A solid social media presence is essential to effectively communicating change within your organization. Whether sharing news of a merger or responding to a crisis, understanding how to convey the right message on social media is crucial.
We recently spoke with Jennifer Magas, Vice President of Magas Media Consultants and Communications Professor at Texas A&M, about the significance of successful change communication on social media and its impact on a company's reputation.
"When both internal and external communications are united, you can ensure that your message is as effective as possible," Magas explained.
Before sharing any important news on social media, informing internal stakeholders is essential. Magas stresses the importance of building solid cultural connections within the company and maintaining high morale to lay the groundwork for effective change communication.
"Regardless of the change, employees must be the first to know. The goal is to control the narrative internally before going externally. The most crucial step is speaking with your team because that's where everything begins," Magas emphasized.
"By controlling the narrative and presenting a united front with consistent messaging, you can effectively communicate the change to the world," Magas concluded.
Effective communication requires careful consideration of the language used, particularly regarding staffing changes and layoffs. Social media is often the first external touchpoint for organizations, making it crucial to choose the right words and tone to avoid negative backlash.
Jennifer Magas emphasizes the need for empathetic communication, particularly regarding layoffs. Cold, unfeeling messages can damage the organization's reputation and invite negativity on social media.
To protect against blowback, Magas suggests partnering with legal counsel to ensure messaging is legally sound and human. Collaboration between comms and legal can help craft informative and empathetic messaging, avoiding adverse reactions on social media.
"When crafting language, a collaboration between comms and legal is crucial. Legal might prioritize stiff yet informative messaging, while comms can add the human touch necessary for effective change communication," Magas explains. By working together, organizations can speak to their audience in a way that avoids adverse social media reactions.
