More employers are jumping on the social media bandwagon to savvily communicate with their employees. But, are they taking too big a risk when they attempt to convey complex messaging about corporate strategy and benefits using platforms employees tend to associate with fun, not business?

Adam Wootton of Towers Watson doesn't think so.

"If you're communicating a change that is purely informational, you can use new media to get the message out in a way that people can easily understand," he says.

For example, employers using short, YouTube-style videos to share information, and company changes or executive blogs are both effective and popular. One Towers Watson client created a CEO blog that chronicled the leader's efforts to improve his health. The initiative proved successful in engaging employees and helped to foster a deeper connection between rank-and-file workers with senior leadership.

In another new media success story, Best Buy increased enrollment in their 401(k) plan by staging a video contest among employees about the subject - a dramatic shift in communication - as employees themselves conveyed a message the way they would like to receive it, all while having fun.

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In addition, wikis (think Wikipedia) also are useful for translating benefits jargon, as employees that log on to the company intranet can find definitions for confusing benefits vocabulary.

"A lot of social media [ideas] like user-generated content and support groups have been around for a long time," Wootton concedes, pointing out that such programs traditionally were based at the worksite. "Now with social media," he notes, "we can make them virtual as well. The good thing is the employee doesn't have to be at the meeting to benefit from it; they can come to the site anytime they like."

Employers increasing their social status

According to a new survey from Towers Watson, almost two-thirds of companies plan to increase their use of social media in 2010. Of the 328 companies surveyed from across the globe, 78% have increased their electronic communication in the last 24 months, and 55% have increased face-to-face communication. Conversely, nearly half (48%) have diminished their print communication over the past 24 months.

"Companies continue to explore using social media as the next communication frontier," says Kathryn Yates, global leader of communication consulting at Towers Watson. "Today's workers are looking for authentic, timely messages that address how business changes affect them personally. Social media engages employees in real time and on a variety of topics."

Nevertheless, many employers have yet to embrace social media, citing common hurdles. Among employers who did not expand their use of social media, 36% report the lack of information technology support or inadequate technical capability. Forty percent indicate limited knowledge of the topic, and nearly half (45%) of companies mention the lack of staff resources.

At the moment, the traditional communication channels remain the most popular mode of communication, with 73% preferring to discuss changes to business performance via a staff meeting.

Employers view financial education as best delivered through their intranet (43%). And employers still prefer communicating changes to pay and job security face-to-face (58% and 48%, respectively).

"Social media definitely gives good advantages in some areas, but it won't completely supplant the other technology techniques we use, but it can supplement [traditional communication modes]," Wootton says.

For example, employers will always need a long PDF posted on their intranet of their summary plan description, but the HR department can break down such a dense document using social media, such as with discussion forums.

Further, the tone of the message also is something to consider. You wouldn't tweet, for example, that "employee health insurance contributions are going up." These types of communications would need to be introduced in a number of ways, one of which could include a discussion board or another opportunity for employees to give feedback and ask questions in a controlled environment.

Employees will talk among themselves no matter what; using online discussion forums gives leadership a place at the table to correct misconceptions. In practical terms, anonymity should not exist so that the rules of decorum are not lost.

Still, employee engagement is imperative and can be achieved more effectively, at times, with social media than traditional media, says Wootton. He urges employers to trust their employees and open up the ways they communicate business decisions and benefits.

"[With social media], we can tailor messages much more effectively; we can help link people who have common ideas and can help each other. The benefits on the social media side are huge," concludes Wootton.

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