- Send out an all-company e-mail asking employees who may be engaging on behalf of the company in social media to make you aware of what they are doing and hold on their activity until a formal policy is created & sent around
It’s not enough to create the policy & e-mail it around and check the box- it needs to be rolled out to everyone.
5 Social Media Things to Keep off Your “Ugh-we-should-have-done-that” List Lindsay Lebresco – Social Media Manager, Lilly Pulitzer
And we should listen to you because… <ul><li>5 years experience in corporate social media strategy & execution </li></ul><ul><li>Launched Newell Rubbermaid SM & led management through change including policy creation & roll out </li></ul><ul><li>Background in crisis management & SM in regulated industries </li></ul><ul><li>I keep being invited back to speak. </li></ul>Because I’m adventurous? Because I met this guy once? ‘ Cause my kids are super cute?
<ul><li>Do these </li></ul><ul><li>things and you can expect to avoid: </li></ul><ul><li>Community backlash </li></ul><ul><li>Brand damage </li></ul><ul><li>Personnel issues </li></ul><ul><li>Wasted resources </li></ul><ul><li>Personal shame </li></ul>1 2 3 4 5
Set your goals , create your strategy and plan .
<ul><li>Goal : Build trust & positivity mentions of the brand </li></ul><ul><li>Strategy: Humanize the brand and have a “relationship with the public.” </li></ul><ul><li>Plan: Create a parenting blog, participate in community as parents first, then employees. </li></ul><ul><li>Result : Positive online brand mentions rose from 68% positive to 85%; Graco named as Top 10 Big Brands doing social media in 2009 </li></ul>EXAMPLE
<ul><li>Goal : Grow consumer database of females 16-28 </li></ul><ul><li>Strategy: Engage & acquire consumer group on Facebook </li></ul><ul><li>Plan: Create a sorority contest where consumers can vote for their sorority to win a custom print </li></ul><ul><li>Result: Acquired 115,000 fans in 2 weeks, 30% growth in 18-24 age bracket </li></ul>EXAMPLE
You’ve planned. You know social media will help you meet your goals. You’ve listened . There’s a place for your voice.
Ready to dive in? No pressure, but you do know they’ll be watching, right?
Is this person relatable to my target audience? Ask these questions: Are they authentic & trustworthy? How about likable? Are they passionate about your business? Are they natural users of social media? How well do they know your brand & products? Are they committed to having a conversation ? Can they rally?
OH HELL YES! WHO CARES Has been on Facebook since it was only for college students Has a bad ass smartphone Knows what 2 words comprise the term “blog” Follows Conan O'Brien on Twitter Helped their uncle start a Facebook page for his pest control company They’re younger than you… and much “hipper” Can text 100 words a minute Mulit-tasker & solid project management skills Seeks out new opportunities in social & stays on top of what’s happening in the industry Experience in using social media platforms personally; ideally has used it for business Team player and is comfortable working cross-functionally Has a background in communications & has good writing skills Strategic thinker but tactical executer
Identify their responsibilities: report by Jeremiah Owyang of Altimeter Group. Infographic by Voltier Creative
Roll it out… New hire info packets Company meetings (BRING PIZZA) Manager sessions <ul><ul><li>Great policy resources: </li></ul></ul><ul><ul><li>Social Media Business Council http://www.socialmedia.org/disclosure/ </li></ul></ul><ul><ul><li>Social Media Governance http://socialmediagovernance.com/policies.php </li></ul></ul>