Case 4: Social Media can Change Organisation Culture

At SHMU in Aberdeen, Scotland, we used the Ning social network platform for all our pilots and became very skilled at developing it to meet the needs of individual pilots. We used that expertise to develop a Ning site for SHMU's community radio management group (a group unconnected to the original Incluso project). Through discussions with the radio manager, her team and the radio management group, we gained fascinating and useful insights into:

  • Democratising decisionmaking
  • Creating a platform in which people felt comfortable and able to give their opinions
  • Creating a platform which is open and available for comment and discussion at any time of the day or night

These kinds of platforms can change the expectations of staff and volunteers in an orgnisation and make them feel more involved and consulted.