Social Media: The Great Equalizer and Great Disrupter
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Social Media: The Great Equalizer and Great Disrupter

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Social Media overview by Apogee Social Media Group

Social Media overview by Apogee Social Media Group

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  • 1. Social  Media:   The  Great  Equalizer  –   The  Great  Disrupter   An  overview  provided  by  Apogee  Social  Media  Group  
  • 2. Social  media  provides  many  windows  into  your  company—  through  employees,  groups,  &  conversations.  At  Apogee,  we  believe  that  social  media  is  the   A  DVR  allows  you  to  record  your  favorite  TV  show,  single  most  impactful  development  of  this  era.  It  is   then  watch  it  when,  where  and  how  you  want.  You  the  great  equalizer  and  the  great  disrupter.   have  the  power  to  watch  your  show  at  your  own  Companies  that  embrace  social  media  and  teach   convenience,  not  only  at  8pm  on  Thursday  nights.    their  people  to  operate  effectively  in  social  media   You  have  the  power  to  watch  your  show  on  your  will  have  unlimited  access  to  opportunities,   laptop  as  well  as  your  TV.  You  have  the  power  to  filter  customers  and  talent.   unwanted  messages  (i.e.,  commercials).        The  term  social  media  refers  to  the  use  of  web-­‐ You  control  how  you  want  to  be  engaged.  based  and  mobile  technologies  to  turn    communication  into  an  interactive  dialogue.   Now  consider  the  companies  that  advertise  during  Andreas  Kaplan  and  Michael  Haenlein  define  social   your  8pm-­‐Thursday-­‐night  show.  They  may  show  three  media  as  “a  group  of  Internet-­‐based  applications   commercials  in  a  span  of  60  minutes.  In  the  past,  if  that  build  on  the  ideological  and  technological   they  wanted  greater  exposure,  they  might  show  six  foundations  of  Web  2.0,  and  that  allows  the   commercials  in  that  same  60  minutes.    But  with  a  creation  and  exchange  of  user-­‐generated   DVR,  it  doesn’t  matter  how  many  many  commercial  content.”     spots  they  buy—you  aren’t  watching  any  of  them!     Since  you  have  control  over  what  you  tune  in  to,  Social  media  is  the  largest  and  fastest  evolution  of   companies  must  change  their  approach  so  that  you  the  internet  we  have  seen  so  far.   want  to  tune  in.        Social  media  goes  far  beyond  the  technological   Businesses  have  to  find  another  way  for  their  platforms  of  Facebook,  Twitter,  and  LinkedIn.  It’s   messages  to  reach  their  customers.  about  the  ability  for  users  to  create,  use  and  filter    content  that  aligns  to  their  interests.  To  understand  this  new  dynamic,  consider  the  DVR.     Apogee  Social  Media  Group  ~  2  
  • 3. Your  customers  and  employees  are  talking  about  your  company  and  products  right  now—join  the  conversation!  Social  media  is  complex.  It  isn’t  particularly  complex  from  a  technical  perspective;  it’s  complex  from  a  human  perspective.  People  inherently  need  to  identify  or  connect—with  other  people,  with  companies,  and  even  with  products—but  the  old  world  “push”  methods  of  connecting  (e.g.,  TV  ads)  are  getting  filtered  out.    As  we  explore  this  human  need  to  connect,  we  realize  that  for  the  first  time  in  the  modern  era  we  have  a  reliable  platform  to  facilitate  the  connection—the  conversation—worldwide  and  at  lightning  speed  over  the  internet:  social  media.    Two  major  factors  influence  the  decision  to  buy:   1. A  company’s  ability  to  create  a  meaningful  connection  with  the  buyer,  and     2. What  the  buyer’s  peers  are  saying.       Conversations  are  powerful  influencers.  If  your  company  is  not  actively  and   authentically  becoming  part  of  these  conversations,  you  are  at  a  great   disadvantage  against  your  competition.    Joining  the  conversation  is  not  about  plugging  in  and  using  social  media  as  a  conduit  for  the  same  old  message  and  tactics.  That  will  fail.      It’s  about  creating  content  that  inspires  conversation.  It’s  about  contributing  to  the  collective  knowledge  of  the  group  for  the  benefit  of  the  group.  If  the  conversation  is  dull,  insufficient  or  self-­‐serving,  people  will  leave  the  conversation.    Getting  involved  in  the  conversation  is  the  way  to  make  the  connection  to  your  customers  and  their  peers.  If  successfully  connected,  your  message  and  brand  will  flourish!       Apogee  Social  Media  Group  ~  3  
  • 4. How  do  I  get  started?  Social  media  is  a  journey  and,  like  all  journeys,  it   Social  Media  is  more  than  just  helps  to  know  your  starting  point,  your  desired   a  few  folks  at  headquarters  destination,  and  your  plan  to  get  there.     Tweeting  and  responding  to    Five  steps  to  get  you  on  your  way:   Facebook  posts.        1. Start  where  you  are.  Understand  that  social   In  order  to  realize  the  full   media  has  already  provided  many  windows  into   your  company  by  virtue  of  the  fact  that  your   benefit  of  this  opportunity,   employees  already  participate.  Embrace  this   teach  and  empower  the   phenomenon  and  invest  in  your  people.  Make   entire  organization  to  operate   an  honest  assessment  of  your  company’s   current  image  on  social  media,  then  educate   with  skill  and  confidence  over   your  employees  about  the  correct  way  to   social  media.   represent  themselves  and  the  company.  It  will   pay  dividends.  Plus,  your  employees  are  hungry   for  it.      2. Choose  a  destination.    Find  out  where  your   4. Choose  a  navigator.  Each  employee  can  be  a   customers  are,  and  meet  them  there.  If  your   powerful  social  media  advocate  for  your   business  is  Business-­‐to-­‐Consumer  (B2C),   company,  but  creating  a  strong  social  media   Facebook  may  be  the  best  platform.    If  you  are   presence  and  brand  is  not  a  part-­‐time  job.   Business-­‐to-­‐Business  (B2B),  LinkedIn  may  be  the   Assigning  a  focused  resource  to  manage  this   best  place  to  engage.  But  be  sure  you  know   channel  will  create  a  consistent  “face”  and  voice   what  you  are  trying  to  achieve  and  which   to  your  company  and  will  allow  you  to  quickly   platforms  offer  you  the  greatest  opportunity  to   build  your  brand.   achieve  it—and  which  platforms  you  can  and     are  willing  to  support.  Platforms  that  have  short   5. Adjust  to  the  environment.  Social  media  is  not  a   message  lifecycles,  like  Twitter,  require  daily   static  environment.  Savvy  companies  critically   monitoring  and  frequent,  prompt   assess  the  impact  of  their  efforts,  look  for  the   communication  to  keep  the  audience  engaged.   best  ideas,  evaluate  changes  in  the  marketplace,   Even  if  your  customers  are  there,  if  you  don’t   and  make  crucial  adjustments  to  their  strategy.   have  the  resources  to  participate  fully,  it  may  be   Understand  that  new  tools  and  platforms  are   a  poor  choice  for  you.     emerging  every  day  and  will  continue  to  evolve.     Listen  carefully  to  your  customers  to  understand  3. Build  a  roadmap.  Start  with  reasonable   where  they’re  headed  and  what  platforms  they   expectations.  Prioritize  what  you  can  actually   will  use  for  their  conversations.  Sometimes  a   get  done,  and  honestly  assess  your  available   road  is  closed  and  you  have  to  take  a  detour— resources  and  constraints.  Be  realistic  about   but  that’s  all  part  of  the  adventure!   what  you  can  do  yourself  and  what  items  are     better  handled  by  the  pros.  Achieving  fewer,   Embarking  on  your  social  media  journey  can  feel   higher-­‐impact  successes  is  better  than  doing   daunting.  By  following  the  steps  outlined  above,   more  things  poorly.  Set  reasonable  milestones;   you  can  be  confident  that  your  efforts  will  position   make  sure  you  are  successful  before  increasing   your  company  to  engage  with  new  customers,  new   the  scope  or  number  of  social  platforms.   opportunities,  and  new  talent.           Apogee  Social  Media  Group  ~  4  
  • 5. About  Apogee  Social  Media  Group  We  help  companies  accomplish  their  goals  by  prioritizing  and  simplifying  the  use  of  social  media  to  build  and  strengthen  their  brand,  find  new  opportunities,  and  connect  to  customers  and  talent.  After  a  comprehensive  assessment,  we  work  with  you  to  develop  a  social  media  strategy,  in  which  we  may  recommend  some  of  the  coaching  and  training  options  listed  below.    Whether  you’re  a  sales  professional,  human  resource  manager,  recruiter,  executive  leader,  or  jobseeker,  you’ll  be  able  to  apply  what  you  learn  immediately.   Social  Media  for  the  Sales  Professional   Do  you  use  “social  listening”  to  find  out  where  the  sales  opportunities   are?  Do  you  know  which  competitors  are  talking  to  your  clients?  This   dynamic  instructor-­‐led,  one-­‐day  course  is  designed  to  address  the   unique  requirements  of  the  professional  sales  organization.  Learn  to   use  the  power  of  LinkedIn  to  grow  your  sales.   Social  Media  for  the  HR  Professional   Companies  compete  for  talent.  Is  your  company  finding  and  attracting   the  right  candidates?  This  interactive  instructor-­‐led,  one-­‐day  course  is   designed  to  address  the  unique  requirements  of  the  professional  HR   organization.  Learn  to  use  LinkedIn  to  tap  into  an  almost  unlimited   talent  pool—efficiently  and  effectively.   Social  Media  for  the  Business  Professional   Every  one  of  your  staff  offers  a  window  into  your  business.  Are  you   offering  the  right  view?  This  interactive  instructor-­‐led,  one-­‐day  course   is  designed  for  all  employees.  It  has  been  carefully  constructed  to  give   users  the  knowledge  and  confidence  to  skillfully  operate  in  the  world   of  social  media  (LinkedIn)—and  present  the  company  image  you  want.     LinkMeIn  for  Executives   Executives  have  a  choice  of  one-­‐on-­‐one  LinkedIn  coaching  or  turnkey   profile  development  services.  Learn  how  to  enhance  your  personal   brand,  position  yourself  as  an  expert  in  your  industry,  or  promote   personal  causes  or  charities.  We’ll  help  you  get  up  and  running  and   develop  a  full  personal  social  media  strategy.     LinkMeIn  for  Jobseekers   In  this  2-­‐part  video  learning  series,  individuals  seeking  new  career   opportunities  learn  to  use  LinkedIn  to  develop  their  unique  online   brand,  attract  recruiters  and  hiring  managers,  and  find  the  right   connections  in  target  industries.  Having  strong  relationships  online  is   critical  to  getting  ahead  in  this  job  market—we’ll  show  you  how.   Apogee  Social  Media  Group  ~  5  
  • 6. Apogee  Social  Media  Group  http://www.apogeesocialmediagroup.com/    8105  Fayetteville  Rd,  Suite  121–143  Raleigh,  NC  27603