Social media: Understanding the landscape, opportunities and best practices
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This document discusses social media, including what it is, what it does, ethics and effectiveness. It defines social media as having over 600 million users and 100 million daily mobile views. It discusses how social media can be used to follow thought leaders, entertain, learn, connect with friends and research brands/products. Challenges with social media include careless employees sharing confidential information and employee distraction. The document recommends establishing ethical guidelines, a social media policy and abiding by best practices. It provides examples of social media strategy and policy resources.
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Social media: Understanding the landscape, opportunities and best practices
- 1. social media
- 5. social media: what it is what it does ethics & effectiveness
- 6. a social media marketing agency
- 7. social media:what it is
- 10. social media: what it is
- 13. 100 million mobile views daily
- 14. try this… follow & listen { { inspire @corybooker @deepakchopra @redcross @richardbranson @zappos @mayoclinic entertain @conanobrien @mindykalling @rainnwilson @theonion @stephenathome @johncleese learn @wired @nytimes @oprah @cnn @ted_talks @presssec
- 15. social media:what it does
- 16. { friends/family relationships jobs meetup brands/products connect
- 17. trust research customer service recruiting decisions
- 18. news fundraising environment travel history
- 20. social media:ethics & effectiveness
- 22. challenges careless or negligent employees
- 23. challenges confidential information shared
- 25. challenges
- 26. challenges
- 27. social media strategy 1. establish ethical guidelines 2. create social media policy 3. abide by best practices
- 28. WOMMA ethics code of conduct TRUST between brand and consumer INTEGRITY comply with laws, regulations, rules rules RESPECT focus on consumer welfare
- 29. HONESTY consumers are entitled to their opinions RESPONSIBILITY sensitivity and care are a must PRIVACY encourage practices that promote privacy
- 30. social media strategy 1. establish ethical guidelines 2. create social media policy 3. abide by best practices
- 31. social media policy STATE PURPOSE BE AUTHENTIC PROTECT CONFIDENTIALITY STATE APPROVAL PROCESS STATE COMPANY RIGHTS EXERCISE GOOD JUDGMENT https://www.socialmediagovernance.com/policies.php
- 32. social media strategy 1. establish ethical guidelines 2. create social media policy 3. abide by best practices
- 33. listen to your audience make it personal become familiar dedicate resources minimize barriers stay organized measure results
- 34. try this… read: intel’s social media policy http://intel.ly/intelpolicy
- 35. the space pecha kucha innovations . brands . resources
- 37. innovations
- 38. innovations
- 40. innovations
- 41. innovations
- 42. innovations
- 43. innovations
- 44. brands
- 45. brands
- 46. brands
- 47. brands
- 48. brands
- 49. brands
- 50. brands sales up 106%
- 51. resources
- 52. resources
- 53. resources
- 54. resources
- 55. breathe
- 56. thank you larryw@fanscape.com www.larrywblog.com @lardog2000
- 57. resources YouTube.com - social media revolution 2 (Refresh) mystarbucksidea.com www.womma.org – ethics guidelines socialmediagovernance.com – policies Intel.ly/intelpolicy www.doseofdigital.com http://bit.ly/pharmawiki http://bit.ly/fdapolicy http://bit.ly/fdapolicy2
Editor's Notes
- State the purposeState purpose of the policy, reference that employees need to look at employment agreements and other policies, state that this applies to multi-media, social networks, blogs, wikis, both personal and professional. 2. Be Authentic and responsible for what you writeYour organization and its representatives need to take responsibility for what they write, and exercise good judgment and common sense. Include your name and, when appropriate, your company name and your title. Do not disclose confidential or proprietary information. Add disclaimer when expressing views that are your own and not the company’s.3. Protect confidential and proprietary infoState that employees who share confidential or proprietary information do so at the risk of losing their job and possibly even ending up a defendant in a civil lawsuit. 4. State approval processIf you have a process in place to communicate in social media outlets, state it here.5. Sate company rightsState that the company reserves the right to request that certain subjects are avoided, posts withdrawn, and inappropriate comments removed.6. Exercise good judgmentYour employees should understand that companies can and will monitor employee use of social media and social networking web sites, even if they are engaging in social networking or social media use away from the office.*http://www.inc.com/guides/2010/05/writing-a-social-media-policy.html + http://mashable.com/2009/06/02/social-media-policy-musts/
- Listen to your audienceMonitor the channels they are using. What are they saying about you? About your competitors? Identify potential issues2. Make it personalAssign passionate subject matter experts to run your community. Give the brand a voice. Let consumers know there is a person behind the brand3. Become familiarUnderstand the social channels you are using. Follow social media trends. Know the brand. Get to know the other teams working with the brand4. Dedicate resourcesSocial media is an opportunity cost. Dedicate time to strategic experimentation. Take the time to listen and develop your voice5. Minimize barriersMake participating in the community easy. Make it free –there should be no cost or lengthy registration process to contribute6. Stay organizedDevelop conversation calendars to keep track of activity, budget, events, etc. Communicate with brand teams to ensure messaging remains consistent7. Measure resultsTrack and measure your social media efforts to determine if they are working. Experiment and test new ways to measure