social media: the good, the bad and the ugly
Post on 01-Nov-2014
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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 RestDealing 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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