Making Sense of
Social Media
A Tool for HR Professionals
Montana State SHRM Council – May 9, 2014
D
Aliah D. Wright
Author, A Necessary Evil: Managing Employee Activity on Facebook,
Twitter, LinkedIn… and the Hundreds of Other Social Media Sites
Think of Social Use as Purposeful Collaboration
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Making Sense of Social Media
No one will care more about
your reputation than you…
Especially if … YOU damage it
Or reveal the wrong thing
Meet Dana Snay
"Mama and Papa Snay won
the case against Gulliver."
"Gulliver is now officially
paying for my vacation to
Europe this summer.
SUCK IT."
Justine Sacco’s Nightmare Before Christmas
#hasjustinelandedyet
The Curious Case of Adria Richards
Maybe she meant well…
What she tweeted
This photo of two unidentified men
en
COME GET THIS CASH
• A Facebook Post Strikes again
It’s not all bad …
• Here’s a positive branding
experience
The Neonatal Nurse
Newsflash …
Meanwhile over at NPR …
Making Sense of Social Media
Socialnomics 2014
http://bit.ly/1kKNvRo
This is how we communicate now
THERE IS NO GOING BACK
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THIS IS HOW WE COMMUNICATE NOW
THERE IS NO GOING BACK
Did you know there are 7 Billion in the World?
2 Billion Use The Internet
By 2016, 8 Billion Worldwide Will Access it From a
Smartphone
Thanks to this guy – Martin Cooper
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Making Sense of Social Media
Social Media Has Become Such an Integral Part of Our Lives that:
90% of Gen Y Users Worldwide Check Their
Smartphones for E-Mail, Texts, and Social Media
Sites - before they get out of bed.
Almost Half of People Worldwide Text, E-mail, and
Check Social Sites During Meals with People
More than a Third Are Texting and Visiting the
Internet & Social Sites from their Smartphones
In the Bathroom
Source: Cisco, 2012
Making Sense of Social Media
Those Fingers Were Made For “Talking”
84% & 16%
Top Five Activities?
79% & 2 Hours
Consider: The workforce of today carries a mini computer
in their hands – it’s really not a phone.
Source: IDC, Facebook, 2013
Social Media Know-How is Essential
You Cannot Manage What You Don’t Understand
Each day Social Media comes closer to replacing
snail mail, e-mail, and ringing telephones.
Its importance will only continue to grow and
change.
It can enrich your firm’s brand, grow the bottom line,
improve organizational goals and communication -and increase employee engagement
But having a strategy is essential – especially when
it comes to managing employees who speak to the
world from the palms of their hands.
WHAT’S NEXT? --- Lets Talk HR Strategy
The Key to Success in Social Media is the
development of a social media STRATEGY!
SHRM 2014
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Strategy Point No. 1 – 21 Questions
• Goals?
• Resources?
• Implementation Lead?
• Measurements?
• Audience?
• Risks?
Strategy Point No. 2 – More Questions
Effective engagement in social media starts with strategic listening for the 5 W’s!
WHO
WHAT
• WHEN
•
WHERE
WHY
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Strategy Point No. 3 – Engage & Direct
Consider engaging customers and other audiences in the places they
frequent so you’re pushing your message to them where they live
Blogs,
Wikis,Tumblr
YouTube,
Vine, Viddy,
Snap Chat
Twitter,
Instagram,
Pinterest
Facebook,
Twitter,
LinkedIn
YOU
Are Now
the
BRAND
Google+
Strategy Point No. 4 – Please, Be Transparent
Be transparent, respectful and honest in the approach and use of
social media tools.
Consider HMV
STRATEGY POINT No.5 -- EMPLOYEE EDUCATION
Empower your employees with a working knowledge of social media
which will enable them to effectively implement social media tools.
1. EDUCATE
2. BE AN EXAMPLE AND USE EXAMPLES
3. MAKE THE POINT
STRATEGY POINT No. 6 -- POLICY THAT EMPOWERS
Empower your employees with a social media policy which
provides guidelines on communicating in the online world.
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STRATEGY POINT No. 7 -- STAKEHOLDERS NOT OWNERS
As an organization, take a communal approach to social media,
meaning that no one department owns it. Rather, all are
Stakeholders, contributing equally to its successful integration into
your operations.
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New Rule: THINK before You Click
If it is something that can be embarrassing or potentially
lead to the loss of employment, do not put it on the
Internet—even if you think no one who matters will see it.
Let me reiterate it a different way. If the post, photo, or
video is something you would not want the CEO of your
company, your firm’s legal counsel, or your grandmother to
see, do not post it on a social networking site.
And I hate to break it to you: Even if your birth name
is not attached to your profile, your photos are. Your boss
still knows what you look like and who your friends are.
“Failing to plan is planning to fail.” – Alan Lakein
5 Steps to Counteract Social Media
Nightmares
1. Write a Social Media Policy
2. Be specific – go to Wal-Mart
3. Train employees on the policy
4. Don’t ask for Passwords
5. Develop a contingency plan
Do this Before it goes viral
Let’s Review - Social Media Can
• IMPROVE YOUR IMAGE
• SHOWCASE THOUGHT LEADERSHIP
• IMPROVE ENGAGEMENT
• INCREASE REVENUE
• MONITOR COMPETITORS
• TURN EMPLOYEES INTO BRAND AMBASSADORS
• IMPROVE RECRUITMENT STRATEGIES
SHRM AND SOCIAL MEDIA
.
©SHRM 2014
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Social Media Tools @ Work - Facebook
©SHRM 2013
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Social Media Tools At Work ---- YouTube
Social Media Tools At Work ---- Twitter
©SHRM 2014
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Social Media Tools At Work ---- LinkedIn
SIX TAKEAWAYS GOING FORWARD
1) SOCIAL MEDIA IS HERE TO STAY
.
2) ANALYZE WHETHER IT IS FOR YOU
3) DEVELOP A STRATEGY
4) SET UP A PRESENCE AND SUSTAIN IT
5) SOCIAL MEDIA IS ABOUT ENGAGEMENT
6) EMBRACE SOCIAL – STOP BLOCKING IT
©SHRM 2014
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Let’s Take Some Questions
Innovations in Social Recruiting
Questions
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FIND ALIAH D. WRIGHT
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•
•
•
•
•
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vizify.com/aliah-d-wright
about.me/aliahdwright
Facebook.com/aliahwrites
Twitter: @1shrmscribe
D
Google+ (just Google me)
aliah.wright@shrm.org
SHRM Connect: http://community.shrm.org