Archive for December, 2008

A lot has been written about Web 2.0 applications and their ability to build employee engagement. I agree – but my eyes are wide-open regarding publicly viewable sites. There are some less-than-noble people who are exploiting Facebook for their own purposes. Let me explain.

My daughter was recently accepted to a college on an early decision basis. One of her first moves was to search Facebook for her new class / school group. Interestingly, there were two. As it turns out, one group was formed by some new students. The other group was formed as part of a viral marketing campaign by a company interested in targeting college students. Not only had this company formed a group at my daughter’s school, they had formed a group for over 200 schools.

If you would like to see how Web 2.0 really works, this post shows how the company behind the viral marketing campaign effort was “busted.” A group of students and administrators worked together to identify, investigate and expose the program in a matter of hours. It is a fascinating read. It took the Journal of Higher Education quite a few days to catch on.

A few thoughts:

• Think twice before you start to bend the internet’s rules. You will get caught and you will be embarrassed.
• Know that somebody will be targeting your employees. A Facebook group for General Electric Finance is filled with recruiters looking for candidates and “students” looking for information about “business models.”

“Managing the message” is incredibly hard in a Web 2.0 world, but ignoring what is happening out there is not smart. Somebody in your organization needs to be responsible for watching what is happening and acting appropriately.

Novice communications professionals love to write goals along the lines of, “Create 100% awareness of the benefits of Initiative X.”

Don’t do it. Never make the goal 100%. Let me explain with a story.

On February 23, 2007, The Wall Street Journal published a piece on how the Census Bureau is planning for the 2010 census. Question number 3 will be, “What is this person’s sex? (Mark ONE box).”

You would assume that 100% of people should be able to answer this question correctly. This would be a bad assumption. In a 2005 field test, .05% of people asked checked both answers. Extrapolated out, 150,000 people in our country of 300 million would answer this question incorrectly.

If you choose to pursue 100% of anything – even the most basic communication goal – you will fail. Just think about the 150,000 confused folks among us.

So what is realistic?

• If you don’t have 70% of people prepared to move in a particular direction, the group will take an inordinate amount of time to go. 70% is your awareness tipping point.
• The high 80s begin to become problematic. You are spending lots of resources for the last few points of awareness. Perfect will become the enemy of good.
• If information is fairly basic, low 80s is a reasonable, yet challenging goal. If the information is more complex, 75% is reasonable.

Don’t forget, new hires, vacations, leaves of absence, travel schedules all get in the way of achieving super-high awareness numbers. It won’t be your efforts that are the issue; it will be the changing nature of your audience. 

Remember, the internal communicator’s job is to broadcast messages to everybody, and management’s job is to narrowcast within their area of responsibility. The two efforts need to work together. Practically speaking, managers will be picking up “loose ends” that don’t get addressed during your broadcasting. On the other hand, recognize you must reach that 70% minimum. Without it, management’s initiative will be fighting an uphill battle.

Earlier this month, I had the opportunity to speak to a business process management organization and a human resources organization about leading transformational change. The groups share three attributes:

1. They both help design the organization’s future,
2. They both see somebody else as responsible and accountable for implementing those changes.
3. The press that covers these groups is frequently discussing the question, “Why don’t we have a seat at the CXO table.”

A Facilitator Ran This Road Crew

Many I spoke to saw their role as facilitators. I absolutely believe in the value of a good facilitator. Unfortunately, facilitators, by definition, are more focused on the process than the outcome. People at the CXO table care about outcomes. I didn’t share my story about a particularly frank CFO adapting an adage about lawyers. When confronted with a huge problem and an army of consultants, he turned to his team and said, “First, let’s shoot all the facilitators.”

Stewardship has many definitions. In biblical times, the steward was a servant that managed the master’s household affairs. It was a position of honor and earned through trust. Today, stewardship refers to a mindset where a person takes responsibility for something that the person does not own. Environmentalists use the term to refer to the appropriate usage of the earth’s resources. Stewardship is a proactive mindset that says, “Count on me to do the right thing.” Anybody can be a steward.

I turn off the lights when I leave a room in my home, and in hotel rooms. I’m a mini-steward of the environment. I try to teach my children to take responsibility for things they don’t directly control. With basketball season upon us, my comment became, “Instead of criticizing her for missing free throws and the fact that you have to run more, invite her to work out with you and show her how to shoot better shots.”

Think about the working world. There are people you work with that regularly stand up and say, “I can make sure that happens.” The task at hand has nothing to do with the person’s job description. They make things happen by influence, not force. (The best thing about those people is that they frequently don’t say a thing; they just do it.)

The next time you want to see change happen, don’t say, “I can’t do anything because I don’t control the situation.” Ask yourself, “What is the number one thing can I influence?” One light in one hotel room won’t stop global warming, or lower my price on the next visit, but it did make a difference. My daughter has yet to realize that the coach is going to make the team run and she will never get to avoid it. She might as well have a teammate who can shoot.

I’m sure you will find you can influence at least one thing in a positive direction. The best part of stewardship is that practice it makes you better at it. The more you act as the steward, the more you will want to, and the more others will want you to. You can influence a tremendous amount just by ignoring your job description and saying, “count on me to do the right thing.”