WHERE SOCIAL MEDIA HAS AN I MPACT 93
promotional campaign had been launched. People just came.
Next, BT decided to launch a very small social networking
site. Suddenly, use went through the roof and blew up the
little server under the desk! So Dennison had to close the
social networking site and take the next step.
He quickly went to the IT group to request resources and
infrastructure. But because social media was not yet a part of
the company’s IT road map, a slew of conversations ensued.
In the end, IT saw that the platforms needed were free and
easy to set up. So, the department helped Dennison support
the social media craze at BT Group.
Nearly three years later, utilizing social media tools is a
way of life at BT Group. The company’s social networking site
is properly supported and no longer ‘‘burns up’’ the server.
BTPedia remains the most popular tool for employees to
cocreate useful information. For example, a common practice
that has emerged is the creation of ‘‘index pages.’’ Employees
create Web pages to catalogue useful links on a particular
topic, pulling the information that is currently scattered
throughout the intranet into one entry point. Incidentally,
the most popular index page is titled ‘‘Recognition’’ and lists
the ﬁve primary places where employees can give kudos to
their colleagues for valuable contributions. Engagement is
certainly alive and well.
The blogging platform continues to gain momentum.
Podcast Central is the tool with which employees load and
download user-generated audio ﬁles—important meetings or
self-made training modules, for example—that they want to
share with teammates. A discussion forum graces the front
page of the online Corporate Newsdesk, a professional news
e-zine managed by freelance journalists.
And one of the most valuable tools that B T Group
employees gravitate to is the project wiki called Conﬂuence.
Project teams use Conﬂuence as a centralized work space to
house all their thoughts, documents, and resources. They can