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Yammer Is "The Social Glue" At eModeration

By in Customer Stories on November 22, 2011

As a community professional, I’ve long been tracking the work of eModeration, a social media and community management consultancy based in London. As such, I was truly thrilled to see a tweet from Tamara Littleton, the CEO of eModeration calling Yammer the company’s “social glue.”

Wow — thanks, Tamara! And of course, thanks for the love in the FT interview! Naturally I wanted to know more, so I reached out to Tamara to ask some questions. Check out her answers below:

Maria Ogneva: Hello Tamara! Please introduce yourself and tell us what you do at eModeration? What is eModeration?

Tamara Littleton: I’m the CEO and founder of eModeration. eModeration Limited is a social media management company, based in London, with offices in Los Angeles and New York. eModeration provides multi-lingual community management, moderation and social media consultancy services to agencies worldwide and blue-chip clients, especially those in the TV, entertainment and digital publishing industries.

MO: Can you tell us a little about who works at eModeration? How big are you? Where is everyone located?

TL: Almost all of our 170+ staff work remotely via our virtual offices. We are based throughout the world, but with the biggest concentration in the USA and Europe. We speak over 50 languages between us.

MO: How did you discover Yammer / start using it?

TL: Our Head of Operations recommended Yammer to us way back in early 2009.  We were early adopters!   I can’t find the first posts, but I know we were using it properly by March 2009.

MO: How do you use Yammer? Who at your company uses Yammer?

TL: Working remotely is not without its challenges, and we have made great efforts to help staff feel that they are not isolated, and are engaged in the company, can contribute, know what is going on, and can reach out and ask for help at any point.  Yammer is our company ‘watercooler’ point: a place where staff can exchange work or personal news and views; create special interest groups, support each other. It provides the social glue and the light relief.  We now use our Yammer profiles as the primary source of inter-staff contact information, and encourage them to add what they feel comfortable with in terms of personal information – a way of getting to know each other when we may never meet face-to-face, and helping new joiners feel welcome.   A while back, we asked our staff what they thought about Yammer.  Here are some of the replies:

We ask all staff to fill out a profile with the bare essentials, but after that, it’s up to them how much they use it.

MO: How do you make Yammer part of your daily life / how do you make it part of everyday habit?

TL: A lot of us use the desktop app, which can open with your computer so you can catch up with the latest posts first thing.  And I keep it on my home page group in Firefox too.  When I need a break from what I’m working on, I take a look at it, and contribute where I can.  It’s really important that the CEO and management of the company are seen on Yammer: it’s a great leveller and flattens the organisation out in the most ‘personal’ space we have.

MO: What types of benefits were you able to realize by using Yammer?

TL: It helps the spread of non-project related information between our virtually-located staff.  Sometimes we use it as a system of work-related knowledge gathering – for example, there could be a question on ‘who is having problems with the latest FF upgrade?’ or similar.

MO: What are your plans for the next year? How will Yammer help you get there?

TL: Well, we are of course hoping to expand further (we’ve gone from 80 to 180 staff over the past 18 months), and Yammer will play a big part in helping to welcome new staff members, answering their questions, making them feel at home and part of the eModeration worldwide community.

About Tamara Littleton:

Tamara Littleton is CEO and founder of social media management agency, eModeration, which works with some of the biggest brands in the world (its direct clients include MTV, ITV, A&E Television Networks, The Oprah Winfrey Network, Sony Ericsson, Sprint, BBC Worldwide and The LEGO Group as well as agencies including Ogilvy, Saatchi & Saatchi, Euro RSCG, Wieden and Kennedy and Publicis).

She was a member of the Home Office Sub Committee advising the British Government on moderation of communities to help safeguard children, and in 2011 was part of the UK Council for Child Internet Safety’s Moderation Sub Group, in charge of revising and updating current safety guidelines. She regularly speaks at conferences and contributes white papers to aid learning and development within the social media industry. In 2010 her paper ‘The Business of Child Protection in Educational Virtual Worlds’ (co-authored with Kieron Sheehy of the Centre for Childhook, Development and Learning, Open University UK) was published by Nova Science Publishers in the book Virtual Worlds: Controversies at the Frontier of Education.

Tamara’s background is in editorial quality control, fault escalation and process management, experience gained from previous work as the Product Delivery Director for Chello Broadband and Online Operations Manager for BBC Online where she managed the world’s first ISO 9000 accredited team for digital publishing management and monitored over 400 BBC websites. She has a psychology degree and a history in consultancy and publishing.

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