Congratulations! Your company has implemented an enterprise social network. You drummed up excitement with your fancy launch campaign, created initial content on the platform and training material to help your colleagues understand the why and the what. Yet after the initial hype, interest and activitity are slowly fading. Most people might have logged in once to look around, but are never seen again.
There are many reasons why this happens. One of them though is that people are thrown into unknown waters. They might have understood what is expected of them, but they still feel highly uncomfortable. Simply telling them to share what they are working on or participating in conversations on the platform gives many people the chills. It may sound easy but it’s not! Very crucial steps towards becoming comfortable with this new way of communicating are missing that create barriers to participation.
What I have seen successfully working in my projects is showing people a clear path towards making full use of an enterprise social network. Explain what they can do at the different levels to become more comfortable over time. Explain that they don’t have to post anything in the beginning. Normally, people don’t appear at a party shouting what they have to say. Normally, people listen to conversations first and if they feel comfortable and have something to say they will participate. It’s very similar in an enterprise social network.
Steps to helping your company work out loud
The ladder below shows the different levels of engagement. You will need to read it bottom-up.
Any good learning material takes the fears and concerns of people into account. It explains the Why, the What and the How in a language that is relevant and easy to understand by the audience. I have seen many training and awareness material created for enterprise social network platforms, but many fail to speak to the target audience. Often the Why is primiarly based on why the platform is good for the company but not the individual. The What is often describing abstract use cases and user scenarios and the How talks about the functionality to make the magic work. Maybe I will write a blog post about the right content of ESN learning material.
To sum it all up, if you want to influence behaviour, do not only look at the end game. Take good care that you make your target audience comfortable by taking small steps without much risk. It may take a while longer, but in the end it will all be worth it.