Yammer 103: Coordinating Media Relations Idea Gathering

Among the benefits of Yammer is the ability to subscribe to, or “follow,” conversations or “tags” that you find interesting.

So instead of a mass e-mail going to 100 people in your department, you can Yammer with a tag, and only those people who are following that tag will get the e-mail.

Then they can respond by e-mail, and it all gets gathered, archived and redistributed through Yammer.

Here’s a practical example.

Suppose you have a geographically dispersed media relations team. You want to gather recommendations for potential subject experts for a story in an article you are writing for a publication.

Old Way #1: Send a mass e-mail to your whole department. Annoy most of the recipients with what they consider spam.

Old Way #2: Send an e-mail to a distribution list you have created, those who work in media relations. But no one who isn’t on your list gets the message, even if they might have something to contribute. The message is locked up in your recipients’ e-mail inboxes.

The Yammer Way: Go to Yammer and post your question with appropriate tags. It will look something like this as you enter it:

And in the Yammer timeline, it will look like this:

So, for colleagues who have followed the #press-call-alert or #media-relations tags, and who have their e-mail settings set appropriately, like this…

…will get e-mails sent directly to them. If they reply to the message, their responses also will be posted to Yammer.

The other benefit is that by being in the Yammer timeline, your message is available to others in your workplace, who may not have originally subscribed, but who might see that a conversation is occurring and decide to chime in.

And through Yammer tags, people subscribe to messages of interest to them. You don’t need to have someone maintain a master distribution list or, what’s worse, have each individual on the team maintaining his or her own distribution list. The lists maintain themselves in Yammer as people “follow” given tags.

The other benefit is that instead of having the info locked in e-mail inboxes, the Yammer site is searchable, creating a knowledge base for the workplace. But we’ll discuss that more in Yammer 104.

Assignments:

  1. If you are a Mayo employee in Public Affairs, click this #public-affairs link and see if you can get signed up for and have access to this Yammer tag. You also could try following #social-media-team, #medical-edge, #media-relations and #press-call-alert.
  2. If you are NOT a Mayo employee, I would be interested to find out what happens when you click those links in #1 above, or specifically whether you can see this particular Yammer. Part of the benefit of Yammer is that you can limit your updates to be only visible by your co-workers. If you can see mine (or if you can’t), I’d appreciate knowing that.

So let me know how this works for you in the comments below!

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Author: Lee Aase

Married father of six and grandfather of seven, and the Chancellor of SMUG - Social Media University, Global. By day I'm the Director of the Mayo Clinic Social Media Network. Whatever I say here is my personal opinion, and doesn't reflect the positions of my employer.

4 thoughts on “Yammer 103: Coordinating Media Relations Idea Gathering”

  1. Hi, Lee. I joined Yammer after your talk at the Ragan 2.0 Conference last week here at SAS. I just logged in and tried clicking the links above and each time was told that what I was requesting could not be found. So it looks like it works the way you expected.

  2. I couldn’t access it – it says you have to join the network.
    message as below:
    What’s happening at your company?
    Share status updates with your co-workers.

    Join your private company network:
    Join e.g. yourname@yourcompany.com

    Only employees with a valid company email can join your company network.
    ———————-
    Laurie M

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