Social Media Advice for SHRM chapters
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USING SOCIAL MEDIA TO PUSH YOUR BRAND
Michael VanDervort
HR Florida Leadership Conference
January 8, 2011
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BRAND
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WHO ARE THESE GUYS?
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WHICH ONE DOESN’T BELONG?
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COFFEE
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SOCIAL MEDIA
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AGENDA The case for HR understanding social
media What is a brand Why worry about brand Who’s talking? What the conversation can sound like Why you should care How to get started Rock your Chapter
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SOCIAL MEDIA Not rocket science Just communication, but 2-way Policy is not the priority Know the tools How social media might benefit How social media tools might harm
You need an objective and a plan
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CORE COMPETENCY
• Understanding the social web • Becoming a critical skill• Strategic opportunity for HR
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SOCIAL DILBERT
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WHY WORRY?
If you are in business, and especially if you are a major brand, you are already involved in the dialogue
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WHO’S TALKING?GovernmentCustomersCompetitorsEmployeesDetractors
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WHERE TO FIND THE TALK Blogs Twitter LinkedIn Facebook Forums / Groups Many other sites
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BLOGS
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TWEETDECK
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GOVERNMENT AGENCIES
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CUSTOMERS
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COMPETITORS
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YOUTUBE
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EMPLOYEE COMPLAINT SITES Glassdoor.com Jobvent.com PissedConsumer.com Telonu.com Honestly.com Craigslist and a slew of others
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EMPLOYEES
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NO BAD APPLES
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MOTT’S
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NO BAD APPLES
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MOTT’S
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TEXTING
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TAKEAWAYS Social media is not a fad Your employees are using social media Use of corporate campaigns is spreading Legal concerns – monitoring, NLRB
Facebook case & concerted, protected activityUnderstand the platformsDevelop appropriate policies and processesTrain supervisors
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ACTION PLANThese steps can get you started in
protecting your brand with social media: Monitor your brand Stake your claim Adopt preemption strategies Engage proactively in social media Have a rapid response strategy
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ADVICE FOR CHAPTERS HR Florida may be the leader in the
USA Consider starting at least one platform Blogs are great for sharing information Facebook is great for conversation /
events LinkedIn offers a semi-private platform
Dialogue, Information, Events Twitter, YouTube, Flickr Policy and guidelines
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ADVICE FOR CHAPTERS Social media is not just about
marketing Social media MUST be about
engagement You must believe, and lead by example Let your hair down a little You must view your audience as a
community It requires commitment and resources Help is available All chapters in Florida should have a
social media person on their leadership team
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ROCK YOUR CHAPTERAdvice from Ben Eubanks Need a website “Rock” some video Offer multiple ways to connect Don’t force your own preferences Take advantage of subject matter
experts Sponsor social media events (and
speakers!) Co-sponsor events and webinars
(Dimdim) Use “free” tools to start
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MICHAEL VANDERVORTEmail: [email protected]: 813-417-8781Twitter: @MikeVanDervortBlog: http://thehumanracehorses.com