Nokia actively uses social media to
Indicate that Nokia actively uses social media to
Communicate Apply the management knowledge presented in this chapter to
the following case. Applying this knowledge should enable you to
better understand how Nokia uses social media for its
advantage. Read the case below and answer the questions
right. Read the case below and answer the questions
right. Nokia is a Finnish multinational communications and information company
technology company. It was founded in 1865. In 2015, the company
had 114,256 employees and four business groups: Nokia Networks,
Nokia Technologies, Alcatel-Lucent and Nokia Bell Labs. Total
revenue in 2015 was €23.22 billion.162 162 The company’s vision is to be “a leader in innovation in the
technologies that connect people and things”. make it happen
is to pursue a strategy of “creating a new type of
which is smart, efficient and safe, and advances the
technologies that harness their power through smart devices and
sensors. »163 Unsurprisingly, Nokia is focusing
on the use of social media for your internal communications, taking into account
the company’s history, vision and strategic direction. 163 Nokia established a social media communications team in 2008 to
improve communications. The team’s objective is: “Encourage the use of social networks internally to bring out
the authentic and unique voice of the company and engaging on social networks
externally on behalf of Nokia, and contributing to the product and
service announcements opening a dialogue and leading online
commitment.”164 164 Nokia communication strategy Nokia communication strategy Nokia’s communication strategy involves a three-pronged approach
use social media: (1) build relationships, (2) improve products
and services, and (3) demonstrate company values and
leadership.165The two main tools used in this
chase are BlogHub and VideoHub. 165 BlogHub. Social Media Team Members
I believe BlogHub is the most effective internal communication tool
used at Nokia. According to Molly Schonthal, former team member of
North America, “BlogHub reduces barriers for employees to find
conversations relevant to them. BlogHub provides all employees with a
voice because communication spreads in all directions – horizontally,
up and down. This contrasts with top-down communication.
approach used in many companies. Schonthal has finished BlogHub
provides a “vibrant community that is governed by members, not
leaders. »166 Blog Hub. 166 BlogHub allows employees to share ideas and educate others about
What are they doing. This promotes collaboration and breaks
communications silos. It also provides valuable information for
management. One blogger noted that “BlogHub is an effective way to
collect employee feedback on various issues and track progress
conversations that take place within the company. A die
The primary means of achieving this are through a voting mechanism,
allowing employees to rate blog posts, with the most popular
starters come first. »167 167 Nokia Conversations is an internal specialist blog run by Phil
Schwarzmann, its editor. A feature focuses on saying
employee stories about interesting people or interesting aspects of
someone’s job. For example, a story belonged to a 6″ 11″
employee who played basketball for Norte Dame and now plays for a
finnish league. Other stories involve people who experience Nokia
values of: Respect – treating each other with respect and working hard for
earning it with others Achievement – working with others to achieve superior results and
Win the Market Renewal—build your skills and grow the business Challenge—avoid complacency and status issues
quo168 168 VideoHub. This collaborative tool allows
employees to post and share videos. Contains a combination of
professionally produced corporate or marketing videos and
employee-generated content. The company offers a network of
trained employees who help employees create short videos. VideoHub. Nokia’s quarterly business review videos are examples
official videos. These videos feature “views from senior leaders on
the company’s quarterly results. the video is
largely based on professional recording and editing,
but is often supplemented with employee-generated videos
clips. »169 169 An example of less formal videos involved requests from management
of employee clips that illustrate company values. More than 100
video clips were created. Johanna Komonen, Nokia Communications
director, said that “Nokia is a very non-hierarchical company
and I don’t think you can ask people to make videos
honest unless they feel confident enough to know it’s yours
video. We don’t tell anyone what to put in their video, they know
which is their video and their views. 170 170 Overall, this tool “acts like a hub through
employees can post, view and discuss work-related videos. Employees
are encouraged to keep clips for a few minutes or more
length, even with the professional plan Quarterly business review
only lasts about eight minutes. »171 171 Communication does not stop with BlogHub and
VideoHub communication does not stop with BlogHub and
VideoHub Other communication tools: Live Meeting allows employees to ask questions online
during presentations. Employees can also send text messages if
cannot be online during the presentation. Live Meeting road shows are used to educate employees on new
some products. “In the regions, the launches of mini-products – also called “happy mobility”
Hours are set up for employees to ask questions and get to know each other
with Nokia devices. »172 Road shows 172 Videoconferencing is used for communication between
geographical boundaries. Annual communication meetings are also
accessible with this support to reduce travel
costs. Videoconferencing Electronic bulletins are used daily, weekly or
monthly bases to communicate on important topics and Nokia
companies and their initiatives. Electronic newsletters The company intranet is used to communicate on
HR organizational charts and benefits. Company intranet flat screens are located around regional offices
and provide consistently transmitted information about
real-time issues, information and cases
metrics.173 Flat Panel Displays 173 Social Media Certification Social Media Certification Nokia has invested heavily in its communications strategy. For
to facilitate its success, the company has developed a six-year social program
media certification. Employees must complete the process before
actively use social media tools. To be certified, employees
must:174 174 Be prepared Be transparent Be smart Be kind Be yourself Be professional
1. On a case-by-case basis, Nokia’s use of social media enables everyone to
the following advantages
except
1. On a case-by-case basis, Nokia’s use of social media allows everyone to
the following advantages
except
A. crowdsourcing
A. crowdsourcing
B. Upward communication
B upward communication
C. horizontal communication
C. horizontal communication
D. downward communication
D. downward communication
E. Connect in real time remotely
E. Connect in real time remotely 2.
Nokia uses video conferencing so employees can communicate
beyond geographical borders. According to your reading, which of the
the following is true about video conferencing?
Nokia uses video conferencing so employees can communicate
beyond geographical borders. According to your reading, which of the
the following is true about video conferencing?
A. Email is a richer medium
A. Email is a richer medium
B. is better for routine situations
B. is better for routine situations
vs. is a good means of communication for ambiguities
circumstances
vs. is a good means of communication for ambiguities
circumstances
D. has a relatively low media richness
D. has a relatively low media richness
and. is the most personal form of communication
and. is the most personal form of communication
3. Nokia’s use of electronic newsletters is an example
of
3. Nokia’s use of electronic newsletters is an example
of
a. non-verbal communication
a. non-verbal communication
B impersonal communication
B impersonal communication c. at the top
communicate C. up
communicate D. great media wealth d. great media wealth e. jargon E. jargon
4. Which of the following can be a big problem with using Nokia
social networks?
4. Which of the following can be a big problem with using Nokia
social networks?
a. privacy issues
a. privacy issues
B non-professional videos
B non-professional videos
vs. loss of formal methods of communication
vs. loss of formal methods of communication
D. geographic boundaries between employees
D. geographic boundaries between employees
and. loss of employee productivity
and. loss of employee productivity
Answer 1
1) Nokia’s use of social media allows all benefits except
crowdsourcing. All others are advantages of
use social media as employees can connect in real time
even if separated by geographical areas, and communicate with your peers
horizontally, vertically and diagonally.
2) Videoconferencing is a good means of communication for
ambiguous situations. Allows the transfer of information such as
as well as the visualization of the other party in real time, allowing
gestures, which help to better understand the message.
Although not the most personal form of communication, but
is rich in media.
3) Nokia’s use of electronic newsletters is an example of
impersonal communication. It is because it is a
one-way communication in which information is shared through a
electronic medium. Also, there is no feedback involved.
4) Loss of employee productivity can be a
big problem with Nokia’s use of social media. This is due to the fact
there is no specific chain of command followed during communication,
and information can flow through a vine structure. This can lead to
negative consequences like gossip, etc.
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