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Social Media: the good, the bad and the ugly


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Social Media: the good, the bad and the ugly

  1. Social Media
  2. Social Media
  3. Social Media
  4. The Agenda• The Good – why social matters – Some examples• The Bad and The Ugly – Are really the pieces of the same thing• The Rest
  5. The Good
  6. The Social Media Why• “I have seen how social media can spread awareness about how we use business as a force for good. It also allows me to share the lessons I’ve learned in business, as people are always keen to find ways to be better at what they do.” – Sir Richard Branson• “Extension of our store shopping experience for customers” – Publix• “It’s a dialogue, not a monologue.” – Food Lion CEO
  7. Social media• New communication channel – Customer service – Source of information and feedback – Build community – Marketing – Brand protection – Monitoring / Listening
  8. Getting started• Decision on whether to play or not• Platform selection• Preparation for launch – design, training, voice• Tool selection – Publishing, listening• “Blackhat” thinking• Development of SMEs• Who controls what messaging
  9. The Conversation
  10. Growth– July – 21,101– August – 55,042– September - 66,663– October 18, 5:35 Am – 81,585– Christmas 2011 – 300,000– Super Bowl Sunday @kickoff - 413,885
  11. The Bad
  12. The Bad • Distracting • Can be leveraged against your brand • Can bring uncomfortable issues to the surface • Requires a commitment • Difficult to control • Can look unprofessional
  13. The Bad
  14. The Bad
  15. The Bad
  16. The Bad
  17. The Bad
  18. The Bad• Social Media Looms Large in Komens Latest Decision• As of noon on Friday, both "Planned Parenthood" and "Cure Foundation" were trending on Twitter in the U.S• Komen was inundated with negative comments via e-mails, on Twitter and on its Facebook page. Many of the messages conveyed a determination to halt gifts to Komen—organizer of the popular Race for the Cure events—because of the decision.• A photo and message "Still Standing With Planned Parenthood, Are you? Share!", was shared 21,610 times , reaching millions on Facebook alone.• Not only did Planned Parenthood use social media to help turn public sentiment in its favor, it also created a fundraising machine, receiving more than $3 million in only three days.
  19. Social Media
  20. The Ugly
  21. The Ugly
  22. The Rest• Social media can be used by any size business• It’s just communication• Can be used for recruiting, marketing, customer service, collecting business intelligence, brand protection, brand advancement
  23. Yellow Dog Recruiting
  24. Social Tools for Recruiting• BeKnown• Branchout•• Bullhorn Reach• Brave New Talent•• LinkedIn
  25. Bullhorn Reach
  26. The Rest
  27. Social Media• Brand is leverage• Social media provides easy reach• Choose to manage conversation or not• Policy• Identify influencers• Listen to the conversation• Consider how: – social media tools might benefit – social media tools might harm
  28. Social media access • Tough to control • Blocking access at work • Mobile, other device • Consider Egypt, Libya, Japan • Better to manage proactively
  29. Getting started• Consider starting w/ 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 – Establish a strong social media policy – Communicate the policy to all employees – Enforce your policy consistently
  30. Thoughts on social media policy• Pay attention to legal cases, especially National Labor Relations Board• Pay attention to who owns the accounts representing your company accounts• Tough to exclude groups from Brand dialogue• Employees speaking as individuals still have some level of responsibility to brand• Google “social media policy examples”
  31. The RestDealing with social media• Stop• Look• Listen• Respond
  32. Responding
  33. 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
  34. Action planThese steps can get you started in protecting your brand with social media:• Monitor your brand• Stake your claim to social media turf• Adopt preemption strategies• Engage proactively in social media• Have a rapid response strategy