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We have a major initiative that is providing a lot of needed impetus for moving forward quickly with social media and more integration of online/offline content. My issue? we already have a weekly online and print newsletter to 7,000 employees, but will need to add a second website and communications campaign specific to this massive project, with full-on social media apps - blogging, comments, virtual town hall, etc. I need to staff this partially with freelance, but also need to raid my existing staff. Anyone out there have a good model for human resources and skills needed to staff and generate content for a lively internal social media-enabled site?
Here's an idea that may work for you from how we are staffing a group blog/wiki. We have "advocates" for each of the business areas in one very large team. These folks are volunteers who are listening posts, coaches, etc. They do the same job as the people in their area. We provided training about the value of collaboration, using the tool, etc. Then each was assigned a time slot. Someone is responsible for checking the blog / wiki during Monday morning ... someone else Monday afternoon, and so on through the week. Each person only has to be "active" once a week to prompt or continue conversation or find answers or other experts to answer. We get variety in voices, experience and no one carries a huge burden for keeping it alive and lively. So look to your business experts, 'top talent,' natural cheerleaders and enlist them. They get extra visibility for their talents too.
