1. Using Social Media to Increase Organization Commitment
Collaboration and Social Media
Using Social Media to Increase Organization Commitment
Adriene Nazaretian Radcliffe
Collaboration and Social Media Evangelist
Office of the CIO Yale University
March 2015
a_radcliffe
Adriene Radcliffe
Connect with me on LinkedIn or twitter! This content will be posted to slideshare. You are welcome to re-use the content, please give credit to Adriene Radcliffe and Yale Universiy

2. Topics Covered Today
Commitment
Factors that Drive Commitment
Social Media Engagement and Commitment
Resulting Influences of Social Media on Commitment

3. Topics Covered Today
Commitment
Factors that Drive Commitment
Social Media Engagement and Commitment
Resulting Influences of Social Media on Commitment

4. 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

5. Commitment

6. 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
Sirota workplace survey questions and data from Journal of appied psychology volume 71 “Perceived organizational support and employee diligence, commitment and innovation.

7. Topics Covered Today
Commitment
Factors Which Drive Commitment
Social Media Engagement and Commitment
Resulting Influences of Social Media on Commitment

8. Factors Which Drive Commitment
Creating a work environment which employees feel personally connected starts with making sure they know and understand what the mission vision and goals are!

9. 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
Drucker coined the term knowledge worker in the late 50’s -

10. 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!

11. Factors Which Drive Commitment
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
Credit to Yale SOM – who talked about this at a recent Social Media summit – how they tie ALL content back to their mission, vision, goals and objectives. Content broken into small pieces can be re-used

12. Topics Covered Today
Commitment
Factors Which Drive Commitment
Social Media Engagement and Commitment
Resulting Influences of Social Media on Commitment

13. Social Media Engagement and 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

14. Social Listening & Participation
Social Media Engagement and Commitment
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 )
Content
Committed Behavior
Future Committed
Social Listening & Participation
Emerging
Behavior
Content you build is for your consumers. It drives their behavior and tells them about what you want them to do. They will act. Social media is where the consumers talk to each other and sometimes your business. They can become prospective consumers when other existing consumers advocate for your business

15. Social Media Engagement and Commitment
Consider this: Organizations merely have a presence on social media, but people drive it and consume it.
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
Content you build is for your consumers. It drives their behavior and tells them about what you want them to do. They will act. Social media is where the consumers talk to each other and sometimes your business. They can become prospective consumers when other existing consumers advocate for your business

16. Topics Covered Today
Commitment
Factors Which Drive Commitment
Social Media Engagement and Commitment
Resulting Influences of Social Media on Commitment

17. Resulting Increase in Commitment
*SAMPLE*
Yale University ITS
VISION
Shaping the future of Yale and higher education through rock-solid services, innovation, technology leadership and strong community collaboration.
MISSION
Our 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.
VALUES
We 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
Credit to Yale SOM – who talked about this at a recent Social Media summit – how they tie ALL content back to their mission, vision, goals and objectives. Content broken into small pieces can be re-used
Theme is
#RockSolidService
Mission
Vision
Objectives
Goals

18. Established Credibility and Content
Resulting Increase in Commitment
Established Credibility and Content
University
Department
Personal
Program
DO THIS
Build Content
DO THIS
Build Credibility
Content must be authoritative and written by those experts and those who are authoritative. Having a professional personal profile on social media allows people to see who wrote the content which gives it more credibility
Acknowledge
Thank
Follow

19. Resulting Increase in Commitment
Our upgrade was a success! <link to details> #RockSolidService
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
You should be able to tell what someone does very quickly by looking at any of their social profiles… a little about their personality and probably who is paying them.
What is the image you want to project? What are the topics you want to influence and be influential in. Stay focused on only a few topics – use consistent hashtags.
It is not about being seen as a rock star, its about your ability to draw people into your topic, even if you discipline is quite small. BE THE EXPERT

20. Resulting Increase in Commitment
Brand your Department or Program with #social cues
Your web site is your home to content
Your content is authoritative (business tone)
Social content has a more casual tone
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!
Next is the department layer

21. Resulting Influence of Social Media
Committed
Engaged
Conscientious
Innovative
Attentive
Content
Consumption
Committed
Behavior
Future Committmentxxxxxxxx
Personal recognition, departmental recognition, new connections, better rapport with leaders in your field, more opportunities to speak at conferences. People will begin to seek you out.
Your circle of Influence will grow, and you will seen as a leader in your field. Someone who collaborates, shares their opinions, who can use technology effectively - As your content grows and you use social media – prospective clients will begin to see the value and join as part of your consumers
Social Participation
Social Behavior

22. Using Social Media to Increase Organization Commitment
Collaboration and Social Media
Using Social Media to Increase Organization Commitment
Adriene Nazaretian Radcliffe
Collaboration and Social Media Evangelist
Office of the CIO Yale University
March 2015
a_radcliffe
Adriene Radcliffe
Connect with me on LinkedIn or twitter! This content will be posted to slideshare. You are welcome to re-use the content, please give credit to Adriene Radcliffe and Yale Universiy