Companies who are weighing the risk versus reward of social media should move “lost time” to the top of the pile for risk. While they’re thinking about doing it, other companies (including their competitors) are breaking ground and claiming territories in this very grass-roots word-of-mouth channel. If you’re waiting for everyone else to figure it out, and then figure you’ll just be a fast follower, well – it just doesn’t work like that when it comes to forming connections and “friendships” through social media. It will take years to catch up. It’s a lot like if you’re trying to hang out with a group of people who’ve been together since high school. It takes awhile to gain entry into that group and build trust.
The biggest winners during this time could be those leaders who’ve been using social media to engage employees in the business and let them know they’re a valuable member of the team. Just think about what it means to employees today who are scared about the economy and job security to receive updates from leadership about what’s going on at the top. Think of the loyalty employees will feel toward a brand that includes them in its “thoughts” about the state of the business.
One of the people I recently spoke with on this topic is Rick Fallon, VP of Internal Communications with Yum! Brands, the world’s largest restaurant company (ranked #239 on the Fortune 500 List). I was interviewing him for content for a seminar about using social media for internal communications. Fallon shared some of his thoughts with me about the blog produced by Yum! Chairman and CEO David Novak and its value in connecting employees with him and the brand.
Yes, Novak actually writes it himself – almost every single day he posts something, along with the pictures that he snaps of his travels around the world on behalf of Yum! He “owns” the blog, doing it all himself, so it’s definitely the real deal. The fact that he takes the time to blog to employees speaks volumes about the perception of the value of social media at Yum! I don’t think any of us believe Novak would spend his time on this channel if it wasn’t netting some serious results. (It kind-of takes away from the argument that you’re too busy to do it if Novak can find the time, doesn’t it?)
Here is a short list from Fallon of why it’s valuable to invest in this channel:
- Authenticity. The blog connects employees personally with their CEO. Employees who wouldn’t usually get the chance to know him get that opportunity. They can see the brand through his eyes. Employees are more likely to respond to a brand if they feel like they know the boss. And, they’re more likely to like the boss if they know him, and feel like he’s not some faceless figurehead.
- How you fit into the company. The blog connects employees to the business because that’s what he’s talking about – and because his very action of blogging says that he cares about them and sees them as an important audience. With this blog, it’s strictly business, but delivered in a way that’s more conversation than presentation. It’s one way to share the talking points without the PowerPoint.
- How the company fits into the big picture. The blog connects employees with the company’s performance in places and markets they might not ever get to in person. It opens up the world for everyone, giving them a bigger picture about how Yum! is delivering the brand.
- It’s two-way. “We don’t screen,” says Fallon. “Anyone can ask a question or make a comment.” Talk about transparency. Fallon says they’ve never had a problem to date.
By the way, Yum! also recently launched an internal business network for their employees to facilitate knowledge sharing and support the efficient use of resources. Here’s something amazing: they launched it in only eight months. How did they get things to move so fast? I believe it has something to do with Fallon’s statement: “You’ve got to trust your employees. It’s part of our culture, and it’s how we win together. If employees get a sense we don’t do something because we don’t believe in them, then you’re stuck.”
About social media in general, Fallon says: “It’s fun. It’s a hoot.” What a fantastic side benefit.
For more on companies that are using blogs as a platform for communications, take a look at this blog post.
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