New Research: Social Media Education — How Companies Reduce Social Media Risk and Activate Employee Advocacy for Scale

Last year, we asked companies about their top social strategy priorities. The second top response was “Developing Internal Education and Training.” Yet, when we surveyed companies earlier this year, we saw that only 38% had any education program in place, beyond ad hoc efforts.

Over the past few quarters, we identified a number of large companies that have developed social media education for their employees, to learn why and how. We interviewed companies as diverse as ARAMARK, Kaiser Permanente, RadioShack, and more — and learned that social media education helps achieve two key business objectives:

  1. Reduce the risk of social media violations to protect employees and the company, and
  2. Increase employee advocacy and effectiveness, both on and off-domain.

In addition, one of our most important findings is that social media education can be deployed given limited resources. For example, at Adobe two social media team members spend approximately 10% of their time on this business program. One person told us: “You can do it with a very limited budget,” while another said “You don’t have to have all the bells and whistles, and you can roll this out to a limited set of employees first.”

We’re happy to share with you research today, particularly for those of you who may be including social media education in your 2014 plans. Our report, Social Media Education for Employees, includes a framework to structure your education program — based on four unique roles and learning objectives — and a 10-point checklist of requirements for success.

Four Components of a Social Media Education Program

Checklist for a Social Media Education Program

Comments

  1. Alexandra Lutyens says:

    Can’t wait to read the report although when I download it from Slideshare into PDF all the titles are jumbled with some missing letters. I wonder whether anyone else was having this problem?

  2. Christine Tran says:

    Alexandra, email me direct and I can send you the link. That’s odd and hopefully it gets worked out on SlideShare. christine.tran at altimetergroup.com.

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