How Waggener Edstrom’s Director Redesigned Social Business

How Waggener Edstrom’s Director Redesigned Social Business

Lynne Johnson shares her thoughts on how brands, customer and employees are being effected by new forms of media.

Nestor Bailly, PSFK
  • 24 february 2013

PSFK Labs was happy to share an exclusive preview of our Future of Work report at Social Media Week NYC recently. Piers Fawkes and the PSFK Labs team presented cutting edge innovations on how Making Social Work in Collaborative Workplaces is the future of work.

The discussion featured a leading panel of experts about how social media is changing how we work. We spoke with one of our guests, Lynne Johnson, Director of Digital and Social at Waggener Edstrom (@lynneluvah), on reengineering internal business practices to become more social. Waggener Edstrom (Portland office pictured above) has been a leader in employee engagement and development for years, and now helps other companies nurture their own culture and collaboration.

What is the problem you are trying to solve?

As Director of Digital & Social at Waggener Edstrom, I’m trying to help companies become more social both internally and externally.

How does your product solve this problem?

We strive to help companies become a social enterprise, whereas they embrace social media across the business, use social media to drive awareness of the company and its products both internally and externally, and convert social media engagement into both recruiting and sales opportunities. Internal processes and systems must be socially reengineered and extended across the enterprise to change the way companies communicate, market, and sell.

What forces are affecting change in the work force/workplace?

Social media is significantly impacting business. It’s changing internal and external communications rapidly, both in terms of how customers and potential customers learn about and interact with a brand, as well as how employees represent it.

What do you think are the biggest factors for people to adapt to in these changes?

It’s about breaking down silos and identifying opportunities for integration across a business, all while fostering collaboration with employees, potential employees, customers, and potential customers. It’s about changing the way people work by putting the right processes, plans, and platforms in place to address the ever-changing workplace.

How has work become more collaborative?

As more employees become more mobile it seems to foster more collaboration, sharing, and checking in. It’s a lot easier to sit with your head down in the office, but once you fire up an IM communications tools that connects you across the company, you have to be accountable.

What social tools will make collaboration in the future of work?

Cloud tools are most likely the most important tools that enable workers to collaborate in real-time and simultaneously and to ensure efficiency in document management. These cloud tools must operate more like what we’ve become accustomed to with social media tools, especially in enabling feedback, ratings, and monitoring. File sharing, instant messaging, email, and community tools that all tie back to robust profiles that enable us to determine who can answer our questions or help us get our problems solved.

Thanks Lynne!

PSFK’s presentation featured a crowd co-opted discussion with expert panelists. If you were unable to attend, you can see the recording of the Livestream here and get in on the conversation on Twitter with #SMWFutureOfWork.

To learn more about the trends shaping work and the workplace, check out our Future of Work report.

Check back on for highlights from the presentation.


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