Social Media Cheatsheet
Labor Relations Institute | www.LRIonline.com | 800-888-9115
Step 1: “Present State”• Where do you show up on
________ web?• Where do you show up on
the _______ web?• “Listening” tools?• Staked claims?
Social Media Defined• Broad versus narrow
• 1.0 and 2.0• Internal and external
• Surface and “deep” (aka visible and invisible)
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
Visible versus Deep Web
Deep Web = 90% of all web traffic!
• “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
Visible versus Deep Web
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
Another opportunity for someone.
Look for sucks, exposed, report, kills, complaint to start. There are many others that would be specific to your brand
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 ReaderBiggest 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 workLearn more about IBM’s great work practicewww.IBM.com/greatplacetowork
IBMers Help CommunitiesLearn how IBM’s great employees help their communities thrivewww.wehelp.org/ibm
IBM Engagement PracticesIBM 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
Labor Relations Institute | www.LRIonline.com | 800-888-9115
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?
Social Media Defined• Broad versus narrow
• 1.0 and 2.0• Internal and external
• Surface and “deep” (aka visible and invisible)
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