These are my live blogged notes from Thursday’s keynote at ASTD TK11 with Karen Wickre (Global Communications Team) and Ann Farmer from Google.
Social Media @ Google
- Part 1: How Google manages external communicates to make news and info about google findable to the outside world
- Part 2: Internal communication and discovery
Part 1: How Google communicates publicly:
Don’t do traditional press releases
150+blogs!, 100 Twitter accts, 20 FB pages…this is all for Google corporate info (how tos product news, etc.)
No dedicates editors – no long approval chains. Writing by individuals not execs.
Corporate Comms oversees the internal process for blogs, etc.
Twitter = “an information utility” – mostly use them as a heads up on what’s going on – raising information to a level/surfacing it. In Twitter, there’s a great self selection going on.
Facebook – a consumer marketing platform – great for promotions, contest, activities, feedback on naming things, civic and community involvement
Communicate with an educational mindset. Ask yourself, “What else can I share with people?”
Google has a social media toolkit:
- Wtools to use when (they serve diff purposes)
- Style guides – a blog style is the voice you’re writing in, Twitter has space limitations – how do you stay brief? snappy or straightforward?,
- How do we promote it?
Part 2: Ann Farmer
How successful communications work – ambiguity and encoding…
@ Google everyone and everybody contributes to the intranet…
On Twitter, hashtags provide context.
Supporting existing online training:
Phase 1: Organize existing online: – this is a gadget, loads anywhere someone wants it – Sifting terms – browse for training via specific keyboards
Phase 2: Wanted to support volunteers who were not IDs. Created instructions for them on how to create the assets for a program.
Volunteer makes selection and then gets panel instructions…
Organizing info and making it findable.
Example – organize FAQs for the performance management guide
Problem: sorting through long lists of FAQs.
Solution: tag each FAQ – link to job roles.
“Everything is Miscellaneous” (David Weinberger) – must read!
Producing and consuming metadeta.
In the physical world, things have a place. Think Dewey Decimal system. In a digital world, things don’t have to taxonimized in that same way…
Identifying where metadata is a side-effect of behavior.
There is no one way to organize data. Context is everything. We need to become mind-readers
- who needs to find what?
- what terms would be meaningful to the user (anticipate the terms Joe User might search on…)
I think what she just showed us is the future of the Learning Management System.
This wasn’t a session to easily live-blog. Apologies for any confusion :)