- news + features
- case studies
- toolkits + templates
- training + consultancy
What is the Twitter Triangle?
I was at the IABC Southern Region Conference in New Orleans last week talking about Digital Donuts and the Twitter Triangle.
Let's hold off about the donuts for another post but the Twitter Triangle deserves some explanation as the concept proved popular among the audience of communication managers. Basically the triangle answers the question about which is the best platform to use to communicate internally or externally with staff. Often I am asked - should we focus on twitter/yammer or facebook? And what about the CEO blog?
What the triangle sets out to explain is that your strategy has to cover three areas of human activity - you can't just do one and be successful.
Firstly you need to have some significant content - some substantive stuff that you are putting out there about an issue, an initiative or a piece of knowledge. These are your articles on the intranet, your CEO blogs, your wiki pages. They do not have to be written by you - indeed these are the voices of the company not of corporate comms and they form the bedrock of your social media strategy.
At the top of the triangle comes twitter - or yammer if your prefer a closed user group - or indeed chatter if you are into salesforce.com. These are the sign posts to content. They help people find the useful stiff that is being written, and here the comms professional does have a key role to promote useful content and respond to the buzz about issues in your company. Without the signposts how are people going to find the good stuff? No one, trust me, is trawling the intranet for fun.
The middle part of the triangle is the community part. This is how you build trust in your tweets and other signposts. By building relationships on community sites such as facebook, YouTube and even your SharePoint intranet (when you have upgraded to 2010) you gain credibility and influence. This is perhaps the most misunderstood part of a social media strategy. It is not enough to talk to people on a one-to-one basis online; it will dissipate your energy and you'll never reach critical mass. Rather you have to connect with the networks that matter. This means the communities inside your organisation where people share knowledge based on their job function, geography or just likes/dislikes.
So that's the Twitter Triangle - a three part approach to harnessing the power of social media inside the enterprise.
If you want to find out more about the Social Media Triangle, Marc hosted a simplyseminar with Silvia Cambie on the 1st December. The whole content is here on storify - but in a quick and easily accessible manner complete with videos and contributions from attendees.
Altimeter Group recently released a study on digital employee engagement, “Strengthening Employee Relationships in the Digital Era.” Gloria Lombardi...
Engage for Change’s guru John Smythe puts the notion of employee engagement under the microscope at his 32nd Groucho Club Breakfast event in London...
IABC's Vice Chair Michael Ambjorn shares his top tips on how to produce a professional video through new mobile applications and without a...
Gloria Lombardi interviews Adjuvi's Chief Strategy Officer Dion Hinchcliffe, who claims that today, leadership across the organisation is...
A new Report by Gather reveals a perceived lack of quality and care in digital and social media content and messaging according to views from over...
"How did the most imaginative innovators of our time turn disruptive ideas into realities?" This is what Walter Isaacson sets out to answer...
The ideas of over 1,100 ING Spain employees can be turned into business solutions thanks to the company's ideation platform embedded on their...
Gloria Lombardi met with author and change management consultant Sylvana Storey to discuss her recently released book "The Impact of Diversity...
Author and coach Steve Radcliffe has found an easy way to explain leadership to the world. Putting complex theories and models aside he encourages...
15 Sep 2014 - 5:42pm
Reporting back on UniCredit's award winning social network
20 May 2013 - 9:23pm
Legal ways to make you feel unwelcome
25 Nov 2010 - 9:22am
An innovative use of the new iPad
16 Apr 2010 - 8:23am
What's wrong with us Americans?
17 Jan 2010 - 8:39am
Be kind to your employees
24 Dec 2009 - 12:50pm
Hotel CEO reveals "tutu" much online
13 Nov 2009 - 2:55pm
Hotel CEO reveals "tutu" much online
13 Nov 2009 - 6:02am
SharePoint hype taken up several notches
31 Oct 2009 - 7:07am
Don't shoot, don't shoot!
24 Oct 2009 - 9:30pm