Micro Blogging – Let’s Talk Strategy

Welcome everybody to my Blog post for week 8.  So the topic of the week is, blogging and micro-blogging in the workplace.  This week’s task is all about how can we use blogs and microblogs to provide benefits to the company that we have selected for Assignment 2.  So let’s start off with a brief introduction to the company that myself and my team mates Aurelie, Claire, Andrew and Alex are going to be working on, Airservices.

I am currently employed by Airservices as part of their networking team in the Technical Operations Centre.  Airservices is a government owned organisation who, in a nutshell, is responsible for providing safe and efficient services to the aviation industry.  These services include, airspace management, aeronautical information, aviation communications, radio navigations aids and aviation rescue and fire fighting services. The networks team that I am a part of helps to monitor and maintain the data and voice networks that support the services that people such as Air Traffic Control use to communicate with and track aircraft.

As a side note, as we all know, there are a lot of legal issues that can arise due to the use of social media, so I’m going to have to be really careful that I don’t disclose any information that could be considered confidential, so please forgive me if I can’t be too specific in relation to some things.

So, now, down to business. Best we take it from the top:

Blogging & Micro Blogging. What are they?
Well, clearly you know what a blog is, you are reading one right now, but what exactly is a micro blog?  Well, as the name suggests, a micro blog is simply a small blog.  Micro blogging involves posting short messages, usually about 140 characters in length.  They are basically used as a way for people to make short posts of either one or two sentences, links and videos that other people can read.

What are some of the objectives that we think we could achieve by implementing blogs and Micro blogs within Airservices?

  • Reduce the number of emails sent on a daily basis;
  • Improve staff productivity and efficiency;
  • Knowledge management;
  • Improve communication between teams; and
  • Improve staff relations and encourage socialisation.

What strategy is going to be my main focus for achieving the above mentioned goals?
Ideally, we need to encourage and increase the number of staff who are blogging and micro blogging within the organisation.  At the moment everything is done via email and telephone.  However, Airservices has recently implemented the corporate social networking tool Yammer, and to date, it has not been received well.  This is mostly due to the confusion that surrounds its purpose.

If used properly, Yammer can be used to achieve all of the above-mentioned objectives.  According to the official Yammer website, it is designed to be used for company collaboration, file sharing, knowledge exchange and team efficiency.  If we can increase the number of staff, team leaders, project managers and branch managers making use blogging and micro blogging via Yammer, we should be able to achieve our desired outcomes. So my strategy is to (pardon the atrocious pun) get people Yammering more with Yammer.

Image: saidaonline.com

How do we do that?

  • Training – teach staff how to use Yammer
  • Education – inform staff of the potential benefits that blogging and micro blogging can bring to the organisation
  • Promotion – let everybody know it is there
  • Higher level support – get management involved

So that’s the plan, I’ll keep you all posted on how we go.  Promise.

For now, please check out the blogs of my fellow team members for their take on how microblogging can be used within Airserivces:

Claire De Larrinaga
Aurelie Filloux
Andrew Cook
Alexander Herwix

Airservices Australia: About Us
Facebook Can Improve Employee Moral
Implementing a Successful Corporate Microblogging Strategy

This entry was posted in INB346 and tagged , , , , . Bookmark the permalink.

11 Responses to Micro Blogging – Let’s Talk Strategy

  1. Pingback: Internal Microblogging To Enhance Corporate Collaboration « AURELIE @QUT

  2. Alyse O'Shea says:

    Great Post Candice!
    I think a lot of workplaces, not just AirService, could really benefit from using Yammer. I’ve never heard of it before – maybe that was the same to a lot of employees, hence the confusion.

    Training would be a vital step in the success of Yammer. Maybe to encourage participation you could have rewards for contribution – I know I work harder when I know I can be rewarded for it.


    • Hi Alyse,

      I totally agree with you. People will always put in that little bit of extra effort where there is a prize in sight. They’d have to be careful though to make sure that they properly outlined what sort of contribution would be rewarded. Otherwise you’d just get people wasting time posting things that were either irrelevant or useless. I know at the moment the PR team is calling for contributions from staff for how they can improve their Airservices Tracks Santa program this year. Submissions are via email. This would have been a great opportunity to get staff to use Yammer buy running some sort of a competition where staff could submit their ideas using the tool, and the best ideas could be rewarded with gift vouchers or something.

      I agree that training is most definitely necessary to ensure the success of any new tool. In a large organisation such as Airserivces, I think that this could best be delivered as part of an online training package, and maybe as part of induction training for all new employees.

      Thanks for your feedback, it’s very much appreciated.

  3. Pingback: Blogging and company-wide communication: Airservices case study « inn346qut

  4. kocharshilpa says:

    Interesting post Candice. Your style of writing and how you manage the step by step flow of information surely deserves an appreciation. I would like to know if Airservices has any blog/microblog for external communication as well.
    It’s interesting to be blogging about the place you work for. Do you have any plans for proposing these strategies to the concerned department in your company for the successful adoption of Yammer.
    Will look forward to the further developments in the story 🙂


    • Hey Shilpa,

      Thanks for stopping by and leaving a comment. Airservices (sort of) uses Twitter for external microblogging, but it’s not really widely advertised. The account is still fairly young, and is still a bit of a work in progress.

      I am definitely interested in proposing some of these strategies to my department, mostly because it will benefit me as an employee. I have made my manager aware of the work that I am doing for INN346 and he is very interested in some of the strategies that we develop. So hopefully we can put together a convincing proposal for our assignment and we can actually implement some of the solutions we come up with. I’ll let you know how things progress.

      Thanks again for your feedback.

  5. Edwina says:


    As what you have mentioned, Yammer is a pretty handy tool when it is ultiised correctly. By the way, it is my first time hearing about Yammer. Thanks to you, I kind of understand how the tool works.

    Keep up with your good work. Looking forward to read your upcoming post.

    Edwina Tan

    • Thanks Edwina. I’m still learning about Yammer myself, but it has some amazing functionality that can really benefit staff at all levels of an organisation.

      Your feedback is really appreciated.

  6. Pingback: Wonderful Wiki Strategies – The Airservices Approach | candiceruddle

  7. shaungoossens says:

    Hi Candice,
    I would like to more about how your company implemented yammer and what you would have done differently (if you are allowed to share that).
    – Shaun

  8. Pingback: Internal Social Networking for Airservices: Can getting employees to talk to each other boost engagement? | candiceruddle

Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out /  Change )

Google+ photo

You are commenting using your Google+ account. Log Out /  Change )

Twitter picture

You are commenting using your Twitter account. Log Out /  Change )

Facebook photo

You are commenting using your Facebook account. Log Out /  Change )


Connecting to %s