Unless you’re a business owner, you’re likely happily working for a company. What makes your workplace so great, though? That’s a bit of a loaded question—you might like the people, the responsibilities you’re given, the flexible working arrangement, the overtime bonuses, holiday incentives, or even the crunchy peanut butter they have in the pantry. All of that comes down to culture. That’s what makes people stick with a particular business.
In this week’s chat, we wanted to talk about business culture and if you should showcase it to the outside world through social media. We invited the head of content and culture at Omnicom, Ro Kalonaros, to talk about establishing your business culture on Twitter specifically. Here’s a summary of our chat.
Guest: Ro Kalonaros
Topic: Establishing your business culture on Twitter
Format: Eight questions directed at the guest. Everyone’s welcome to share.
Business culture refers to the way people perceive your organization’s values and how you approach everyday business matters. This includes your employees’ attitude towards the leadership, interactions, behaviors, and the way the management and higher-level staff conduct themselves within the organization.
A1: Business culture is the way people engage with the values of your org.
It informs your employees' attitude towards your leadership, traditions, beliefs, interactions, and behaviors + the way they live them out in how they relate to each other and to the work. #TwitterSmarter
— ro kalonaros (@yoitsro) February 11, 2021
In other words, as our friend from Lemons to Limes pointed out, your business culture is a representation of how you humanize your brand.
A1: Business culture is the humanization of your brand.
Its core values and how it’s applied to the people. #twittersmarter
— Lemons To Limes (@DudsToDimes) February 11, 2021
In a more broad sense, Anna explained that your business culture is the guiding principle that defines how you project yourself to your customers while highlighting the value that your employees bring to your business.
A1: A balance of: The values that drive how you want to support customers, the principles that drive how you want to be a good steward of the world outside your business, and highlighting what each employee personally brings to the community of your office #twittersmarter
— Anna Dievendorf (@AnnaDievendorf) February 11, 2021
Establishing your business culture makes your brand more approachable to your audience and potential employees. As you project your culture to the external world, your audience will want to interact with you on a more personal level. It builds trust and helps to reassure them that they’re doing business with the right brand.
A2: Establishing your business culture on Twitter humanizes your company. It makes the brand more accessible to all stakeholders and allows you to connect with them on a deeper, more value-oriented level.
It's also a great way to attract talent. #TwitterSmarter
— ro kalonaros (@yoitsro) February 11, 2021
As Dana pointed out, Twitter is also a perfect platform to establish your culture. It allows you to engage in one-on-one conversations and develop relationships that can continue on to other platforms. Plus, because Twitter is public and anyone can access your profile and content, it has a wider reach than closed platforms.
A2. I think you need to establish your business culture on all public forums-being consistent helps to establish an image of credibility. Twitter is a great platform to connect with clients on a one-to-one basis, which can help create long term relationships. #TwitterSmarter
— Dana Lemaster (@DanaLemaster) February 11, 2021
One of the easiest and most credible ways to showcase your culture is employee-generated content. This includes social media posts, referrals, and word-of-mouth. If your employees are so proud to work with you that they’ll voluntarily tell their friends and family, then it’s an indication of how strong your business culture is.
A3: Employee-generated content is so powerful!
It's a great way for the consumer to see there are real people behind the brands and an amazing opportunity to recognize a stellar employee. #TwitterSmarter
— ro kalonaros (@yoitsro) February 11, 2021
Another good way to showcase your business culture is to establish it within the organization in the first place, as Kelli suggested. It means you have a solid definition of your culture, perhaps as a written document, that you and the top-level management can always refer back to. This way, you can translate these values into your everyday conversations, online and off.
A3: I guess just put it out there. But I think the key is having one defined to begin with, that way you can show it on your social channels.#TwitterSmarter https://t.co/3wJ3elwrlD
— Kelli Koladish – The Growth Catalyst™ (@kellikoladish) February 11, 2021
Gabriela shared some more great ways to show your culture including, telling stories from everyday business operations, employee appreciation, videos and photos of your workplace and staff, and customer stories.
A3
Ways to share your business culture on Twitter:
+ User generated content
+ Video/photography
+ Share story
+ Share values
+ Share your team voices
+ Show appreciation for your employees, audiences, partners
when they do something that aligns w/ your culture#TwitterSmarter— Gabriela Cardoza (@CardozaGab) February 11, 2021
Being transparent always has a positive impact on your business, whether it’s on Twitter or elsewhere. When your audience knows that you’re upfront about everything, they’ll develop a strong sense of empathy towards you. That way, when something does go wrong, they’ll support you and will remain by your side throughout your hard time.
A4: Being transparent is key. Seeing 'how the sausage is made' allows both employees & customers to empathize with you.
In a time of crisis, it gives you a basis of trust and clear examples to point back to. We all feel like we're on a journey with the company. #TwitterSmarter
— ro kalonaros (@yoitsro) February 11, 2021
As Alyx from the Charlie Appel Agency pointed out, being transparent on one platform will also encourage you to be transparent across other platforms. This is essential to maintain consistency and it helps your audience across platforms to trust and relate to you in the same way.
A4 Oh yeah! Transparency on one platform leads to transparency on all platforms
You want to be consistent no matter where your company is being seen
-Alyx #twittersmarter https://t.co/PZaSYdRuIg— Charlie Appel Agency (@ColfaxInsurance) February 11, 2021
Shane brought out another important point about transparency. When you’re not transparent about how your business operates, it may raise doubts about what you might be hiding. That’s not a good look for your business—don’t leave your audience speculating that you’re being dishonest with them.
A4 Absolutely. If you're going to be out here, be you. Otherwise… whatcha hiding? #TwitterSmarter https://t.co/8wfQXQ0zfH
— Shane Shaps (@520eastbrands) February 11, 2021
Most importantly, as Christine so nicely said it: transparency is the difference between showing your culture and showing your brand. Being transparent should be a deep-rooted practice and a clear part of your business’s culture.
A4.
Transparency is the difference between showing your CULTURE and just showing your BRAND.Brand is enhanced by culture, but not every brand communicates their internal culture to the masses. Brand is more surface-level; culture runs deeper.#TwitterSmarter
— Christine Gritmon #ChatAboutBrand (@cgritmon) February 11, 2021
No one knows your business better than your employees. That’s what makes them ideal ambassadors for your business culture. When it comes from them, your audience will know it’s genuine and heartfelt.
A5: Employees are your greatest brand ambassadors!
They know the business inside and out. And when employees take personal responsibility for company culture, that culture only gets stronger. #TwitterSmarter
— ro kalonaros (@yoitsro) February 11, 2021
As Madalyn added, employees also have exclusive access to what happens behind the scenes of your business. Showcasing behind-the-scenes activities can be a powerful way to win your audience over.
A5: Employees can provide a behind-the-scenes look into what it’s like to work for your company. Plus, it helps to strengthen your connection with your audience when people know the team that’s working behind the logo. #TwitterSmarter https://t.co/ACv4tWVhLv
— ? Madalyn Sklar – Digital Marketing since 1996 (@MadalynSklar) February 11, 2021
Rhea reminded us how employees are often the face of the business outside of the business context. For example, when you think of your in-laws, you’d often associate them with the company they work for—they are your sole link to that brand, regardless of what role they play in that business. That’s why it’s important that your employees have positive things to say about you as a brand. That way, they can carry your story wherever they go.
A5: The people who work for you are your voices. They will carry your story. They represent you outside of the work-space & online so if they don’t reflect the values of the brand, it’s very hard to build a good image, no matter how good your content is ??♀️ #TwitterSmarter
— Rhea Mathew (@rhea_mathew) February 11, 2021
A great way to celebrate your business accomplishments is by honestly crediting the employees who did the heavy lifting. When you promote them and celebrate the value they bring to your business, your accomplishments won’t seem like bragging. Instead, it’ll be in line with your culture of putting your staff first.
A6: It's all about authenticity. When you have deep values and are able to communicate them clearly, celebrating accomplishments won't come off as patting yourself on the back.
Engaging employees in the celebration also helps to ground this in a human element. #TwitterSmarter
— ro kalonaros (@yoitsro) February 11, 2021
Another way to look at this is to follow Jake’s perspective. When you define your business culture, make sure you prioritize employee welfare and promotions. Consciously root it in your culture to celebrate your employees and their achievements.
A6: Start by making your culture all about celebrating accomplishments!
When the internal culture is all about trumpeting the success of each other, it's hardly a far step to start sharing it with the entire world.#TwitterSmarter pic.twitter.com/fSlQrUMOHf
— JZ Jake Zachariah (@jzjakez) February 11, 2021
Education is key. Be open with your employees and tell them how they can support you on social media. Equip them with the necessary tools—such as business-approved software—to help them engage better on Twitter and other social channels.
A7: Give employees the tools to talk about your brand but let them do it in their own way.
Make your values & the behaviors you expect clear & let them express how it manifests for them.
Culture is not about how you fit in, but how you add. Let your people add. #TwitterSmarter
— ro kalonaros (@yoitsro) February 11, 2021
As Rachel explained, include example scenarios when you educate your employees. Tell them what sort of behavior is expected from them as employees of your business. It may sound trivial, but establishing clear do’s and don’ts will help employees decide how to engage and when.
A7: I’m a big fan of “If this, then this” scenarios for employee engagement and social usage.
This also provides good templates for dos and don’ts.
“If we post this, we encourage the following reactions.”
”If YOU share this, here’s some ideas.”
Give tools. #TwitterSmarter
— Rachel Wendte (@rkwendte) February 11, 2021
As our guest told us, a Gallup study has found that culture can increase both employee engagement and overall revenue.
A8: The data proves this. Your people directly impact the quality of your product/service.
According to a @Gallup study, culture can enhance employee engagement by 30%, resulting in up to a 19% increase in operating income, and a 28% increase in earnings growth. #TwitterSmarter
— ro kalonaros (@yoitsro) February 11, 2021
Of course, as Alyona mentioned, good culture motivates employees and increases their productivity. Happy employees can always bring in more revenue. Don’t ever underestimate the power of establishing an employee-friendly work culture.
A8: Company culture is linked to employee productivity. It impacts engagement, which drives productivity. People excel when they're happy and doing what they enjoy. #TwitterSmarter #comms https://t.co/cegvW27Gby
— Alyona Ka (@KalachovaAlyona) February 11, 2021
Well, folks. That’s all from me this week. Thanks for reading and for more insights from our chat with Ro, have a look at this Twitter Moment that Joana put together. Every Thursday, we have a great guest on our #TwitterSmarter chat at 1pm ET. We’d love to have you join us as well!
About me, Narmadhaa:
I write all the things—technical and marketing copy to fill the pocket; haiku and short stories to fill the soul. A social media enthusiast, I’m a member of the #TwitterSmarter chat crew, and always happy to take on writing gigs.
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