SHRM Strategy 2010 Presentation - Agents in Social Media

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SHRM Strategy 2010 Presentation - Agents in Social Media

  1. 1. Agents in Social Media You Need Assassins, Not a Corporate Twitter Account
  2. 2. What I hope you get: • Centralized social media strategies leave money on the table. • To really get traction with social media, you have to decentralize your approach and LET GO of your need for control. • Social Network Analysis (SNA) is the science behind the superficial buzz of Twitter, Facebook and guides your internal/external social media strategy. • Agents – people who are experts in what they do for you and know how to use social media tools – are the key to getting a true return out of a social media platform. • To deploy “agents”, you can build or buy . Which approach makes sense for you depends on whether your initial goal is to influence internally or externally.
  3. 3. Lame and Played
  4. 4. “640K of memory should be enough for anybody.” a guy named bill gates, 1981
  5. 5. End of Chapter 1
  6. 6. We’re Gonna Get Us Some Social Media!!!!! Alert the Legal Team!!
  7. 7. BUT
  8. 8. EXERCISE
  9. 9. Centralized Control, High to Low OverallUseofSocialMedia,LowtoHigh Darth Vader Grip Flatline Dr. Evil’s Master Plan Freak Show
  10. 10. Cool stuff “social network analysis” (SNA)can teach us about how to use social media agents in your company.
  11. 11. The Definition Social Network Analysis [SNA] is a mathematical and visual analysis of relationships / flows / influence between people, groups, organizations, computers or other information/knowledge processing entities. (- Krebs) Any system that forms a network can be analyzed using SNA
  12. 12. Why is SNA Important? • See how organization actually works – See who and what is important – What is getting in the way – Key connections inside and outside area of focus • Talking documents – Data supported maps form basis of discussion – Sense-making • Patterns of Success – How does the research support what we are doing? – What patterns have we seen elsewhere? • Benchmark – “As Is” map and metrics of current state supports development of “Should Be” or “Could Be” maps of improved organization • What-If – Experiment with changes before organizational intervention
  13. 13. Network Maps That Result from SNA • “Work” (Information-flow) Network • “Social” Network • “Innovation” Network • “Expert Knowledge” Network • “Strategic” Network • “Learning” Network • “Decision-Making” Network
  14. 14. Definition
  15. 15. Why they matter
  16. 16. Who They Talk To
  17. 17. Employees Candidates Experts Your Competition Customers
  18. 18. What They Talk About
  19. 19. Right Mix of Professional + Personal Info =Authenticity =Believability =Authority =Influence
  20. 20. How Companies Have to Deal with Agents
  21. 21. The Middle Ground is Callled “The hedge”
  22. 22. 1+1+1=Agent
  23. 23. EXERCISE
  24. 24. 2 Choices: BUILD or BUY
  25. 25. BUild
  26. 26. BUy
  27. 27. EXERCISE
  28. 28. Should you Build or Buy?
  29. 29. 1+1+1=Agent
  30. 30. What I hope you got: • Centralized social media strategies leave money on the table. • To really get traction with social media, you have to decentralize your approach and LET GO of your need for control. • Social Network Analysis (SNA) is the science behind the superficial buzz of Twitter, Facebook and guides your internal/external social media strategy. • Agents – people who are experts in what they do for you and know how to use social media tools – are the key to getting a true return out of a social media platform. • To deploy “agents”, you can build or buy . Which approach makes sense for you depends on whether your initial goal is to influence internally or externally.

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