Archive for the ‘Culture’ Category

The Digital Native: 5 Things You Need to Know

By Michelle Manafy, Director of Content at FreePint

Between all generations lie gaps. Yet in the course of some generations, major events occur that cause tectonic shifts. The fact is that many individuals and businesses today face a massive and growing generation gap. As this digital native generation—which has grown up immersed in digital technologies such as the mobile phones, gaming, and social networks—becomes our dominant employee and consumer base, those in older generations must learn to navigate a radically altered landscape in order to succeed in business going forward.

Here are five key insights into the digital native generation that will help you understand how best to leverage their distinct worldview to achieve your business objectives.

  1. They live publicly online. Without a doubt, the notion of privacy didn’t change overnight with the advent of the Internet. For better or worse (or for lack of a better word), we’ve seen an evolution of privacy. It was once the norm to keep one’s dirty laundry tucked away out of site. This gave way to a generation that would share from the relative privacy of a therapist’s couch. More recently, we have witnessed the era of trash-mouth talk shows and reality TV. However, with the digital native, businesses must address the expectations of a generation raised in social networking environments, in which they routinely share every detail of their activities and opinions with a potentially limitless group of friends. Tip: Often, businesses are hamstrung by outdated notions of privacy. They fail to recognize and capitalize on the digital native’s openness. We need to understand the native’s natural inclination to live publicly to guide these activities so that they are consistent with our business objectives. We can also build business models that leverage on this openness, both in the way we structure our employee activities as well as customer interactions.
  2. They share knowledge. Once we recognize that the natives are living their lives out loud, we can begin to understand how this behavior is shapes all aspects of their lives. Despite a good deal of hyperbole about social media and marketing via Twitter and social networks, as many as 50 to 75 percent of organizations limit or ban the use of social networks while on the job. What this demonstrates is not simply a fear of exposure through inappropriate use of social technologies, it shows a distinct lack of understanding of how to effectively manage and channel the knowledge sharing inclination of this generation. Tip: Beyond crafting guidelines to regulate the appropriate use of social networks on the job, proactive use of socially mediated, open, collaborative ways of working can help companies capture otherwise transient knowledge assets. The old adage was that knowledge is power; for the digital native knowledge shared is power.
  3. They believe transparency yields trust. Because digital natives live publicly and value knowledge sharing, organizations that demonstrate a similar level of openness will be the ones that attract and retain them as employees and customers. Digital natives make new friends, followers, and fans every day. However, it is important to keep in mind that it takes a lot of work to maintain the kind of genuine relationship required with the digital native. If digital natives dislike your brand, they will make it publicly known. Luckily, the reverse is also true. Today’s ultra-connected consumer, raised to share and monitor sentiment, may seem like a fickle friend, but that’s only if organizations don’t stay involved by listening, responding, owning up, and doing the work it takes to maintain a genuine, long-term relationship. Tip: When it comes to attracting and retaining this generation as employees, it is essential to recognize that today’s best employees are also monitoring opportunities and discussing employers online. For recruiting, this can provide insights into who the best, brightest, and most social media savvy are. And for employee retention, employers can leverage these same tools and tendencies to make sure they are competitive in the market and respond to concerns in order to attract and retain the best and brightest.
  4. They are timely, not time managed. While most people are painfully aware that the line between “at work” and “off duty” is increasingly blurred, for the native this will be taken to a whole new level. The digital native will move beyond what previous generations called a work/life balance to a new sort of work life integration. For the digital native, work and social activities are ever present—they travel with the native anywhere and anytime. Digital natives may log more hours at their computers during the course of a day than those in previous generations, but they switch back and forth between work and leisure in short bursts. Though this may strike some managers as inappropriate, it helps to realize that while an older worker might head to the break room or a co-worker’s desk to clear his head, natives are more likely to “info snack” or catch up on a quick burst of Facebook updates. Tip: Moving forward, companies that emphasize collaboration, learning, and socialization will see key benefits in comparison to companies that focus solely on productivity. The native doesn’t need to play all day to be happy. However, there’s no reason that work inside an organization can’t be constructively influenced by the expectations of our younger workforce.
  5. They believe in interactions, not transactions. Social networking, social media, social . . . with all this socializing, one might begin to wonder how any business ever gets done. Suffice it to say, it does, and it will continue to do so. However, organizations that develop good social skills will have a competitive advantage over those that remain socially inept. One quality that will be essential for business success going forward is recognizing that this generation is not interested in traditional transactive business models, which are based upon exchanges of money for goods annd services. This is a generation that is interested in interactions. Tip: Unlike a transaction-based system, an interactive one is based upon social currency. The fact is that all aspects of business will need to embrace interaction, from marketing and CRM to product and content creation. This generation doesn’t just want to do business with companies it views as friends; it wants to do business with itself and expects to see its ideals and objectives reflected in the companies it chooses to do business with.

While there are many digital immigrants who are wholeheartedly adopting digital tools, it is not simply emerging technologies that must be mastered. A lifelong immersion has affected the mindset, behavior, and expectations of the digital native generation. To succeed in business with them, we must understand it and build models based on this new native culture.

Posted in Branding, Collaboration, Content, CRM, Culture, Customers, Digital Natives, Employees, Engagement, Facebook, Interaction, Listening, Marketing, Michelle Manafy, Networking, Privacy, Relationships, Social Currency, Transparency, Trust, TV, Twitter | Comments Off on The Digital Native: 5 Things You Need to Know

Will Social Media Courses Enable a Cultural Shift in Higher Education?

By Dr. William Ward, Adjunct Professor at Grand Valley State University

“The times, they are a-changin’.” —Bob Dylan

Universities are using social media through their institutional marketing departments to attract new students and communicate with alumni. Various academic departments have reluctantly added social media courses. Some progressive universities are even hiring new full-time faculty to teach these courses. To all of this I say congratulations—but has the higher education culture shifted?

This is a bigger question than should we offer a social media course or who is qualified to teach it or what college or department should be responsible for teaching social networking. A cultural shift in higher education is needed, but a social media course is not the answer.

David Armano, Senior Vice President at Edelman Digital writes about three social business models: “closed,” “collaborative,” and “open.” Closed organizations are recognized by silos, rigidity, and information hoarding, while collaborative organizations freely share information and knowledge internally. Open organizations connect internal and external communities for mutual gain.

So, how do you tell if a university is closed, collaborative, or open?

If you ask, all universities will report that they are open and collaborative; but, digging deeper, may not tell the same story. There are five questions that higher education institutions must answer to determine if they are acting the culture they seek:

1. Are university presidents and administrators personally using social networking or blogging to engage with faculty, staff, and external publics?

2. Are all faculty members creating content using social media, blogs, or collaborative digital tools like Google to communicate and share with their colleagues and industry for research and learning?

3. Are all faculty members using social media to communicate and learn with their students for all of their classes?

4. Are students using social media for learning, communicating, creating, and sharing in all of their courses or just in their social media courses?

5. Are universities (and accreditation systems) measuring social media and digital output and the new ways of sharing and publishing beyond traditional academic journals for tenure?

Unfortunately, most universities talk about collaboration and being open but have rigid academic silos that make real collaboration challenging. Social media courses and initiatives being added as part of existing academic silos are not enough to create the change needed in higher education for truly open cultures.

To become an open organization, university presidents, administrators, and faculty must model the behavior they seek to create for higher education. Assigning student interns or individuals in a department to be responsible for social media is not the answer. Everyone in the organization must be actively engaged.

You are what you measure. Universities (and accreditation systems) must measure and reward individual social media and digital output to empower change. If academic journal publication is used as the sole research measure for tenure, then social media will not be integrated to create an open organization.

Social media is a powerful tool for research, learning, communicating, collaborating, and creating, but the real power is in the cultural shift to a dynamic and open organization.

Posted in Blogs, Collaboration, Culture, Google, Higher Education, Research, Social Media Courses, Universities, William Ward | Comments Off on Will Social Media Courses Enable a Cultural Shift in Higher Education?