For five years I worked in the public sector trying to embed digital communications across the organisation and in that time we found two secrets.
We won an award and we managed to get people on the frontline keen and engaged.
But what ingredients made this happen?
Two things. An open social media policy that allowed people from across the organisation to use it after some training. But a piece of paper only goes far. It opens the door but it won’t send everyone charging past and into the warm water. Here’s what really did. A regular meet-up where everyone who used social media was invited. We had three topics. No slides. We would try and meet off-site too to encourage creative thinking. A cafe was best.
The sessions were deliberately open and we encouraged people who were trying new things to talk about what they had learned.
Why involve people from across the organisation?
To share the sweets, of course. It’s something I’ve blogged about before. Social media shouldn’t be a communications thing. It should be an every service area thing. And sometimes we need our enthusiasm re-fired and a lesson shared to re-charge our batteries.
And one of the biggest challenges in all of this is for this not to be a comms’ own meeting. This shouldn’t be the head of comms lecturing everyone how it should be. It should be people from across the organisation working it out together. But more than that. Open it up to partners too. And anyone who is interested from the public. Widen the circle.
Here’s a secret. Two actually
Very often organisations can have more than 100 channels. Often they work seperately from each other and there can be painfully little collaboration.
That’s where the cake and coffee come in. Here’s the thing: if you talk to each other you’ll share ideas and very often work better. The customer services person, the librarian and the media officer. None of them have a monopoly on good ideas.
Try it. Let me know how it goes.
Shout if I can help. I’m email@example.com and @danslee.
Picture credit: Susanne Nilsson / Flickr