Connecting with consumers is all fine and dandy, but have you thought about connecting with your employees? The bigger the company, the bigger internal communication issues. “Employees can connect on internal social networks, collaborating on wikis and contributing to idea exchanges” (Li & Bernoff, 2011). These are the people who know your company the best and how it runs.
Strategies to Nurture Groundswell
It’s not about technology! Groundswell is about creating relationships and finding new ways for people to connect. To encourage employee participation with the use of an internal groundswell, your company needs to “promote a listening culture from the top down, ease and encourage participation with incentives, and find and empower the rebels within your organization” (Li & Bernoff, 2011, pg. 245).
For any type of internal social technology to be successful within a company, management needs to listen to their contributed opinions. Internal groundswell means that employees cannot post anything anonymously like they can in external platforms. Groundswell thinking does not come naturally to companies which require more effort on their part to nurture, support and market it to their employees (Li & Bernoff, 2011, 245).
Finally, encourage the rebels by directing energy productively. Utilize these harsh critics to determine areas that require change within the organization with the aid of processes and guidelines. Support your employees and allow them to figure out where
change is needed, this will help with change transitions. Ease into it by creating a small group of users and they can help promote the internal groundswell. Whatever you do, DO NOT make it mandatory. Nothing turns people off an idea faster than being forced to participate.
Remember, Groundswell can be a great asset in attaining and retaining customer awareness but it can also be used internally within your organization. The secret to a thriving business is culture.
Li, C. & Bernoff, J. (2011). Groundswell: winning in a world transformed by social technologies. Boston, USA: Forrester Research Inc.