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2013 Social Media In Enterprises
The document discusses the role of social media in enterprises, highlighting its growing importance for customer engagement, brand promotion, and recruitment. It outlines common challenges businesses face in social media adoption, such as regulatory compliance and the need for effective policies. Additionally, it provides examples of successful social media use in various companies and emphasizes the necessity for organizations to adapt and integrate social media into their communication strategies.
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2013 Social Media In Enterprises
- 1. SOCIAL MEDIA INENTERPRISES 2013 Contingency Planners of Ohio Conference, October 2013 By Holly Solomon, Expand Socially
- 2. SOCIAL MEDIA IN ENTERPRISES Agenda Tweet co m @expand ments today to: so #socialm cially ediawith holly • Social Media Today • Social Media in Enterprises • Examples of Enterprises using Social Media • Top 10 Challenges of using Social Media in Enterprises • Regula=ons and Compliance • Future Outlook of Social Media
- 3. SOCIAL MEDIA CURRENT STATISTICS • Most large organiza=ons maintain at least 10 Facebook accounts (many have more than 200) • 90% have a presence on TwiMer • 65% of employers encourage the use of social media for work related ac=vi=es • Only 25% of businesses have a stand-‐alone, dedicated social media policy Your customers are likely using social media! For those choosing not to are siTng on the sidelines and missing out on opportuni=es to brand your company further and/or defend your brand.
- 4. SOCIAL MEDIA CURRENT STATISTICS
- 5. WHY BUSINESSES SHOULD CARE ABOUT SOCIAL MEDIA -‐ Improve Customer Rela=onships: Customers want to have conversa=ons with the brands they buy from -‐ Increase Media Coverage -‐ Tell your story/Rumor control -‐ Funnel people to helpful resources -‐ Influence Sales: Network with prospects through exis=ng customers-‐ AMract new clients -‐ Find Top Talent through your employee’s networks/ recommenda=ons -‐ Communicate with a larger audience The greatest barrier to success in social media outreach is a lack of knowledge.* B2B communica6on is changing…don’t be the last to connect. Get informed, get involved, get SOCIAL!
- 6. WHAT ARE COMPANIES SHARING ON SOCIAL SITES? • • • • • • • • • Product info Promo=ons or special offers Offer feedback Influence product direc=on Open posi=ons/Why you would want to work for them News related to the company Tips and advice Informa=on that is easily accessible Info people will engage with that they can share with their followers The key to unlocking social media value, is aligning your viewers needs/wants with your business goals!
- 7. NATIONWIDE INSURANCE RESPONDS WITH CONTACT INFO s -‐ wish thi **Wow d happene always I me when for ! complain need to
- 8. HUMANA GOT 26K EMPLOYEES ON AN INTERNAL SOCIAL NETWORK Humana says….. -‐ Over 26K of the firm's 40K employees are on the company's social network. -‐ More than 200 addi=onal employees a week are joining. -‐ They are inves=ng in this to “Accomplish business objec=ves” and ”develop posi=ve personal rela=onships around areas of mutual interests.” hMp://www.citeworld.com/social/21922/enterprise-‐social-‐networking-‐success-‐ story-‐socialcast-‐humana
- 9. OTHER ENTERPRISE SOCIAL MEDIA EXAMPLES Enga ging with que sOon s Because they asked…. Got their customers to post photos of their products!
- 10. BIG LOTS USING SOCIAL MEDIA TO ATTRACT TALENT LINKEDIN • 28 likes • 4 comments
- 11. VERIZON SUCCEEDS WITH PINTEREST PINTEREST • 5209 People following • 73 People like their pins • They have 10 boards with 105 Pins
- 12. LINKEDIN • 12 likes • 3 comments 10TV GETS VIEWERS TWITTER • 4 Retweets • 1 Person favorited the tweet
- 13. SEDGWICK BUILDS FOLLOWERS WHILE GIVING BACK FACEBOOK • # of likes • 40 comments • 262 shared to their network
- 14. MAYO CLINIC USES SOCIAL MEDIA FOR EMPLOYEES • Facebook Page for just for their employees: hMps://www.facebook.com/pages/Employees-‐at-‐Mayo-‐Clinic/ 126340460797126 • YouTube for “New Employee Orienta=on” that shares social media guidelines and best prac=ces for their employees. hMp://youtu.be/pjocDhlicJs • They publish their social guidelines on their website: hMp://sharing.mayoclinic.org/guidelines/for-‐mayo-‐clinic-‐ employees/
- 15. EXPAND SOCIALLY’S TOP 10 COUNTDOWN OF CHALLENGES IN USING SOCIAL MEDIA IN ENTERPRISES 1. Enterprises typically prohibit use of social media in the workplace 2. Employees or customers sharing nega=ve feedback publically 3. Too many hands in the social media pot 4. GeTng organiza=onal commitment 5. Social Media policies & procedures are struggling to keep up 6. Jus=fying the cost of social media because ROI is difficult to produce 7. The nature of social media has built up expecta=ons for a speedy response from organiza=ons 8. Enterprises face complicated ques=ons concerning how they can control social media usage 9. Organiza=ons are challenged with knowing what tools they should use And……… 10. Compliance Fears: Many regula=ons are not clear how they pertain to social media
- 16. EXAMPLES OF SOCIAL MEDIA GONE WRONG Poten=al hires need to be careful what they post: • 2009 a person tweeted: "Cisco just offered me a job! Now I have to weigh the u=lity of a faMy paycheck against the daily commute to San Jose and ha=ng the work.” • A Cisco employee saw this and contacted the person who hired him. • Cisco revoked the offer. Employees need to be careful what they post: • Someone tweeted they were going to a big sales mee=ng in Bentonville, Arkansas. • Because Bentonville happens to be the HQ for Wal-‐Mart, compe=tors -‐ as well as Wal-‐ Mart (client) -‐-‐ learned about the disclosure. • Wal-‐Mart became so angry, they canceled the mee=ng. Employee violated non-‐compete: • In 2009, a technical recruiter, leu IT staffing firm TEKsystems Inc. but con=nued to send messages to members of their LinkedIn network who worked for the firm. • TEKsystems filed a lawsuit with the employee and their new employers. • The Court entered a Consent Order for Permanent Injunc=on prohibi=ng the former employee from solici=ng or contac=ng the company’s customers for a period of 12 months.
- 17. REGULATIONS AND SOCIAL MEDIA Forrester Research has iden=fied more than a dozen regula=ons in North America and Europe that have direct implica=ons for how organiza=ons manage social media: -‐ Na=onal Labor Rela=ons Act -‐ Financial Industry Regulatory Authority's (FINRA) Regulatory No=ces 10-‐06 and 11-‐39 -‐ Federal Trade Commission's (FTC) updated .com Disclosures guidance -‐ Federal Financial Ins=tu=ons Examina=on Council's (FFIEC) proposed "Social Media: Consumer Compliance Risk Management Guidance” -‐ Proposed European Union General Data Protec=on Regula=on. -‐ New rules from the U.S. Food and Drug Administra=on and other regulatory agencies are likely on the way.
- 18. COMPLIANCE AND SOCIAL MEDIA • Data ProtecOon and Privacy: Organiza=ons should evaluate how they collect social media data and work to clearly address their inten=ons in a public way, such as through their websites' public privacy policy statements. • Employee rights: To address these concerns, organiza=ons can adopt policies to guide employee use of social media but must be careful that they do not conflict with country or state privacy laws/labor laws. Be careful how you monitor employees, restrict behavior and/or gather informa=on from social channels for hiring purposes. • Disclosure and third-‐party endorsement: Your social media messages should meet your industry’s regula=ons. For example, some social posts can be considered endorsements as they remain live for a long period of =me on the internet. • Governance and oversight: Since more enterprises and specific groups within those organiza=ons (HR) are using social media, regulators in some industries, such as FINRA and FFIEC, now want to see organiza=ons to develop proper internal procedures and controls to ensure they manage associated risks effec=vely. • InformaOon archiving and retenOon: There are great challenges with archiving your content since content creators can edit or delete posts auer they are published. You should determine what your context of business communica=ons is first and then decide how to manage to it.
- 19. WHAT SHOULD YOUR ENTERPRISE DO TODAY? Social Media is not going away-‐ it’s only increasing Don’t shy away from Social Media because of the unknown-‐ the benefits are too great! Enterprises should….. Take precau1ons by focusing on the regula1ons you need to comply with and put in a governance process to comply with them.
- 20. QUESTIONS TO ASK YOUR COMPANY What regula=ons does our company need to follow? What/how are we monitoring the social world? Who is accountable for monitoring? How are we tracking and managing nega=ve feedback? Is there currently an inventory of the various social accounts we have? And does this include any leaders in the organiza=on? • Do we have any specific social media policy in place for the employees? • When was the social media policy updated last? • • • • •
- 21. FUTURE OULOOK IN SOCIAL MEDIA • Social media will become a daily rou=ne for those not already using it. • Companies will be asking more how they can integrate social media into their mix of communica=ons. • New social playorms will become known and u=lized; Some exis=ng will go away. • E-‐mail and instant messengers have constantly been dropping in popularity. • The media budgets will shiu to content crea=on, monitoring & management. • Social media will share more sensi=ve topics & serious discussions. • More companies will be monitoring their brand due to the increase in bad press seen in the public. • Mobile marke=ng will con=nue to grow deeper. • Social media insights (business intelligence) will be used by companies more to be proac=ve. • Social tools will become companies’ most effec=ve tool for customer service. • Customer’s opinions will con=nue to be shared at a growing rate. • Social ac=vi=es will be easier to measure.
- 22. THANK YOU What are you going to do tomorrow to find out more about Social Media in your Enterprise? Do you have ques=ons? Holly Solomon Expand Socially (614)440-‐7988 holly@expandsocially.com www.expandsocially.com
- 23. RESOURCES SearchSecurity.com: Social media regula=ons and compliance: What enterprises should know”: hMp://searchsecurity.techtarget.com/=p/Social-‐media-‐regula=ons-‐and-‐compliance-‐What-‐enterprises-‐should-‐ know?vgnexymt=print Restric=ve-‐covenant federal lawsuit over social media conduct raises novel, far-‐reaching ques=ons for employers hMp://www.nixonpeabody.com/118469 Mayo Clinic: hMp://sharing.mayoclinic.org/guidelines/for-‐mayo-‐clinic-‐employees/ “New Employee Orienta=on” that shares social media guidelines and best prac=ces for their employees. hMp://youtu.be/pjocDhlicJs Humana: hMp://www.citeworld.com/social/21922/enterprise-‐social-‐networking-‐success-‐story-‐socialcast-‐humana