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

1. Establi

sh a sense

of urgenc

y

• 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 guidin

g coaliti

on

• 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. Develo

p 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. Empow

er people

and remove obstacl

es

• 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. Consoli

date 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

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 obstacle

s

•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 organizat

ion

•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

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

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

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

5. Empower people and remove obstacles

Get rid of obstacles Change structures, systems, compensation and any factors that obstruct the social media effort

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

3. Develop a clear vision

Create a catalyzing vision for the social media effort Develop strategy in line with the overall vision

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

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