making social media work for your organization january 2012
DESCRIPTION
Half day open training event held in Waterloo, Canada.TRANSCRIPT
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Making social media work for your organization
by Toronto Training and HR
January 2012
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Contents3-4 Introduction to Toronto Training and HR 5-10 Reasons for using social media11-12 Myths & barriers about social media13-14 Ways of categorizing social media
applications15-18 Web 2.019-20 What kind of interactions do social media tools enable?21-26 Recruitment and social media27-30 Implementing social networks effectively31-32 Protecting the employer33-35 Legal risks36-40 A clear policy41-43 What can be done if the worst happens?44-45 Figures for 201246-47 Drill48-53 Case studies54-55 Conclusion and questions
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Introduction
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Introduction to Toronto Training and HR
• Toronto Training and HR is a specialist training and human resources consultancy headed by Timothy Holden
• 10 years in banking• 10 years in training and human resources• Freelance practitioner since 2006• The core services provided by Toronto Training and HR
are:- Training event design- Training event delivery- Reducing costs- Saving time- Improving employee engagement &
morale- Services for job seekers
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Reasons for using social media
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Reasons for using social media 1 of 5
Proactive engagementInstant feedbackConsumer voiceInternal focusMeasuring the noiseEmpowering users
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Reasons for using social media 2 of 5
Brand awareness (80%) Marketing (60%) Recruitment (42%)Employee communication (39%)Employee engagement (37%)Team working (28%)
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Reasons for using social media 3 of 5
USING SOCIAL MEDIA IN EDUCATIONTutors are able to extend the opportunities for group work and discussion beyond the confines of the classroom and into online spaces that may be easily accessed on and off campus, from home and potentially from the workplace
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Reasons for using social media 4 of 5
USING SOCIAL MEDIA IN EDUCATIONStudents can participate in activities at a place, and time that suits their individual circumstance, increasing the accessibility of an activity’s design and bringing the benefit of increased participation and achievement
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Reasons for using social media 5 of 5
USING SOCIAL MEDIA IN EDUCATIONTutors, individual students and whole class groups can benefit from learning with and across formal and informal communities by exploiting the potential of social media to connect groups of students (and professionals) with people in other places
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Myths & barriers about social media
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Myths & barriers about social media
Social media distracts people from their jobs and makes them less productiveWhat if someone writes something negative or derogatory about our business?We don’t have the resources to manage, monitor and administrate internal social media
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Ways of categorizing social media applications
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Authoring toolsSocial networking applicationsSocial media platforms
Ways of categorizing social media applications
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Web 2.0
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DefinitionCharacteristics of Web 2.0
Web 2.0 1 of 3
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WHERE HR CAN ADD VALUEEmployee engagementLearning & developmentMotivationEmployer brandKnowledge creation and knowledge sharing
Web 2.0 2 of 3
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SCENARIOS FOR WEB 2.0Traditional face to faceModern face to faceLaissez-faire 2.0Enterprise 2.0
Web 2.0 3 of 3
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What kind of interactions do social media tools enable?
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Active participationOpennessConversationCommunityConnectedness
What kind of interactions do social media tools enable?
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Recruitment and social media
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Recruitment and social media 1 of 5Recruiting to your organization
Candidate’s backgrounds and getting to know them
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Recruitment and social media 2 of 5USING SOCIAL MEDIA EFFECTIVELY
Use groups, and specifically closed groups, to interact with potential candidatesDialogue should be little and oftenEffective contact management is key
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Recruitment and social media 3 of 5ONE-OFF CAMPAIGNS
Target groupsEmployee profileBrandChannels
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Recruitment and social media 4 of 5CHECKING OUT CANDIDATES
Business websitesTwitter and FacebookGoogle
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Recruitment and social media 5 of 5TWITTER
Be thereIntegrate TwitterInvolve your stakeholdersCreate handle strategyDrive cohesionPublish content creativelyDelivering valueThink globally
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Implementing social networks effectively
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Implementing social networks effectively 1 of 3
Build trustBe openTeamworkCustomer service enhancementSet the rules and boundaries
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Implementing social networks effectively 2 of 3
POLICIESEnlist an employment lawyer to prepare a policy which fits your business and your business needsA good policy will set out what behaviour is unacceptable both inside and outside of the workplace, and what in particular will be considered gross misconduct
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Implementing social networks effectively 3 of 3
POLICIESIt will set out clearly the potential consequences, e.g. disciplinary action which may include dismissalIt should be communicated clearly to employees, in writing and if possible alongside training sessions (attendance records should be kept)
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Protecting the employer
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Protecting the employer A well-written and robust social media and IT policyIssue helpful written guidance to employees on using social media for business purposesWhere justified in certain professions and sectors, issue guidance for employees on using social media for personal purposes
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Legal risks
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Legal risks 1 of 2 Employee posts derogatory comments about employerEmployee posts video clips on a social media site that may bring the employer into disreputeEmployees leak confidential information about their employer via a social media siteEmployee airs controversial views on blogs in which his/her employer is namedRejecting an applicant because of the content of their Facebook profile
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Legal risks 2 of 2 An employee takes lists of contacts they have been built up from social media sites accessed in work and their own time and then leaves to work for a rivalEmployees post user-generated content on internal sites without checking copyright status or accuracyEmployees spend too much time at work on social media sitesUsing information posted on blogs when making recruitment decisionsCyber bullying of other employees
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A clear policy
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A clear policy 1 of 4NEEDS TO BE PUBLISHED AND INCLUDEWhat is required of the employeeThat monitoring and/or recording may take placeThe consequences of breaching policy
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A clear policy 2 of 4EMAIL AND INTERNETmake it clear that communications systems are provided to promote effective business communicationset out the restrictions governing personal use — the circumstances in which employees may or may not use the e-mail system and internet access for personal communicationmake it clear that policies on sexual harassment and discrimination will apply to communications
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A clear policy 3 of 4EMAIL AND INTERNETinform users that interceptions, monitoring and recording may take placegive examples of reasons for interceptions, such as ensuring compliance, monitoring standards and preventing or detecting unauthorised usemake it clear that interceptions will be used to counter legal action against the employer
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A clear policy 4 of 4EMAIL AND INTERNETmake it clear that passwords and terminals are not to be made available to unauthorised personsset out the penalties and disciplinary consequences of breaching policyemphasize that it also applies to home workersmake clear to employees that any e-mail contact list stored on the organization’s system is the property of the organization, even if the employee has created and maintained that list
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What can be done if the worst happens?
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What can be done if the worst happens? 1 of 2
Ensure that the social media policy is interpreted and applied reasonably and sensibly, particularly when deciding what action to takeEnsure that the policy is applied consistently across the workforceGet some legal advice early on from a specialist employment lawyer, preferably before any employee is dismissed
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What can be done if the worst happens? 2 of 2
If appropriate, and depending on the scale of the situation, get assistance from a PR professional to try and limit the reputational damage to your business
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Figures for 2012
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Figures for 2012Users spend more than 500 billion minutes per month on FacebookTwitter gets more than 300,000 new subscribers every dayA new member joins LinkedIn every second
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Drill
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Drill
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Case study A
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Case study A
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Case study B
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Case study B
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Case study C
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Case study C
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Conclusion and questions
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Conclusion and questions
SummaryVideosQuestions