Social Media Cheatsheet
Social Media Defined
• Broad versus narrow
• 1.0 and 2.0
• Internal and external
• Surface and “deep” (aka
visible and invisible)
Step 1: “Present State”
• Where do you show up on
________ web?
• Where do you show up on
the _______ web?
• “Listening” tools?
• Staked claims?
Key Media
• Email (“killer app”)
• Internal communication
(intranet, internet, text)
• Search (GOOGLE, Yahoo,
Bing – especially content
network)
• Facebook (LinkedIn)
• Twitter
• Yelp (also glassdoor,
jobvent, craigslist, etc.)
• Youtube
• Flickr
• Union websites
(unionist.com)
• Corporate campaign
websites (i.e. JFJ, WWU)
Step 2: “Desired State”
• Stake your claim
• ____________ (“own the
field”) strategy
• SM policy (CAREFUL)
• Proactive __________
• ______ _______ strategy
Step 3: Close the Gaps
• Identify ______
• __________ projects
• Prioritize: look for
_________ + _________
KEYS
• Context! (i.e. __________
= original “killer app”)
• Social media is important,
monitor and use
• Most companies have
more opportunity on
_________ projects
NEXT STEPS
• Gap analysis of social
media practices
• Gap analysis of reactive
campaign tools
• Gap analysis of positive
employee relations
practices
Labor Relations Institute | www.LRIonline.com | 800-888-9115
Visible versus Deep Web
Deep Web = 90% of all web traffic!
Visible versus Deep Web
• “Take Action”
• “Alerts”
• “Campaigns”
point to future
organizing
targets
Visible versus Deep Web
Unions on Facebook
REMEMBER: Facebook
is a “walled” site –
search independent of
Google
On a union or
organizer’s page –
Check “favorite
pages” to find current
campaigns
Unions on Twitter
Nice place to lurk,
even if you don’t
“tweet”
Tip: You can follow
“twibes” (groups of
twitter users –
there is a twibe of
union organizers)
through an RSS
feed!
Where do you show up?
As you would expect, IBM
“owns” their brand online
(Wikipedia is potential
exception).
This blank space is a potential opportunity and threat
Where do you show up?
IBM (surprisingly) is not
doing anything to own the
“IBM sucks” territory… but
they should.
Google obviously spots this as an opportunity for someone.
Stake Your Claim
Look for sucks, exposed,
report, kills, complaint to
start. There are many
others that would be
specific to your brand
Another opportunity for someone.
Google News alerts
Tips: Use advanced search tips
when setting up your alerts. Also
have alerts delivered to an RSS
reader (Google Reader is great)
instead of your email.
RSS = Really Simple Syndication
Google Reader
Biggest problem is
creating a workflow
where you can
actually deal with
the fire hose of
data.
RSS Reader can be
a real time-saver.
Tip: Create folders
for different topics
of interest and
group alerts by
topic.
Pre-emption
IBM = great place to work
Learn more about IBM’s great work
practice
www.IBM.com/greatplacetowork
IBMers Help Communities
Learn how IBM’s great employees help
their communities thrive
www.wehelp.org/ibm
IBM Engagement Practices
IBM has the most engaged workforce on
the planet – here is why.
www.surveys.com/ibm
Internal Listening Tools
• Pulse Surveys
Internal Listening Tools
• Pulse Surveys
• Employee Engagement Surveys
Internal Listening Tools
• Pulse Surveys
• Employee Engagement Surveys
• State-of-the-company Meetings
Internal Listening Tools
• Pulse Surveys
• Employee Engagement Surveys
• State-of-the-company Meetings
• Skip-step Meetings
Social Media Cheatsheet
Social Media Defined
• Broad versus narrow
• 1.0 and 2.0
• Internal and external
• Surface and “deep” (aka
visible and invisible)
Step 1: “Present State”
• Where do you show up on
visible web?
• Where do you show up on
the deep web?
• “Listening” tools?
• Staked claims?
Key Media
• Email (“killer app”)
• Internal communication
(intranet, internet, text)
• Search (GOOGLE, Yahoo,
Bing – especially content
network)
• Facebook (LinkedIn)
• Twitter
• Yelp (also glassdoor,
jobvent, craigslist, etc.)
• Youtube
• Flickr
• Union websites
(unionist.com)
• Corporate campaign
websites (i.e. JFJ, WWU)
Step 2: “Desired State”
• Stake your claim
• Pre-emption (“own the
field”) strategy
• SM policy (CAREFUL)
• Proactive listening
• Rapid reaction strategy
Step 3: Close the Gaps
• Identify gaps
• Discrete projects
• Prioritize: look for
leverage + context
KEYS
• Context! (i.e. grapevine =
original “killer app”)
• Social media is important,
monitor and use
• Most companies have more
opportunity on non-SM
projects
NEXT STEPS
• Gap analysis of social
media practices
• Gap analysis of reactive
campaign tools
• Gap analysis of positive
employee relations
practices
Labor Relations Institute | www.LRIonline.com | 800-888-9115