Internal-facing social platforms such as Yammer can help organizations share information and collaborate, but they are only as good as the content they contain, according to Yochem. "Providing access to such a platform is not enough," she says. "Companies must be willing to seed conversations of interest, and let the conversations go where they may."
Businesses should also be careful about the platforms they choose to invest in, because what's popular today in social media can quickly become yesterday's news, Yochem says. "It takes time for an internal social platform to find its legs in a corporate culture, so the question is whether or not social habits will have evolved beyond the platform of choice by the time the culture adopts what's been selected."
Best practices for enterprise social deployments
IT, HR and specialized social media teams should lead internal social initiatives, according to SpotCues' Pullur. "Creating custom experiences specific to your culture rather than adopting a one-size-fits all product can make companies reap richer benefits from both social media and social collaboration."
CIOs also need to ensure that enterprise social collaboration platforms fit their broader corporate or regulatory compliance requirements, according to Ken Anderson, vice president of marketing at Smarsh, a company that helps organizations in regulated industries archive data and meet compliance requirements.
Companies also need clear policies, with guidelines for business and personal, to properly manage employee use of social media, Anderson says. IT leaders should understand the usage rules and potential vulnerabilities of each platform, and establish training programs that keep employees informed of any changes. "Employees need to understand the purpose of each social media platform your business uses, and their individual role in its use," he says.
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