As the number of people who use social media sites continues to grow, it’s only natural that there will be more discussion and debate over how these sites are used for communication and the dissemination of information. In fact, over the last few weeks, I’ve had several discussions with friends and colleagues about how the growing popularity of Twitter might impact the way the site is used or the kind of content that users share.
Of course, one point we need to recognize is that Twitter is nothing more that a communications outlet. There’s no magical powers like that which can transform a frog into a prince at work here. Instead, this is simply another tool that allows people to exchange information and ideas, either from simply broadcasting them to a general audience, or by fostering relationships and conversations in which to transfer such information.
When viewed from this vantage point, there are some practical guidelines leaders can draw from using Twitter on how to effectively communicate with the various departments and employees within their organization.
1. Focus on the message, not the medium
Whenever a discussion arises about Twitter, invariably one criticism that surfaces is the large number of people who use the site to share various mundane details from their day. However, what we need to recognize is that this criticism has less to do with the communications platform itself as it does with how some users choose to use this site.
Similarly, with the ever-increasing rise in new communication technologies, it’s easy for leaders to get distracted by obsessing over what platform they should use to communicate with their employees, when they should be focusing instead on the information they provide. As with social media sites, it’s the information you share with your team, more than the platform you use, that will be the deciding factor in whether your communications will help your organization in reaching its objectives.
2. Praise in public, criticize in private
One thing I’ve noticed in my Twitter stream is how people enjoy sharing tweets that congratulate others on their efforts or that show appreciation for the kind words others impart to them. Even if these tweets are not directed at you, it still feels good seeing such positive comments being shared and spreading out into other people’s Twitter streams.
Now compare this to when you see someone lashing out or criticizing someone on Twitter. Even though it’s not literally happening in front of you, it still feels uncomfortable and awkward seeing this interaction happening in the public eye.
Likewise, leaders need to understand the impact of their feedback, not just on the recipient but on everyone else on the team. While criticism is a valid form of feedback, it’s important to recognize that it’s best done in private and in a manner that doesn’t make the employee feel under attack, but being given a helping hand to resolve an existing issue. It’s when things are going well that a leader should take out the bullhorn to help spread the good news as it will not only make the recipient of this praise feel good, it will also keep your team motivated by seeing that their efforts are recognized and appreciated.
3. Spend more time listening to others so you can learn and engage with them
With the exception of celebrities, the reality is that no one is interested in hearing you simply talk about yourself. Instead, if you really want to get any value out of using Twitter, you need to strike a balance between using it as a listening tool and an outlet to share your own information or ideas.
For those in leadership positions, it’s easy to fall into the trap of making all communications one-way, where the leader does all the talking while the employees simply listen and execute whatever plans the leader puts forth. However, it’s important that we not forget that our employees are not there simply to do a leader’s bidding, but to contribute their knowledge, creativity and insights to the shared purpose of the organization. Spending more time seeking, listening and incorporating their input into your plans will not only improve your company’s ability to grow, it will also build and encourage the active participation of your employees.
4. Put people first and let profits come later
Regardless of what people share on Twitter, one thing that is clear is that they’re not using this site because they want companies to try and sell them on their products or services. Rather, the majority of people are on Twitter for the opportunity to interact, learn, and help others by sharing interesting ideas, content or insights on all sorts of topics and issues. While businesses are using Twitter to connect with their target audience, the more successful ones understand that their objective in using the site should be to engage with their audience, helping them with whatever issues they might be having, and not simply using it as an outlet to push their latest advertising campaigns.
For leaders, the lesson to be found here is understanding that your team is not interested in hearing messages about how ‘buying-in’ to this project is going to result in this amount of profit for the organization. Instead, they want to see the purpose and meaning behind the venture; of how not only the company will benefit from it, but also everyone in the team in terms of their own goals.
Although there’s bound to be further discussion and debate over the future of these various social media sites as they grow and evolve, the manner in which people communicate and share ideas and information will remain consistent, providing a great resource for leaders who wish to understand how to better communicate and engage with the various employees that make up their organization.