Here's a recent email exchange around how to measure and benchmark social media. Please feel free to question or comment.
-----Original Message-----
From: Tracie [name]
Sent: Thu 6/26/2008 8:59 AM
To: gary at blueshirtnation dot com
Subject: Need help
Hi Gary,
I am a director at [company], Inc. I am a part of the corporate
communications department. I oversee [company]'s corporate portal
intranet site and business applications. We are close to rolling out our
custom enterprise 2.0 framework and am trying to reach out to other
companies who have been successful in their deployments to set a
benchmark for comparisons of adoption and overall usage of these
features.
I am also interested in learning what "terms of service" or "usage
policies" where deployed to your work force.
Thanks,
Tracie
Hi Tracie,
not sure how answer benchmarking questions without comparing apples to
oranges. were there specific metrics you were looking for?
Hi Gary,
Thanks for sharing the "use" policy. I think it's to-the-point and the
writing is very clever- who wants to become a social outcast...
At [company] we went live with our new intranet portal in Jan. We
receive great adoption and are planning to launch its 2.0 framework this
summer. I've been working with our Legal and HR departments to develop
an appropriate "use" policy that umbrellas each 2.0 feature and the new
intranet site as a whole. So, I really appreciate you sharing Blue Shirt
Nation's policy.
Well, as far as benchmarking questions, I guess I'm trying to work on
my approach and show to our middle management the benefits to embracing
2.0 within their areas by reaching out to other companies who have taken
the plunge and have received great benefits b/c they implemented these
collaborative features.
As far as benchmarking, what I am trying to benchmark is employee
adoption and effectiveness of introducing 2.0 features into the business
environment. Also, how did you get middle management to embrace these
features? I will need their support in effort for their employees to
embrace it without labeling 2.0 as add time or responsibility to their
workload.
Currently, my biggest hurdle I face is convincing our operations
managers, HR and Legal departments that these new features are helpful
and will empower associates to be informed, connected, efficient and
make better decisions. I want to articulate and show the business the
value and gains of deploying these tools.
Let me know what you think. Need help here.
Tracie
Tracie,
Measuring social media is hard. It’s hard especially if it’s being used to judge ‘success’ or roi. I think part of the answer is you have to examine the opportunity cost. What are you potentially losing by not providing such a tool. This is true from a recruiting standpoint (for an increasing amount of prospective employees this is just the cost of doing business) as well as a retention standpoint to say nothing of the any peer to peer efficiencies you might gain plus any “game-changing” or even incremental innovations that might surface as a result of giving folks a social platform to connect.
After being live for 2 years blueshirtnation.com has about 23,000 registered users. That’s out of a total workforce of 150,000 employees. Nearly all the users came to the site via word-of-mouth. Everyone I talk to thinks its a success on that metric. But what we use it for and what the expectations are for it both near and long term are very likely different than the expectations you may have. The best advice here is to set out one or two objectives then test and try so you have a baseline that you can look at and be sure to seek out and act on user feedback. That being said, the two numbers I tend to watch most closely are ‘active users’ - the percentage of users who visit at least once a month and average time spent on the site - higher is better.
In terms of middle management including legal and hr, my best advice is to get an executive sponsor. In most organizations the middle represents inertia - it’s their job. Senior leaders are your best bet. That advice may not be very encouraging but it’s essential. So to answer your question, I didn’t get middle management to accept it. Senior leaders saw the potential value and then users saw the value then the middle saw the value.
I’m not sure what else to say except good luck. I’d be happy to dig further into specifics if you lke. You may want to take a look at a recent article that gets at some of your issues here: http://minnov8.com/2008/06/27/bsn/
Cheers
Gary