The Path to Product Excellence: Avoiding Common Pitfalls and Enhancing Commun...
SHRM Strategy 2010 Presentation - Agents in Social Media
1. Agents in Social Media
You Need Assassins, Not a
Corporate Twitter Account
2.
3.
4. 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.
26. Centralized Control, High to Low
OverallUseofSocialMedia,LowtoHigh
Darth Vader
Grip
Flatline
Dr. Evil’s
Master Plan
Freak Show
27.
28.
29. Cool stuff “social
network analysis”
(SNA)can teach us
about how to use
social media agents
in your company.
30.
31. 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
32.
33. 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
34. Network Maps That Result from SNA
• “Work” (Information-flow) Network
• “Social” Network
• “Innovation” Network
• “Expert Knowledge” Network
• “Strategic” Network
• “Learning” Network
• “Decision-Making” Network
78. 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.
