Trends, Tricks and Threats of Being Social: Organizational Perspective

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ARMA Conference - NL Chapter
November 6, 2012
St. John’s, NL, Canada

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Trends, Tricks and Threats of Being Social: Organizational Perspective

  1. 1. ARMA Conference - NL Chapter November 6, 2012 St. John’s, NL Trends, Tricks and Threats of Being Social: Organizational PerspectiveAnatoliy GruzdSchool of Information ManagementDalhousie UniversityEmail: gruzd@dal.caTwitter: dalprofWeb: SocialMediaLab.ca
  2. 2. 2 Anatoliy Gruzd @dalprofhttp://SocialMediaLab.ca
  3. 3. 3 Anatoliy Gruzd @dalprofOutline1. The State of the Social Web2. Benefits of Using Social Media3. The “Dark Side” of Social Media4. Social Media Policy5. Social Media Analytics
  4. 4. The State of the Social Web
  5. 5. 5 Anatoliy Gruzd @dalprofFirst trans-Atlantic wireless message, 1901 (Cabot Tower, St. Johns, NL)
  6. 6. 2000s-PresentSocial Media & Networking Social Web 1B Facebook users 500M Twitter users 2B Videos watched daily
  7. 7. 7 Anatoliy Gruzd @dalprofhttp://www.comscore.com/Insights/Presentations_and_Whitepapers/2012/2012_Canada_Digital_Future_in_Focus
  8. 8. Social News• > 2/3 of Canadians who use social networking sites value them as a way of keeping up with the news.• > 1/2 of Canadians on social networks say they get a broader range of news and information from them than if they just relied on traditional media. Source: Canadian Media Research Consortium, 2011
  9. 9. “Breaking Bin Laden: visualizing the power of a single tweet” Anatoliy Gruzd @dalprof Source: http://blog.socialflow.com/post/5246404319/breaking-bin-laden-visualizing-the-power-of-a-single
  10. 10. 10Self Publishing 2.0 Social Media 2.0 Gruzd@Dal.CaPaper.liStorify.comStoryful.comTweetedTimes.comKeepstream.comQrait.com… http://paper.li/newfoundland/newfoundland-news#
  11. 11. Benefits of Using Social Media
  12. 12. 12 The 2009 “Twitter Revolution” in Iran Anatoliy Gruzd @dalprofand The 2011 “Facebook Revolutions” in Tunisia and Egypt
  13. 13. 13Social Media Aid the Haiti Earthquake (2010) and Anatoliy Gruzd @dalprofJapan Tsunami & Earthquake (2011) Relief Efforts
  14. 14. Social Media Use during “Superstorm” Sandy (2012) 14 Google Crisis Map Anatoliy Gruzd @dalprof~4M mentions~400K accounts >300K photosSource: http://www.usatoday.com
  15. 15. 15 Anatoliy Gruzd @dalprofBenefits of Using Social Media1. Increase traffic to your organizations website2. Improve your organization’s reputation/authority3. Discover resources & expertise4. Get instant feedback5. Build new connections6. Build a sense of community
  16. 16. 16 Social Media 2.0 Gruzd@Dal.CaSocial Media Use In the Private SectorCustomer Support via Twitter
  17. 17. 17 Social Media 2.0 Gruzd@Dal.CaSocial Media Use In the Private SectorMarketing 2.0 with Foursquare http://foursquare.com
  18. 18. 18 Social Media 2.0 Gruzd@Dal.CaSocial Media Use In the Private SectorMarketing 2.0 with Foursquare http://foursquare.com
  19. 19. 19 Social Media 2.0 Gruzd@Dal.CaSocial Media Use In the Private SectorYammer – Enterprise Social Networking
  20. 20. 20Social Media Use In the Private SectorA Fortune 500 company - Yammer • 30K+ employees worldwide • manufacturing, servicing and software (Zhang et al., 2010)
  21. 21. 21 Social Media 2.0 Gruzd@Dal.CaSocial Media Use In the Public SectorCanada Revenue Agency - YoutubeGoal: Citizen involvement, Awareness
  22. 22. 22 Anatoliy Gruzd @dalprofSocial Media Use In the Public SectorNewfoundland and Labrador Tourism - Facebook
  23. 23. 23 Anatoliy Gruzd @dalprofSocial Media Use In the Public SectorRCMP (Newfoundland and Labrador)
  24. 24. 24 Anatoliy Gruzd @dalprofSocial Media Use In the Public SectorRCMP (Newfoundland and Labrador) Tag cloud created with http://netlytic.org
  25. 25. 25 Anatoliy Gruzd @dalprofRaising Funds with Social Media#beatcancer Campaign
  26. 26. 26The “Dark Side” of Anatoliy Gruzd @dalprof Social Media…
  27. 27. 27Fired Over Blog Anatoliy Gruzd @dalprof• Date of case: December 2006• City/Country: Chatham, ON, Canada• The Municipality of Chatham-Kent• Summary of case: An Ontario court ruled that a nursing home employee’s firing was justified, after she posted inappropriate comments and pictures of the nursing home on her personal blog. Source: Chatham-Kent (Municipality) v. National Automobile, Aerospace, Transportation and General Workers Union of Canada, March 26, 2007
  28. 28. 28 Anatoliy Gruzd @dalprofHarm to Organization’s Reputation• An American Red Cross employee accidentally tweeted a beer-related post to the charitys Twitter account (Feb. 2011)• Chrysler’s Twitter Account Accidentally Drops the F-word (Mar. 2011)
  29. 29. ~1/2 office employees accessFacebook during work (Nucleus Research, 2009) Productivity Losses?
  30. 30. Solution: Social Media PolicyQ. How do we create a SocialMedia Policy?
  31. 31. 31 Anatoliy Gruzd @dalprofMost Organizations Don’t Have a SocialMedia Policy!• Manpower employer services (2010) survey ▫ only 2o% of organizations worldwide have a formal policy  29% - Americas  25% - Asia-Pacific  11% - Europe, the Middle East and Africa
  32. 32. 32 Anatoliy Gruzd @dalprofhttp://www.dal.ca/webteam/web_policies/social_media.html
  33. 33. 33 Anatoliy Gruzd @dalprofDalhousie Best Practices Documents• http://www.dal.ca/webteam/web_policies/social_media.html• Facebook• Twitter• Responding to online discussion
  34. 34. 34Where to start? Anatoliy Gruzd @dalprofSocial Media Policy Databasehttp://SocialMediaGovernance.com/policies.php
  35. 35. 35 Social Media 2.0 Gruzd@Dal.CaCisco Social Media Policy1. Identify yourself as a Cisco employee2. Keep applicable policies in mind (e.g., Cisco Code of Business Conduct)3. Do not commit Cisco to any action unless you have authority to do so4. Protect reputation5. Do not post confidential or copyrighted information Source: http://www.scribd.com/doc/33518678/Cisco-Social-Media-Playbook-Best-Practice-Sharing
  36. 36. 36 Social Media 2.0 Gruzd@Dal.CaCisco Social Media Policy (cont.)6. Do not make statements about Cisco’s financial performance7. Maintain confidentiality of internal only information8. Do not post anything that is offensive, harassing, or in violation of any applicable law or any Cisco policy9. Do not engage with the news media to discuss Cisco strategy and/or business without PR consultation and approval Source: http://www.scribd.com/doc/33518678/Cisco-Social-Media-Playbook-Best-Practice-Sharing
  37. 37. 39 Anatoliy Gruzd @dalprofNHL Social Media Policy (Sep 2011) Social media policy “instituted a blackout for players from two hours before game-time to the finish of their media interviews following the game…” (The Globe & Mail, Sep 15, 2011)
  38. 38. Social Media Analytics
  39. 39. 41Anatoliy Gruzd @dalprof
  40. 40. 42 Anatoliy Gruzd @dalprofSource: http://www.cdc.gov/metrics
  41. 41. 43 Social Media 2.0 Gruzd@Dal.CaSample Social Media Analytics Products
  42. 42. ContentAnalytics http://Netlytic.orgNetworks
  43. 43. 45 Anatoliy Gruzd @dalprof Communication Network of Twitter chatter on #2011canadagames• Red = volunteer/blogsquad• Blue = organization• Green = individual
  44. 44. 46Social Media Use during the 2011 Canadian Federal Election Anatoliy Gruzd @dalprof
  45. 45. 47 Anatoliy Gruzd @dalprofKnow Your Audience
  46. 46. ARMA Conference - NL Chapter November 6, 2012 St. John’s, NL Trends, Tricks and Threats of Being Social: Organizational PerspectiveAnatoliy GruzdSchool of Information ManagementDalhousie UniversityEmail: gruzd@dal.caTwitter: dalprofWeb: SocialMediaLab.ca
  47. 47. 49 Social Media 2.0 Gruzd@Dal.CaReferences• Canadian Media Research Consortium (2011). Social networks transforming how Canadians get the news Report. Retrieved from http://www.mediaresearch.ca/en/projects/socialmedia.htm• Coker, B. (2011). Freedom to surf: the positive effects of workplace internet leisure browsing. New Technology, Work and Employment, 26(3).• Los Angeles Times (2011, Jan 27) Insurance companies mining Facebook data by Shan Li• MSNBC.com (2005, Sep 8) Delta employee fired over blog sues airline. http://www.msnbc.msn.com/id/9259944/ns/technology_and_science- tech_and_gadgets/t/delta-employee-fired-over-blog-sues-airline/• NuNucleus Research (2009). Facebook: Measuring the cost to business of social notworking. Report J57. Retrieved from http://nucleusresearch.com/research/notes-and-reports/facebook-measuring- the-cost-to-business-of-social-notworking/• Zhang, J., Qu, Y., Cody, J., & Wu, Y. (2010). A case study of micro-blogging in the enterprise. Proceedings of the 28th international conference on Human factors in computing systems - CHI ’10 (p. 123). Presented at the the 28th international conference, Atlanta, Georgia, USA. doi:10.1145/1753326.1753346
  48. 48. 50 Anatoliy Gruzd @dalprofImage credits• http://en.wikipedia.org/wiki/File:Cabot_Tower,_St._John%27s.jpg• http://commons.wikimedia.org/wiki/File:US_Navy_110318-N-SB672- 773_An_aerial_view_of_Japanese_Ground_Self- Defense_Force_personnel_and_disaster_relief_crews_searching_Sukuiso,_Japan.jpg• http://commons.wikimedia.org/wiki/File:Al_Qaed_Ibrahim_Mosque_during_the_2011_ Egyptian_Revolution.jpg• http://commons.wikimedia.org/wiki/File:Air_Canada_A320_C-GKOE.jpg• http://www.flickr.com/photos/sdasmarchives/4831188837/• http://commons.wikimedia.org/wiki/File:Wanping_kou_beach.jpg• http://www.flickr.com/photos/incognito_rico/3126511985/• http://commons.wikimedia.org/wiki/File:Winnipers_celebrate_return_of_NHL_hockey.j pg• http://www.flickr.com/photos/sdasmarchives/4831188837/• http://www.flickr.com/photos/en321/89248433/

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