3 simple reasons your company is failing to embrace social media

3. BE ABLE

Many companies have, in my opinion, wrongly assumed that if they train their staff, their staff will magically be able to use social media and start to do it without any extra support. But it just doesn’t work that way.

Just showing people new tools is not enough to help them start to use them daily. People need to be supported to make these changes in their day job. They also need to be given time to use them.

If you expect your employees to spend nine hours working a day, and then tell them that they need to make time to win new business via social media, then something is not going to happen. Telling people they need to do business development on social media in their own time just isn’t going to go down well. 

As well as telling people how they will change what they do, you also need to tell them what they will stop doing. For example, if they use social media every day, they should be able to reduce the amount of time they spend going out to physical networking events.

So before you decide to roll out yet more social media masterclasses or training programmes, ask yourself how you will manage your staff. Are you willing to help them be informed, willing and able?

Heather Townsend is the co-author of “How to make partner and still have a life” and “The Go-To Expert” (published March 2014) and the author of the award-winning and bestselling book on networking, “The FT Guide to Business Networking“.

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