Workforce Stories and Social Media
Presented by Michele Martin, The Bamboo Project, Inc.Presented by Michele Martin, The Bamboo Project, Inc.
PA Workforce Development Association Conference-May 8, 2014
Advocating for Social Media in
Workforce Development since 2007!
Social Media is NOT PR!
The PR Approach
One way announcements
Social Media Approach
Content always changing
We must think differently about our stories and how
we tell them!
“Jab, Jab, Jab, Right Hook”
Jabs are lightweight pieces of
content that make customers laugh,
think, question, etc.
Right hooks are calls to action
that benefit your organization.
Give, give, give. . . Ask!
Source: Jab, Jab, Jab, Right Hook: How to Tell Your Story in a Noisy Social World
“Each platform has unique
sensibility and style.”
Who is on the platform?
What appeals there?
How does your story fit
into the psychology and
habits of your audience?
Replicate the experience
your audience wants to
have on their preferred
Doesn’t make demands (often)
Inviting to look at
Fun to read
Made for your customer,
not for you!
“Tiny, unique nuggets of
humor or inspiration that
you re-imagine every day
as you respond to
today’s events, culture
Consistent and self-aware
What core feelings do
you want to evoke?
What core messages are
you trying to convey?
How does every post,
tweet, comment, pic
confirm your brand
identity and tell your core
If you want to succeed. . .
Have a personality
Know your audience(s)—one size does NOT fit all!
Emphasize the visual over the verbal
How They Do It
Know their target audience and what is important to them
Integrated social media strategy based on their audience:
Their content. . .
Is relevant to their audience
Appeals to positive identity and inspires positive emotions
“You can do it—we’ll help!”
“You’re not alone”
“We know you want to succeed—here’s how!”
“We’re fun, but we take our careers seriously.”
Is very visual
Is the right fit for the platform where it’s posted.
We respond to stories that:
Focus on people
Evoke particular emotions
Include both visual AND verbal
Inspire us to think, ask questions and/or act
1. Listen . . .
What are the core needs, interests and
behaviors of the people we are trying to influence? What
are their preferred platforms?
Help Job Seekers to. . .
Find a job
Access resources and opportunities
Take the right actions at the right times
Make informed choices
Feel less isolated and alone
Feel like positive, contributing members of society
Help Businesses To. . .
Accomplish business objectives
Start-up and move to the next level
Feel competent and successful
Break it down. . .
By where they are in their
By educational level?
By job title? (HR and C-suite
are interested in different
By business size?
2. Create. . .
How do we want our audiences to FEEL?
What do we want our audiences to DO?
How can we bring value, rather than noise to their day?
How can we be targeted and relevant to their needs?
What do we want to accomplish?
What they DON’T Need!
Funding source info
3. Deliver. . .
What channels/platforms will you use?
What core messages will you communicate?
How will you measure success?
Who will be responsible for what?
How will you learn as you go?
How will you refine and re-target as you go?
Join online conversations
Follow/interact with key
reinforce your message
Interact with fans,
Story Frame 1— “We are a Tribe”
GOAL: Create credibility, community, trust.
“Connection before Content”
Show you understand the needs/issues of people like me.
See me as a whole, positive person
Story Frame 2--Solve my Problem!
GOAL: Relieve frustration, anxiety, concern
What problem does your audience have?
How do you solve it in a unique way? (Remember—it isn’t
always about your services, either)
How can they get their problem solved?
Help me “simplify”
Help me make better choices
Help me take the right action at the right time
Story Frame 3-Make Me a Hero!
GOAL: Inspire, support
How does your audience view themselves? What
positive views do they have of themselves?
How would they LIKE to appear/be perceived?
What stories can you tell that reinforce/inspire this
How can you feature their content/knowledge?
Story Frame 4—Entertain Me
GOAL: Let people know you’re human, create
Make me smile or LOL
Make me think
Make me cry (in a good way)
•Include an image to make it more visually appealing
•Make your website a blog (jobs4lancaster.com)
•People come to connect, socialize and catch up.
•Want content that’s relevant, fun and useful.
•Create/promote your Fan Page
•Ask questions and invite user feedback
•Use images—quotes work well!
Create organizational page
Post updates, share relevant content
Invite LinkedIn followers
Create/use targeted LinkedIn Groups
•Users come for news and information
•Post an image (horizontal is better)
•Use Tweetdeck or Hootsuite to schedule tweets
•Use .@replies to respond to questions/comments
•Engage with your followers—follow, RT/MT, #hashtags
•Make it interesting/entertaining—avoid talking heads
•Lots of visuals
•Jing, Animoto, 9 Slides for recording presentations
Include a strong image
Link to online content, such as blog post or slide
Create campaigns on specific topics
Create subgroups and sub-campaigns to target
Use to deliver online learning
Google Hangouts on Air
•Webinars, panel presentations, events
•Laptop, mobile devices
•Record and post to YouTube
•Embed in other sites, your blog, etc.
•LMI, local info could be adapted
•Make research, etc. more visual
Create “boards” to organize “pins.”
A pin is a piece of content you find online.
Emphasizes the visual
Can add commentary to a board or to an individual
Pin your content and other relevant content from
other users—or anywhere on the web!
Promote Social Media
In email signatures
Pay Attention to Stats!
Survey your customers—where are they the
most active and what info do they want?
Know your stats—they vary based on
Monitor and use to refine messages
Ways to Get it Done
Pick a platform and experiment
Make it a project to do with an intern
Have different staff post to different channels
Work with a marketing class
Sponsor a Hackathon
Find a start-up or freelancer (remember you can be
In Summary. . .
The right story for the right tool
Consistency and focus are important
Track progress and refine based on feedback
More Info. . .
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