Social media and business, 4 10
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  • Survey: 53% of Employers use Social Networking Sites to screen candidates 29% Facebook 26% LinkedIn 21% MySpace Reasons to reject someone: Provocative or revealing photographs or information (53%) Posted content about drinking or using drugs (44%) Bad-mouthing a previous employer, co-worker or client (35%) Candidate showed poor communication skills (29%) Candidate made discriminatory comments (26%) Candidate lied about their background (24%) Candidate revealed confidential information from previous employer (20%) Candidate sent a message using an emoticon such as a smiley face (14%) Candidate used text language in an email or job application (gr8!) (16%) Survey What kind of postings HELPED candidates get the job? Profile provided good information as to candidate’s personality and fit (50%) Profile supported the candidate’s professional qualifications (39%) The profile showed that the candidate was creative (38%) The candidate showed good communications skills (35%) The profile showed that the candidate was well-rounded (33%) Other people posted good references about the candidate (19%) The profile showed that the candidate has won awards and accolades (15%)

Social media and business, 4 10 Social media and business, 4 10 Presentation Transcript

  • Social Media & Business Presented by Jackie Reau & Cynthia Gibson
  • What is social media…today?
  • What is social media…today? Presented by Jackie Reau, Game Day Communications
  • Why should you use social media in business
    • Creates ambient awareness of your business, organization and/or events
    • Go direct to your clients with your key messages
    • Use it for competitive intelligence
    • Customer service
    • Cut budget items as printing, postage, etc.
  • You & social media
    • Many HR managers are using social media in the recruitment process to determine qualified applicants
    • Use social media to position yourself favorably
    • Monitor “your” brand with Google
      • You can’t delete negative references but social media helps “push” them down to other pages
    • Reinvent yourself using social media to draw interest to you and your passion(s)
  • Getting started
    • Purpose/objective
      • Marketing/positioning/branding
      • Customer service engagement
    • Retrain your brain
      • Incorporate social media into your lifestyle
    • Develop a strategic yet spontaneous editorial schedule for your social media conversation
    • Recruit and train your staff, colleagues to help
    • Educate your customers/clients on where to find you and how to use social media with traditional efforts
  • Planning your strategy
    • Conduct an analysis on your competition to gauge how they are using or if they are using social media
    • Conduct an internal audit on who is using social media within your audience to determine your reach
    • Create a social media team to help execute your strategies
  • Cincinnati Playhouse in the Park Social Media Audit 4/13/10 Y Y, 2,292 followers Y, 36 videos with 39,501 total views 1,518 Y Cincinnati Opera N N Y, 9 videos with 311 total views 667 Y Taft Museum Y Y, 2,357 followers Y, 38 videos with 33,905 total views 2,747 Y CAC Y Y, 6,487 followers Y, 4 videos are posted with 15,128 total views 4,611 Y Cincinnati Art Museum Y Y, 912 followers Y, 23 videos posted with 14,484 total views 1,992 Y Cincinnati Ballet Y Y, 381 followers Y, 55 videos are posted with 41,231 total views 1,456 Y Cincinnati Symphony Orchestra N N Y, one video posted with 908 total views 579 Y Ensemble Theatre N Y, 512 followers Y, one video posted with 644 total views 921 Y Cincinnati Shakespeare Y Y, 1,442 followers Y, four videos posted with 352 total views 1,840 Y Playhouse in the Park Linkedin Profile Twitter (Y/N) Youtube channel (Y/N) # of fans Facebook Fan Page Name of Organization
  • Create and share your social media network
    • Always link social media to your web site
    • Create your own content with videos, photos and upload
    • Recruit expert bloggers for your site to create your own “beat” writers
    • Use social media newsroom sites with social media releases, i.e. Pitchengine, CNN’s i-report, CBS’ Bleacherreport to share your content
  • Tricks for Facebook
    • Create a fan page for general consumer use and a group for specific consumer use
    • Add applications
    Presented by Jackie Reau, Game Day Communications
  • Create, connect and manage your community
    • Search for industry influencers based on key words in Twitter, Linkedin
      • Use personal notes with your invitations
    • Use free applications to engage your community
      • Tweetdeck for Twitter
    • Add yourself/organization to to connect with like-minded people
    • Tag social media content like you would Google
    Presented by Jackie Reau, Game Day Communications
  • Tricks for Linkedin
    • Make sure your profile is at 100% completion
    • Add a personal note to invite people into your network
    • Complete your corporate profile
    • Use groups to share information, grow your network
    • Add applications to your page, i.e.
    • Maintain the page
    Presented by Jackie Reau, Game Day Communications
  • Tricks for Youtube
    • Always link social media to your web site
    • Create your own content with videos, photos and upload
    • Recruit expert bloggers for your site to create your own “beat” writers
    • Use social media newsroom sites, i.e. Pitchengine, CNN’s i-report, CBS’ Bleacherreport to share your content
    Presented by Jackie Reau, Game Day Communications
  • Measurement
    • Create a quarterly scorecard to add to your marketing matrix
      • Web site traffic
      • Facebook Fan Page fans, offers, engagements
      • Twitter followers, engagements
      • Youtube views, comments
      • Blog views, comments
      • Response to exclusive offers with promo codes
  • Resources for staying fresh
    • (blog)
    • Google alerts with key words of industry interest
    • HARO, Help A Reporter Out
    • Your local Social Media Breakfast
    • WOMMA, Word of Mouth Marketing Association
    • 60 %
    • of executives interviewed by Deloitte in 2009 believed that they have a right to know how employees portray themselves and their employers on social networking sites.
    • 53 %
    • of employees say their social networking activities should not be any concern of their employer.
    • External Challenges
    • Internal Challenges
    • Social media provides a potential treasure trove of evidence in litigation
    • Make sure to check Statement of Rights and Responsibilities when looking for this information
    • Content that is modified or removed from a profile during the course of litigation = spoliation?
    • Woman in Hendersonville, TN arrested for “poking” a woman on Facebook because she broke court order in doing so.
    • Tough lessons learned by Joshua & Lara
      • Involved in drunk driving crashes
      • Pictures of Joshua at a Halloween party wearing prisoner pinstripes
      • Pictures of Lara drinking and comments about partying
      • Used against them in sentencing
    • DVD Copy Control Assoc. v. Bunner
    • Supreme Ct. of CA held that widespread dissemination of a trade secret – even if through an inadvertent or illegal leak – could lead to the loss of trade secret protected status
    • Many companies employ third party services to monitor everything posted on the web about their competitors
    • “ These systems can be effective competitive intelligence tools” Steve Duncan, Society of Competitive Intelligence Professionals
    • Domino’s YouTube scandal
    • “ The 15 Biggest PR Disasters of the Decade”
      • Business Insider December 17, 2009
    • 37% of connected employees surf the Web at work.
    • The average worker admits to wasting more than 2 hours of an 8 hour work day.
    • 86% of employees use office email for personal reasons.
    • 24% of workers admit to shopping online while at work.
    • 70% of all Internet porn traffic occurs between 9-5 work day.
    • 64% of employees have received offensive emails at work.
    • 44% of employers use social-networking sites to examine the profiles of job candidates and 39% have looked up the profile of a current employee
    • Positive and Negative Inferences
      • Provacative/revealing photos or information (53%)
      • Providing good information as to candidates’s personality and fit (50%)
    • Get consent in application
    • Use can vary by job category
      • Consistent process for searches
      • Criteria used (e.g. criminal behavior, discriminatory animus)
      • Retain record of pages viewed
      • Discuss before revoking offer
    • Consider separating recruiting data from hiring process
    • Consider prohibiting hiring manager from googling applicants
    • Consider using post offer only
    • Simonetti v. Delta Air Lines
    • Flight attendant posted suggestive photos of herself wearing her uniform on her blog
    • She was terminated
    • Claimed sex discrimination because male employees were not terminated for similar and worse behavior
    • Blakey v. Continental Airlines
    • After Blakey sued Continental for harassment, fellow employees allegedly posted defamatory and harassing comments about her on an independent employee discussion board
    • NJ Supreme Court said employer may have duty to monitor the postings
    • Employees owe a duty of loyalty to their employers
    • Marsh v. Delta
      • Employee who wrote letter to the editor criticizing Delta was terminated
      • Letter was “simply venting and not raising matters of safety or illegality”
    • Austin Police Chief fired a police officer for insubordination after the officer posted a blog entry that his superiors concluded was meant to undermine the chief’s authority
    • Lawsuit was filed – ultimately dismissed