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Social Media communication for knowledge management in a multi-partner setting.

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Social Media communication for knowledge management in a multi-partner setting.

  1. 1. SOCIAL MEDIA KNOWLEDGE MANAGEMENT Communications and Social Media for Knowledge Management in a Multi‐ Partner Setting 15 March 2012 – Sebastian Majewski
  2. 2. SOCIAL MEDIA KNOWLEDGE MANAGEMENT 1. SOCIAL MEDIA 2. KNOWLEDGE MANAGEMENT 3. THE MONITORING APPROACH 3.1 LISTEN 3.2 DISCOVER 3.3 MEASURE 3.4 ENGAGE 4. OUTCOMES
  3. 3. SOCIAL MEDIA KNOWLEDGE MANAGEMENT
  4. 4. SOCIAL MEDIA KNOWLEDGE MANAGEMENT
  5. 5. While attitudes towards social media are mixed, the impact is evident.
  6. 6. RELEVANCE • 1.2 billion users •  roportional growth to total P Internet usage • Facebook with 734 million active users is leader • Social Media is getting more Glocal Source: comScore (2011)
  7. 7. SOCIAL MEDIA KNOWLEDGE MANAGEMENT Engaging Stakeholders through Social Media Conversations Text  “CLIC”  to  55668   8  
  8. 8. WHAT ARE THE IMPLICATIONS FOR KNOWLEDGE MANAGEMENT?
  9. 9. SOCIAL MEDIA KNOWLEDGE MANAGEMENT Social Media Communication and Knowledge Management in a multi‐partner setting faces unique challenges: •  Varying connectivity levels. •  Ordinary or emergent tasks. •  Resource constraints. •  Knowledge availability varies extremely: •  sometimes little information will be available with which to make informed decisions; •  other times, multiple reports with conflicting information may necessitate increased information processing capabilities. •  Finally, decision-making must occur in a compressed timeline.
  10. 10. SOCIAL MEDIA KNOWLEDGE MANAGEMENT •  Knowledge is the product of social interaction, preferable face-to-face meetings. •  Knowledge is presented in cycles determined by the frequency of this meetings and office hours. Positive: Liaison officers become experts for the ‘right’ information across boundaries. Negative: Relying on an explicit liaison also creates a knowledge bottle neck thus less sharing occurs.
  11. 11. SOCIAL MEDIA KNOWLEDGE MANAGEMENT KM - sites are primarily oriented toward sharing knowledge within a staff.
  12. 12. SOCIAL MEDIA KNOWLEDGE MANAGEMENT Wikis are oriented toward the issues as a whole, but the extent to which wikis grow unchecked is a challenge.
  13. 13. SOCIAL MEDIA KNOWLEDGE MANAGEMENT Are we going where we want? Text  “CLIC”  to  55668   14  
  14. 14. 3.THE MONITORING APPROACH Engaging Stakeholders through Social Media Conversations Listen Text  “CLIC”  to  55668   Discover Measure Engage 15  
  15. 15. 3.1 Listen The information is delivered in knowledge chunks. Organizations must adapt to a dynamic situation through: •  coordinating communication and actions by multiple functional areas. •  encouraging cross-boundary communication between groups with different tasks and roles.
  16. 16. 3.1 Listen In order to detect topic trends, influential stakeholders and the best channels, listening is a paramount. There are two main categories of tools: •  Paid Tools •  Radian6 •  Hootsuite Text  “CLIC”  to  55668   •  Free Tools •  Google Alerts •  Twitter Search Tools (Hashtracker or Crowdbooster) •  Blog Search Tools (Icerocket or TrackUr) •  Social Mention •  Board Tracker 17  
  17. 17. 3.1 Listen Set up multiple Google Alerts for your topics and campaigns. The alerts will get delivered directly to your email inbox at the frequency you indicate (e.g., daily or as they happen).
  18. 18. 3.2 Discover: Topic Trends 35000   30000   Gender  Equality   25000   20000   Sustainable   Development   15000   Food  Security   10000   5000   MDGs   0   March   April   May   June   July   August   September   October   November   Figure 2: Four issue arenas in a 9-month trending.
  19. 19. 3.2 Discover: Topic Trends Text  “CLIC”  to  55668   20  
  20. 20. 3.2 Discover: Interesting Content Text  “CLIC”  to  55668   21  
  21. 21. 3.3 Measure Monitoring social media conversations offers the richness of qualitative research and the sample sizes of quantitative research in real time. How do we detect digital smoke signals?
  22. 22. 3.3 Measure
  23. 23. 3.3 Measure
  24. 24. 3.3 Measure
  25. 25. 3.4 Engage Five characteristics for successful engagement: •  Be accessible: Join conversations and talk with a human voice. Text  “CLIC”  to  55668   •  Be relevant: It’s about the community and not about you. •  Be practical: Use common and new technologies, such as Slideshare. •  Be patient: Relationships take time, don’t start with asking for favours. •  Be findable: Prepare your content for search filters. 28  
  26. 26. 4.OUTCOMES Making documents accessible and shareable through partnerships. hPp://www.slideshare.net/undesa/    
  27. 27. 4.OUTCOMES Following the channels and users that you care about. hPps://twiPer.com/#!/UNICEF/unicef-­‐worldwide-­‐offices    
  28. 28. 4.OUTCOMES Offices increasingly understand to offer social media packages. Communication for the SOWC2012 Launch: •  Prepared Messages for Facebook & Twitter in 3 Languages •  Interactive Map •  Facebook Applications •  Webinar for Comms Teams •  Facebook Timeline covers •  „Two lifes – Two miles apart“ video package •  And Press Release, Statements, Speakers.
  29. 29. Engaging Stakeholders through Social Media Conversations Text  “CLIC”  to  55668   33  

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