Sorry I just couldn't resist that video. The sad thing is that I remember that TV program!
Let's say you have carefully avoided walking around with the attitude "they don't get it" and you're not singing under your breath .. "you're so lame ..." And, let's say all your thoughtful proposals have been rejected. It's now time to go undercover, under the radar. It's time to get your gadgets and your briefing file ..
1. Go Read Colin McKay's "The Secret Underground Organizations Guide to Social Media". It's packed with great suggestions on culture change in a large organization. My favorite:
Pull a Kissinger
Want to move your organization out of the 90s? Work the backchannels. Identify other employees who are open to new ideas and already experimenting with new technologies. Search online networks like LinkedIn and Facebook for the digital breadcrumbs of colleagues, senior managers and key gatekeepers in your organization.
With this information, you can try to build a personal relationship, built on a common interest in new technologies. The organization has a lot invested in the status quo. Any challenge can be met with resistance, ridicule or outright sabotage.
Buy establishing a backchannel relationship with colleagues and managers, you’ll be preparing the ground for your eventual push in favour of implementing social media tactics.
2. Come up with an under the radar experiment. Make sure you set up benchmarks that can demonstrate results. When you present your findings, be sure to read Marshall Kirkpatrick's Ten Common Objections to Social Media.
3. You might have to implement off the grid. Be prepared to do some work from home on this - if necessary. Your organization's firewall may prevent you from using particular tools. Or, read this handy how-to guide on how to get around the firewall.
If you've successfully done an under the radar social media project, I'd love to interview you. Drop a comment. What else do you need in your spy kit? What else to consider?