Upon reading a recent blog post on Mashable called “5 New Paradigms for a Socially Engaged Company” it was striking to note the sea-change that is sweeping today’s business landscape.

And it boils down to communication, to the Nth degree.
When employees feel involved and engaged, they’re more productive. While social media is a part of that, there’s much more involved. As the article put it, “Towers Watson (formerly Towers Perrin), the global professional services firm, interviewed 90,000 employees in 18 countries, and found “companies with high employee engagement had a 19% increase in operating income and almost a 28% growth in earnings per share. Conversely, companies with low levels of engagement saw operating income drop more than 32% and earnings per share decline over 11%.”
Innovation and engagement are key words, but they’re more than concepts. And just giving them lip service won’t get you past the door.
There’s got to be a change of mind-set.
Of course, everything’s changing. In David Meerman Scott’s recent book, “Real-Time Marketing and PR” (affiliate link), Scott observes that a change of mindset is critical for a company to be able to engage in today’s world in a relevant and responsive way.
So not only do you have to engage your employees by offering them more than just a paycheck and a pat on the back. You have to give them a reason that’s bigger than that. As my partner Roger Pike likes to call it, they need ‘buy-in’ to be fully engaged. To be committed to the cause, whatever the cause. And it almost has to be bigger than just working in a successful company, taking home a nice paycheck and having a nice place to live.
“People need a sense that their work matters, both for the company and the society.” That from Soren Gordhamer, who wrote the Mashable piece, and who is the author of “Wisdom 2.0″
And it makes sense. It wasn’t long ago that I was a radio DJ. In one sense I was glad for the work, because it was fun and it paid the rent. But there was always something that gnawed at me and one day I finally put my finger on it. I counted in people’s lives. Yes, I was just a faceless voice on the radio. But I meant something to many of those listeners. How did I know that? Because they told me I mattered. They were engaged in the music and in my interaction with the music and with the listeners.
Too bad that the management of the radio stations that employed me were really nothing more than bean counters. Yes, too bad, because in my experience, radio is a powerful medium for touching people’s lives. And as a business, it has a unique advantage over many other types of businesses: a real one-to-one connection with their audience. That’s social engagement.
Today the successful radio stations are engaging with their listeners on several fronts: on the air, online and in person at events. The added social outlet helps to keep connections strong between events, and helps drive people back and forth between being a listener and being engaged online.
Still, there’s the challenge any radio station has: maintaining a group of employees who feel like their work ‘is about something bigger,’ as Gordhamer put it. I suspect they don’t do a very good job in most cases; the old paradigm of treating their employees like a hired gun that can be let go at a moment’s notice must put other employees on edge.
These days I’m no longer in radio. I don’t miss it – except for the actual babbling behind the microphone. I find comfort in a lot of the work I do: writing, speaking, teaching and training – and knowing that it makes a difference; that it’s part of something bigger than just collecting a paycheck. Seeing a shy person become a confident public speaker shows me that their future will be brighter in many ways. Seeing a client uncover great information on a social media research project we’re handling shows me that the company may someday open its eyes to the possibility of real social media engagement.
It’s great to see that stuff we’re doing is having an effect.
Is your company socially engaged? Or is it moving around with no direction, with blinders on?
photo credit: Safety Cap
Communication Steroids