The document discusses organizational use of social media and addresses several key questions: - Who should own and control an organization's social media presence - one department or a centralized team? Decentralization allows more engagement but less control. - Social media can be used for marketing, public relations, customer service, and technology/network management purposes. Each area brings its own objectives and challenges to social media strategy. - Proper social media governance and oversight is needed to avoid damaging incidents from inappropriate posts, as shown by examples with Chrysler and United Airlines. The document examines the pros and cons of internal vs. external social media management.

1. Organizational Social Media
Who’s in control?
July 20, 2011
W. David Hubbard
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There’s Something for Everybody in
Social Media
•And the well known sites Facebook, Twitter, and You Tube are not even shown here
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2. Key Social Media Business Objectives
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Key Social Media Business Objectives
• Engage consumers in dialogue on
a real-time basis
• Connect consumers to business
initiatives, products, and services,
and promotional campaigns
• Create and foster a consistent Any Device/Any Where
brand message and image
• Address complaints, concerns,
etc.
• Support business transformation
to drive innovation and growth
Employees Customers Partners
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3. We need a Social Media Owner
Collaboration
Communications
& Unified customer service
Messaging
Experience
PC Mobility/
Applications Web
• Should social media be owned by the whole organization
or one person/department?
• Should social media experts hold the reigns and
communicate and plan with other departments?
• Should ownership be spread over a range of
departments with one leading the initial foray?
• While each department has specific objectives and a way
of communicating organizational messages, at the end of
the day, someone has to own the strategy, or no one will
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Centralized or Decentralized
Centralized
• Without a centralized hub you risk brand integrity, dilution and also market
confusion
• Easier to shape and manage your company messages allowing for more
control
• Simplifies the mechanics of posting updates and information
• Cost effective - Can train a smaller team
• May not work for an organization with international or regional differences in
operations, time zones, etc.
Decentralized
• Increases opportunity to engage with audiences at different levels of
organization
• Encourages communication in a coherent standardized voice among many
groups
• Creates risk with more access to social media accounts and less control
over messages.
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4. Internal vs. External: Agencies Run
Social Media
• Agencies can be more focused on social media issues and are less
distracted by other organizational issues
• Agencies can have unique expertise on social media that most
businesses don’t have
Concerns:
• Should there be an in house team with solid oversight over any
consultants or outsourced agencies?
• Can an outsourced agency effectively set and manage the
company’s strategy?
• Will you review and/or preapprove all of the agency posts, tweets,
etc?
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Agency Pitfalls: Ask Chrysler
• Agency contractor accidentally tweeted a profanity laced post
criticizing Detroit drivers from Chrysler’s official Twitter account.
• Tweet : “I find it ironic that Detroit is known as the #motorcity and yet no
one here knows how to F*&$%ng drive.”
• Hashtag #motorcity actually represented a Chrysler campaign in
market at the time of the profane tweet.
• Agency was hired by the marketing team to manage consumer
facing pages (e.g., twitter and facebook). Chrysler PR team had
separate media facing pages and was not informed and thus not
able to quickly obtain details and respond to complaints about the
Agency managed pages.
• Agency was ultimately fired.
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5. Social Media is Marketing
Social Media allows marketers to engage with audiences—providing valuable
content, interaction, tools, and tips which engender customer loyalty and
attract new fans.
Examples include: product announcements, posting of coupons/offers, promoting
marketing events, conducting research polls, twitter chats, and blog comments,
etc. . .
Marketing departments are often comprised of those who understand social
media the best.
Marketing Objectives:
• Increase brand awareness, preference and consideration
• Improve cost-effective acquisition of customers
• Increase brand loyalty and improve performance
• Drive awareness and understanding through engagement
• Increase WOM and positive sentiment around products / services
• Bolster in-market campaigns and offers through social channels
• Drive an authentic and consistent branded experience across social media platforms
If your company is doing any of the above, its clear that social media is
marketing.
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You will be held accountable!
Marketers are not the only ones directing the message. The public
plays an active role too, and now customers, prospects, and even
competitors, can use one of many social media outlets to build,
maintain, protect, or ruin your brand.
• Aflac
• Forced to fire spokesperson Gilbert Gottried over Japanese earthquake
jokes on Twitter
• Aflac is top foreign insurance company in Japan getting 75% of foreign
revenue from that market.
• Kenneth Cole & Groupon
• Kenneth Cole sent out a tacky tweet that used the turmoil in Egypt to
help promote their new spring fashion collection.
• Groupon super bowl ad inappropriately made light of the struggles
endured by the people of Tibet.
• Consumers used Facebook, Twitter, and blogs to cry foul and threaten
boycotts against both.
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6. Social Media is Public Relations
• Social Media is a method of Communications: it’s a source of
news, and information directly from a brand or company.
• Blogs, social networks, micro blogging, podcasts/webTV,
wikis/collaborative software, etc. all are PR
• PR tactics tend to be informational, rather than sales focused
• PR tactics tend to emphasize a dialogue versus a monologue
(embrace longer forms of communication)
• PR professionals have creative and storytelling capabilities
necessary for Social Media success. They are used to speaking
for the company and know what the appropriate messages are
for followers.
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Additional PR Social Media Objectives
• Advance and protect the company’s brand, reputation, products
and services, and policy positions
• Inoculate the company against threats and monitor digital media as
an early warning system for hot-button issues
• Execute campaigns that support company plans to grow revenues
in all business units.
• Supplement, drive and enhance traditional media campaigns
• Develop and enhance relationships with new media journalists;
social media influencers
• Use social media to bypass traditional media and speak directly to
customers
It’s clear that social media is public relations!
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7. Greenpeace’s Facebook Page
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Nestle’s Facebook Page
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8. Domino’s Pizza
• Two employees posted a disgusting video on
You Tube in which they adulterated the pizza
• In addition, to reporting to the police, Domino’s
Pizza’s CEO posted his own video, apologizing
for what consumers saw and assuring them that
such things were not condoned nor practiced at
Domino’s
• Story was featured on “Today show,” other
traditional media, and blogosphere all
applauding Domino’s open communication and
willingness to engage in a conversation about
the problem.
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Social Media is Customer Service
• Social Media allows businesses to listen and engage
consumers where their consumers are and offers an
opportunity to make improvements to the business based on
Social Media interaction
• Companies engage in social media to handle complaints,
praise, problems, etc. and provide outstanding customer
service in a cost-effective manner. Most consumer issues are
support and service related.
• Customer service and Social Media alignment is key to a
common and consistent customer experience (Is what you say
online consistent with the experience in a call center?)
• Companies can proactively educate based on support options
and enhancements, e.g. Forums, wikis, etc.
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9. Questions for Customer Service
• How will social media improve the customer experience?
• What will agents look for when monitoring the social media landscape?
• How will agents respond to/interact with customers via social media?
• How can social media help the call center/enterprise build its knowledgebase?
• How will you train? Social Media teams should be trained on the company’s specific social media strategy
as well as the call center specific policies and practices.
• The key is to get the right information to the right people quickly
Concerns with Social Media as customer Service
• Customer service isn’t “always on” as Social Media
• Do you respond 24/7? Will someone always be there? If not, will you let people know when you are and are not?
• Speed of response is an important measure of success
• Much to filter out– the customer you are listening to is often not even talking to company directly.
It’s not just what you put out, but what people say in response.
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United Airlines
• United broke a passengers guitar (Dave Carroll) resulting in $1200 of damage
• United refused to pay for the repairs.
• In response, passenger launched a humorous music video to draw attention to
United’s consumer support issues on You Tube. Video has had over 6 million views.
• After two other videos, and United donating the cost of the guitar repairs to charity per
the musician’s requests, United managed to lose the musician’s bags.
• The story was reported to millions and was the lead on CNN (Situation Room)
• As a result, United’s stock value fell considerably.
• In addition, U.S. Sen. Barbara Boxer (D-Cal.) is championing the Airline Passenger
Bill of Rights Act of 2009, citing the United debacle.
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10. Social Media is Corporate Technology
• Social Media is a technology play. Brands are using new technologies to reach
and engage with their communities on the web and via mobile.
• Social Media tools are just like email, instant messaging, phones, etc. which are
all managed by IT.
Concerns with Social Media run by IT
• No external focus. While social media may be technical in nature, companies
need to strategically engage with the marketplace. IT generally does not serve
that purpose.
Work/Office
Home/Family
Work Mobile
Numbers
• Personal
• Family / Friend
• Personal Mobile
Work / Office
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IT Social Media Concerns
• Network management of new Customer/employee Touch-point
• Security/Monitoring (employees, topics, leaks, fraud, SPI/CPNI)
• Scale Requirements (all + potential customers/employees)
• Consistency and Standards ( knowledge, workflow,
categorization)
• Trends vs. Transaction vs. Push Management
• Integrating with existing platform and optimizing existing assets
• Leverage existing social/open APIs as relevant (Google,
Twitter,…)
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11. Social Media Technology Strategy
•Standard/consistent
1 Knowledge Sharing and Integration answers
•Leverage authored and
UGC content
2 3 4 5 6
Listening & Categorization Workflow & Communication Internal
Monitoring & Business Alerts and Desktop Enterprise
Intelligence Integration Collaboration
BPEL/Condition
(category, - Expertise Search
Categorization subcategory, - Groups
Wide Metrics Integration threshold, peak Email Integration
alerts,) based Chat Integration - Ideas
Deep/VOC (.com clickstream,
VOC, sales,) • Routing Customer Contact - VZ Talk (Internal
Target Twitter)
Outbound Campaign • Alerting History
Outbound/Campaign
Coordinated Integration Verizon.com
Integration
Integrate monitoring with & tune: Measure/categorize/prioritize: •Integrate with traditional •Integrate with AMT/AIMS •Enlist full power of verizon
•Traditional marketing •Interactions with UGC VZT/VZW workflows (iGO, •Integrate with KANA/ecrm resources/SMEs
•Use it to track offline initiatives •Volume of UGC iSITE, WFM,…) •Integration with myverizon •Iterative optimization of
•Social only promotions (social •VOC/facts/sentiment from •Integrate with critical priorities/process/reaction
coupons) UGC processes (complaints, speed
•PR news releases •Traffic/links related to UGC campaigns, PD,…) •Connecting the dots inside
•Investor updates •Revenue related to UGC
•Fraud/security related needs •Branding metrics UGC=User Generated Content
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Social Media Issues Right Now in Sports
• International Olympic Committee
• Encouraging competitors to “post, blog, and tweet about
experiences during the summer Olympics in 2012, but forbidding
the use of social media to advertise or sell products or share
videos from Olympic venues.
• Also prohibits comments re: competitors, obscenity, and
vulgarity.
• NFL
• Communications blackout within 90 minutes of kickoff that
prohibits use of cell phones, electronic devices, or social media.
Punishable with $25,000 fine.
• NBA
• Coaches face $1m fine for retweeting their players during
lockout. Can follow players but a “mention” or “retweet” will be a
violation with fine and maybe loss of picks.
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12. HR Owns Social Media
• Social Media should be standard policy for the entire company and thus
administered by HR.
• HR can work with other departments (marketing, PR, etc.) on the strategy and to
address issues, problems, etc.
• HR can facilitate employer monitoring of social media on-the-job to avoid
Possible liability for torts committed by employees (defamation, harassment,
infringement)
Pre-Employment: Recruiting
• Post recruiting information, solicit applications, reach jobseekers around the world
• Enables potential applicants to gain a sense of the company and gauge whether they would be a
good fit
• Lets potential applicants "hear" from current company employees
Applicant Evaluation
• Use of external blogs/social networks to "mine“ applicants
• Use of external blogs/social networking sites to vet applicants
• can give clues to an applicant’s analytical skills, communication skills, tact, and general maturity
• Can provide insight as to how others feel about the applicant
• Can help potentially avoid negligent hiring claim
It’s clear social media belongs in Human Resources
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"Facebook IQ"
• Some recruiters look at Facebook pages to get
an estimate of the individual’s IQ, personality
traits and whether they would be a "good fit"
• Are they outgoing, as might be needed for a
sales job?
• Do they use creative phrases and correct
grammar?
• What books or activities do they reference (if
any)?
• Number of "friends" – social skills
• Look at comments by "friends" for more insight
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13. Employees Busted!
• Nintendo employee posted an "inexcusable behavior" blog, listing
insulting comments about her fellow female workers; not well
received
• Teacher who was too friendly with his students. He had a MySpace
page which was considered too "peer-like" and the school board
asked him to take it down. He did, but (proving their "peer-like" point)
just put up a new one. Fired.
• University of New Mexico Hospital workers took cell phone pictures
of patients and posted them on MySpace. Also fired.
• Swiss employee took day off work for migraines and said she
couldn’t work in front of a computer – then was active on Facebook
that day. Also fired.
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It Begins and Ends with Legal
There are tons of legal issues that must be considered in
social media
• Possible intellectual property infringement
• Possible dissemination of trade secrets or company
confidential or proprietary information
• Privacy issues
• Laws restricting monitoring
• Common law protections against invasion of privacy
• Constitutional protections: First and Fourth Amendment
claims
• Electronic Communications Privacy Act of 1986
• Record retention policies
• And more. . .
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14. Enabling Social Media
Implementing a new social media structure means changing from an outbound
communications machine to an organism interacting with a larger community of
stakeholders.
Customers PR Employees
In a socially enabled environment, a majority of
an organization’s departments can and will
receive direct feedback from its customers. As a
result, the structure of corporate
General Potential
communications will change. Not only will
Public Company Buyers departments communicate outwardly, but ideally
will also serve as intermediaries, reflecting
stakeholders’ input routed accordingly through
the organization.
HR
Influencers Investors
*Source: Geoff Livingston: Whitepaper – Social Media Integration
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We are One! ! !
• Social media should be owned by everyone and
classified as an organization-wide endeavor.
• Various departments must work together to
coordinate the use of social media tools and ensure
that the organization’s goals are met.
• Internal communication and collaboration is critical
for avoiding brand confusion and ensuring
consistent implementation of cohesive strategies
that benefit the organization overall.
• Consider this: Can your PR expert successfully join
a technical or discipline-specific conversation?
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15. Verizon Social Media Goals
Verizon will listen, engage and amplify conversations
and experiences for consumer and business
audiences
Build brand equity & deepen customer relationships
Create and operate an authentic, conversational best
in class social media experience
Grow sales and revenue from social media audience
Provide best in class customer support for social
media
• Listen - monitor social media sites for complaints,
questions and issues in a cost effective manner
• Engage - Selectively engage and respond to
resolve customer issues
• •
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Confidential and proprietary material for authorized Verizon personnel only. Use, disclosure or distribution of this material is not permitted to any unauthorized persons or third parties except by written agreement.
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16. Confidential and proprietary material for authorized Verizon personnel only. Use, disclosure or distribution of this material is not permitted to any unauthorized persons or third parties except by written agreement. 31
Verizon Social Media Vision
• Establishing a multi-layered steering committee
• Developing best in class practices, tools and guidelines
• Developing and implementing a listening and response
strategy
• Implementing an approval process
• Creating and managing social media properties
• Establishing benchmarks & metrics scorecards
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17. Making Your Ownership Decision
Best Practices:
• Start with your goal: it will help define ownership
• Have a strategic plan…It’s not that expensive to start the conversation , but do
you have the budget to continue it?
• Identify and listen to existing social media conversations and segments.
• Empower and encourage internal organizations to participate in process
• Create and cultivate conversations and communities where your customers (and
employees) are
• Create a universal set of tools, assets and guidelines to drive consistency
regardless of ownership
• Continually measure, audit and benchmark performance
• Ensure appropriate IP legal processes, contracts, and approvals are in place.
• Ensure your social media presence reflects the nature and culture of the
company itself.
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Thank You!
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