Page 91 - Ekonomija i Biznis_juli-avgust 2016.indd

In the focus DIGITAL COMMUNICATIONS

employees, and they dictate the pace of communica-
tion on behalf of the entire company, they create a lot
of opportunities, and they bravely experiment with
new channels, before the very brand does this.

(фото: d19n1ren9crl9v.cloudfront.net/) 3Include social media
in customer care
the company, at an individual and at a company level. This is a particular challenge for larger companies,
Of course, this should not be a document that will because the smaller ones, whether they wanted or not,
contain a list of things that the employees should not already do that. The inclusion of social media, as of-
do, rather it should also be a motivating and advisory ficial channels for customer care, actually opens the
document that will trace the entire approach. company together with most of their employees to
face directly with the experience of their users. There
There are many such documents on the Internet, is nothing better than a situation when the employees
which can be your inspiration, this document should feel responsibility before their users.
not be in as much detail as possible, however despite of
the standard “stipulated” parts, it must also compulso- Complex and mechanically prepared reports can-
rily contain parts that will be a reflection of the strat- not nearly arouse the emotions that will make the em-
egy of your company and a reflection of your unique ployees to be maximally dedicated, as a satisfied user
approach. It is best to prepare this document after can do. In larger companies, this process also implies
defining the entire approach and the eventual differ- a change of the manner of flow of information inside
ent ways how the very employees will be motivated to the very company, and this again is a change for better,
participate. because with this change the company is prepared in
several segments to quickly prepare appropriate com-
2Set leaders in order to munication for their employees, and of course, users.
motivate the others
The successful transformation in the era of digital 4Plan educational sessions
communication requires support from the managing for the employees
structures. Sometimes only support is sufficient, how- I intentionally do not call them trainings because
ever often it is more effective if some of the company basically they should be different, open from everyone
leaders applies what the entire strategy strives for. towards everyone. Create internal events within the
Throughout the world there are numerous companies company where different employees or external ex-
whose directors are the person of the company on the perts will share experiences on the topic social media.
social media. They are not unique, however they are All topics do not have to be directly related to the needs
recognizable and they enjoy reputation and respect, of the very company. On the contrary, target audience
thereby they contribute for successful perception of in these sessions are the employees as individual users,
the company. To “Ford” this was their director for not as part of the corporate strategy. For this reason
social media, Scott Monty, for T-Mobile America, it is you should create events where the employees, outside
their CEO John Legere, to “Zappos”, it is the founder their working routine, would be able to find out some-
Tony Hsieh, and many others. Unfortunately, in Mace- thing new, and learn something new, something which
donia there are no exceptions where some of the di- they could apply for themselves, for their hobby, for
rectors is part of the corporate use of social media. some new additional business, etc. Simply, invest in
Here is another challenge to conquer a field that has them and let them invest in themselves and in their
not been touched, and offers a lot of space to become colleagues. In this manner, you are building a culture
distinguished from the competition. of sharing which is the basic prerequisite for success-
ful incorporation of social media in a company. Let
Not only that these leaders are a part of the entire them determine topics by themselves, give them pos-
strategy, but they also act as a real motivation for their sibilities to choose guests, a speaker, etc. Don’t worry,
ultimately there would be many useful things which
they will learn, and they will be able to apply in the
operations of the very company. Team work and open-
ness are more important, as well as the building of a
long-term culture of sharing and responsibility in com-
munication.

July-August 2016 91