I just read an interesting article in Jyllands-Posten, a Danish daily, on how LEGO requires that every employee who is representing the company through social media take a “social media driving license” – even on the executive level.
One of the key reasons for this initiative also explains much of the success for LEGO. The company prides itself for a very high level of communication, internally as well as externally, and at the core of this, they have “the LEGO way”. This is essentially their set of values and how things should be done.
LEGO has realized that since so much communication happens through social media – again internally as well as externally – they need to incorporate the essence of “the LEGO way” in their social media activities and thus you have the social media driving license. You can get a hint of their values and their sense of responsibility here.
Lars Silberbauer, Global Director of Social Media and Search at LEGO puts it like this in an interesting article about their social strategy and efforts:
“We have given them a social media driver’s license, so they have the ability and the right to represent the company.” He said they have to pass an exam, and the license can be taken away “if they misbehave.”
You can´t challenge that LEGO got social media right; just check these articles for further inspiration and insights:
– Lego was most highly engaged brand in Q2, fueled by YouTube
– Everything is Awesome: LEGO’s Monster Year on Social
– Why is LEGO’s social media strategy so outstanding?
A simple closing message is that how you manage values and behaviors is what really matters if you want to be highly successful at what you do.
Innovation Upgrade: A Training Program and Network by Stefan Lindegaard
