7 Adopting & integrating SM in organisations

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  • For example, social media for your business might be a matter of generating and publishing content to attract visitors to your website, where they buy services. It might also be about publishing information, like the whereabouts of the taco truck. Or it might be to deal with complaints, like bad reviews. Maybe it's like sales collateral, helping to close sales by positioning the business and its expertise. Start your plan by stating the goal.
  • Use contents that fit with your core values or organizational goals. This can be as simple as maintaining a certain image for your organization, or as complex as protecting it from legal problems.This is also the time to consider what types of content should never be posted, or posted only with approval.
  • How will you judge performance? Numbers in order to review and revise your plan?Standard numbers for measuring social media could be traffic generated, tweets, updates, likes, retweets, increase in sales, orders for special deals, or even the interesting social-media measurements like Klout or peer index that combine numbers into theoretical measurement of influence or impact.
  • Committees, groups, and meetings don't actually do anything for a real business. It takes people. So an strategy plan includes very clearly defined tasks and responsibilities. Who does what? Make that explicit. Beware of the dangers of having multiple people involved in a solution, without any one person committed to doing something.Develop commitment, not just involvement. Compare the role of the pig to the role of the chicken in the classic bacon-and-egg breakfast: The chicken is involved, the pig is committed.The social-media strategy plan should define who's doing what. Is it one person on Twitter and another on Facebook? Is one gathering and curating content and another watching complaints? Who does the messaging? Who develops blog posts? Spell it out.
  • An action plan must have specific concrete steps that need to be taken. For social media, that would be actions like setting up accounts, developing graphics for the different pages, defining what kinds of updates should be done, on which platform, and others. How many tweets are required? How many are too many? Do you post the same thing exactly on Twitter, Facebook, and LinkedIn? What kind of content gets liked or retweeted? What's supposed to happen?
  • GeoNet Facebook page
  • GeoNet Facebook page
  • HOW TO: Build Your Personal Brand on Facebook: http://mashable.com/2009/04/02/facebook-personal-brand/
  • 7 Adopting & integrating SM in organisations

    1. 1. Lecture 7Adopting and Integratingthe Use of Social Media in Organisations
    2. 2. Recall these from thriving online communities lecture? 2
    3. 3. Objectives• To identify and address how organizations adopt and integrate the use of social media• To provide information about how and why to write a social media strategy.• To provide information about what content should be included in a social media policy• To gain an understanding of social media comment policy and how to write terms of use for your social sites. COMP113: Social Media & Online Communities 3
    4. 4. Common Steps to Adopting the Use of Social Media in OrganisationsIdentify a team to support SM use in the organisationDevelop a strategyCreate policy & guidelinesAction planAnalyse, adapt, and improve COMP113: Social Media & Online Communities 4
    5. 5. 5
    6. 6. Developing COMP113: Social Media & Online Communities 6
    7. 7. 1 2 3 1 4 Why do I need 5 Social Media?List reasons you need Social Media COMP113: Social Media & Online Communities 7
    8. 8. 1 2 2 3 4 Who are my audience? 5Identify your audience groups (There may only be one) COMP113: Social Media & Online Communities 8
    9. 9. 1 2 3 3 4 What do I want to achieve? 5Set your goals and list your objectives COMP113: Social Media & Online Communities 9
    10. 10. 1 2 3 4 4What competitors 5 are doing?Analyse competitors’ social mediastrategy COMP113: Social Media & Online Communities 10
    11. 11. 1 2 3 5 Which social 4 media sites will I use? 5Select your social channels COMP113: Social Media & Online Communities 11
    12. 12. 1 62 What content am I going to3 create? What types of content will you use45 COMP113: Social Media & Online Communities 12
    13. 13. 1 2 3 4 7 5 Which tools am I going to use to measure my successlist tools that might be used. (You may only decide to use one) COMP113: Social Media & Online Communities 13
    14. 14. 1 82 What resources do I need?3 List all resources needed45 COMP113: Social Media & Online Communities 14
    15. 15. 1 2 3 4 9 5Who is responsible for my Social Networking?Pick the person/people taking responsibility) COMP113: Social Media & Online Communities 15
    16. 16. COMP113: Social Media & Online Communities 16
    17. 17. what’s involved in creating one• It depends on the organisation’s particular needs• If the organisation already has a policy• to guide staff toward a better fit of organization’s brand and values presence on social media.• Identifying and Incorporating Values• Assigning Roles• Protecting rights to content• Personal Vs. Professional COMP113: Social Media & Online Communities 17
    18. 18. Social Media PolicyCitizen Conduct and CommentsBefore jumping in the social stream, your organizationshould:• Determine ”terms of use” for citizens visiting your social sites;• Define internal response protocols for negative comments and inappropriate posts;• Determine how your organization will listen to and moderate the conversation to ensure inappropriate comments are detected and deleted. COMP113: Social Media & Online Communities 18
    19. 19. Social Media Policy Terms of Use• State response time during and after working hours.• Explain that by using the site, users unconditionally accept your terms and conditions of use;• Detail what kinds of content is allowed or is advisable for users to post: whether or not photos or video are allowed (this involves personal privacy protections and copyright laws); and for sites that deal with health topics, no personal medical information.• Explain that users cannot post advertisements or spam;• Detail what you will do if something inappropriate is posted, including deleting the comments and potentially blocking the person from the page.Examples COMP113: Social Media & Online Communities 19
    20. 20. Social Media Policy Guidelines for the SM team• Be knowledgeable of various legal terms and what they mean in your business environment, such as defamation, endorsements, intellectual property, and any form of wrongful disclosure• Be aware of global implications of your online communication• Avoid inappropriate comments about competitors or others onlineOn the other hand, they must also:• Remain positive• Be helpful and add value• Be transparentExamples COMP113: Social Media & Online Communities 20
    21. 21. Social Media Policy Guidelines for Staff• Some companies feel the need to provide their employees with general guidelines on how to use social media for both their personal profiles as well as professional profiles.• These guidelines can simply be reminders of what’s considered confidential information or information that could have legal ramifications if shared on social networks in any format.• You need to be upfront and specific about what is an absolute no-no. What are the prohibited forms of communication?• Do you wish to monitor employee use of social media? Have you received legal advice about this and inserted the correct clauses into the policy regarding monitoring?• The most important part: what are the appropriate use guidelines? This section needs to cover off on areas such as confidentiality, privacy, honesty and accuracy, competition, respect and fair use.• What happens if an employee violates the policy?• There needs to be a section where the employee signs the policy and indicates that they have understood the policy.Examples COMP113: Social Media & Online Communities 21
    22. 22. Action PlanAn action plan must have specific concrete steps that need to be taken.For example• setting up accounts,• developing graphics for the different pages,• defining what kinds of updates should be done, on which platform, and others.• How many tweets are required?• How many are too many?• Do you post the same thing exactly on Twitter, Facebook, and LinkedIn? What kind of content gets liked or retweeted?• Whats supposed to happen? COMP113: Social Media & Online Communities 22
    23. 23. Tracking &Following up• Review performance of the individuals and specific tasks against their numeric measurement• Review like once a month COMP113: Social Media & Online Communities 23
    24. 24. Example - Facebook• Set rules guidelines before you set up the page• Basic info• Limits : • How many hours per day? • What happens out of hours? • Swearing / rude posts – what to do?• Manage permission
    25. 25. Example - Facebook
    26. 26. Example - Facebook
    27. 27. 1 –Developing a strategy2 – Creating policy & guidelines3 – Establish Terms of use Recap4 – Create your profile with logo for Bring your social mediayour company strategy to life!5 – Remember that Socialnetworking does not make youmoney, but building relationshipsdoes. COMP113: Social Media & Online Communities 27

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