Social Media and Organizational Change

Dana Allen-Greil, National Museum of American History,

Smithsonian Institution, USA

http://americanhistory.si.edu

Susan Edwards and Jack Ludden, J. Paul Getty Trust, USA

http://www.getty.edu

Eric Johnson, Monticello, USA

http://www.monticello.org

What function in your organization is primarily responsible for actively using social media tools to engage communities?

Source: Rose Sherman, Minnesota Historical Society, Social Media Survey 2009

What function(s) in your organization has staff assigned to use social media tools to engage communities?

Source: Rose Sherman, Minnesota Historical Society, Social Media Survey 2009

Classic hierarchy

http://www.flickr.com/photos/crowdive/3533925047/

Classic hierarchy

Classic hierarchy

http://www.flickr.com/photos/familymwr/4921300936/

Center-Edge organizations create a Center, a small

group of experts that ratify, communicate, and commit

decisions.

This Center sets policy that the Edges activate.

Center-Edge

Center-Edge

Center-Edge Overlay

Center-Edge Overlay

Center-Edge Overlay

Pressure is mounting

There is a growing disconnect

Trust your colleagues

Distribute the work

Empowered social media experts

Shine a big bright light on your social media experts!

Then, empower your social media experts!

“I know nothing about the subject, but I’m happy to give you my expert opinion.”

http://museumsocialmedia.pbworks.com