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Pleasures & Pitfalls of:Social Media &Your Business
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So, what is social media?
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Dare we try and define it?
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Yep…we dare.
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Our definition:
Social media: user-generated content shared digitally between members of a community.*
(That community could be everyone online!)
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Below = NOT social media:
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…they are just tools.
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The tools will change….
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…but the “work” (in this case, sharing content & engaging)
is here to stay.
Bet on it.
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Benefits for your business:
① Your customers are there.
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Pew Internet:
78% of U.S. adults (18+) are online 65% of those online use social
networking sites 43% of those that use social
networking sites did so yesterday.
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Benefits for your business:
① Your customers are there.
② They are probably talking about you.
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What do they do?
Like your business (Facebook) Check in (Facebook, Foursquare) Post reviews (Yelp, Google Places, etc.) Post tips (Foursquare) Compliment/complain (Twitter, Facebook) Shoot/upload pix (All of the above
and more, like Flickr, etc.)
…and everyone (in their communities) knows it!
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Benefits for your business:
① Your customers are there.
② They are probably talking about you.
③ You can ENGAGE them!
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What is engagement?
Connecting with your audience and evoking an emotional involvement or commitment.
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Done well, engagement can be:
Marketing Public relations Brand-building Customer service or a simple, smile-inducing display of your
organization’s personality…
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JetBlue = human (and funny)
Source: JetBlue
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Successful engagement =
Making it all about them, not about you.
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So, pitfalls?
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Establish your:
Purpose for using social media and each tool
“Rules of engagement” for employeesNegative posts/tweets/comments
Crisis situations
Process for guiding people to more appropriate channels (phone, email, etc.)
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Establish your:
Social media policy!Who can post on behalf of the organization, what happens if employees post negatively on their personal accounts, etc.
It doesn’t have to be complicated.
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The biggest mistake:
Ignoring the fact that your audience members are using social media, and anything they say will be said whether you are using social media or not.
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The conversation is taking place.
The question is, will you participate?