1) Tone down the "evangelism" and your excitement

Referenced the title of a Ragan survey promoted at the UnConference: "The Social Media Revolution." When I think of "revolution," I picture 10,000 communicators charging up a hill with daggers in our teeth, looking for the "enemy"--IT, Information Security, Controlling. You don't get things done as easily and painlessly when you promote an "us vs. them" mentality.

 

 

When I think of "evangelist," I picture a wide-eyed, weird-smiling guy standing at my doorway, telling me that he wants to "tell me about Jesus." I'm a Christian, but if that would happen, I'd either slam the door in his face, or sic my dog on him. That's the reaction of management when we try to "evangelize." You are NOT Moses, carrying the 10 Commandments of Social Media to Pharoah, shouting, "Let my people go!" (note to fellow Christians--I know that Moses didn't carry the 10 Commandments to Pharoah--just give me some latitude here!)

 

The initial excitement and desire to positively change your organization immediately can lead to what I know refer to as, "The Harry Potter Frenzy." I was a victim of that frenzy, when the final Harry Potter book went on sale. It was 1 a.m. at the Borders in Gurnee, Ill., and I was shuffling along a slow-moving line of adults and teenagers dressed as witches and warlocks. Seemed like the smart thing to do--wait until all of those other Potter fans went to stores the next day to learn that the books were all sold! Well, the reality was that I and the other Hogwarts wannabees could have gotten a good night's sleep and then walk into any store the next morning to buy the book at a sale price.

 

That leads to the next point: Speak from your experience, not the hype you may have read or heard. Two years ago, I spoke at the IABC International Conference as a last-minute replacement speaker. The problem was that I wasn't knowledgeable enough to lead that particular session, and my speaker evaluation rating reflected that fact. I'm taking at this UnConference about a topic that I have experienced first-hand, which makes a big difference. Before you lay out a proposal to your management hoping to bring any social media tool into your organization, be sure that you have used it and understand its advantages and potential downsides. That knowledge will make a difference in your conversations with management.

 

Avoid jargon. I shared my mistake of telling my boss that I wanted us to try a "wiki." He didn't let me explain what it was; he was too busy smiling and saying, "We need a wiki. Let's get a wiki!" It would have been better initially for me to describe the business use of a wiki, without giving it a name.

 

***Major point*** Involve representatives from the major areas of your organization to get maximum input and support. The "Lone Ranger" mentality won't decrease resistance to your ideas. The biggest advocate I have within VCI right now is a manager in IT who understands social media tools--and the arguments that IT makes when resisting suggestions to try those tools in the workplace.

 

When vetting your social media plans to management, be ready to move forward in several small steps. This often is not a simple, quick sell. I found it beneficial to 1) Show management the pain (getting past their natural inclination to think that an issue doesn't exist if they haven't heard about it; and 2) Show them a possible balm for that pain (make the business case for use of social media tools).

 

 

 

Biggest recommendation for orgs who are new at this: GO SLOW! 

Start with a smaller group of people; start a wiki or chat room with 10-12 executives to get them involved.

Use your judgment in working with the legal department.