Collaboration and Social Media

Using Social Media to Increase Organizational Commitment

Adriene Nazaretian Radcliffe

Collaboration and Social Media Evangelist

Office of the CIO Yale University

March 2015

a_radcliffe

Adriene Radcliffe

Topics Covered Today

• Commitment

• Factors that Drive Commitment

• Social Media Engagement and Commitment

• Resulting Influences of Social Media on Commitment

Topics Covered Today

• Commitment

• Factors that Drive Commitment

• Social Media Engagement and Commitment

• Resulting Influences of Social Media on Commitment

Commitment

“Individual commitment to a group effort –that is what makes a team work, a company work, a society work, a civilization work.” -Vince Lombardi

Commitment

Commitment

• What does it mean to be committed to an organization? Survey says:

– Overall satisfaction of the workplace

– Proud to work for your institution

– Recommend it as a great place to work

– Not seriously considering leaving

• What does commitment look like in terms of behavior? Research says:

– Engagement and involvement

– Conscientiousness in execution

– Increased innovation

– Better attendance

Topics Covered Today

• Commitment

• Factors Which Drive Commitment

• Social Media Engagement and Commitment

• Resulting Influences of Social Media on Commitment

Factors Which Drive Commitment

• Creating a work environment which employees feel personally connected starts with making sure they know and understandwhat the mission vision and goals are!

Factors Which Drive Commitment

• When employees understand the mission, vision, goals they can make better decisions, and therefore feel an increased sense of commitment to the mission, vision and goal

“Making good decisions is a crucial skill at every level”

- Peter Drucker

“It’s not hard to make decisions once you know what you’re values are”

-Roy Disney

Factors Which Drive Commitment

• Employees who recognize that their work is directly connected to the mission, vision and goals, they have an increased sense of commitment to them and the organization, especially when the organization recognizes it too!

• Know your mission and vision statements

• List your goals and objectives

• Relate your content, service plans, communications to the organization

– Mission

– Vision

– Objectives/Values

– Goals

• Communicate Clearly

Mission

Vision

Objectives

Goals

Factors Which Drive Commitment

Topics Covered Today

• Commitment

• Factors Which Drive Commitment

• Social Media Engagement and Commitment

• Resulting Influences of Social Media on Commitment

• Communications planning should have a social media component for your mission, vision, goals and objectives

• A plan should include specific

– Platforms or channels for communicating

– highlighting related content or recent updates

– Include THE PEOPLE who do it

– Create campaigns – visible hashtags or tagboards

– Social media is intended to engage, inform as well as entertain

Social Media Engagement and Commitment

ContentCommitted

Behavior

Social Listening &

Participation

EmergingBehavior

• Content (mission, vision, goals) is your new brochure (business tone & structure)

• Social Media – new telephone or chat room channel. Constituents talk to each other (less structure, entertaining, engaging, funny )

Social Media Engagement and Commitment

Consider this: Organizations merely have a presence on social media, but people drive it and consume it.

Social Media Engagement and Commitment

What does it mean when someone follows you?

• I want to hear what you have to say

• I am interested

• You are relevant

• You are worth my time

Does your organization follow other organizations or people?

• Your CIO, senior leaders or directors

• Your line managers

• Your thought leaders

Topics Covered Today

• Commitment

• Factors Which Drive Commitment

• Social Media Engagement and Commitment

• Resulting Influences of Social Media on Commitment

Mission

Vision

Objectives

Goals

Resulting Increase in Commitment

Yale University ITSVISIONShaping the future of Yale and higher education through rock-solid services, innovation, technology leadership and strong community collaboration.

MISSIONOur mission is to deliver the highest level of service possible to students, faculty, and staff, and to demonstrate technology leadership that furthers the University’s mission.

VALUESWe aspire to five core values that underlie all information-technology activities at Yale: respect, service, leadership, transparency, and fiscal responsibility.

PRINCIPLES or OBJECTIVES - Using these areas of focus, we guide technology decision-making and service delivery for the Yale community of faculty, staff, and students.

• Community Satisfaction• Technology Leadership• Staff Development• Fiscal Management• Rock-Solid Services

University

Department

Personal Personal

Program

Personal

Established Credibility

and Content

Build Content

Build Credibility

DO THI

S

DO THI

S

Acknowledge Thank Follow

Resulting Increase in Commitment

Social Content gains credibility when authored by experts

• Treat them as experts

• Responsible

• “I am connected to the success”

• “I am connected to the mission”

• Increased commitment

Resulting Increase in Commitment

Our upgrade was a success! <link to details>

#RockSolidService

Brand your Department or Program with #social cues

• Your web site is your home to content

• Your web content is authoritative (business tone)

• Social content has a more casual tone (personal)

• Prominently display your social channels/addresses on your site, in your signatures and in all communications

• Use #hastags to tie mission, vision, goals to social content

• REPORT on it!

Resulting Increase in Commitment

Resulting Influence of Social Media

• Committed

• Engaged

• Conscientious

• Innovative

• Attentive

ContentConsumption

CommittedBehavior

Social Participation

Social Behavior

Collaboration and Social Media

Using Social Media to Increase Organizational Commitment

Adriene Nazaretian Radcliffe

Collaboration and Social Media Evangelist

Office of the CIO Yale University

March 2015

a_radcliffe

Adriene Radcliffe