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Use of social media in communications
Best Practices Research Series: Module 4
2012 Edition of Best Practices in Change Management


The seventh change management benchmarking study conducted by Prosci uncovered lessons learned from change practitioners around the world, examining topics ranging from advice for new practitioners to the application of social media on change projects. This action-oriented report is aimed at improving your change management work by helping you draw on the experiences of others.

This tutorial contains an excerpt from the new Best Practices in Change Management report outlining the use of Web 2.0 and social networking tools.

We took the opportunity in 2011 to ask some new questions in the change management study. Some of these questions stemmed from the direction of the field of change management, while other questions were in response to frequent inquiries from participants in our trainings. This tutorial features a set of questions inspired by the latter.


Findings on the use of social media from Prosci's 2012 edition of
Best Practices in Change Management

With all the 'buzz' around social media in today's world, change practitioners wanted to know if social networking tools were being used to facilitate the management of change, or as a supplementary communication vehicle. If so, what tools were being used?

Interestingly, almost one in five participants utilized Web 2.0 or social networking tools (Figure 53).


Social media and Web 2.0 tools used

Participants who reported using Web 2.0 or social networking tools identified four categories of applications that they used. The respondents reported using internal group information sharing and discussion media twice as often as any other response.

  1. Internal group information sharing and discussion media
    This most common response indicated that exclusive, internally used networking applications were the most common application of Web 2.0. Examples of tools that were identified by participants included blogs, wikis, discussion boards and internally created project portals.
  2. Public web-based tools
    The second most commonly used tools were applications for sharing information and prompting dialogue in a public forum in the form of 'conventional' social networking tools.
  3. Outward communication tools
    In utilizing Web 2.0 tools, participant responses indicated the use of one-way information delivery, such as message boards, email, podcasts and video on demand.
  4. Collaboration tools
    Tools designed for collaboration were a fourth application of Web 2.0 and social networking tools identified by participants. Examples included poll and vote technology and questionnaires.


Benefits of social media and Web 2.0 tools in communications

Three primary benefits were identified by participants who used Web 2.0 or social networking applications.

  1. Get messages out
    The most commonly cited reason for using Web 2.0 and social networking applications was to communicate messages to a broader audience, faster and more efficiently.
  2. Engage the organization
    Respondents reported that Web 2.0 and social networking tools were used to create a more inclusive and supportive work environment by encouraging a more open dialogue within the organization. Additionally, these newer methods of communication were used to engage all generations.
  3. Informal feedback and tracking
    A third benefit identified by participants was the availability of informal feedback and monitoring of staff's perceptions regarding the change. This ability helped to identify and manage resistance or potential resistance and solve misconceptions or problems early on in the change process.


Recommendations regarding social media and Web 2.0 tools

Five primary recommendations for others who were looking to use the new communication media offered by Web 2.0 were provided by participants who had used social networking applications:

  1. "If it works for you, use it."
  2. Consider the culture of your company and the audience you are trying to reach before considering the use of Web 2.0 and social networking tools.
  3. Dedicate someone to be responsible for monitoring and responding to postings, email or other communication media.
  4. Determine how you want to use the application before using it.
  5. Use a variety of tools and methods.



The new 2012 Best Practices in Change Management report shares many change management trends, best practice findings and answers to never-before-asked questions. Find more information or purchase a copy by following the links below:







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Order online - secure server Order the 2012 Edition of Best Practices in Change Management for the most comprehensive body of knowledge available on change management



Prosci Change Management Certification

Program highlights:
  • Apply the methodology as you learn it on a real project
  • Learn from experienced executive instructors
  • Become part of a change management community
  • Earn 2.4 CEUs, 24 PDUs and 23.5 HRCI recertification credits
  • Walk away with products and course materials worth over $1000

Download the certification program brochure

Upcoming sessions with availability:

  • April 24 - 26, 2012: Washington DC area
  • May 15 - 17, 2012: Orlando, FL area
  • May 22 - 24, 2012: San Diego, CA area
  • May 22 - 24, 2012: Washington DC area
  • June 5 - 7, 2012: Orlando, FL area
  • June 19 - 21, 2012: Houston TX area
  • June 26 - 28, 2012: Washington DC area

Visit the certification training page

Email a certification inquiry or call
970-203-9332 to register today.

"The best training class I have had in years. Goes way beyond the strategy and framework and focuses on real world problems and the tools to solve them."
- Jennifer J., April 2009 participant

"This was the most effective and engaging course I've ever taken. I feel that I can truly use this knowledge in my personal and professional life immediately."
- Lisa S., February 2009 participant

"Awesome - truly one of the most beneficial programs I have ever attended - immediate application on the job!"
- Robin S., March 2009 participant

"This program absolutely over-delivered my expectations. I now feel more prepared and better equipped to do my job."
- Paul S., January 2009 participant



Offerings for applying Prosci's change management methodologies:


  • Prosci's site licenses are a great solution for building change management capabilities and competencies throughout your organization. With a site license, you can customize and integrate Prosci's world-leading research and methodologies to fit your organization and begin building the individual competencies necessary for true change capability. Contact a Prosci Account Manager at +1-970-203-9332 or to discuss your change management needs and how Prosci's research-based, holistic, easy-to-use solutions can work for you.


  • Change management certification ($2800)- attend Prosci's 3-day certification program where you bring your own current change project to the session and learn to use Prosci's tools through practical application - taught by former fortune 500 executives at locations across the US - includes over $1000 in products, including the Best Practices in Change Management benchmarking report, the Change Management Toolkit and the Change Management Pilot Pro 2012
  • Train-the-trainer ($3500) - learn how to teach Prosci change management training programs in your organization
  • Onsite training - bring Prosci to your location for 3-day certification programs, 4-6 hour executive briefings, 1-day manager programs or 1-day employee programs - call +1-970-203-9332 for more information

Methodology tools:

  • Change Management Toolkit ($389) - hardcopy 3-ring binder presenting the Prosci Change Management Methodology, includes templates, checklists and assessments for managing the people side of change (includes USB)
  • Change Management Pilot Pro 2012 ($489) - online tool including the Prosci Change Management Methodology, eLearning modules and downloadable templates, assessments, presentations and checklists
  • Change Management Guide for Managers and Supervisors ($209) - tools to help supervisors engage and coach their direct reports through change
  • PCT Analyzer ($149/$349) - web-based tool for collecting PCT Assessment data, analyzing results, identifying risks and developing action steps

References and books:

  • Best Practices in Change Management benchmarking report ($289 / quantity discounts available) - journal-style report with lessons learned and best practices from 650 participants, presented in an easy-to-use format - reads as a checklist of what to do and what not to do
  • Change Management: the people side of change ($18.95 / quantity discounts available) - a primer for anyone involved in organizational change that addresses why manage change, individual change management and organizational change management
  • ADKAR: a model for change ($18.95 / quantity discounts available) - the definitive work on the Prosci ADKAR® Model
  • Employee's Survival Guide to Change ($14.95 / quantity discounts available) - a handbook to help employees survive and thrive during change, answers frequently asked questions and empowers employees to take charge of change



*** Prosci also offers leadership packages - groupings of products at discounts that offer you some of the most helpful and common combinations of Prosci change management resources



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