RICHMOND SHRM social media audit
The purpose of this audit is to take a look at the social media
landscape and see how Richmond SHRM can utilize these
channels as a way to reach their pillars: to engage, advance
and lead.
AREAS TO CONSIDER
What networks are currently being used?
Who is a friend/fan/connection/follower?
How many overlaps?
How are other HR companies using these channels?
What are other channels we should consider? Why?
Recommendations
FACEBOOK
52 fans, mostly individuals, a few companies
5 posts, 2 in February other are from October/November 2009
No discussions
One event from November 2009
No notes
What other HR companies/orgs are doing: SHRM has a page – 3,950
members. Fans post job opportunities and ask questions on the wall
page, 27 discussions since August 1, 2009 (some with many responses
some without), 2 photos, no video or events; SHRM-LaCrosse: 9 members,
8 posts since November 2009, 1 discussion, 2 photos, 1 event (SHRM
Conference/HR Games)
Opportunities: Facebook is a great place to broadcast information about
events (inviting members to events, etc). It can also be used as a
platform to expose others to the brand – they may see information in their
News Feed or on a friend’s profile. Can also create “Notes” sharing
information/musings about HR – you can “tag” people and they will
receive notification about your note.
What to watch out for: Interest in the Facebook page may not necessarily
drive traffic to the site, potential to reach people that are not in the target
demographic (message may fall on deaf ears)
TWITTER
59 followers, mostly companies/organizations, some overlap of Facebook
users, many from areas outside of Richmond
On 4 lists
3 tweets, last one November 17th
What other HR companies/orgs are doing: SHRMLI skinned page, 76
followers, 63 tweets (conference updates, links to articles related to HR);
HRMVP 355 followers, 3 tweets; EntryHR 2,276 followers, 1,729 tweets (links
to articles, headlines)
Opportunities: Twitter is a great way to broadcast short messages to a
large audience. Information can be shared and spread easily. Links are
common in this medium and people are comfortable following them –
could lead to increased traffic to the site. As suggested – could be used
to send inspirational messages or link to news articles related to HR
What to watch out for: Only have 140 characters per message – not ideal
for long communication. It is easy to get lost in the clutter of tweets (~580
per second!!!! http://www.twitpocalypse.com/). This is not the place to
create meaningful relationships with members – it is not as personal.
Twitter is more of a bulletin board
LINKEDIN
284 Members of Richmond SHRM group –most in Richmond area some
from other areas, there is some overlap of Facebook and Twitter users
18 discussions in last 5 months (most recent was last week as of March 1)
1 news story (from February 26, 2010)
What other HR companies/orgs are doing: (hard to measure because
can’t see!!)
Opportunities: LinkedIN is the professional social media site. It is great for
networking and reaching members (who should all have accounts!).
Members can put a “Richmond SHRM” badge on their profiles.
Discussions are already happening on LinkedIN – can further nurture these.
Can implement the LinkedIN API onto the main site to create a solid
connection between the two
What to watch out for: Users who have not been approved as members
of the group cannot see the group page or any of the discussions (i.e. not
a good way to attract new members)
TO CONSIDER:::
YouTube
Opportunities:
- could post videos from meetings on a Richmond SHRM channel
- YouTube is a huuuggeee search engine
- Fast, easy way for people to tap into Richmond SHRM and share
info
- Can brand all videos with Richmond SHRM logo, etc
- Allows people to get the feel of Richmond SHRM and the
personality of the organization
What to watch out for: Does not drive people back to the site very well –
you can add a link in the “info” section but click throughs probably won’t
resemble video views
RECOMMENDATIONS
RichmondSHRM.org – add LinkedIN widgets so that users can easily
connect with each other and feel more at home within the group
YouTube – start sharing content from meetings
LinkedIn – assign someone the duty of going in every week and
approving new members. Start discussion threads around upcoming
speakers and events. Link to YouTube videos.
Facebook – create “events” for all meetings/events and invite all fans
(search Fb for other users based on email list and invite them to join Fb
group), post pictures from events, post job listings
Twitter – post job listings w/ links, post basics about events w/ links, post
relevant article links, link to YouTube videos, changes to the site
BIG PICTURE
Engage – Facebook, YouTube
Advance - Twitter
Lead - LinkedIN