Your company culture can become a social media marketing tool. Unfortunately, many companies don’t recognize this.
Social media is probably the most influential communication opportunity in todays world. There really is truly nothing like it. Everyone is in it even though no one is leading it. Yet, no structure or enterprise or organization can ever equal the influence on both social and business cultures.
Naturally, the corporate world was a little slow to adapt. Many businesses viewed social media as an hindrance to work, a personal activity that doesn’t benefit the business in any way. The last couple of years saw major changes in perception. Many businesses started to realize a company culture can become a social media marketing tool. With big companies like Coca Cola, Starbucks, and Nike leading the way, small business owners started giving social media a second look.
Interestingly enough, and counter intuitively-so, many business owners are observing that it is their employees who are more resistant to the adoption of social media culture in the corporate setting, while executives are more supportive. A recent study by Deloitte reveals that 38% of executives believe social media presence leads to greater transparency, while there are only 17% of employees who agree.
Strategic and Cultural Disconnect
The difference between the responses of executives and employees towards adoption of social media in their companies can be attributed to the disconnect between corporate culture and strategy. As long as the disconnect is there, no one in the company will see how company culture can become a social media marketing tool. It is true that strategies are important, but it must first be studied if the culture that is already in place will be compatible with it. Sandy Carter of IBM succinctly puts it as “culture eats strategy for lunch.”
One of the key elements businesses must realize, is that social media works best if it isn’t tied to a single department or person when it comes to execution of strategy. That’s how company culture can become a social media marketing tool. Studies have already provided proof that social media culture, when adopted by businesses, leads to success on different levels, including the all-important profitability metric.
Reasons Employees are Resistant to Social Media Culture in a Business Environment
There are several reasons why the average employee is not as receptive to the adoption of social media culture within the business environment.
Aversion to Change
People in general are averse to disruption and change, especially in the work environment, where the adherence to a routine and clockwork efficiency is of utmost importance.
Additional Work with No Additional Pay
The economic downturn of recent years and the layoffs that follow means employees are now saddled with additional responsibilities, including those of laid off counterparts. Hence, employees are not interested in taking on another project or task even if it is related to social media.
Your Company Culture Can Become a Social Media Marketing Tool But it Has to Start With Your System
This is probably the most common hindrance to how company culture can become a social media marketing tool but also the most overlooked. Some companies are not really ready for social media culture, since a lot of them don’t really embrace social values. There are layers and layers of protocol and bureaucracy that hinder progress. Imagine going through seven people to ask for the approval for a 140-character twitter post.
Implementing Social Culture so Your Company Culture Can Become a Social Media Marketing Tool
Executives, on the other hand, are the first to recognize how company culture can become a social media marketing tool and are more willing to implement changes because they get more benefits from it. Their strategic role in an organization means they get credit from any change that could help the business in any way.
For the adoption to trickle down to employees, there are several points that businesses must keep in mind.
It is All About Values, Not Platforms
Most of the problems executives have with social media integration, such as privacy and image issues, are no longer of concern if the employees have internalized proper values.
Implement Cultural Change While There is So Much Instability
This is the time to introduce a huge change, as it is much harder to create a new culture if the current one is already set firmly in place. It is when things are in transition that you decide on how a company culture can become a social media marketing tool.
Empower Your Employees
Social media is all about empowerment, giving its users control over a much larger swathe of things, which goes against the grain of traditional corporate culture. Traditional corporate culture relies on the need to control every single aspect of the workplace. A culture where social media thrives is a company that trusts their employees to do what is best for the company. Train, educate, and empower.
Be Prepared and Receptive to Internal and External Changes
Once integrated internally and externally, social media impacts positive organizational change. Hence, making your company culture a social media marketing tool. For instance, in a large business or a government agency, social media culture can introduce privacy and security issues. It is crucial to analyze your company first, and try to make adjustments beforehand. Provide training, if needed, in order to make the most out of social media culture without suffering from its drawbacks.
