Engaging employees through social media – an idea whose time has come

Attending an event this evening hosted by Crelos, the organisational change consultancy, I was persuaded that social media has finally emerged as a major tool for employee engagement. Entitled ‘Into the Ether? Harnessing Social Media to Engage in Change’, the event launched a research report by Crelos consultant Alana Inness. I highly recommend having a read – it’s packed with useful insights about how enlightened companies are using social media tools right now.

Over the years, I’ve encountered several failed attempts to engage employees through social media. One that stays in the mind was an early attempt to introduce facebook like software to a bemused internal audience. Although the site was beautifully designed and attracted hundreds of sign-ups when launched,  a year later it was as dead as the proverbial dodo. People could simply not see the point of it, in spite of the majority of people being enthusiastic facebook fans outside of work. Similarly, I recall a highly charismatic leader whose enthusiasm for yammer introduced a new era of direct communication with his team, while his somewhat obsolescent internal communication manager watched from the sidelines. But when the leader left, the company’s flirtation with yammer ended. In both examples, it was a case of the right idea at the wrong time.

Yet it is as a collaboration tool that social media is now truly coming into its own, enabling organisations to harness the collective power of their people to solve problems. And if one of the essential principles of innovation is learning how to fail fast, social media has an important role to play. A memorable quote from the event was that there is ‘something very powerful about having a rubbish idea rubbished’ by your peers.

A reassuring message is that there are no real social media experts yet, because the technology is still too young. Everyone is still learning. The best way to start is to begin. If you don’t yet know what social media can do for you, then sign up and give it a try. That advice applies to organisations as well as to individuals. If you are one of those leaders whose idea of being on LinkedIn is to hand your PA all the business cards you collect, then now is the time to have a go yourself and see what it can do for you.