“I think social media is one of the most interesting, challenging areas to work in corporate communications.”
In social, your day to day is often subject to your followers.
SocialMedia.org member Lisa Natalicchio started her career in the nonprofit sector, where she learned to do everything: write press releases, create web copy, manage email communications, and a little graphic design.
But she saw an opportunity in social and digital media to be a bit of a specialist. And when she joined State Street in 2012 to do just that, she learned that in social media, “You never truly know what you're going to be coming into in the morning.”
Lisa says, “In social, your day to day is often subject to your followers. Anything can happen, but that's what keeps your job incredibly interesting.” And according to Lisa, that's especially true for a global social program.
“Every morning I'm on the phone with London, and at night, with Hong Kong.”
She says that what works in the U.S. might not work in Hong Kong or Kraków. So as the Social Business Manager, AVP, of State Street, she's constantly communicating with their global teams to communicate priorities.
For example, every Wednesday morning, people from content marketing, social media, PR, internal communications, and research groups at State Street get together to map out the week ahead. The cross-collaboration is all about deciding which stories will resonate and how to plan the editorial calendar week-to-week.
Lisa is a part of a team of five that runs a social ambassador program, manages brand handles, and runs a social “listening lab.”
In a global company, the person who has the information you need is probably not sitting next to you, so we need a way to connect our global workforce.
Aside from Lisa, the team of five were all hired from within State Street to join the social team from content marketing, sector marketing, and internal communications.
“We were looking for employees with creativity, flexibility, and a willingness to try new things, because what you're hired to do might not be what your job looks like in two to three years. The nature of social platforms changes so much,” Lisa explains.
She says a big part of the job is training on how State Street adapts to those changes. “Having brand prints and a very solidified brand language is incredibly important because the five of us all speak on behalf of State Street and as State Street.”
In 2014, her team won an International Association of Business Communicators award for State Street's social intranet.
Before Lisa's team moved State Street's intranet to a social platform, the top-ranked search item was the cafeteria menu. It wasn't necessarily doing the job it was supposed to do.
“In a global company, the person who has the information you need is probably not sitting next to you, and we need a way to connect our global workforce.”
So they launched what was essentially a “Facebook for State Street.” They moved the communications from top-down “Cathedral style” to a peer-to-peer conversation. Now, when employees have a question, someone from across the globe can answer it within a few hours.
“I love that I get to work with a global team, it's quite honestly one of my favorite parts of my job.”
You can find Lisa on Twitter and ask more about their award-winning social intranet project. Lisa's been a member of SocialMedia.org since 2014.