In today’s social world, creating employee advocates is no longer optional – it’s a necessity, and one of the greatest tools we have as communicators is enterprise social.
You can take the first step to using enterprise social as an engagement tool by understanding five digital personality types. Each personality type has a different level of understanding and confidence as they engage on internal (enterprise) or external (public) social networks.
The social questioner is a non-participant in social media. They remain unconvinced on the business or personal benefit of internal or external social networks.
The social lurker is aware of the social tools available internally or externally, and selectively watches what people are saying, but rarely participates in internal or external social systems.
The social dipper is aware of social tools and both watches and selectively participates in internal or external social systems. Participation may be limited due to timing or priorities, but the social dipper understands the business and personal value that social can bring.
The social athlete is an active participant in internal and external social tools and can work within many different social systems in a day.
The social nurturer is an active participant and leader in internal or external social systems that encourages conversations and drives social engagement. Like the social athlete, the social nurturer can work within many different social systems in a day. However, this personality also sparks ideas and invites other to join conversations to further ideas and increase engagement. They are a true advocate for the business benefit for engaging social networks.
By understanding the questioner to the nurturer, communicators can go on to take the next step to using create enterprise social strategies that will engage the range of digital personalities in their employee population and nurture powerful employee advocacy.