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Who Owns Social Media?
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Who Owns Social Media?



Presentation delivered at the 2010 NewComm Forum in San Mateo, Calif.

Presentation delivered at the 2010 NewComm Forum in San Mateo, Calif.



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Who Owns Social Media? Who Owns Social Media? Presentation Transcript

  • Who Owns Social Media? Everyone in the Company
  • Business and Social Media
    Big brands are embracing the good, the bad and the ugly of social media
    It’s not about campaigns, but a permanent positioning
    • Fortune 500’s use of blogs, video, and podcasts has increased, but Twitter was the ‘09 social media channel of choice - Society for New Communications Research ‘09
    • 22% of the ‘09 Fortune 500 have a public corporate blog
    • 86% of these blogs link directly to a corporate Twitter account, a 300% increase over the ‘08 study
    Social media must be embraced company-wide
  • But Who’s on First?
    Q: Who should own social media?
    Of those engaged in social media efforts:
    72.7% - Sales and Marketing
    54.5% - PR
    Options not selected = HR, Owner, Other
    Of those not engaged:
    50% - PR
    33.3% - Sales and Marketing
    16.7% – HR
    16.7% - Owner
    0% - IT
    In c21’s survey of 200 business owners and communicators giving them multiple choice options
  • Who’s Producing Content?
    2/3 said designated team members produce content
    1/3 said all employees produce content
    Unfortunately, most are doing so without formal guidelines
    Q: Do you have a SM policy?
    • 63.6% - NO
    • 36.4% - YES
  • What Thought Leaders are Saying
    “It’s not a department that owns social media, it’s the consumer.” Heather Oldani, Director, US Communications, McDonalds @Heather04“The consumer owns the brand, and thus so do employees.”Carol Kruse, Vice President, Global Interactive Marketing, The Coca Cola Company“It comes down to content and authenticity.”Gary Vaynerchuck, owner, Wine Library and social media thought-leader @garyvee
  • Are all Industries on the Bandwagon?
    Employers should add a policy to their employee handbooks or manuals
    that prohibits personal employee blogging during working hours.
    a policy that specifically addresses private blogs and chat rooms during off hours.
    From Internet Business Law Services, article onEmployee Blogs Pose Potential Problems for Businesses
  • Case Studies
  • There’s a Booger in My Pizza
    April 2009 – Employees post gross video on YouTube
    Alerted by a consumer/blogger
    No response for 24 hours
    Then, video goes super-viral
    Domino’s responds in 48 hours:
    Creates a Twitter account to respond to consumers
    Posts CEO video on YouTube
  • My Flowers Haven’t Arrived
  • Management Approaches
    Lone Wolf Approach
    Silo focus
    SM is the focus of one person/dept.
    Identify appropriate “steward of the message”
    Albeit one or a few - content MUST be inclusive and organizationally authentic
  • Management Approaches
    Kumbaya Approach
    Create core team
    Cross-functional, high-level members
    Define measurement /reporting accountabilities
    Provide simple, clear guidelines – regardless of “official” social media role
    Brand and messaging
    Public discourse
    Encourage all employees to consider social media and what they do for the company
  • Trust the Leaders
    Learn from the best in SM policy guidelines
    Even when you are talking as an individual, people may perceive you to be talking on behalf of Kodak, be upfront…
    Click here for other sample social media policies
  • Management Approaches in Action
  • United Linen
    Web site
    What: Regional Uniform/ Linen Co.
    Founded in 1936
    One-man marketing team
    Who: Scott Townsend, Marketing Director
    Why: Brand awareness, lead generation
  • United Linen
  • United Linen Results
    Major business media buzz
    National coverage for a regional small business is invaluable
    Enhanced customer service
    Twitter used to update customers during bad weather
    Building new business relationships
    Reaching new audiences
  • The Coca-Cola Company
    What: Producer of more than 500 beverage brands worldwide
    Founded in 1886
    92,400 employees
    Why: Brand engagement, hyper-local connections
    “The Coca-Cola Company strives to refresh the world, inspire moments of optimism and happiness, create value and make a difference.”
  • The Coca-Cola Company
    > 18K Twitter followers
    > 5 million fans
    70% user-generated content
  • The Coca-Cola Company
    Engaging music fans on MySpace
    Over 200,000 YouTube Channel views
  • The Coca-Cola Company
    3-page Social Media Policy:
    Certification for official spokespersons
    Guidelines for all employees
    Cross-functional Social Media Council:
    Heads of Legal, PR, Global Marcom, HR meet monthly to plan/adapt
  • Oppenheim Law
    • What: Law firm in Florida
    • Real estate foreclosure specialty
    • Founded 2000
    • Who: Husband/Wife team
    • Why: Thought-leadership, client education
    • Results:
    • “Made lemonade”
    • Several thousand online subscribers in less than a year
    • National media coverage like WSJ and more
  • What Went Wrong?
    Within 48 hours, this campaign triggered a backlash from its target audience
  • The Motrin Moms Meltdown
    October 2008 - Motrin posts video online
    Nov. 15 - Critics surface on Twitter (@JessicaGottlieb)
    Nov. 15 - #motrinmoms becomes a high trending topic
    Nov. 16 - “Motrin Makes Moms Mad” response video launches on
    Nov. 16 - Motrin pulls the video, shuts down site
    Nov. 17 - Site returns, Motrin issues statement
  • Tracking Motrin’s Response
    Did they monitor?
    Were they present on social media channels?
  • Conclusions
    Identify the best messengers
    Good writers, creative thinkers, good spokespeople, engaged
    Develop proactive strategies for listening, connecting and influencing
    Editorial calendars, posting ideas, etc.
    Put policies in place
    Monitor and measure
  • communications 21
    www.facebook.com/c21prTwitter: @c21pr
    Sharon Goldmacher, president & CEO sgoldmacher@c21pr.com
    Marlena Reed, VP of Interactive Services, mreed@c21pr.com