Are social media roles maturing to change management roles?

Amber Naslund argues that the purpose of people working in social media in an organization today is to help the entire company bridge the gap from social media to social business. The era of the social media superstar is giving way to the era of the enabler.

Read more in The Begrudging Death of the Social Media Superstar

Below is a change management model used by Pete Abilla in organizational turnaround efforts. It illustrates some of the stages and challenges when creating change in organizations.

Change management process

Related: Change Management Models: actionable ways to lead organisational change

Should staff tweet as themselves?

Who Tweets for you?
Who Tweets for you? By Andrea Berry

Should staff tweet as themselves or should you just have a main handle that directly represents the business organization?

The answer is not definitive but a mix and match from the options below. Source: Who Tweets for you? By Andrea Berry of, May 2012.

  • Institutional: Branding the business or a department as an authority. Pro: clear organizational branding allowing for multiple managers. Con: loss of personal feel.
  • Spokesperson: Branding the community around the business or a department. In this case multiple people tweet as themselves, but clearly represent the business. Pro: you get the best of all worlds. Con: it is a lot of work!
  • Expert: Branding a single individual as an expert in a certain area (but you also care that there is an immediate connection to your department). Pro: real person with a organizational connection. Con: just one personality, what if there are more people? What if that person leaves?
  • Personal: Branding a single individual as an expert in a certain area (without caring if there is an immediate connection to Concordia). Pro: real person feel. Con: little connection with organization.


(This is reposted from an internal blog by Matthew Burpee)

Should personal social media accounts be used for marketing

Canadian Business
Canadian Business

Some helpful tips about using social media at work can be found within an article in Canadian Business (PDF) by Lila MacLellan. Here are six takeaways.

1. Don’t expect employees to dutifully and mindlessly share messages; allow everyone to be selective. Ask to please consider’ re-tweeting anything that feels authentic to them. Create content so interesting that they want to share it with their friends.

2. Give employees training and a choice of platform; although Facebook is the dominant social media outlet, LinkedIn and Twitter are often seen as “public-facing”.

3. Give and take within the company; if you’re asking employees to tweet about work, for example, consider re-tweeting employees’ messages about their personal interests, like weekend fundraiser runs, art exhibits or music gigs.

4. If you run a mission-driven organization, mention specific actions in your posts. News about efforts to improve the world is more likely to get passed around.

5. “Asking who should be doing social media is like asking who should have a phone on their desk,” Warren Whitlock, co-author of The Twitter Revolution. Assume everyone is on social media.

6. Social media is not a soapbox for shameless self-promotion. You should be asking questions of your followers. You should be listening to what they’re saying.

Advice tips
(This is reposted from an internal blog by Matthew Burpee)