Social Media in the Work EnvironmentA Presentation By

Monday, July 25, 2011

AgendaIntro

A Social Media Revolution?

Social media in the workplace: What is its role?

Establishing guidelines and company policies

Social media channels

The pros and cons of social media marketing

Integrating social media with other marketing channels

Measuring engagement

Intro

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: http://cherylsantamaria.com/blog

: www.twitter.com/chersantamaria

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Right Here, Right Now

Social Media in the Workplace | Stats

54% of business block employee access to social networking sites

19% allow social networking for work-related purposes

16% allow limited personal use

10% allow full use …[Source: Robert Half Technology Survery, Oct. 2009]

… Yet over 94% of companies invest in social media.

[Source: PR Newswire, Oct. 2009]

So, What IS Social Media's Role in The Workplace?

Disseminate information

Communicate and network

Promote brand recognition (both internal and external)

Increase productivity

(We'll come back to this later ...)

Establishing Guidelines and Company Policies

“Most people don't plan to fail, they fail to plan.”

- John L. Beckley, first librarian of the U.S. congress

Prep WorkAssemble a “social media task force” (comprise of employees, third-party consultants or a mix of both)

Do your research. Conversations about your company will happen whether you like it or not. Do you know what people are saying about your brand?

Identify “red flags”/PR issues

Decide which social media channels are to be utilized

Devising a Company Policy

A good policy should include approximately 10 guidelines, including:

Representation of the brand and the user Disclosure, confidentiality and privacyDefining the desired “purpose” of social networking, as defined by the companyGuidelines for usage during business hours (and after hours)Professionalism and response time to customer service queries via SM

Tip: Social media is constantly changing. A good policy should try to anticipate issues before they occur, including: “friending/following” colleagues, posting images online, language, usage, etc.

Crisis Management

Appoint a spokesperson (and a backup) to speak on behalf of the company, should an issue arise

Prepare a template statement and press release that can be modified easily

Determine and document the “chain of command” for dealing with a PR/SM issue (i.e. who will coordinate crisis management, who will speak to media, who will send out press releases etc.)

Appoint a project manager (and a backup) to oversee the execution of the response strategy and ensure all timelines/tasks are met

Social Media ChannelsWhich platforms should your company be using?

Dependent upon the goals of the organization and the results of your preliminary research:

What SM channels does your primary and secondary target audience use the most frequently?

Are your competitors using social media effectively? What channels?

Will you allow for two-way communication?

There are A LOT of social media channels. Hone in on 1-3 of them ...

[Source]

SMM | The Pros

Social media is social! Social media allows you to reach people above and beyond your

target audience Social networking can help you find resources/answers faster,

improving productivity If done correctly, social media can help to position your company

as adaptable, on trend and resourceful

SMM is a major time investment. If you are going to utilize social media, engage regularly or don't engage at all

Users will expect a quick response time to social media queries

You cannot pick and choose which comments/issues you address on SM

SM strategies need to be monitored, revised and repositioned regularly (I recommend once a month)

True SM influence grows slowly, over time

You will not see much ROI in the first few months (that's the nature of the beast)

SMM | The Cons

Integrating SM with Other Mktg Channels

Anything with a URL (press releases, mentions in the newspaper, YouTube videos of recent commercials) can become SM content (whether it be through Twitter, Tumblr, Facebook or a blog)

Add links to social media on business cards and in email signatures

All print/radio advertising and promotions should contain links to SM channels

Work with your company's social media task force to develop a strategic short and long term plan for integrating social media with other marketing channels

Tips:

Maintain a consistent “voice” and strategy throughout your traditional and SM mktg campaigns

Invite your audience to “continue the conversation” via social media

Use QR Codes on print advertising to link to YouTube videos, online coupons, or one of your SM channels

Integrating SM with Other Mktg Channels

Measuring Engagement

Google Analytics/Count Per Day

Klout

Timely.is

Bit.ly

Goo.gl

Questions?