How to Develop a KM Social Strategy (Video)
Video produced by Steve Nathans-Kelly
Whether your KM program is established or just beginning, a social media strategy can help you increase adoption, attract new users, and amplify the benefit of your KM applications. Social media and KM share and consume information via technology; each requires engagement for the social unit to prosper; relevant content can go viral; membership is driven by common interests; and the communities are governed by peers.
In a KMWorld 2019 session, titled "Driving KM Culture With Internal Channels," Tamara Viles, knowledge management project manager, TechnipFMC, explained how to structure the social strategy for your KM program, from targeting an audience to establishing and evaluating metrics.
"It's important to give your social presence a little bit of structure and you do that through creating a strategy," said Viles. "Now, when you create a strategy, your first consideration should really be your target audience. Who do you want to use your KM process and tools? Who do you want to enroll in your program? Well, ask yourself a few questions. What does that profile look like? Who are these people? When are they online? What kind of content appeals to them? Are they technologically advanced enough to use social media? How much training is going to be involved?"
Once the audience has been defined, then it is time to step on to metrics, said Viles. "You need to establish some metrics in the forefront to find out what you're good at, what's working, what's not. Ask yourself, how do I view success? How do I know when I've been there? And more importantly, how do I know when I've missed the mark? Analytics and metrics will help guide your strategy."
When TechnipFMC rolled out its learning management system last year, it set a metric, Viles noted. "We said we wanted 50% of our employees to log on to our new system and create a profile within the first 30 days. We hit our mark. Because of that, we knew we were on the right track. Now, unless you have a ton of resources, if you're a large organization with a large KM group, don't try to boil the ocean all at once. Pick one, two, maybe three platforms and test your social acumen. Get to know your users. Feel comfortable. Get some analytics, some feedback, and then grow it from there. Another strategy might be run a pilot."
Viles advised attendees to identify a small subsection of their target audience and assess their aptitude for social media. "Establish that connection. Some communication tactics. Get your feedback. Once you are done, you should have a use case that you can carry to other areas of the organization and provide benefit."
Videos of KMWorld 2019 awards presentations, keynotes, and many sessions can be found here.
Many speakers at KMWorld 2019 have also made their presentations available at www.kmworld.com/Conference/2019/Presentations.aspx.
SAVE THE DATE FOR KMWORLD 2020: NOVEMBER 16-19, 2020!