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Using social media to push your brand Michael VanDervort HR Florida Leadership Conference January 8, 2011
brand
Who are these guys?
Which one doesn’t belong?
Coffee
Social media
Agenda  The case for HR understanding social media  What is a brand  Why worry about brand  Who’s talking?  What the conversation can sound like  Why you should care  How to get started  Rock your Chapter
Social Media  Not rocket science Just communication, but 2-way  Policy is not the priority    Know the tools   How social media might benefit  How social media tools might harm  You need an objective and a plan
Core Competency ,[object Object]
 Becoming a critical skill
 Strategic opportunity for HR,[object Object]
Why worry? If you are in business, and especially if you are a major brand, you are already involved in the dialogue
Who’s talking? Government Customers Competitors Employees Detractors
Where to find the talk  Blogs  Twitter  LinkedIn Facebook  Forums / Groups  Many other sites
Blogs
Twitter
Tweetdeck
Government agencies
CUstomers
Competitors
youtube
Employee Complaint sites   Glassdoor.com  Jobvent.com  PissedConsumer.com  Telonu.com  Honestly.com  Craigslist and a slew of others
Employees
No bad apples
Mott’s
No bad apples
Mott’s
Texting
Takeaways Social media is not a fad Your employees are using social media Use of corporate campaigns is spreading Legal concerns – monitoring, NLRB Facebook case & concerted, protected activity Understand the platforms Develop appropriate policies and processes Train supervisors
Action plan These steps can get you started in protecting your brand with social media: Monitor your brand Stake your claim Adopt preemption strategies Engage proactively in social media Have a rapid response strategy
Advice for chapters  HR Florida may be the leader in the USA  Consider starting at least one platform  Blogs are great for sharing information Facebook is great for conversation / events  LinkedIn offers a semi-private platform  Dialogue, Information, Events  Twitter, YouTube, Flickr  Policy and guidelines
Advice for chapters  Social media is not just about marketing  Social media MUST be about engagement  You must believe, and lead by example  Let your hair down a little  You must view your audience as a community  It requires commitment and resources  Help is available  All chapters in Florida should have a social media person on their leadership team
 Rock your chapter Advice from Ben  Eubanks Need a website “Rock” some video Offer multiple ways to connect  Don’t force your own preferences Take advantage of subject matter experts Sponsor social media events (and speakers!) Co-sponsor events and webinars (Dimdim) Use “free” tools to start

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Social Media Advice for SHRM chapters

  • 1. Using social media to push your brand Michael VanDervort HR Florida Leadership Conference January 8, 2011
  • 7. Agenda The case for HR understanding social media What is a brand Why worry about brand Who’s talking? What the conversation can sound like Why you should care How to get started Rock your Chapter
  • 8. Social Media Not rocket science Just communication, but 2-way Policy is not the priority Know the tools How social media might benefit How social media tools might harm You need an objective and a plan
  • 9.
  • 10. Becoming a critical skill
  • 11.
  • 12. Why worry? If you are in business, and especially if you are a major brand, you are already involved in the dialogue
  • 13. Who’s talking? Government Customers Competitors Employees Detractors
  • 14. Where to find the talk Blogs Twitter LinkedIn Facebook Forums / Groups Many other sites
  • 15. Blogs
  • 18.
  • 19.
  • 24. Employee Complaint sites Glassdoor.com Jobvent.com PissedConsumer.com Telonu.com Honestly.com Craigslist and a slew of others
  • 26.
  • 27.
  • 28.
  • 34. Takeaways Social media is not a fad Your employees are using social media Use of corporate campaigns is spreading Legal concerns – monitoring, NLRB Facebook case & concerted, protected activity Understand the platforms Develop appropriate policies and processes Train supervisors
  • 35. Action plan These steps can get you started in protecting your brand with social media: Monitor your brand Stake your claim Adopt preemption strategies Engage proactively in social media Have a rapid response strategy
  • 36. Advice for chapters HR Florida may be the leader in the USA Consider starting at least one platform Blogs are great for sharing information Facebook is great for conversation / events LinkedIn offers a semi-private platform Dialogue, Information, Events Twitter, YouTube, Flickr Policy and guidelines
  • 37. Advice for chapters Social media is not just about marketing Social media MUST be about engagement You must believe, and lead by example Let your hair down a little You must view your audience as a community It requires commitment and resources Help is available All chapters in Florida should have a social media person on their leadership team
  • 38. Rock your chapter Advice from Ben Eubanks Need a website “Rock” some video Offer multiple ways to connect Don’t force your own preferences Take advantage of subject matter experts Sponsor social media events (and speakers!) Co-sponsor events and webinars (Dimdim) Use “free” tools to start
  • 39. Michael Vandervort Email: michael.vandervort@publix.com Phone: 813-417-8781 Twitter: @MikeVanDervort Blog: http://thehumanracehorses.com

Editor's Notes

  1. Understand that social media is not the equivalent of rocket science.  It does involve technology, but it is only a type of tool.  Tools can be used for good or evil.Don’t make developing a policy the highest priority on your professional agenda.  You need to develop at least a general understanding of the principal tools first.  This doesn’t mean you need to develop the competency of a power user.Think about how social media tools might be useful within your organization.Think about how social media tools might be used against your organization.Think about identifying internal and external subject matter experts on social media who can offer advice and support.Think about doing this BEFORE you are called on to  give advice.  If you wait until then, you are already too late.Think of gaining social media expertise as an opportunity to develop your strategic presence at work, then think about taking advantage of this golden opportunity to enhance your career.
  2. Why? It is part of the new way we communicate. Not everyone, but enough you can’t afford to ignore itThe major question that most companies must answer about this conversation is, how will you manage this dialogue, if you choose to manage it at all. Some companies choose not to. Being in social media is not the right choice for every organization.The choice your company faces is whether you want to do anything to proactively manage, direct or influence the conversation by taking part in that dialogue. My advice is that you should be, but that decision is not an appropriate one for every organization.HR professionals are also already engaged in the social media dialogue whether you know it or not., and frankly whether you like it or not. You face the same choices I just mentioned above.
  3. The major question that most companies must answer about this conversation is, how will you manage this dialogue, if you choose to manage it at all. Some companies choose not to. Being in social media is not the right choice for every organization.The choice your company faces is whether you want to do anything to proactively manage, direct or influence the conversation by taking part in that dialogue. My advice is that you should be, but that decision is not an appropriate one for every organization.HR professionals are also already engaged in the social media dialogue whether you know it or not., and frankly whether you like it or not. You face the same choices I just mentioned above.