Posts Tagged ‘ Wikis ’

POST Process Simplified

Before one can successfully implement groundswell, they must go through a process of deciding how they will use it and on what platform. This is very important because some people might be using different forms of social media to voice their opinion. If a company or person tries to connect with someone using Facebook when most of their customers are blogging, it won’t be effective. There also must be a key set of steps before one decides to take on social media. A simplified process is the POST method, for people, objectives, strategy, and technology. This method will help build a concrete plan for social media decision-making.

People  – Before it is decided what groundswell tool a company will use, a business must first know whom they are targeting. They must understand their customer’s technographic profile. This is a crucial step as it will help a business better understand how their customers will engage in the conversation and through what medians.

Objectives – When we talk about objectives in the POST process we are mainly concerned with a company’s social media goals. Social media can be used for a variety of things, whether that is empowering your customers, listening, sales, embracing, support, or research. However, it is important that a business has an objective before jumping into groundswell.

Strategy – The strategy is closely tied with objectives. How the relationship will change with customers using groundswell is an important part of strategy. Do we want our customers carrying messages and writing reviews about our products? Do we want customers to become more engaged in our company? Are we trying to build a customer-to-customer support system with our products? Are we trying to develop new products and use groundswell as a development tool? These are all questions that strategy must answer to make the most of the social media used.

Technology – Once people, objectives, and strategy have been determined in the POST process the platform for social media can be selected. Using the correct type of social media is very important, as it is how people will interact or not interact with your company. This is selecting whether to use blogs, wikis, Twitter, Facebook, forums or any other type of social media to get people involved in your company.

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Using Groundswell Internally!

Social media is a great tool for listening to what everyone is saying about your business. Although it can be used as a tool for external communication, it can also be a great tool for communicating within a company as well. Companies often don’t have the means to listen to all employees and ideas are often missed. The use of social media is changing all that. Internal wikis, blogs, and online communities are new ways of communicating with employees at all different levels. It gives employees a say within a company and gives power to them like never before. Giving this power unites the top and bottom of an organization and gives top-level management a new perspective. In order for this to work effectively, management must be on board with the changes and implement at least some of the ideas wanted by employees.

Best Buy has capitalized on this with their Blue Shirt Nation. Bell Canada has used ID-ah! and has also been very successful. These are examples of great employee participation and use of internal groundswell to build a better culture within an organization.

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