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Overcoming Organizational Obstacles and Driving Change: The Implementation of Social Media
Abstract
Social media channels are tools for communication, not new communication in and of themselves. Like any form of external communication, social media is ineffective without a strategy and plan. In 2009, the College of Professional Education (CPE) at State University North began an arduous process to gain support and resources for the organizational use of social media. The case history highlights the various mechanisms, projects, and models CPE experienced during the evolution of the Social Media Team and the “Year of Social Media” initiative. Using Kotter's 8-Step Change Model, the activities are discussed across 4 stages. This approach resulted in 32 segments of evaluation – 4 stages of development and 8 steps of change. The case history and analysis specifically focus on the organizational changes that occurred in order to enable organizational usage of social media for student engagement, advocacy, and marketing. The study does not focus on the actual use of social media tools or the impact on student engagement, advocacy, and marketing. The analysis sheds light on the experiences of change with a process model applied retroactively and provides a synopsis of lessons learned.
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