“Power can’t be measured in the absolute, but only in its effects,” says Jason Langley in an interview with simply-communicate.com. Mr. Langley is talking about the effects of social vs structural power with regard to how we communicate in an organization.
Langley’s work focuses largely on social power, or, “where social influence sits within a business.” Social power is important to organizations because it effects how engaged and inspired employees are with regard to the business’ end goals.
In the article, Mr. Langley recommends identifying influencers, or people who have one of the two traits that define social power:
- Expertise – This person is an expert in their field. Frequently consulted for guidance, influencers with Expertise are influential over other employees’ thoughts and actions because of their experience and depth of knowledge.
- Reference – An influencer with Reference is respected and admired by his or her coworkers. They want to emulate the influencer because of the type of person that he or she is. People who have the social power of Reference have usually been in the business for years, know everybody and are well liked, which results in them having influence over other employees.
So what can internal communicators do once they identify influencers?
“The answer is in co-creation – listening to what their organization’s key opinion leaders have to say and working with them to co-create stories that meet the social and structural power needs of the organization. The internal communications team establishes the end goal, but the key opinion leaders help create the narrative on how to get there.”
Video can play a tremendous role in using social power to its greatest advantage in the enterprise. Using video, influencers have the tools they need to communicate to a much broader audience. Whether recording video blogs with webcams or working with the comms team to co-create videos, influencers can expand the reach of their influential messages, reaching more people in the organization.
By playing off of both of the influencer traits of social power, you can create personal, entertaining and informational messages to share around your organization. Video conveys charisma and is an ideal medium to communicate expertise as video creators can combine visual, spoken and written elements to build presentations that showcase the depth of their knowledge while making it easy for viewers to understand.
Video is also a social medium. Look at any social media platform, from Facebook to Twitter to Instagram. People are using videos to connect with one another like never before. And where is social power in a business most effective? In social business platforms like Jive, IBM Connections and Microsoft SharePoint. Bringing video into your social business platform can add whole new elements to the way your social influencers connect to other employees.
But video can’t exist in a vacuum. From delivery to search, leveraging the most out of your video requires a solid platform that can help users in your organization create videos, IT manage and distribute those videos and audiences, both internal and external, to view and interact with all of your video content. Integrating video into social business platforms can also be difficult without the help of an enterprise video platform that brings video tools into whatever social business platform makes your employees most comfortable.
Enterprise video platforms are a crucial element to gaining the most out of social power within your business. Want to learn more about how an enterprise video platform can make video easy in your organization?