as well as those of management.
2. Leadership must set the tone. Your executives must lead the dialogue and control the message. Sanitized corporate speak from PR hacks posing as an executive voice does not impress employees who want honest, direct, and simple messages.
3. Policies are necessary. What can and can’t be done needs to be defined and anonymous postings should not be allowed (everyone needs to own their contribution).
4. Everything is about conversation and dialogue. Everyone gets to have their say. Actively encourage employee comments and contributions to blogs and wikis (don’t limit the conversation unless it contradicts the Policy or the Code of Conduct).
5. Social media content has to be relevant and up-to-date. Don’t do a blog once a month and think it’s serving a purpose. Don’t start a wiki and just leave it, hoping it will take off.
6. Understand the ingredients of a successful social media tool. Benchmark and cherry-pick from the leaders (e.g. Boing Boing, Wikipedia.org, etc.).
7. Keep pace with the trends and best practices, technological advancements and latest developments. Subscribe to newsletters from leaders such as CNET, eMarketer and Prescient Digital Media.

The Melcrum study (How to use social media to engage employees) also offers 10 suggestions:

1. Assess your organization’s cultural readiness.
2. Focus on the people, not the technology.
3. Think about the business purpose of the tools.
4. Make sure you grasp the difference between traditional and social media.
5. Prepare to relinquish control and share the process.
6. Be experimental and involve employees.
7. Clarify what employees can and cannot do.
8. Take a hands-off approach to marketing the tools.
9. Work with what you’ve got and integrate new tools.
10. Don’t obsess about the numbers.“

Zum Beitrag: Intranet 2.0: Social media adoption.