The Second Cup – Social Norming

What is Social Norming?

A social norm is the accepted behavior that individuals are expected to conform to within a particular group, community, or culture. These norms often serve a useful purpose, creating a foundation for correct behaviors and fostering a sense of belonging and predictability within the group.

How Does It Help in Change?

Social norming can be a powerful tool for those responsible for driving change within a company. By frequently mentioning and modeling desired behaviors, you can create an environment where these behaviors become the expected norm. For example, phrases like “Haven’t you asked that on Yammer?” or “Skype me” assume that everyone is using these tools, subtly encouraging others to adopt them. Similarly, asking “Why didn’t you use OneDrive like everyone else?” reinforces the use of OneDrive as a standard practice.

When colleagues repeatedly hear these cues, they begin to feel that these behaviors are expected and develop a desire to conform. This can significantly accelerate the adoption of new tools and practices.

Three Key Factors in Establishing Social Norms

The speed at which group members, especially newcomers, accept a social norm is influenced by three factors:

1. Frequency: How often do members see this behavior repeated?
2. Uniformity: What percentage of the visible members of the group embrace this behavior?
3. Consistency: Is the behavior consistent across different contexts and situations?

To establish a social norm quickly, it’s essential to develop a method that is visibly performed very frequently, by most members of the group, and consistently across various scenarios.

Five Steps to Create a Social Norm

1. Get a Leader to Role Model: Have a leader consistently use the desired tool or behavior. Their influence can significantly impact others.
2. Create a Catchphrase: Develop a word or phrase that encapsulates the intended behavior, similar to the “designated drivers” approach.
3. Create a Topic on Yammer: Use platforms like Yammer to create a dedicated topic for the social norm, encouraging discussions and visibility.
4. Constant Mentions: Regularly mention the behavior in channels and meetings to reinforce its importance.
5. Develop Nudge Squads and StoryMakers: Form groups dedicated to promoting the behavior. These teams can share stories and examples, making the behavior more relatable and desirable.

By leveraging social norming, change leaders can create an environment where new behaviours are quickly adopted and integrated into the company culture. This approach not only facilitates smoother transitions but also ensures that changes are sustainable in the long run.