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Social Media within Northwestern Technologies
- 1. Social Media within Northwestern Technologies
- 2. ∗ Corporate Emergence ∗ Current Environment ∗ Effective Capitalization ∗ Closing AGENDA
- 3. ∗ Transformation of Communication ∗ Public Relations ∗ Employee Blogging Corporate Emergence
- 4. ∗ The New Economy ∗ Consumer Influence ∗ “Opting in” Current Environment
- 5. ∗ Facebook and Twitter ∗ Blogs and Forum Boards ∗ CSR’s Northwestern Technologies; Capitalization Mandates
- 7. ∗ Hanna, R., Rohm, A., & Crittenden, V. L. (2011). We’re all connected: The power of the social media ecosystem. Business Horizons, 54(3), 265-273. ∗ Key, R. (2005). How the PR Profession Can Flourish in this New Digital Age: Why You Must Challenge Old PR Models. New York: Public Relations Tactics. ∗ Qualman, E. (2013). Socialnomics how social media transforms the way we live and do business, 2nd edition (2nd ed.). Hoboken, N.J.: John Wiley & Sons. References
- 8. ∗ Tsai, W. (2001). Knowledge Transfer In Intraorganizational Networks: Effects Of Network Position And Absorptive Capacity On Business Unit Innovation And Performance.. Academy of Management Journal, 44(5), 996-1004. ∗ Weber, L. (2007). Marketing to the social web: how digital customer communities build your business. Hoboken, N.J.: John Wiley & Sons. ∗ Wright, D., & Hinson, M. (2008). How Blogs and Social Media are Changing Public Relations and the Way it is Practiced. Public Relations Journal , 2(2), 4. References
Editor's Notes
- Introduce topic. (*maintain eye contact with your audience at all times, sweep the floor, NEVER speak above them. Ensure they know you are connecting WITH them, not simply spewing information because “it’s your job.” This topic is about “Social” media – be social!) State name and position within company structure. Engender to the audience / give brief (comical) story of first social media experience. Validate your expertise in the subject, then move to Agenda slide.
- Be brief, but explain: 1. “The emergence of Social Media in the Corporate world has had lasting impact on both how we do business and how we are viewed by our customers. Today we will discuss how these effects came to be and why.” “We will follow this with what our current environment is within Northwestern Technologies…” “… and then finally discuss exactly how we as a company and as a competitive entity within our industry will move forward to properly capitalize on all that Social Media has to offer.”
- Utilize the following statements: “The communications world is dramatically moving in a digital direction and those who understand this transformation will communicate much more effectively than those who do not.” (Weber, 2007). **Explain: how communication, especially in print, used to go through a lengthy process of approval chains and that the end user would see the final communication product after a massive amount of edits and clips. “Now, because of the immediacy of online media and consumer need for “instant gratification” that communication is much more free flowing, and therefore more prone for error.” “Public relations in the digital age requires understanding how your key constituents are gathering and sharing information and then influencing them at key points. Doing so requires strategies that embrace the digital age” (Key, 2005, p. 19). **Explain: how new skill sets have become necessary in today's online presence and that typical marketing strategies no longer are effective. Public relations now require a concentration on human behavior and a willingness to be intimate with customers in real time. According to a Backbone Media (2005) survey “the top five reasons why employees have created web blogs are to publish content and ideas (52%), build communities (47%), promote thought leadership (44%), get information to customers (36%) and get feedback from customers (23%).” **Explain: how employees have become proactive, even in environments that were not “receptive” to social media, in establishing networks of online communication to become more informed and to help each other – thereby increasing their own value to the company they work for.
- Utilize the following statements: “New technologies and economic globalization are changing the very nature of business, with increasing emphasis being placed on the centrality of knowledge and innovation generated increasingly through networks.” (Tsai, 2001). **Explain: how even in its infancy, scholars as early as 2001 knew that our corporate economy would be changed irrevocably with online presence. Everyone has always coined the phrase “global economy,” but this could not be more prevalent or important than today where a single miss-spoken or ill placed customer feedback can effectively halt production within the same day of whatever has been communicated. 2.“…consumers actively influence brand messages and meaning, consumer opinions help dictate product and service assortment, mobile devices represent communication lifelines, and online ‘chatter’ serves as a crystal ball that helps companies determine future product or service initiatives” (Schultz, 2007, p. 268). **Explain: how the presence of so many customers online actually influence the direction of whatever company they so desire to provide feedback to. Online presence is not a static environment – it is a boardroom meeting, live, in real time, and the world are all of its participants. This boardroom can vote any of us out of a job, literally, overnight. This is not to be ignored. 3.“Businesses don’t have a choice on whether to do social media; their choice is how well they do it” (Qualman, 2013, p. 28) **Explain: how businesses are not effective and do a disservice to their customers if they decide to shelve social media to a lower priority. The advent of social media has a direct and lasting impact on the survivability and competitiveness of any company today.
- Northwestern Technologies now has a permanent and dedicated two member team for Facebook and Twitter - responsible for real time updates, feedback to our customers, and positive influence of our brand. This team will also be responsible for the training of all personnel on what is or is not acceptable postings to our corporate pages. You will not post anything until you have undergone this training and have had your Personal Qualification Standards (PQS) signed by your both your direct supervisor and a trainer from the Social Media Directors Team stating that you know, understand, and will conform to our corporate procedures and policies with social media. Blogs and Forum boards are open for anyone to use, however, the same mandate applies as for Facebook and Twitter – do not post anything until you have received and can verify proper training. We are all “Customer Service Representatives.” I don’t care what position you have in the company – you work for this company, therefore you represent this company. Your actions and statements will therefore have a direct and lasting effect on how your company performs. You will be held responsible or rewarded depending on the circumstance – understand this.
- Field all questions.
- References Hanna, R., Rohm, A., & Crittenden, V. L. (2011). We’re all connected: The power of the social media ecosystem. Business Horizons, 54(3), 265-273. Key, R. (2005). How the PR Profession Can Flourish in this New Digital Age: Why You Must Challenge Old PR Models. New York: Public Relations Tactics. Qualman, E. (2013). Socialnomics how social media transforms the way we live and do business, 2nd edition (2nd ed.). Hoboken, N.J.: John Wiley & Sons. Tsai, W. (2001). Knowledge Transfer In Intraorganizational Networks: Effects Of Network Position And Absorptive Capacity On Business Unit Innovation And Performance.. Academy of Management Journal, 44(5), 996-1004. Weber, L. (2007). Marketing to the social web: how digital customer communities build your business. Hoboken, N.J.: John Wiley & Sons. Wright, D., & Hinson, M. (2008). How Blogs and Social Media are Changing Public Relations and the Way it is Practiced. Public Relations Journal , 2(2), 4.
- References Hanna, R., Rohm, A., & Crittenden, V. L. (2011). We’re all connected: The power of the social media ecosystem. Business Horizons, 54(3), 265-273. Key, R. (2005). How the PR Profession Can Flourish in this New Digital Age: Why You Must Challenge Old PR Models. New York: Public Relations Tactics. Qualman, E. (2013). Socialnomics how social media transforms the way we live and do business, 2nd edition (2nd ed.). Hoboken, N.J.: John Wiley & Sons. Tsai, W. (2001). Knowledge Transfer In Intraorganizational Networks: Effects Of Network Position And Absorptive Capacity On Business Unit Innovation And Performance.. Academy of Management Journal, 44(5), 996-1004. Weber, L. (2007). Marketing to the social web: how digital customer communities build your business. Hoboken, N.J.: John Wiley & Sons. Wright, D., & Hinson, M. (2008). How Blogs and Social Media are Changing Public Relations and the Way it is Practiced. Public Relations Journal , 2(2), 4.