Jeanne C Meister and Karie Willyerd's blog post on Intel's Social Media Training gave a great example of how to drive social media adoption in a large organization. Providing over 60 online courses, certifications, and an entire department devoted to establishing social media strategy and guidelines, Intel is a shining example of a social media strategy that works. Jeanne and Karie posed the below questions for other companies on their own social media plan.
"How are you:
Building a community among your global employee base?
Engaging employees and customers to more easily collaborate with each other?
Moving from a marketing campaign to having a conversation with your customers?
Training your employees to be active participants in using social media to build your brand?"
In response, we decided to take a peek at the interesting evolution of Brainshark's social media strategy with the launch of myBrainshark. Looking back a couple of years, Brainshark has always had an internal social media tool in our core product.
Our employees live and breathe social media - and some don't even know it.
We use the player constantly for training, communication, planning, or asynchronous collaboration. Beyond the business value, employees have long been using Brainshark to deliver event invitations, cheer on employee successes, or promote a charitable cause. But if you were to ask our employees if they used social media three years ago, only a handful would have said yes.
Our social media platform, myBrainshark, grew out of a desire to share Brainshark with a larger community. By creating a site dedicated to sharing Brainshark presentations, one goal was to increase brand exposure, but of equal importance was to build a community for sharing business knowledge.
Using myBrainshark for collaborative learning
While the marketing and sales departments have embraced social media tools like Facebook and Twitter, creating an entire university with certifications and custom courses dedicated to this topic for the rest of the company is only possible for giants like Intel. In myBrainshark, we have a repository of publicly available, quality content that our employees can access at any time to learn more.
For example, Heather Lytle of HVM Solutions has seven presentations on business social media, with topics ranging from Twitter for business to brand monitoring. Gil Yehuda posted a presentation defining The Terminology of Enterprise 2.0 and Social Media. Ken Okel shared presentations on Twitter for Business, and how to Boost Your Business with YouTube. The community collaboration gives our employees the tools they need to succeed in social media, without incurring the cost of an entire division devoted exclusively to it.
For us, learning through myBrainshark makes sense because our employees know it inside and out, but this type of informal learning might not be the best bet for every brand.
How do you train your employees in social media? In the context of limited resources, where do you focus your time and energy? Does a certain department receive training and others are neglected, or are your employees self taught?