Intranet Blog :: How to talk to different generational workers

Social media and intranet case studies, best practices, & evolution by Toby Ward.

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How to talk to different generational workers

by Toby Ward on Mon 08 Dec 2008 05:04 PM PST | Permanent Link | Cosmos

By now you're well versed with the concept of social media and its power. So powerful in fact are some forms, such as social networking on Facebook, that some employees are demanding newer forms of 'social media' communications from the corporation.

"Communicating is a tough gig," says Prescient Digital Media's Catherine Elder. "Once you've nailed down to what you want to say you need to consider how you're going to say it. "Different generations prefer different methods of communication, for Millennials instant messaging and social networking sites are the norm but Baby Boomers are less comfortable with text messaging and traditionalist prefer face to face..."

Consider for a moment the powerful Telindus study of 1,000 European employees that should serve as a warning to all employers and communicators:

39% of 18 to 24 year-old employees would consider leaving itheir employer if they were not allowed to access sites like Facebook and YouTube
A further 21% indicated that they would feel ‘annoyed’ by such a ban
The problem is less acute with 25 to 65 year-olds, of whom just 16% would consider leaving and 13% would be annoyed

I've yet to see a similar study in North America, but nearly every single 18-34 year-old in Canada is a registered Facebook user – nearly 10 million people! My estimated guess is that North American employees will be more demanding of an organization's use of social media. In fact, we're seeing it in most of the client organizations we're presently working with at Prescient Digital Media.

So how do you engage a 25 year-old and a 60 year-old in the same organization with mass communications vehicles? Read more from Prescient's Catherine Elder's analysis in Online Communications Considerations >>

The Intranet 2.0 Global Survey of social media tools and vehicles on the intranet reveals that about 90% of organizations (of all sizes) are using social media or are planning to do so (320 respondent organizations from all across the planet, with an average size of a couple of thousand employees, but including organization of fewer than 100 employees and a few with more than 50,000). Enterprise-wide use of these tools are typically around 20% (though higher for wikis and instant messaging, lower for podcasting and social networking). The chief barrier to implementing these social media tools on the intranet is lack of executive support and a lack of a business case.

For the full results of this study, you have to take the survey (which is open for two more weeks). If you haven't already done so, please take 10 minutes to take the Intranet 2.0 Global Survey and you’ll get a copy of the full results including the good, bad and learned lessons. Please also direct clients and fellow colleagues. The more participation we get, the better the results and findings that I share all with you. It doesn't cost anything, and I'm not charging anything.

PLEASE TAKE THE SURVEY EVEN IF YOU DO NOT HAVE INTRANET 2.0 TOOLS -- WE REQUIRE BOTH PERSPECTIVES!!

Respondents who complete the survey will be eligible to win $400 (a random email address will be drawn from all responses to the survey). All respondents will also receive a full copy of the results at no cost.