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Social media and business, 4 10

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  • CareerBuilder.com 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%) CareerBuilder.com 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%)
  • Transcript

    • 1. Social Media & Business Presented by Jackie Reau & Cynthia Gibson
    • 2.  
    • 3. What is social media…today? http://www.youtube.com/watch?v=sIFYPQjYhv8
    • 4. What is social media…today? http://www.youtube.com/watch?v=sIFYPQjYhv8 Presented by Jackie Reau, Game Day Communications
    • 5.  
    • 6. 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.
    • 7. 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)
    • 8. 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
    • 9. 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
    • 10. 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
    • 11. 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
    • 12. 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
    • 13. 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 www.wefollow.com to connect with like-minded people
      • Tag social media content like you would Google
      Presented by Jackie Reau, Game Day Communications
    • 14. 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. slideshare.net
      • Maintain the page
      Presented by Jackie Reau, Game Day Communications
    • 15. 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
    • 16. 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
    • 17. Resources for staying fresh
      • Mashable.com
      • Socialmediab2b.com (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
    • 18.  
    • 19.
      • 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.
      • www.businessweek.com
    • 20.
      • External Challenges
      • Internal Challenges
    • 21.
      • 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
    • 22.
      • Content that is modified or removed from a profile during the course of litigation = spoliation?
    • 23.
      • Woman in Hendersonville, TN arrested for “poking” a woman on Facebook because she broke court order in doing so.
    • 24.
      • 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
    • 25.
      • 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
    • 26.
      • 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
    • 27.
      • Domino’s YouTube scandal
      • “ The 15 Biggest PR Disasters of the Decade”
        • Business Insider December 17, 2009
    • 28.  
    • 29.
      • 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.
        • employee-network-monitoring.com/statistics
    • 30.
      • 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
        • Vault.com
      • Positive and Negative Inferences
        • Provacative/revealing photos or information (53%)
        • Providing good information as to candidates’s personality and fit (50%)
        • Careerbuilder.com
    • 31.
    • 32.
      • 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
    • 33.
      • 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
    • 34.
      • 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
    • 35.
      • 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”
    • 36.
      • 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

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