Author Archives | sradick

About sradick

I'm Vice President, Director of Public Relations at Brunner in Pittsburgh. Find out more about me here (http://steveradick.com/about/).

What Kind of Online Community Do You Have Behind Your Firewall?

January 23, 2012

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As CIOs and Chief Knowledge Officers bring tools that have been used on the Internet – blogs, wikis, microblogs, profiles – behind the firewall, they tend to expect the same results. "We'll have our own Wikipedia!" Or Facebook…or Twitter – you name it. Unfortunately, as many have already discovered and many more will continue to discover, successful communities are dependent on many variables, from the accessibility, speed, and reliability of the technology to your community managers. Despite the newsletter articles, blog posts, press releases, and conference presentations, many "communities" are nothing more than a new version of the same old Intranet, only with shinier tools.

So, if you're deploying social tools internally, what kind of community is your organization creating?

  • What group/community receives the most visits and/or posts on a particular day?
    1. The Intranet development team
    2. The Social Media/Web 2.0/New Media Community of Practice
    3. The Android/iPhone User Group
    4. An group focused on the core mission/operations
  • On any given day, what % of your organization participates (reading or contributing) in your community?
    • Less than 10%
    • 10% to 49%
    • 50%-74%
    • More than 75%
  • Senior leadership participation can best be classified as:
    1. Shhh! Don't tell them or they'll shut this site down!
    2. Big Brother-ish
    3. Lurking, but not active
    4. Active and insightful
  • If someone posts, "I can't get my email to work on my phone – help!" What kind of response will they get?
    1. Total Silence
    2. "Call the help desk at 1-800-555-5555"
    3. "What problem are you having – maybe I can help?"
    4. "Many people have had issues with this so we created a wiki page to walk you through how to set it up the right way"
  • Your CEO announces large-scale layoffs. You visit your online community later that day – what do you find?
    1. "I'm not going near that one!"
    2. Complaints and criticism
    3. Praise for leadership and the difficult job they have to do
    4. Balanced, professional discussion containing constructive criticism, ideas, and empathy
  • Most of your employee profile pictures look like:
  • Someone publishes a blog post highly critical of a senior leadership decision – what's the reaction?
    1. Trick question – all posts have to be approved by management and that never would have made it through
    2. The administrators delete the post and send a note to the employee's manager
    3. Other employees leave comments recommending that the post may be unprofessional and warrant some editing
    4. The senior leader in question posts a comment himself thanking the employee for his feedback and explaining the rationale behind the decision
  • You create a wiki page for your team containing the text of a report you're working on. What kind of edits can they expect to receive?
    1. Yours and yours alone, since no one else your team understands how to make the edits themselves
    2. Your project team's edits because no one else can access the page
    3. No edits, but you do receive several comments and questions on the page
    4. A wide variety of edits ranging from minor to major and coming from your team as well as from people you don't know
  • Your boss asks to review the latest version of a document you've been working on. You sent her the link to the wiki page where it's stored. What's her response?

    1. Can you attach the file and send it to me?
    2. I couldn't figure out how to make any changes so I've just included them in the attached MS Word file
    3. She makes her edits as comments to the page
    4. She edits the page directly
  • The conversations that occur within your community most resemble:
    1. An empty room
    2. A board meeting
    3. Happy hour
    4. The hallways at the office
  • It's Friday night and you just discovered that you have a TPS report due first thing Monday morning. To do it, you need some examples of similar reports that have been produced by other teams. Where do you head first?

    1. You email your immediate team
    2. You send a blast email out to multiple distro lists asking for help. After all, at least one or two people have to respond, right?
    3. You search your Intranet with every keyword you can imagine
    4. You search the TPS forum and post your request there

Do you have a better idea of what kind of community you're building? Healthy communities aren't just about collecting users – they're about interactivity, a positive atmosphere, usefulness and more. Why do you log into Facebook every day? Not to play with all of the cool features, but to interact with your friends and family. Internal communities should have some of these same qualities – they need to have a purpose and be based around human interactions, not the latest technology.

If your score was 16 or less, you don't have a community, you've got the man cave of a new dad. The place is filled with the latest technical toys but no one is around to use them. From the Xbox to the pool table to the fully-stocked bar, you had envisioned many nights partying with the boys watching football, but now that you have a new baby, the only thing all those toys are doing is collecting dust…just like your blogs, wiki pages, and profiles.

 

If your score was between 17 – 24, your community most resembles China. You've got a lot of users (primarily because people are forced to create profiles), but very little sense of community. People talk with one another because they have to, and only when they need something. Conversations are guarded and transactional, and information is protected even more closely as trust between individuals is lacking. Non-work conversations are prohibited – none of that "social networking" stuff here!

 

If your score was between 25 – 33, your community is most like a high school full of people still trying to figure out who they are, who their friends are, and how to communicate with each other. The adults are confused by the kids, the kids are kind of wary of the adults, but they all co-exist fairly peacefully. Diverse cliques form early and often – iPhone enthusiasts, social media geeks, developers – all with different goals and reasons for being. A few individuals stand out and connect these cliques across the entire school. Social conversation occurs, but is often forced, as people are trying to fit in and test the boundaries of what is allowed and what isn't.

 

If your score was between 34 – 44, congratulations! You've got the makings of honest-to-goodness social business community. People willingly share information freely across geographic, administrative and cultural lines not because they have to, but because they realize that by pitching in and helping, everyone benefits. Conversations run the gamut – some days, they're about LOLCats, but on other days, they're focused on how to best create a culture of innovation. They are overwhelmingly professional in nature, but the content is also overwhelmingly informal. People are only vaguely aware of the number of abbreviations following someone's name and the titles that precede it, but hold the value an individual brings to the rest of the community in high regard. Employees willingly (and often) spend their own time and money to improve the community, whether via handing out awards or creating new features. And most importantly, this sense of community exists both online and off. From the conference room in the morning to my couch late at night, I know I'm not just an employee number, I'm a valued member of a community that depends on me.

I took this test for my own company's social Intranet tools, and I discovered that we're most like a high school. We still only have a fraction of the firm using the tools on a regular basis and the relationships between staff, management, and senior leadership are in that awkward stage where we're all still trying to figure out how to talk with one another.

(note: this isn't meant to be used as some formal "diagnostic" or "roadmap" or anything of the like so please take it for what it is – a fun way to gauge how well your community is actually acting like, you know, a community)

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If You Want a Culture of Collaboration, You Need to Accept the LOLCats Too

January 5, 2012

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"Even with the sacred printing press, we got erotic novels 150 years before we got scientific journals."

– Clay Shirky at TED Cannes in June 2010

This is one of my favorite quotes from one of my favorite people in the business, Clay Shirky. I particularly like it because it illustrates the period many organizations find themselves in when trying to integrate social media internally.  Before wikis were used by the Intelligence Community to develop reports on IEDs, people were creating user badges to show off their favorite NFL teams. Before my own company's Intranet won any awards, we had people talking about how they enjoy skinny dipping on their profile. Before our VPs starting using Yammer to communicate with the workforce, we had groups of Android geeks and fitness gurus.I'm telling you this because if you're implementing any type of social media behind your organizational firewall, you should prepare yourself, your colleagues, your bosses, your senior leadership for this one inexorable truth.

If you will freak out when you see this on your Intranet, you're probably not ready for a social intranetIf you want to create a vibrant culture of collaboration, you need to be OK with pictures of LOLCats, posts about the NFL playoffs, arguments about Apple and Android, and criticism of company policies.

Accept and embrace this fact now and your communities have a much better chance at succeeding. Or, continue thinking that things like this are a waste of a time and are unprofessional, and get ready to pay a lot of money for a system that ultimately no one uses unless they absolutely have to.

Unfortunately, "social" seems to have become almost a dirty word in the workplace, conjuring up images of employees whittling away their time on Facebook, talking to their boyfriend on the phone, or taking a three hour lunch break.  Let's all agree now to stop trying to take the social out of social media. "Social" interactions not only needs to be OK, they need to be encouraged and rewarded. Shirky explains why at the 5:33 mark of the below TED video:


Shirky says:

The gap is between doing anything and doing nothing. And someone who makes a LOLcat has already crossed over that gap. Now it’s tempting to want to get the Ushahidis without the LOLcats, right, to get the serious stuff without the throwaway stuff. But media abundance never works that way. Freedom to experiment means freedom to experiment with anything.

The same principle holds true when talking about social media and the business world. There's this tendency on the part of senior leadership to want to skip the blogs about company policy workarounds and the wiki pages detailing where to get the best burritos near the office and move right to co-creating methodologies with cross-functional teams and crowdsourcing initiatives that save millions of dollars. It doesn't work like that. Collaborative communities don't just start innovating because you build a website and send a memo. Just like we had to experience erotic novels before scientific journals and LOLCats before sites like Ushahidi, we will also have to accept the fact that your employees will be talking about fantasy football and what they're doing over the holidays before they're going to be ready to use those tools to conduct "real" work. 

This makes intuitive sense though, doesn't it? Isn't posting about fantasy football or your favorite lunch spot a lot easier (and less frightening) than uploading that report you've been working on for three weeks? If someone doesn't like your favorite restaurant, who cares? If, however, someone criticizes the report you've spent weeks writing, that's a little more intimidating.  Once you've taken that step – that step from doing nothing to doing something – it's a lot easier to take the next step and the step after that. After engaging in that conversation about your favorite burrito, it's suddenly easier to join the conversation about the new IT policy. Then, maybe you upload a portion of the report you're struggling with to see if anyone can help. Viewed from this perspective, even the stupidest posts and most worthless conversations have value, because they provide a safe, low risk means for people to dip their toe in the water and take that first step. It takes time for employees to feel comfortable using these social tools at work. If you give them the ability to grow and learn together at their own pace, your community will become much more scalable and sustainable.

So embrace the LOLCats, the fantasy football threads, the lunch discussions, and the custom avatars – at least your employees will be creating and sharing something with someone else. Because what will follow is that these stupid, silly, foolish discussions will lead to relationships, questions, answers, and finally, very cool innovations, products, and solutions that will save you money, win you awards, and really and truly create a social business.

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The Year in Social Media Strategery

December 24, 2011

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As 2011 comes to a close, it's only natural (and for a blog, virtually mandatory) to reflect on the year that's passed. Since that first post more than three years ago until now, this blog has served as the foundation for everything I've done in creating and building the social media practice at Booz Allen. During the first year, it was the pioneer, carving the way for others throughout the firm to feel empowered to create their own blogs as well. The second year was probably my most enjoyable year authoring this blog because I had moved beyond the "justifying my existence" stage, the Gov 2.0 community was active and engaged, and I found myself really in the trenches with a lot of my clients helping them work through many of the issues that I got to write about. This third year though, was a little different. As my firm's social media capabilities matured beyond the start-up phase and expanded to other areas of the firm, I found myself struggling with how to scale and sustain these efforts and this was reflected in my writing too. 

I wrote about a lot of different topics this year – from community management to higher education to public relations, and even personal introspection – reflecting the many different focus areas I had in my own career over the last year. Was I going to focus on Enterprise 2.0? Or Public Relations? Social Media? Social Media and Higher Education? Sports? Change Management? Management? While I remain interested in all of these topics (and many more), I've realized that I have do a better job of focusing, both professionally and personally. As I look forward to 2012 and my fourth year of blogging here, I'm going to do a better job of focusing my energy on a few areas instead of trying to get involved with every opportunity I'm interested in. Now, I just need to identify what those focus areas are….

While I think through that, here are my top five posts of 2011, as determined by how much you liked them, the reaction they generated, and how much I enjoyed writing them:

  1. Rest in Peace, Social Media Ninjas – Probably my most controversial post of the year as some applauded it and others (predictably, some social media ninjas) heartily disagreed. While I used stronger language than I usually do, that's because I really do think social is better when integrated into other functions rather than operating in a vacuum.
  2. Seven Things About Social Media You're Not Going to Learn in College – This post actually received a lot more interest over on the PRSA blog, comPRhension than it did here, but I was still very proud of this post as I heard time and time again from students and professors alike who referenced it in their classes.
  3. The Many Roles of an Internal Community Manager – One of my favorite posts I've ever written because I lived it and because this was one of the best ways I found to really show other people what it is a community manager actually does and why the role can't be filled by just anybody.
  4. More Than Words: How to Really Redefine the Term, "Public Relations" – This one hasn't gotten as much traffic as I would have hoped, but I'm including it here because I'm tired of the bum rap us PR practitioners get and because we've got an opportunity now, as an industry, to change this perception. We have the tools to put the relationships back into public relations.
  5. Insulate Open Government Efforts from Budget Cuts – This post became one a frequent soapbox of mine over the course of the year, as I frequently found myself asking both my team and my clients, "what's the business objective you're trying to achieve? Your goal isn't to get more Facebook fans – what's your real goal? How does this effort tie back to your mission?" 

This blog, much like myself, was a little all over the place this year. I'm looking forward to this next year, to meeting more of you who read and share my thoughts, to working on projects that really make a difference, and to sharing my thoughts and experiences with all of you. I hope everyone has a great holiday season and finishes out 2011 having a great time with great friends. See you all in 2012!!

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More Than Words: How to Really Redefine the Term “Public Relations”

December 8, 2011

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There’s big news in the PR industry as the Public Relations Society of America (PRSA) recently announced that they are embarking on an international effort to modernize the definition of public relations. Chartered in 1947, PRSA is the world’s largest and foremost organization of public relations professionals and boasts a community of more than 21,000 members across the U.S. Their current definition of PR – “public relations helps an organization and its publics adapt mutually to each other” was last updated in 1982, before Twitter, before Facebook, hell, even before you had a computer at your desk. Technology has changed a lot over the last 30 years. So to have the ways in which organizations and their publics relate to one another. It’s definitely time for a change.

Adam Lavelle, a member of the board of the Word of Mouth Marketing Association and chief strategic officer at the iCrossing unit of Hearst, agrees. In the New York Times article linked above, he says:

“Before the rise of social media, public relations was about trying to manage the message an entity was sharing with its different audiences.” Now, P.R. has to be more about facilitating the ongoing conversation in an always-on world.”

Unfortunately,  ever since the days of Edward Bernays, PR has had its roots in “managing the message.” PR grew out of propaganda, spin, and manipulation – no wonder we’ve had an image problem for the last 100 years! Too many PR practitioners have become so focused on the message that they have totally forgotten the relations part of public relations. As The Cluetrain Manifesto taught us way back in 1999 (also before social media), “public relations does not relate to the public, companies are deeply afraid of their markets.” From press releases that sound like this and media pitches like this, PR practitioners have gotten lazy, hiding behind words and messages instead of building an actual relationships.

PRSA (disclaimer: I’ve been a member of PRSA or PRSSA since 2000) should take this same advice while redefining the definition of PR. The words might end up being totally accurate and insightful, but if PR practitioners don’t also change their actions, the perception of the industry will never change. I hope that all PRSA members would realize the perception of public relations is about more than words – it’s about actions. And with that, here are ten actions that I’d like to become part of the new definition of public relations:

  1. Instead of spamming my email pitches to massive distribution lists, I will put in more than ten seconds of effort and personalize it to the reporter/blogger/writer/anchor/editor I’m contacting
  2. I will stop being a yes-man for my clients and actually provide the expert communications counsel I’m (hopefully) being paid to provide
  3. I will learn how to speak with an actual human voice instead of the voice of mission statements, brochures, and marketing pitches
  4. I will not forget the relations in public relations and will try to develop real relationships with the members of the media I work with instead of treating them like pawns that can be manipulated
  5. I will stop snowing my clients and inflating my value through the use of ambiguous outputs like hits, impressions, and ad equivalency and instead focus on the outcomes that public relations has helped accomplish
  6. I can no longer be the man behind the curtain, ghostwriting messages and press releases while I hide behind my brand or organization. I will take responsibility for my strategies and tactics.
  7. Regardless of my age, I will recognize that keeping up with and understanding technology is now a job requirement
  8. Likewise, I will stop assuming that social media IS public relations and vice versa. Social media is becoming a much larger aspect of PR and present practitioners with new tools to use, but they are not one in the same.
  9. PR cannot exist in a vacuum – I realize that my PR efforts will be more effective if I collaborate and communicate regularly with marketing, advertising, strategy, operations and other groups throughout the organization.
  10. And finally, I will recognize that good public relations isn’t about manipulating media coverage – it’s about helping an organization create and maintain stronger relationships with all of its stakeholders.

Redefining “public relations” is a crucial first step, but changing the perception of public relations will require more than than words – it will require a shift in the thinking and the actions of thousands of PR professionals. Let’s start modeling the behaviors we hope to instill in all PR practitioners and start taking PR from messages to actions.

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