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Social Media
Social Media
Social Media
The Agenda
• The Good – why social matters
  – Some examples
• The Bad and The Ugly
  – Are really the pieces of the same thing
• The Rest
The Good
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
Social media
• New communication channel
  – Customer service
  – Source of information and feedback
  – Build community
  – Marketing
  – Brand protection
  – Monitoring / Listening
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
The Conversation
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
The Bad
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
The Bad
The Bad
The Bad
The Bad
The Bad
The Bad
• Social Media Looms Large in Komen's 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.
Social Media
The Ugly
The Ugly
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
Yellow Dog Recruiting
Social Tools for Recruiting
•   BeKnown
•   Branchout
•   Connect.me
•   Bullhorn Reach
•   Brave New Talent
•   Upwardly.me
•   LinkedIn
Bullhorn Reach
The Rest
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
Social media access
          • Tough to control
          • Blocking access at work
          • Mobile, other device
          •  Consider Egypt, Libya,
            Japan
          • Better to manage
            proactively
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
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”
The Rest
Dealing with social media
• Stop
• Look
• Listen
• Respond
Responding
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
Action plan
These 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

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Social Media: the good, the bad and the ugly

  • 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
  • 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
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  • 8. Social media • New communication channel – Customer service – Source of information and feedback – Build community – Marketing – Brand protection – Monitoring / Listening
  • 9. 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
  • 11. 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
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  • 26. 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
  • 32. The Bad • Social Media Looms Large in Komen's 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.
  • 36. 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
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  • 42. Social Tools for Recruiting • BeKnown • Branchout • Connect.me • Bullhorn Reach • Brave New Talent • Upwardly.me • LinkedIn
  • 45. 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
  • 46. Social media access • Tough to control • Blocking access at work • Mobile, other device • Consider Egypt, Libya, Japan • Better to manage proactively
  • 47. 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
  • 48. 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”
  • 49. The Rest Dealing with social media • Stop • Look • Listen • Respond
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  • 52. 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
  • 53. Action plan These 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

Editor's Notes

  1. Understand that social media is not the equivalent of rocket science.  It does involve technology, but it is only a type of tool.  Tools can be used for good or evil.Don’t make developing a policy the highest priority on your professional agenda.  You need to develop at least a general understanding of the principal tools first.  This doesn’t mean you need to develop the competency of a power user.Think about how social media tools might be useful within your organization.Think about how social media tools might be used against your organization.Think about identifying internal and external subject matter experts on social media who can offer advice and support.Think about doing this BEFORE you are called on to  give advice.  If you wait until then, you are already too late.Think of gaining social media expertise as an opportunity to develop your strategic presence at work, then think about taking advantage of this golden opportunity to enhance your career.
  2. Why? It is part of the new way we communicate. Not everyone, but enough you can’t afford to ignore itThe major question that most companies must answer about this conversation is, how will you manage this dialogue, if you choose to manage it at all. Some companies choose not to. Being in social media is not the right choice for every organization.The choice your company faces is whether you want to do anything to proactively manage, direct or influence the conversation by taking part in that dialogue. My advice is that you should be, but that decision is not an appropriate one for every organization.HR professionals are also already engaged in the social media dialogue whether you know it or not., and frankly whether you like it or not. You face the same choices I just mentioned above.