Instagram vs. Corporate Reality: Innovating Business Change in the Hashtag Era
Written by UK member Luke Harrap
Hey there, you big influencer you! Have you ever wondered what makes the latest Instagram trend so sticky or why some businesses can pivot faster than you can swipe right?
Well, it’s all about mastering the art of influence and communication. Whether it’s the allure of social media influencers captivating millions or the savvy of corporate change agents steering transformations, the dynamics are strikingly similar. I believe, in today’s digital age, the boundary between scrolling through your social feed and flipping through corporate comms will fade.
Let’s explore how the strategies that keep us glued to our screens can help revolutionise or refine our business change approach, maybe all we need is some SELFie reflection.
Influencers
Social Media: Picture the trendsetters of Instagram, spinning up must-see content that turns every post into a movement. They’re not just posting selfies; they’re setting the pace for what’s hot and what’s not, with content that resonates deeply with their audience, turning each post into a movement.
Business Change: Can we get better at identifying and empowering internal ‘influencers’ within our organisations? Looking beyond just senior leadership, but to those with a followship or an expansive internal network. These individuals could use their influence to spearhead new initiatives, making innovation a central theme of your corporate culture. Or what about external influencers, can the monthly telecoms magazine help sell your ideas like Vogue helps sell lipstick?
Snappy Comms
Social Media: Think Instagram, where a snap or a short video can say so much more than a lengthy post. Visuals grab us, stick with us, and spread like wildfire, capable of conveying messages more powerfully and succinctly than pages of text.
Business Change: Drawing from this, can we as change managers enhance our business presentations with compelling visuals? Moving away from 800-page strategy documents and more toward infographics, engaging videos, and interactive diagrams that make complex business concepts more accessible, digestible and appealing. As a consumer of change what would you be more likely to read!? slidesgo.com is a great resource for compelling ideas and graphics.
Hashtag Engage
Social Media: #ThrowbackThursday, #OOTD, #icebucketchallenge (what a throwback!) – Hashtags are more than just a trend; they organise content into accessible streams, making it easy for users to find, follow, and contribute to specific topics.
Business Change: Could our sector benefit from adopting a similar strategy? Using thematic hashtags for projects to enhance visibility and trackability. This could simplify how updates are communicated and, consumers in sifting through the avalanche of internal comms, and increase engagement across departments.
Love, Like, Match
Social Media: It’s instant gratification central with likes and reactions telling creators what’s flying high and what’s not. Instant feedback through likes, comments, and shares is a staple on social media platforms, giving creators immediate insights into the popularity and reception of their content… or face. #tinder #awkward
Business Change: Could we consider incorporating once click or even swipe-based feedback mechanisms into our business processes andengagement techniques? Similar to swiping right on Tinder, this approach could allow employees to quickly approve or like ideas and communications. This method could streamline decision-making and engagement, making it as easy as swiping through your favourite dating app to connect with, and feedback on, ideas and artefacts.
Candy Crush It
Social Media: Leaderboards, badges, and challenges aren’t just fun and games; they’re a brilliant psychological hook. These elements tap into our natural desires for competition and achievement, making the act of scrolling through platforms like Instagram or Twitter not just engaging but downright addictive. As users vie for top spots on leaderboards, earn badges for various activities, and participate in challenges, they find themselves more deeply immersed in the digital world. This gamification transforms the passive experience of content consumption into an interactive and competitive adventure that keeps users coming back for more, eager to see what they can achieve next.
Business Change: Bringing some of that game-day spirit to the office can transform the mundane into something you want to win at—boosting morale and sparking some friendly competition. Have you considered applying gamification techniques to business change challenges? Introducing elements like points, badges, and leaderboards could make achieving work goals more exciting and rewarding. A workshop doesn’t have to be ‘HB pencil’, there are 1000’s of ideas and templates online that can help bring out the inner Picasso in us and set those post-its flying!
I Love Dogs
Social Media: From knitting aficionados to dog enthusiasts, social platforms are the place to meet your tribe and bond over shared interests. Social media excels at building communities around shared interests, from professional networks to hobby groups.
Business Change: Could our organisations benefit from strengthening community ties among employees? Encouraging the formation of interest-based or project-specific groups might enhance collaboration and support networks within the company or project. We don’t want any ‘forced fun’ here, but groups formed/joined due to shared passion, and its on us to work out how we can best empower this. “If you do what you love, you’ll never work a day in your life.” – Marc Anthony.
Knowledge is power, data is the Plug
Social Media: Behind every like, share and swipe, there’s a mountain of data helping to hone what hits your screen next. Every interaction on social media feeds into data analytics tools that help refine user experiences and increase engagement.
Business Change: How could your business more effectively leverage data to drive informed decision making? Employing analytics to gauge employee engagement and streamline internal processes can greatly enhance efficiency and agility in your operations. As such, data analysts are increasingly crucial in helping businesses harness insights that pave the way for smarter strategies and more dynamic growth. Do you have one!?
Beware the Trolls
However, while we draw inspiration from the world of social media, it’s important to acknowledge the challenges and criticisms it faces. A growing body of research highlights the impact of social media on our brains and dopamine levels, suggesting that these platforms can exploit human vulnerabilities and commercialise our attention spans. This is a polarising topic, with some viewing it as ethically immoral and others as clever marketing. Regardless of where you stand, surely understanding how social media organisations commercialise our viewing can onlybe a beneficial tool to add to the business change toolbox. However, if we choose to use such a tool, we should ensure that we consider proportionality and adhere to our own/organisations ethical code.
Moreover, the viral nature of social media, while powerful, can be a double-edged sword. Just as quickly as a positive message can spread, so too can negative reactions and trolling. As we incorporate social media strategies into our business change initiatives, we must be mindful of these risks and develop mechanisms to mitigate potential backlash. Embracing social media’s tactics means not only leveraging its strengths but also being prepared to address its downsides.
Conclusion
As you can see; In the realm of hashtags and high stakes, the strategies that power our favourite social media platforms could also very well make a splash in the corporate world. From the use of influencers and visual storytelling to the integration of instant feedback and Data-Driven Insights, businesses should be borrowing from the social playbook to foster change and engage employees. Hashtags aren’t just for tweets about ‘the big match’ anymore; they can also guide corporate initiatives. And those likes and emojis? They can become tools for gauging employee sentiments during major transitions. With tactics like gamification and community building, the corporate landscape can become more interactive, engaging, and fun. It’s not just about managing change; it’s about embracing it in the most socially savvy way possible.
So, whether it’s through a well-timed meme or a strategic corporate memo, the goal remains the same: keep everyone scrolling, engaged, and ready for what’s next.
Article Author
Luke Harrap, MCMI ChMC is a Principal Business Change Consultant at AtkinsRèalis with nearly two decades of experience in people-focused roles. A passionate advocate for creative communication, Luke believes in the power of innovative engagement, recognising that effective communication in business change is just as crucial as in advertising or sales.
