Sean R. Nicholson

About a year ago, I had a conversation with a then SocialMediaphobe who tried to convince me that social media was a fad that had no future in the workplace. His argument was that Facebook was too personal and Twitter too truncated to ever offer any value to business culture. I tried to convince him that, like all emerging technologies, social media was still finding its place in the workplace, but it was slowly, almost imperceptibly changing the way we communicate. His response was to try to dissuade me by saying “it’s just a bunch of people talking about what they ate for breakfast.”

As I look back the amazing strides social media has taken in the last year, even I’m amazed. The importance of short, meaningful messages tugged at my heartstrings as major news outlets like CNN and MSNBC relied on Tweets from survivors of the tragic earthquake in Haiti to keep us informed. YouTube has become the second largest search engine in the world (arguably the largest content engine), and Facebook continues to grow at astonishing rates, becoming one of the largest photo repositories on the Web.

Yet, somehow….corporate executives continue to ignore social media like it’s going to go away. These social media ostriches often argue that Social Media is a “B to C” (business to consumer) activity, meaning that businesses can only use it to market directly to consumers. They argue that companies selling “B to B” (business to business) can’t effectively leverage social media, because it’s the wrong market and businesses don’t pay attention to social media.

Little do they understand that businesses are not faceless organisms that make decisions without human input. On the contrary, business decisions are influenced by people and made by people, making “B to B” marketing almost irrelevant in a world where social media dominates the conversation. Executives need to understand that consumers of all type rely on product advice gained from other consumers, and the value of marketing Web sites that expound on the value of their product is diminishing. Need more convincing? Take a look at the Answers section of LinkedIn and you’ll find thousands of professionals (working for businesses) asking for recommendations on ECM, CRM, Intranet, and back office software. Yes…they even ask for advice on what blogging and social media platforms to use.

A shining example of a “B to B” corporate executive leveraging social media is Carolyn Douglas, the CEO of Intranet Connections. Her passion about Intranets, collaboration, best practices, and social media are evident in her blogs and tweets. Her thought leadership in the Intranet industry influences her peers, colleagues and customers on a daily basis. She demonstrates that although her business is technically “B to B”, her social media communication is aimed at interacting with people.

Great examples of executive leadership can be found in the “B to C” markets, as well. Just look at leaders like Marc Cenedella of TheLadders.com or Bill Marriot of Marriot Hotels. Each has established a meaningful blog and/or twitter presence that educates the public on topics ranging from interviewing tips to downtown revitalization efforts. Both activities are ancillary to their business, but provide meaning to their readers. The effect of the trust they earn from their readers is often carried over to the brand the represent.

And product marketing is just the tip of the iceberg when looking for social media opportunity. The value of collaborative activities inside your organization can justify an investment relatively quickly. You see, your employees are people, and people like to share. They share their stories, experiences, and knowledge. They talk around the water cooler, at the coffee pot, and at their cubes. At work, they feel valued and important when another employee is able to use a past experience to solve a problem. They get frustrated when they discover that the knowledge in their head could have been useful to another employee in a previous experience.  It’s the age-old knowledge management problem. How do you get the knowledge out of your employees heads and into a media that can be shared and leveraged by other employees?

The answer is social media. Give your employees and platform and they will share. Sure, they’ll share personal information, too…but mixed in with stories about their weekends, cats, and World of Warcraft are valuable nuggets of corporate knowledge that can help you solve problems, produce new products, and deliver a higher level of customer and employee satisfaction. It’s up to you to find ways to filter or segment that information to uncover that which is valuable to your business, but once you do…you’ve unlocked the potential of your employees.

In summary, social media is not about people eating oatmeal. Well…actually it is. But it’s also about people solving problems and people serving customers and people buying products. Social media is about your employees and your customers. It’s about your friends and colleagues. It’s about what they want, and what they want to offer. It’s a valuable tool that will provide insight to markets, products, and ways of doing business that you probably never thought about.  It’s up to you to get involved and show leadership. Good luck!

P.S. I’d love to hear from Execs who have taken the plunge and how your efforts are proceeding. Feel free to comment or email using our contact form.

Sean R. Nicholson

Okay…I have to admit that I find these types of tweets mildly humorous:

or

It’s not that I find the pain of employees funny, but the shortsightedness of companies in their efforts to ignore new technologies always makes me wonder what they are thinking. Over the course of my career, I have worked for companies ranging from small boutique shops all the way up to Fortune 500 and 100 companies and my experience has been that the bigger the shop, the more resistant to new technologies the decision-makers are.

Case In Point – Email & Internet Access, And A Fortune 100 Company

Flashback to 1996, when I was working for an up and coming division of a Fortune 500 company. I had a pretty heated argument with my Manager because I had requested external email access and Internet access, both of which required Vice-President approval. I was in the initial  stages of a company-wide asset audit and need to email third-party vendors. I was spending so much time on the phone with them going over spreadsheets on the phone that I need to be able to send email back and forth. But no….this particular company was nervous about email, Internet access, and how much time employees would spend wasting their time if everyone was able to email and/or surf the Web.

Flash forward to 2009, when every company realizes that email and Internet access are key tools for most back-office employees in the company to do their job. This same company issues laptops, email, and wireless access to all of their employees. Hmmm…slight change in position, eh?

What Generates The Resistance To New Technologies?

It would be easy to chalk this type of resistance up to age, but I think that would be short-sighted. I have found plenty of “more experienced” (the PC term for older) Directors and Execs that are interested in leveraging new technologies. I have also found plenty of younger (and not necessarily “less experienced”) folks who still tell me that they “just don’t get it” or that “social media is just about people posting high school photos or talking about what they had for breakfast”. Based on these experiences, I’ll attribute the failure to embrace these new mediums as either lack of education or fear of change. Some folks just don’t like the idea of trying something new. Instead, they’ll let everyone else try it and, if it works for others, they’ll give it a shot. Others, just haven’t had that light bulb moment when they realize the value. Now, don’t get me wrong, not everyone needs to be on the bleeding edge…but I firmly believe that organizational decision makers should strive to be on the cutting edge in order to stay ahead of their competition.

Every time I hear of companies blocking Blogging Sites, Facebook, Twitter, and other Social Media sites, it makes me wonder what curmudgeon or poorly informed leader is calling the shots and what experience drove them to make the decision. Obviously, these folks don’t realize that a new generation of workers is entering the workplace and expecting to leverage tools like text messaging, Twitter, blogs, and Facebook. Why not just sit them in front of a typewriter and say “be productive”.

Messages like the following make me wonder just what IT Manager or Director made the sweeping decision that there can be no useful information in blogs, so let’s throw the baby out with the bathwater and block blog access:

Okay, okay…so I admit that by making sweeping statements like that, I’m being a bit hypocritical since I don’t know why this particular company blocked the blog, but my point is that there are too many stories of companies making sweeping IT and HR policies banning social media, instead of embracing it or encouraging their employees to use it responsibly.

What the executives at these companies are failing to realize is that more and more of their employees are reading and contributing to the Websphere via blogs, microblogs, forums, etc… and they are often shaping their decisions at work based on the most up-to-date analysis that they get from these interactions. In addition, by allowing their employees to position themselves as thought leaders and expand their sphere of influence, they could enhance their organizations position in the market, have happier employees, and maybe…even open up some new markets that might not existed without Social Media. Just look at Zappos as an example. An online shoe retailer that has blown the door off marketing and expanding their sales opportunities  and customer support through the use of Twitter.

In short, by ignoring new technologies like Social Media and Social Networking, companies are not only burying their proverbial heads, but are actively engaging in hypocrisy regarding their messages to employees.

My Five Hypocrisies Of Blocking Social Networking Sites

1) Smoke breaks are okay, but blog breaks, tweet breaks, and Facebook breaks aren’t

Just to be up front, I am a non-smoker. My goal, here, isn’t to throw stones at smokers, but to point out that employers allow employees to take breaks from work so they can breath toxic fumes into their lungs, so I’m not quite sure why employers would have a problem with an employee updating their Facebook status or reading the tweets/blogs of their favorite netizens. Short breaks during the work day energize employees and give them a break from their daily duties. Sometimes, employees use those breaks to learn something new that actually might relate to their job or the industry.

Even if they’re not learning, maybe their taking time to catch up with a friend or family member. I’d be curious if those same employers would prohibit employees from reading a book or calling their family on their break. Seems a bit illogical, right? Catching up on Facebook or reading a few tweets can be just as energizing to an employee as a phone call, a good read, or for those who prefer, a smoke.

2) Make good quality decisions using competitive information, but don’t leverage your online networks or intelligence tools

Imagine being in touch with news about your company, customers, or markets before the news breaks. There have been quite a few situations where folks on Twitter have reported news before the local or national news outlets. Earthquakes, plane crashes, even (ironically) the closing of the Rocky Mountain News are all news items that are being scooped by Twitter before being reported in traditional media.

As more news and events are reported first via social media, employees who have access and actively monitoring social media sites are going to be able to react more quickly. If employees don’t have access to these sources, they’ll be two steps behind their competitors.

3) Be a happy employee, but don’t be a social employee

Everyone wants to enjoy their job and, for some employees being social is part of being happy. Not just around in the break room or at the coffee pot with employees that they see every day, but also being social with peers and thought leaders in their particular line of work. Each day, I enjoy reading the updates of employees that I currently work with, as well as previous co-workers and even employees at competing companies. Many of these interactions broaden my understanding of the industry that I work in and eventually will come back to benefit my employer.

By blocking social media sites, employers are limiting their employees ability to collaborate with others in their industry. There is a lot of good information being traded through blogs, tweets, and forums. Each of these venues allows employees to learn more, share their perspective, and grow as an employee, all without a single dollar being added to your training budget.

4) Be creative and innovative, just use the antiquated tools we have given you

Often employers challenge their employees to find new ways to do things better, faster, and cheaper. In some cases, you don’t have to invent the tool that makes the change, you just need to determine how to make it work for you. Henry Ford didn’t invent the automobile or the assembly line, he just figured out an innovative way to combine the two to redefine the industry.

Now, imagine two companies. One allows access to Social Media sites to its employees and the other does not. Company A has a marketing department that has come up with new ways to announce product launches using Twitter and Facebook and, in doing so, has increased product awareness by 5% over the last year. In addition, their product support team has begun interacting with customers in a whole new way using Twitter, Facebook groups/discussions, and LinkedIn discussions to identify suggested enhancements to their products and help resolve customer issues. In doing so, they have impacted customer satisfaction and increased recurring sales by 2% globally.

Company B, on the other hand, has blocked employee access to Twitter, Facebook, and LinkedIn and their leaders are scratching their collective heads trying to figure out why Company A is beating them to the sales opportunities and stealing their customers.

5) You are an adult and a professional, but no Facebook for you!

There are two excuses I hear most frequently when it comes to the reasoning behind blocking social media sites. The first is the protection of Intellectual Property or organizational intelligence and the second is that employees will just “waste company time”.

When it comes to protecting intellectual property, if a company is seriously using this as an excuse then they better have confiscated all cell phones and digital cameras from the workplace and ensure that all laptops are heavily encrypted in case they get lost or stolen. One company that I am aware of that blocks access to some social media sites also allowed their entire employee list, along with Social Security Numbers, to be transmitted via an unprotected MS Excel spreadsheet over email. The problem, here, wasn’t that the employee was trying to harm the company, but that they didn’t understand that doing so exposed the company to risk. The answer isn’t to remove their access to Excel or email, but to better educate the employee on the proper method of protecting corporate information.

In response to the “wasting time” argument, there are really two approaches. First, let your employees have a little fun. Let them explore new information, personal or professional. Teach them to use social media responsibly…just as you did with email. If you do, they will continue to grow as employees and professionals. Second, if they’re wasting excessive time on Twitter or Facebook, they were probably wasting excessive time on something else before social media came along. The way to address it is to remind them that they are employees of the company and, while some Internet usage is allowed, if it interferes with their duties, it might become an issue.

So to those of you who work for these Social Media Ostriches that choose to ignore the opportunities being presented and stick their heads in the sand by blocking your access…my condolences. I count my blessings each day that I work for a company that not only embraces Social Media, but actively works to develop its employees as thought leaders and encourages them to blog, tweet, and Facebook in a responsible manner.

To the Executives of the Social Media Ostriches…I’d shoot some snarky remark at you, but you couldn’t read it anyway, because this blog and my tweets are probably blocked from your network.

Sean R. Nicholson

Each day, it seems that more and more folks are dipping their toes into the world of Social Networking by creating Facebook, Twitter, Blogger, and LinkedIn accounts. And each day, we’re entertained with stories of folks who get “Facebook fired”, shoot off an improper Tweet that lands them in hot water, or  and share confidential information on their personal blog. Recently, Helen A.S. Popkin wrote an excellent article for MSNBC.com called “Twitter gets you fired in 140 characters or less” which details some of the follies of folks who have overstepped the boundaries from responsible social networking into, well…just TMI.

Unfortunately, these types of activities are fodder for the cannons of reactionary corporate zealots who use these follies as examples of why companies can never allow employees to blog, tweet, or otherwise engage in social networking on company time or about any company activities. In fear of expensive litigation, disciplining employees,  or losing valuable corporate information they would rather conjure up hard line policies stating that no employee may engage in these activities using corporate resources during work hours. As if these policies are actually going to stop employees from updating Facebook or slipping in a periodic tweet from their Blackberry.

Flashback To The 90s…When The World Wide Web Was The Target Of Corporate Policies

I remember a time in the late 90s when I was working for a major Telecom company that required VP approval to have access to the Web at any PC. The company was so worried about employees wasting time surfing the Web that they turned a blind eye to the fact that it could be used as a powerful research tool.  In addition, the corporate policy on computer usage clearly stated that those found in violation of the Internet policies (meaning using it without VP approval) could be subject to discipline and/or terminated. Fired…for surfing the Web.

Unfortunately, those of us that were around during these times also remember why these draconian policies were in place. Come on…you remember the dolt in the cube next to you who just couldn’t resist sharing that latest chain email (remember the Nieman Marcus Cookie?) or  risque photos (a polite term for porn) using the “Reply to All” button. These folks were the reasons that the rest of us were under house arrest when it came to Internet access. They surfaced the dark side of the Web, driving the need for restrictive policies.

Luckily companies have evolved and removed or relaxed these types of restrictions and often encourage their employees to use the Web as a powerful research tool. Some have even moved some their primary business applications to “Software As A Service” (SaaS) applications like SalesForce.com. So instead of playing “duck and cover” and shielding their employees from the dangers of the Web, they’re realizing that, while minor infractions to corporate policies my occur, the benefits of using the Web as a tool far outweigh the risks.

Fast Forward To 2009, As Companies Wrestle With Social Networking Policies

So how do companies deal with social networking without repeating history and sticking their heads in the proverbial sand? The first step is to recognize that these activities are not going to go away. They’re not a fad, and they can be just as useful business tools and the Web has become.  To ignore these tools or discourage employees from using them would be just as narrow minded as pulling the Ethernet cables from the backs of their computers ala the 90s.

Employee Collaboration Fuels New Opportunity

The second step is to understand the tools. All too often I hear folks who say things like “Twitter…I just don’t get it.” Yet these very folks have either never created a Twitter account or have never spent time researching the whys and hows of Twitter and how it has worked for others. Instead, they scratch their head and shake their fist at a new, strange technology. By learning about the successes of others, we can all identify new uses within our workplaces for new technology. Feel like you’re out of touch, get yourself a Social Media mentor, as suggested in the ChristyWeb.com article “Do you have a social media mentor?”

The third step in embracing social networking tools is to guide your employees on their usage. Note that I didn’t say “Discourage Their Use” or “Mandate against their usage” or even “Tell them how to use them”. I very clearly said “guide your employees”. Let them know that their knowledge is valuable and that they are encouraged to share their thoughts and views, as long as it doesn’t violate the existing privacy policies, NDA agreements, or Intellectual Property agreements that are in place.  Remind them that sharing information on the Web in any form can be perilous and that they should consider whether they would want their boss, spouse, or mother reading or seeing their online exploits. Often, a simple reminder of good judgment can have as powerful of an effect as a harsh corporate policy.  Yes, you are going to have the dopes who just can’t seem to keep their “inside voice” from leaking out to tweets and Facebook updates and you’ll even have the odd photo or video that stirs up an HR hornets nest, but the reality is…those same individuals would probably be in HR jail even if Facebook never existed.

The other 98% of your employees will explore the technologies and some will find useful ways to grow your organization. Maybe they’ll find ways to enhance collaboration, present themselves to others as a leader in their field, or maybe even find new products or customers. The reality is, they will find new uses and opportunities when given the chance.

What’s the alternative? Write a complex policy banning them from social media activities that is both unrealistic and unproductive.And what fun is that??

For the record, I am blessed to work for a company that has chosen to embrace Web 2.0 and encourages their employees to find new, innovative ways to blog, tweet, and explore the value of emerging technologies. The result is engaged employees who think about new technologies and think twice before they hit the ‘Submit’ button.

Have thoughts or comments? I always appreciate feedback and constructive criticism through comments.