Our community is a professional online community that focuses on industry best practices and was acquired in 2014 by the parent company. My goal for creating an internal community advocacy program is to highlight that community isn’t this separate part of the business. It actually plays a role in meeting organizational strategic goals, and can play a huge part in helping individual business areas meet their goals, as well.
We have worked with some people within the organization who can see how community fits into the overall business strategy and have been able to figure out how to leverage it while adding value to the members of the community. In a perfect world, everyone within the organization would see that value. However, there is always the struggle to get some to see the WIIFM, or why they should absolutely be engaged where it makes sense.
We do a presentation through our organizations business acumen course series that drives this message home, but this series is geared more toward senior leaders and management within the organization. Our hope is that the light bulb goes off during these presentations and that the communication trickles down, but it would be well worth our time to build a network of people who are already on the community bandwagon, so to speak, and can speak to it’s value from a level of first-hand experience to their peers.
I hope my ramblings make sense. If you need additional clarity, please let me know. We’re pretty young in the sense of community operating this way within our organization, coming from a more siloed Community of Practice model, so “changing hearts and minds” is a challenge.