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Social Media Playbook


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An example of how your company can put together a playbook to encourage your internal brand advocates to use social media productively.

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Social Media Playbook

  1. 1. Hobsons  Social  Media  Guidelines       1  Hobsons Social Media Handbook  Overview    Everything  we  do  online  can  be  traced  and  can  impact  our  company.  Hobsons  does  not  want  to  control  what  is  said  on  personal  social  networking  websites.  We  encourage  the  use  of  social  media  technologies  to  enhance  communication,  collaboration  and  information  exchange  in  support  of  Hobsons’  mission.  By  opening  sharing  knowledge,  best  practices  and  lessons  learned,  we  provide  more  effective  solutions  and  increase  our  visibility,  generate  leads  and  establish  thought  leadership.  We  do  want  to  remind  you,  however,  that  the  company  policies  on  Non-­‐Harassment  and  Conflict  of  Interest  /Code  of  Ethics  extend  to  all  forms  of  communication.    
  2. 2. Hobsons  Social  Media  Guidelines       2    There  is  a  certain  etiquette  you  should  abide  by  when  participating  online,  especially  if  you’re  using  social  networks  for  any  business  purposes.  The  goal  of  this  document  is  not  to  be  restrictive,  but  to  provide  guidelines  on  proper  social  networking  etiquette  so  that  we  can  all  use  it  effectively  to  gain  value.      Frequently  Asked  Questions  Social  Media  Use  as  Part  of  Your  Job  Responsibilities    1. Can  I  use  social  tools  (both  Hobsons-­‐sponsored  such  as  blogs  and  third  party  sites  such  as  LinkedIn,  Facebook  or  twitter)  as  it  relates  to  my  job  and  job  function?  Answer:  You  may,  as  long  as  you  read  and  abide  by  the  Hobsons  Employee  Handbook  and  this  Social  Media  Guidelines  document.  You  must  include  the  following  disclaimer  on  your  non-­‐Hobsons  blog  posts.    “The  opinions  expressed  in  this  blog  are  my  own  views  and  not  those  of  Hobsons.”  If  you  are  using  a  3rd  party  blog  site  and  have  control  over  the  design,  you  may  place  the  previous  statement  in  a  permanent  and  prominent  space  on  the  blog,  such  as  in  the  header.  It  must  be  visible  for  every  piece  of  content  that  speaks  about  Hobsons,  Hobsons  products  or  any  aspect  of  Hobsons  business.  If  you  comment  on  any  aspect  of  Hobsons’  business  on  a  social  media  site,  you  must  identify  yourself  as  a  Hobsons’  employee  in  a  prominent  place  (bio,  profile,  etc.)  on  the  site.    Example  1:  If  you  are  using  other  social  media  channels  to  promote  Hobsons,  you  must  clearly  state  in  your  “bio”  or  twitter  handle  that  you  work  for  Hobsons.  • @HobsonsTom  • @TMartin-­‐  Sales  Manager  at  Hobsons.  2. What  is  my  responsibility  as  a  Hobsons  employee  when  I  participate  in  business-­‐related  social  networking  sites  externally?  Answer:  Your  conduct  online  reflects  upon  Hobsons.  Do  not  post  inappropriate,  disrespectful  comments  or  post  comments  that  are  intended  to  embarrass  Hobsons,  your  co-­‐workers  or  customers.  Protect  Hobsons’  business  performance,  clients,  business  partners  and  suppliers.  Do  not  post  confidential,  proprietary  or  other  sensitive  information.  ALWAYS  ACT  PROFESSIONAL  AT  ALL  TIMES.  Example  (Don’t):  @EDSuccess  I  hate  working  with  the  University  of  ‘Z’.  Their  administration  is  a  joke!  If  you  witness  illegal,  unsafe  or  unethical  conduct  by  a  Hobsons  employee  or  vendor,  do  not  discuss  this  on  any  social  media  site.  Instead,  contact  Human  Resources  to  report  issues  such  as  the  following:    • Theft,  fraud  or  any  other  dishonest  conduct    
  3. 3. Hobsons  Social  Media  Guidelines       3  • Discrimination  or  harassment    • Waste  or  abuse  of  Hobsons  resources    • Conflicts  of  interest    • Mismanagement    • Any  actions  that  violate  the  Hobsons  values,  Code  of  Conduct  and/or  Employee  Handbook  Personal  Social  Media  Guidelines    1. What  should  I  be  aware  of  before  posting  personal  information  about  myself  on  social  networking  sites?    Answer:  We  encourage  you  to  create  user  accounts  under  your  true  name.  Using  a  pseudonym  may  diminish  the  credibility  of  your  contributions  online.  Even  anonymous  comments  and  updates  can  be  traced  back  to  you  or  Hobsons  using  IP  addresses  and  other  tracking  technology.    Only  post  personal  information  that  you  want  the  public  to  view  on  the  social  Web  and  avoid  posting  information  that  would  make  you  vulnerable  to  identity  theft  or  may  compromise  your  safety.  Be  sure  to  review  the  privacy  policies  of  the  social  networking  sites  that  you  choose  to  join.  Be  aware  that  your  posts  may  be  viewed  beyond  your  intended  audience.      Example  (Don’t):  @HobsonsGirl:    Starting  tomorrow,  I’ll  be  travelling  abroad  for  the  next  two  weeks.  Example  (Don’t):  @FoodCritic1:  I’m  chowing  down  at  restaurant  ‘Y’.  Hit  me  up  at  444-­‐444-­‐444  if  you’re  in  the  area.  2. Is  it  OK  to  use  my  own  personal  social  networking  login  account  (such  as  YouTube,  Flickr  or  other  social  media  sharing  site)  when  posting  Hobsons  content,  videos  or  photos  externally?  Answer:  No.  Do  not  use  your  personal  accounts  when  posting  Hobsons’  owned  videos  to  external  video  sharing  sites.  You  may,  however,  share  Hobsons’  owned  videos  found  on  the  Hobsons  YouTube  channel  by  linking  to  the  video.  Example  (Do):    Marcia  Smith:  Check  out  this  great  video  found  on  the  Hobsons  YouTube  Channel    Responding  to  Comments  on  Social  Networking  Sites    1. What  is  Hobsons’  policy  around  publishing  comments?  Answer:  We  do  not  promote  censorship  of  your  online  posting.  For  official  Hobsons  blogs  and  social  media  feeds,  both  internal  and  external,  it  is  our  practice  to  post  all  comments  except  those  that  may  be  off-­‐topic  or  may  create  liability  as  a  result  of  the  content.  We  do  have  the  right  to  remove  any  posted  comments,  video  and/or  photograph  that  is  not  appropriate  for  the  topic  discussed,  uses  inappropriate  language  or  spam.  Please  respect  copyright  and  fair  use  laws  by  obtaining  written  permission  for  videos  and  photographs  that  are  not  your  own.    
  4. 4. Hobsons  Social  Media  Guidelines       4  Example  (Do  remove  or  block):  @OG111:  @hobsonsinc  Visit  my  site  to  get  your  free  iPad      2. If  I  receive  a  negative  comment  on  a  Hobsons-­‐sponsored  social  networking  site/blog,  how  should  I  respond?  Answer:  If  a  reader  leaves  a  negative  comment,  it  is  recommended  that  you  do  not  delete  the  comment  for  transparency  reasons.  If  the  comment  contains  disrespectful  or  derogatory  language  you  may  consider  NOT  posting  it.  We  do  encourage  you  to  publish  most  comments  because  it  encourages  people  with  different  viewpoints  and  opinions  to  join  the  conversation,  to  debate  and  to  discuss  their  side  of  a  specific  argument.    Receiving  a  negative  comment  about  a  Hobsons  product  or  service  ultimately  provides  an  opportunity  to  respond  to  the  negative  comment  and  reframe  it  in  a  positive  light.  Censoring  comments  discourages  participation  and  social  media  engagement.  Remember:  More  often  than  not,  the  negative  comments  are  trying  to  provoke  a  response.  Check  with  Corporate  Marketing  if  you  are  unsure  of  how  to  respond.  Example  (Don’t):  BlogManager:  To  EdDoctor15.  I  removed  your  comment  because  you  have  no  idea  what  you’re  talking  about  and  your  opinions  about  education  reform  completely  miss  the  mark!    Example  (Do):  BlogManager:  Thank  you  for  commenting  EdDoctor15.  Though,  I  differ  on  some  of  your  suggestions,  I  appreciate  the  opportunity  to  examine  another  point  of  view.  Keep  your  comments  coming!  Proprietary  and  Confidential  Information      1. How  do  I  determine  what  information  is  proprietary  or  confidential,  and  whether  or  not  it  is  OK  to  post  externally?      Answer:  Security  policies  and  practices  of  external  social  networking  tools  may  differ  from  Hobsons’  policies  and  requirements.  Always  assume  the  information  you  post  to  these  sites  is  not  secure  and  that  it  can  be  compromised  or  used  against  you  and/or  Hobsons.      Consult  with  Corporate  Marketing  and  Human  Resources  for  guidance  on  identifying  confidential  or  sensitive  content.  Do  not  post  internal  data  on  any  third  party  or  public  site.    Some  information  such  as  product  announcements,  new  hires,  etc.,  becomes  public  information  once  it  is  announced  by  Hobsons.  However,  do  not  post  such  information  to  external  sites  until  it  is  formally  announced  or  shared  with  the  public  by  Hobsons.    Disclosure  of  any  information  deemed  to  be  non-­‐public  material,  prematurely  and/or  selectively  may  violate  securities  law  and  may  subject  both  you  and  Hobsons  to  liability.      If  you  have  questions  about  posting  specific  content,  consult  with  Corporate  Marketing  and  Human  Resources.  Example  (Don’t):  Missy23:  Just  found  out  today  from  a  coworker  that  Hobsons  will  be  buying  ‘Company  X’.  It’s  official  next  week.    Trademarks    
  5. 5. Hobsons  Social  Media  Guidelines       5  1. What  should  I  be  aware  of  when  posting  the  Hobsons  logo  or  trademarks  to  social  networking  sites?  Answer:  Each  employee  is  responsible  for  protecting  and  appropriately  promoting  the  brand.  Do  not  share  Hobsons’  visual  assets  with  third  parties  such  as  Hobsons  fonts,  Hobsons  stock  photography,  Hobsons  logos  or  other  devices  that  are  reserved  solely  for  Hobsons.  Your  personal  social  networking  sites  may  not  include  Hobsons  logos  or  trademarks.  This  is  to  prevent  the  appearance  that  you  speak  for  or  represent  Hobsons  officially.    Do  not  post  the  Hobsons  corporate  logo  on  sites  external  to  Hobsons  for  use  by  non-­‐employees.    If  third  parties  request  use  of  the  Hobsons  corporate  logo  to  support  stories  or  commentary  about  Hobsons,  you  may  direct  them  to  Corporate  Marketing.  Lastly,  do  not  use  third  parties’  marks  or  logos  without  their  written  permission.        Example  (Don’t):  @JBarnes:  @k12Guide  View  this  link  to  attach  the  new  Hobsons  logo  to  your  institution’s  blog.  Example  (Don’t):  @ARadley  Just  posted  new  pics  to  my  Flickr  account.  Highlights  contemporary  black  and  white  photography  I  picked  up  on  Google.  Copyrights      1. What  are  the  copyright  guidelines  for  posting  content  that  is  not  mine?  Answer:  You  are  legally  and  financially  responsible  for  your  postings  and  may  be  subject  to  liability  for  postings,  which  include  copyrighted  information  such  as  music,  videos,  photographs,  etc.,  that  belong  to  third  parties  if  used  without  obtaining  written  permission.  Therefore,  when  posting  copyrighted  material  or  content,  always  cite  and  reference  the  original  source  in  a  prominent  and  visible  space  within  the  post.    Photos  or  Logos    1. Can  I  use  photos  from  the  Hobsons  Corporate  Marketing  Library  on  my  social  networking  site/blog?  Answer:  You  may  only  use  Hobsons  photography  in  a  Hobsons  blog.  Do  not  use  Hobsons  Stock  photography  (people,  scenic,  etc.)  in  a  personal  blog  or  on  a  third-­‐party  site.      When  You  Engage  Emerging  platforms  for  online  collaboration  are  fundamentally  changing  the  way  we  work,  offering  new  ways  to  engage  with  customers,  colleagues  and  the  world  at  large.  It  is  a  new  model  for  interaction  and  we  believe  social  computing  can  help  you  build  stronger,  more  successful  business  relationships.  Furthermore,  it  is  a  way  for  you  to  take  part  in  global  conversations  related  to  the  work  we  are  doing  at  Hobsons.  If  you  participate  in  social  media,  please  follow  these  guiding  principles:  
  6. 6. Hobsons  Social  Media  Guidelines       6  • Stick  to  your  area  of  expertise  and  provide  unique,  individual  perspectives  on  whats  going  on  at  Hobsons  and  in  the  world.  • Post  meaningful,  respectful  comments—in  other  words,  no  spam  and  no  remarks  that  are  off-­‐topic  or  offensive.  •      Always  pause  and  think  before  posting.  That  said,  reply  to  comments  in  a  timely  manner  when  a  response  is  appropriate.  •      Respect  proprietary  information  and  content,  and  confidentiality.  •      When  disagreeing  with  others  opinions,  keep  it  appropriate  and  polite.  •      Know  and  follow  the  Hobsons  Code  of  Conduct  and  the  Hobsons  Privacy  Policy.  Rules  of  Engagement  Be  transparent.  Your  honesty—or  dishonesty—will  be  quickly  noticed  in  the  social  media  environment.  If  you  are  blogging  about  your  work  at  Hobsons,  use  your  real  name,  identify  that  you  work  for  Hobsons  and  be  clear  about  your  role.  If  you  have  a  vested  interest  in  something  you  are  discussing,  be  the  first  to  point  it  out.  Transparency  is  about  your  identity  and  relationship  to  Hobsons.  You  still  need  to  keep  confidentiality  around  proprietary  information  and  content.  Be  judicious.  Make  sure  your  efforts  to  be  transparent  do  not  violate  Hobsons’  privacy,  confidentiality  and  legal  guidelines.  Ask  permission  to  publish  or  report  on  conversations  that  are  meant  to  be  private  or  internal  to  Hobsons.  All  statements  must  be  true  and  not  misleading  and  all  claims  must  be  substantiated  and  approved.  If  you  wish  to  write  about  the  competition,  make  sure  it  is  factual  and  objective  and  that  you  have  the  appropriate  permission.  Also,  be  smart  about  protecting  yourself,  your  privacy  and  Hobsons’  confidential  information.  What  you  publish  is  widely  accessible  and  will  exist  for  a  considerable  amount  of  time,  so  consider  content  carefully.  Write  what  you  know.  Make  sure  you  write  and  post  about  your  areas  of  expertise,  especially  as  related  to  Hobsons  and  our  technology.  If  you  are  writing  about  a  topic  that  Hobsons  is  involved  with  but  you  are  not  the  Hobsons  expert  on  the  topic,  you  should  make  this  clear  to  your  readers.  Write  in  first  person.  If  you  publish  to  a  website  outside  Hobsons,  please  use  a  disclaimer  such  as:  "The  postings  on  this  site  are  my  own  and  dont  necessarily  represent  Hobsons  positions,  strategies,  or  opinions."  Also,  please  respect  brand,  trademark,  copyright,  confidentiality  and  financial  disclosure  laws.  If  you  have  any  questions  about  these,  see  Human  Resources.  Remember,  you  may  be  personally  responsible  for  your  content.  Perception  is  reality.  In  online  social  networks,  the  lines  between  public  and  private,  personal  and  professional  are  blurred.  Just  by  identifying  yourself  as  a  Hobsons  employee,  you  are  creating  perceptions  about  your  expertise  and  about  Hobsons  by  customers,  the  general  public  and  colleagues.  Be  sure  that  all  content  associated  with  you  is  consistent  with  your  work  and  with  Hobsons  values  and  professional  standards.  Its  a  conversation.  Talk  to  your  readers  like  you  would  talk  to  real  people  in  professional  situations.  In  other  words,  avoid  overly  pedantic  or  "composed"  language.  Do  not  be  afraid  to  bring  in  your  own  personality  and  say  whats  on  your  mind.  Consider  content  that  is  open-­‐ended  and  invites  response.  Encourage  comments.  You  can  also  broaden  the  conversation  by  citing  others  who  are  blogging  about  the  same  topic  and  by  allowing  your  content  to  be  shared  or  syndicated.  
  7. 7. Hobsons  Social  Media  Guidelines       7  Are  you  adding  value?  There  are  millions  of  posts  added  to  the  social  media  sphere  everyday.  The  best  way  to  get  your  post/s  read  is  to  create  content  that  the  online  community  will  value.  Social  communication  from  Hobsons  should  help  our  customers,  partners  and  co-­‐workers.  It  should  be  thought  provoking  and  build  a  sense  of  community.  If  it  helps  others  improve  knowledge  or  skills,  build  their  businesses,  do  their  jobs,  solve  problems  or  understand  Hobsons  better—then  its  adding  value.  Your  responsibility:  What  you  write  is  ultimately  your  responsibility.  Participation  in  social  computing  on  behalf  of  Hobsons  is  not  a  right  but  an  opportunity.  So,  please  treat  it  seriously  and  with  respect.  Please  know  and  follow  the  Hobsons  Code  of  Conduct.  Failure  to  abide  by  Hobsons’  Social  Media  Guidelines  and  the  Hobsons  Code  of  Conduct  could  put  your  participation  at  risk.    Create  some  excitement.  As  a  business  and  as  a  corporate  citizen,  Hobsons  is  making  important  contributions  to  the  world,  to  the  future  of  technology  and  to  public  dialogue  on  a  broad  range  of  issues.  Our  business  activities  are  increasingly  focused  on  high-­‐value  innovation.  Lets  share  with  the  world  the  exciting  things  were  learning  and  doing—and  open  up  the  channels  to  learn  from  others.  Be  a  leader.  There  can  be  a  fine  line  between  healthy  debate  and  incendiary  reaction.  Do  not  denigrate  our  competitors  or  Hobsons.  Nor  do  you  need  to  respond  to  every  criticism  or  barb.  Try  to  frame  what  you  write  to  invite  differing  points  of  view  without  inflaming  others.  Some  topics—like  politics  or  religion—slide  more  easily  into  sensitive  territory.  Be  careful  and  considerate.  Once  an  inflammatory  discussion  begins,  it  is  hard  to  stop.  Did  you  make  a  mistake?  If  you  make  a  mistake,  admit  it.  Be  upfront  and  be  quick  with  your  correction.  If  youre  posting  to  a  blog,  you  may  choose  to  modify  an  earlier  post—just  make  it  clear  that  you  have  done  so.  If  it  gives  you  pause,  pause  .  .  .  If  youre  about  to  publish  something  that  makes  you  even  the  slightest  bit  uncomfortable,  dont  shrug  it  off  and  hit  send.  Take  a  minute  to  review  these  guidelines  and  try  to  figure  out  whats  bothering  you,  and  then  fix  it.  If  youre  still  unsure,  you  might  want  to  discuss  it  with  your  manager  or  Human  Resources.  Ultimately,  what  you  publish  is  yours—as  is  the  responsibility.  So  be  sure.                    
  8. 8. Hobsons  Social  Media  Guidelines       8  Procedures  If  you  would  like  to  share  Hobsons  content,  please  make  sure  you  have  your  department’s  support,  as  there  are  a  number  of  ways  to  share:  • Twitter  tweets,  retweets,  @replies,  mentions  and  favorites  • Facebook  status  updates,  comments  and  shares  • LinkedIn  status  updates,  comments  and  shares  • Slideshare  comments  and  shares  • Google  +  posts,  comments  and  shares  • YouTube  comments  and  shares  • Blogging    • Social  bookmarking  • Pinterest  pins  • Flickr  comments  and  shares  If  you  would  like  to  submit  any  Hobsons-­‐related  presentations,  photos,  videos  or  audio  for  upload  to  Hobsons’  social  media  channels,  please  complete  the  following  form  located  on  hiWire.    Hobsons  Social  Media  Style  Guide  This  social  media  style  guide  serves  as  a  framework  to  help  you  nurture  and  cultivate  an  engaged  social  media  community.  Corporate  Marketing’s  mission  is  to  ensure  that  the  seven  Hobsons  equities  are  upheld  and  that  your  goals  remain  aligned:  Partner,  Innovative,  Responsive,  Passionate,  Expert,  and  Visionary.  With  a  focus  on  defining  strategy  and  tactical  planning,  Corporate  Marketing  recommends  you  thoroughly  review  the  following  guiding  principles  to  help  grow  your  social  media  community  and  increase  engagement.  Strategy:  A  lack  of  growth  and  engagement  usually  means  one  thing,  a,  lack  of  planning.  Before  you  begin  tweeting  or  updating  your  Facebook  status,  clearly  define  your  strategy.  1. Examine  your  social  media  landscape.  Where  is  my  current  social  media  presence?  Which  social  accounts  do  I  want  to  keep?  Deactivate?  2. Identify  who  will  manage  each  social  media  account;  this  includes  monitoring,  posting  and  reporting.  3. Define  your  business  objectives  for  each  social  site?  List  3  business  objectives  for  each  social  site.  4. Identify  your  target  audience.  5. Determine  the  type  of  content  appropriate  for  each  social  account.  What  content  will  offer  the  most  value  to  my  target  audience  and  convey  my  social  media  “it”  factor?    6. Identify  metrics  for  measuring  success.  
  9. 9. Hobsons  Social  Media  Guidelines       9  a. Transactional  (followers,  fans,  views),  Engagement  (shares,  Likes,  comments),  web  (referral  source  traffic,  bounce  rate,  CTR,  unique  visitors  to  site,  time  spent  on  site),    brand  sentiment,  #  of  customer  support  resolutions  &  leads    Content:  Content  is  king  but  parliament,  your  social  audience,  will  ultimately  decide  what  content  is  most  valuable  to  them.    1. Listen  and  learn  from  your  community.  Do  not  talk  about  the  company  in  every  post  or  focus  on  delivering  sales  pitches.    2. Promote  company-­‐centric  content  for  business  exposure,  lead  generation  and  thought  leadership,  but  try  to  keep  content  at  a  70/30  split:  70%  shared  content  (shares,  retweets,  links  to  interesting  articles)  and  30%  company-­‐centric  (event  promotion,  product  demos,  media  releases,  recruitment  listings,  white  papers,  infographics,  presentations,  etc.)      Shared            Company-­‐centric        3. Determine  who  and  how  unique  company-­‐centric  content  will  be  created.  4. Define  what  a  post  or  status  update  should  look  like.  Will  it  be  informative  like  a  news  headline,  a  question,  a  poll  or  conversational.  *A  good  rule  of  thumb  is  to  incorporate  a  call-­‐to-­‐action  in  most  posts  to  encourage  engagement.  5. Choose  the  style  and  tone  of  your  tweets  and  status  updates.  What  style  and  tone  are  most  appropriate  for  your  audience?  i.e.  A  casual,  bubbly  tone  may  not  be  best  for  a  business  audience.                6. Construct  an  editorial  calendar  to  organize  posts  relevant  to  specific  marketing  campaigns  and/or  social  media  experiments.  *Note:  Your  calendar  is  meant  to  keep  you  organized.  As  social  media,  your  calendar  should  remain  flexible,  allowing  for  change  and  additions.  Need  ideas?  Check  out  this  tutorial  with  accompanying  template.  
  10. 10. Hobsons  Social  Media  Guidelines       10    Frequency  and  Timing:  Creating  a  thriving  social  media  presence  and  influencing  community  behavior  is  more  than  opening  a  social  media  account  and  setting  up  the  profile.  Your  community  needs  and  demands  consistent,  quality  content.    1. Post  to  Twitter  daily.  2. Post  to  Facebook  3  times  per  week  but  no  more  than  3  times  per  day.  3. Post  to  LinkedIn  3  times  per  week.  4. Post  to  YouTube  at  least  once  a  month  and  include  a  full  description  and  tags.  5. Post  all  presentations  appropriate  for  an  EXTERNAL  audience  to  Slideshare  and  include  a  detailed  description.    *Note:  If  this  amount  of  post  frequency  seems  a  little  much,  then  return  to  your  business  objectives  and  decide  whether  these  social  sites  are  appropriate  channels  for  achieving  your  business  goals.  Monitoring:  Expanding  your  social  media  reach  can  be  a  full-­‐time  job.    You  will  need  to  monitor  the  web  for  social  mentions,  lead  generation  and  thought  leadership  opportunities,  customer  support  inquiries  and  to  prevent  crisis  situations  (i.e.  virality  of  confidential  information,  controversial  posts,  company  bashing)  1. Identify  industry  leaders,  blogs  and  media  sources  to  follow  and  share  content.  2. Identify  relevant  company-­‐related  keywords  and  keyword  phrases.  For  example:  Hobsons,  enrollment  management,  Naviance,  student  marketing,  college  readiness.  3. Create  alerts  [How  to  set  up  Google  Alerts]  for  each  keyword  or  keyword  phrase.  4. Use  free  tools  like  Social  Mention,  Twitter  Search  and  Tweet  Reach  to  discover  what  others  are  saying  about  the  company  online.  5. When  you  come  across  a  web  posting  or  comment  that  warrants  a  response,  follow  Corporate  Marketing’s  Hobsons  Social  Media  Response  Procedure.    6. Determine  the  timeliness  of  your  responses.  Corporate  Marketing  suggests  responding  to  all  web  postings  and  comments  within  24  hours.  7. Decide  if  you  will  respond  to  all  community  engagement  (‘Likes”  and  retweets)  or  just  comments.  *On  Twitter,  it  is  best  practice  to  respond  to  all  retweets  and  direct  mentions  to  acknowledge  your  followers.            8. Remember,  your  responses  should  be  transparent,  cite  relevant  sources,  informative  and  reflect  highly  on  the  company  mission.      
  11. 11. Hobsons  Social  Media  Guidelines       11    Reporting:  Producing  monthly  reports  and  case  studies  are  necessary  for  measuring  the  success  of  your  social  media  accounts,  marketing  campaigns,  tactics  and  business  goals.  1. Create  a  spreadsheet  to  track  your  metrics  for  each  social  media  account.  Use  the  same  metrics  you  chose  when  developing  your  strategy.  Here  is  a  sample  spreadsheet  to  get  you  started.  2. Use  tools  like  Facebook  Insights,  LinkedIn’s  Page  Statistics,  Twitter  Counter,  Simply  Measured  and  Google  Analytics  for  reporting.  3. Use  charts  and  graphs  to  provide  a  visual  representation  of  your  success.  4. Create  case  studies  for  major  achievements  aligned  with  your  business  goals.  Here  is  an  example  of  Corporate  Marketing  case  study.    Hobsons  Blogging  Guidelines  The  guidelines  outlined  below  are  to  help  you  produce  a  comprehensive,  memorable  and  valuable  blog  post  to  establish  rapport  with  and  encourage  action  in  your  readership.  While  Corporate  Marketing  will  make  necessary  edits,  please  ensure  your  content  is  strong  and  of  the  best  quality.  Additionally,  all  topics  for  Hobsons’  corporate  blog  will  stem  from  the  Corporate  Blog  Content  Calendar  managed  by  Corporate  Marketing.    1.  Your  blog  title  should  be  no  longer  than  17  words  in  length,  relevant  to  your  content  and  offer  readers  the  complete  story  of  your  post.  This  will  pull  readers  into  the  remainder  of  your  copy.  2.  Your  post  should  be  300-­‐400  words  long  and  comprehensively  cover  your  topic.  Do  not  focus  on  writing  the  maximum  amount  of  words.  Focus  on  writing  quality  content  that  your  readers  will  value  and  remember.  3.  You  have  probably  heard  by  now  that  content  is  KING!  Create  content  that  is  useful,  unique  and  demonstrates  an  understanding  of  your  audience’s  needs  and  interests.  When  you  comprehensively  cover  your  topic  in  a  way  that  is  both  valuable  and  original,  your  readers  will  respond  by  commenting,  sharing  and  participating  in  your  conversation.  4.  Don’t  over  promote!  Your  readership  expects  more  than  just  a  sales  pitch.  They  want  quality  content  that  is  intriguing  and  offers  information  they  can  easily  apply  or  share.  When  blogging  about  the  company  or  our  products,  it’s  always  best  to  soft  sale.    5.  Support  your  claims  with  facts  and  acknowledge  your  sources  to  prevent  violating  copyright  law.  6.  Break  up  long  paragraphs.  Use  bolded  subheadings,  bulleted  lists,  blockquotes,  italics  &  short  paragraphs  to  summarize  the  most  relevant  points.  On  average,  only  16%  of  readers  will  read  a  post  word  for  word.  Therefore,  ensure  your  readership  gathers  the  most  important  information  by  making  posts  scannable.  
  12. 12. Hobsons  Social  Media  Guidelines       12  7.  Use  specific  facts.  A  statement  such  as  "14,154  traffic  tickets  dismissed  since  2002"  is  more  believable  than  "thousands  of  traffic  tickets  dismissed  during  the  last  few  years."      8.  Write  your  post  in  the  first  person.  Your  copy  should  read  as  if  youre  having  a  one-­‐on-­‐one  conversation  with  a  colleague.  This  will  enable  brand  transparency,  thereby  increasing  brand  loyalty  and  establish  rapport  with  your  readers.  9.  Portray  enthusiasm  through  your  content  If  you’re  excited  about  your  topic,  your  readers  will  be  encouraged  to  take  action:  from  commenting  to  sharing  to  inquiring  about  a  product  or  service.  10.  Tell  your  readers  2-­‐3  times  within  your  post,  "whats  in  it  for  me.”  Ensure  your  readers  understand  the  value  of  your  post  by  frequently  building  on  the  big  benefit  stated  in  your  headline.    11.  Include  a  call  to  action  at  the  end  of  your  post.  Don’t  assume  your  readers  know  what  action  your  want  them  to  take.  Tell  your  readers  exactly  what  to  do  next  in  one  to  two  short  sentences.  A  call  to  action  encourages  reader  response.  Guide  to  Style  and  Writing:  Basic  Tenets  of  to  Writing  Well  The  following  checklist  can  serve  as  a  guide  to  writing  well.  1. Is  each  sentence  clear  and  complete?  2. Can  any  short,  choppy  sentences  be  improved  by  combining  them?  3. Can  any  wordy  sentences  be  made  more  concise?  4. Is  each  word  in  the  essay  appropriate  and  effective?  5. Is  each  word  spelled  correctly?    6. Check  the  Punctuation.  Pay  attention  to  capitalized  words,  missing  or  extra  commas,  periods  used  incorrectly  and  so  on.  7. Read  it  Backwards  to  spot  errors.  When  writing  we  usually  become  blind  to  our  own  mistakes.  In  order  to  break  this  pattern  you  can  read  the  text  backwards,  word  by  word.  8. Does  each  verb  agree  with  its  subject?  9. Are  all  verb  forms  correct  and  consistent?  10. Do  pronouns  refer  clearly  to  the  appropriate  nouns?  11. Do  all  modifying  words  and  phrases  refer  clearly  to  the  words  they  are  intended  to  modify?          
  13. 13. Hobsons  Social  Media  Guidelines       13