Social Media and Organizational Change, mw2011 (1of 2)
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Here are the things we think we know… - Radical trust begins with you - The Center-Edge approach is a useful organizational model - Social media experts need to be empowered and recognized
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Conference presentation given at Museums & the Web conference, 2011. The full paper accompanying this presentation is online at http://conference.archimuse.com/mw2011/programs/social_media_and_organizational_change
Transcript of Social Media and Organizational Change, mw2011 (1of 2)
Here are the things we think we know…
-Radical trust begins with you
-The Center-Edge approach is a useful organizational model
-Social media experts need to be empowered and recognized
Take an honest look at your institution
Radical Trust
Begins with
YOU
http://www.loc.gov/exhibits/treasures/images/tlc0090.jpgv
Radical Trust
“A notion that influence, rather than control, is more effective at guiding culture, commerce and communities.”
Radical Trust http://www.radicaltrust.ca/about/A marketer's guide to social media, brand democratization and corporate transparency. Emphasis added
Without an internal culture
of influence
and trust, it is difficult to build
radical trust with our audiences.
Klodiana Alia on Flickr http://www.flickr.com/photos/nuvole/486402163/
Radical Trust http://www.radicaltrust.ca/about/
Social Media is Shifting the Balance
Organized StructureClear and consistent procedure on all levels
CreationThorough analysis of risks and benefits
Failure is undesirable
Organized ChaosProcedures fluid and constantly changing
EnablementExperimentation ethos
Failure is ok(with reflection!)
Top-DownLayers of review ensure management oversight
Staff accountable to management
Bottom-UpDecision-making by frontline staff
Staff accountable to visitor, and each otherv
Social Media is Shifting the Balance
Challenges
Lack of clarity can be stressful
How to manage the chaos?
Benefits
Higher tolerance for change
Increased confidence
Collaboration
Radical Trust from Within
Sara. Nel on Flickr http://www.flickr.com/photos/saranv/3521287388/
notsogoodphotography on Flickr http://www.flickr.com/photos/notsogoodphotography/3434414425/
This is why trust becomes essential
Building Influenceby Raising Awareness
• Talk to staff & answer questions• Clarify connection to the mission • Write down policies, goals & make
them public• Share evaluations
Share EvaluationsHow would you describe yourself? (Check all that apply)
Increased face-to-face
conversations
amongst staff
tmfotki on Flickr http://www.flickr.com/photos/tmfotki/97025124/
Influence through Building Skills
Technical skills
Procedure & Policy
Content Expertise
Editing & Writing
Outreach
And more….
s.o.f.t. on Flickr http://www.flickr.com/photos/soft/2340756122/
Staff learn from one another
Pesky Library on Flickr http://www.flickr.com/photos/peskylibrary/2166053845/
@Monticello
• 1 day event• Introduced curators to social
media interaction with public • Web staff did the tweeting
Influence through Collaboration
Social Media Task ForceSupport group | Team | Community
Testing, rapid prototyping,
and
experimenting
Smithsonian Institution on Flickr http://www.flickr.com/photos/smithsonian/3378207391/
Find the influencers on the
insideof your organization
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