Social media and business, 4 10

Social Media&

Business

Presented by Jackie Reau & Cynthia Gibson

What is social media…today?

http://www.youtube.com/watch?v=sIFYPQjYhv8

What is social media…today?

http://www.youtube.com/watch?v=sIFYPQjYhv8

Presented byJackie Reau, Game Day Communications

Why should you use social mediain business

• Creates ambient awareness of your business, organization and/or events

• Go direct to your clients with your key messages• Use it for competitive intelligence• Customer service• Cut budget items as printing, postage, etc.

You & social media• Many HR managers are using social media in the

recruitment process to determine qualified applicants

• Use social media to position yourself favorably • Monitor “your” brand with Google

– You can’t delete negative references but social media helps “push” them down to other pages

• Reinvent yourself using social media to draw interest to you and your passion(s)

Getting started• Purpose/objective

– Marketing/positioning/branding– Customer service engagement

• Retrain your brain – Incorporate social media into your lifestyle

• Develop a strategic yet spontaneous editorial schedule for your social media conversation

• Recruit and train your staff, colleagues to help• Educate your customers/clients on where to find you and

how to use social media with traditional efforts

Planning your strategy• Conduct an analysis on your competition to gauge

how they are using or if they are using social media• Conduct an internal audit on who is using social

media within your audience to determine your reach• Create a social media team to help execute your

strategies

Cincinnati Playhouse in the ParkSocial Media Audit4/13/10

Name of Organization

Facebook Fan Page

# of fans Youtube channel (Y/N)

Twitter(Y/N)

Linkedin Profile

Playhouse in the Park

Y 1,840 Y, four videos posted with 352 total views

Y, 1,442 followers

Y

Cincinnati Shakespeare

Y 921 Y, one video posted with 644 total views

Y, 512 followers N

Ensemble Theatre

Y 579 Y, one video posted with 908 total views

N N

Cincinnati Symphony Orchestra

Y 1,456 Y, 55 videos are posted with 41,231 total views

Y, 381 followers Y

Cincinnati Ballet

Y 1,992 Y, 23 videos posted with 14,484 total views

Y, 912 followers Y

Cincinnati Art Museum

Y 4,611 Y, 4 videos are posted with 15,128 total views

Y, 6,487 followers

Y

CAC Y 2,747 Y, 38 videos with 33,905 total views

Y, 2,357 followers

Y

Taft Museum Y 667 Y, 9 videos with 311 total views

N N

Cincinnati Opera

Y 1,518 Y, 36 videos with 39,501 total views

Y, 2,292 followers

Y

Create and share your social media network

• Always link social media to your web site• Create your own content with videos, photos and

upload• Recruit expert bloggers for your site to create your

own “beat” writers• Use social media newsroom sites with social media

releases, i.e. Pitchengine, CNN’s i-report, CBS’ Bleacherreport to share your content

Tricks for Facebook

• Create a fan page for general consumer use and a group for specific consumer use

• Add applications

Presented byJackie Reau, Game Day Communications

Create, connect and manage your community

• Search for industry influencers based on key words in Twitter, Linkedin– Use personal notes with your invitations

• Use free applications to engage your community– Tweetdeck for Twitter

• Add yourself/organization to www.wefollow.com to connect with like-minded people

• Tag social media content like you would GooglePresented byJackie Reau, Game Day Communications

Tricks for Linkedin

• Make sure your profile is at 100% completion• Add a personal note to invite people into your

network• Complete your corporate profile• Use groups to share information, grow your network• Add applications to your page, i.e. slideshare.net• Maintain the page

Presented byJackie Reau, Game Day Communications

Tricks for Youtube

• Always link social media to your web site• Create your own content with videos, photos and

upload• Recruit expert bloggers for your site to create your

own “beat” writers• Use social media newsroom sites, i.e. Pitchengine,

CNN’s i-report, CBS’ Bleacherreport to share your content

Presented byJackie Reau, Game Day Communications

Measurement

• Create a quarterly scorecard to add to your marketing matrix– Web site traffic– Facebook Fan Page fans, offers, engagements– Twitter followers, engagements– Youtube views, comments– Blog views, comments– Response to exclusive offers with promo codes

Resources for staying fresh

• Mashable.com• Socialmediab2b.com (blog)• Google alerts with key words of industry interest• HARO, Help A Reporter Out• Your local Social Media Breakfast• WOMMA, Word of Mouth Marketing Association

60 %of executives interviewed by Deloitte in 2009 believed that they have a right to know how employees portray themselves and their employers on social networking sites.

53 %of employees say their social networking activities should not be any concern of their employer.

www.businessweek.com

• External Challenges

• Internal Challenges

• Social media provides a potential treasure trove of evidence in litigation

• Make sure to check Statement of Rights and Responsibilities when looking for this information

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• Content that is modified or removed from a profile during the course of litigation = spoliation?

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• Woman in Hendersonville, TN arrested for “poking” a woman on Facebook because she broke court order in doing so.

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• Tough lessons learned by Joshua & Lara– Involved in drunk driving crashes– Pictures of Joshua at a Halloween party wearing

prisoner pinstripes – Pictures of Lara drinking and comments about

partying–Used against them in sentencing

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• DVD Copy Control Assoc. v. Bunner

• Supreme Ct. of CA held that widespread dissemination of a trade secret – even if through an inadvertent or illegal leak – could lead to the loss of trade secret protected status

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• Many companies employ third party services to monitor everything posted on the web about their competitors

• “These systems can be effective competitive intelligence tools” Steve Duncan, Society of Competitive Intelligence Professionals

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• Domino’s YouTube scandal• “The 15 Biggest PR Disasters of the Decade”

– Business Insider December 17, 2009

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• 37% of connected employees surf the Web at work.

• The average worker admits to wasting more than 2 hours of an 8 hour work day.

• 86% of employees use office email for personal reasons.

• 24% of workers admit to shopping online while at work.

• 70% of all Internet porn traffic occurs between 9-5 work day.

• 64% of employees have received offensive emails at work.

– employee-network-monitoring.com/statistics29

• 44% of employers use social-networking sites to examine the profiles of job candidates and 39% have looked up the profile of a current employee– Vault.com

• Positive and Negative Inferences– Provacative/revealing photos or information (53%) – Providing good information as to candidates’s personality

and fit (50%)– Careerbuilder.com

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• Get consent in application

• Use can vary by job category

– Consistent process for searches– Criteria used (e.g. criminal behavior, discriminatory animus)– Retain record of pages viewed– Discuss before revoking offer

• Consider separating recruiting data from hiring process

• Consider prohibiting hiring manager from googling applicants

• Consider using post offer only

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• Simonetti v. Delta Air Lines

• Flight attendant posted suggestive photos of herself wearing her uniform on her blog

• She was terminated

• Claimed sex discrimination because male employees were not terminated for similar and worse behavior

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• Blakey v. Continental Airlines

• After Blakey sued Continental for harassment, fellow employees allegedly posted defamatory and harassing comments about her on an independent employee discussion board

• NJ Supreme Court said employer may have duty to monitor the postings

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• Employees owe a duty of loyalty to their employers

• Marsh v. Delta– Employee who wrote letter to the editor criticizing

Delta was terminated– Letter was “simply venting and not raising matters

of safety or illegality”

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• Austin Police Chief fired a police officer for insubordination after the officer posted a blog entry that his superiors concluded was meant to undermine the chief’s authority

• Lawsuit was filed – ultimately dismissed

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