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Borrowing from Social Media: Driving Traffic for your Training

I am fascinated with ongoing use of and findings in social media. What an amazing cross-discipline of content, technology, design, psychology, and marketing. As a Learning Consultant, I find incredibly helpful tips from social media that I can apply to my training projects. For example, there are so many tips about promoting training, and encouraging participation and completion that we can borrow from social media strategies.

Plan Implementation Strategy

  1. Plan deep and wide implementation strategies. If one must be selected over the other, I personally always select deep strategies over wide.
  2. Dedicate a resource to implementing the training strategy.
  3. Create a global publishing calendar for the entire organization. I cannot stress the importance of this step. I have worked for organizations where an employee was required to complete 4-5 e-learning courses, and 1-2 classroom courses every month. How can we expect our Learners to face this ‘onslaught of learning’ and still be interested in organizational learning programs? In this context, a global training publishing calendar not only keeps ‘over-training’ in check, but also helps build consensus among different training functions in the organization. Remember, asking Learners to complete more than one training per month is asking to complete for your Learners’ time and attention.
  4. To prevent getting outranked (i.e., your training being neglected by Learners in favor of other trainings they are assigned to), publish your training at the most popular time of the day, on the most popular forum. Enlist popular people in the organization (i.e., thought leaders) to talk about your training. And of course, design your training to answer the most popular questions on the topic.
  5. Use a content aggregator, if your organization uses such a service, to find out who is talking about your training, what they are saying, if related discussions are going around, etc.
  6. Use a constant training program structure (both online and offline). This helps Learners become familiar with your team’s branding and objectives. For example, name and brand your courses consistently, use the same nomenclature for generating course codes, and tag using commonly used keywords for search engine optimization.

Use internal and external Social Media

  1. Before rolling out a training program, write a couple blog posts on the company blog to let people know the features of the training, and how it will help the company. You can also plan other content marketing activities like giveaways and competitions, ‘day in the life’ type of infomercials, etc.
  2. Use other people’s traffic! Reply to comments on your blog posts. Leave comments on relevant blog posts with links to your content. Guest blog for other teams. Thank colleagues and other teams for their Embed their feedback, tweets, or posts, into your own.
  3. Online is quickly becoming saturated- try offline! Network face to face with other teams, explaining how your team’s training offerings might help them, or how your two teams can work together. Present brown bags, lunch & learns, etc.

Set up metric tracking as part of Implementation

  1. What business result would you like out of your training program? How will you evaluate if you have achieved these results? Build in metrics and measurement methodologies as part of your implementation plan. First, pull LMS reports at regular frequency and follow-up with Learners yet to complete their assigned training.
  2. Analyze tracked data for details of mean and median scores, learning status across geographies and teams, trends, etc. Track if you are attracting new visitors and also retaining existing visitors.
  3. Finally, evaluate to ensure you are generating leads, i.e, people are talking positively about your training and your team, approaching you for new collaborations, and identifying you as a thought leader in the organization and the industry.

Categories: Read It Elsewhere

Swati Sengupta

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