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Week 2 - Social Media Training Presentation
- 1. Presented by: Jeanne Winfree March20, 2016 SOCIAL MEDIA TRAINING
- 3. Difference betweenpersonal and business use of Facebook & Twitter Company Social Media Strategy Best Business Practices for using Social Media MEETING AGENDA
- 4. Business Use SpecificGoals & Objectives Improve Customer Relations Foster Relationships Purposeful & Targeted Personal Use Why do you use Social Media? PURPOSE OF SOCIAL MEDIA
- 5. STAYING IN TOUCH- PERSONAL
- 6. Listen Watchfor: Customer Reviews Mentions Ask a Question GOAL – Respond quickly STAYING IN TOUCH - BUSINESS
- 7. HOW TO RESPONDTO POSITIVE COMMENTS
- 8. Posts shouldreflect the personality of the business, but with your unique voice. Posts must be professional. Inappropriate to use acronyms and IM speak for business “FYI our e-mails are down. BTW phones still works. CM.” Unprofessional “We are currently having issues with our e-mails. However, our phone lines are still working and if you need to contact us please feel free to call us: (800) 555-1234” Professional Would you say it in person? No swearing, no arguments, no blaming, no name calling. CREATING POSTS
- 9. What informationcan you share legally? Do not disclose anything about upcoming projects or events. Do not post anything that is going to violate our company’s code of conduct and IT policies. Non-disclosure agreements. If in doubt, ask. You are responsible and liable for content you post or publish online Check facts Credit sources Editorial calendar CREATING POSTS
- 10. CREATING POSTS –EDITORIAL CALENDAR Be Real Be Human Be Useful Be Helpful Be Educational Be Entertaining Planned & Coordinated Efforts Link another post to yours
- 11. Use hashtaglist on internal server No more than 2-3 per posts Do not create new hashtags #HASHTAGS
- 12. Before Sharing orRetweeting: Does this fit our company image? Is this something the company wants to be associated with? Does this fit company views and values? If in doubt – do not share/retweet FACEBOOK SHARING / TWITTER RETWEETS
- 13. Personal Connections– up to you. Businesses need to be more selective. Your responsibility – Do not friend or follow anyone Possible candidates – forward information to me CONTACTS – WHO TO FRIEND/FOLLOW
- 14. Increased risksto brand image Loss of control RISKS
- 15. Step 1 • FindCompany Social Media Policy Handbook • Download & Read it • Sign Last Page & Submit Step 2 • Listen on Facebook & Twitter • Look for places to comment – Use Social Media Triage Flow Chart Step 3 • Editorial Calendar • Create new content WRAP UP & NEXT STEPS
- 16. Business Purpose Targeted, Purposefulwith specific and measurable goals Stay in Touch Listen & Comment – use Social Media Triage Flow Chart to guide responses Posts Use professional language, know what you can share legally, non-disclosure and privacy guidelines apply, use editorial calendar, check facts, give credit to sources. Hashtags Use the list provided – do not create new hashtags Sharing & Retweets Does this outside post or tweet fit our company views and values? Does it fit our company image? Is it something we want to be associated with? Friend & Follow Do not friend or follow anyone. Can send me their info. Risk Brand image, loss of control SUMMARY: BUSINESS SOCIAL MEDIA USE
- 17.
- 18. Agresta, S., Bough,B., & Miletsky, J. (2010). Perspectives on Social Media Marketing (Kindle ed.). Boston: Cengage Learning PTR. Cormier, D. (2013, June 15). How to use hashtags in your social media marketing. Constant Contact. Retrieved from http://blogs.constantcontact.com/how-to-use-hashtags/ Cosmic. (2015, May 6). 10 Differences between personal and business social media. Cosmic. Retrieved from http://www.cosmic.org.uk/blog/10-differences-between-personal-and- business-social-media REFERENCES
Editor's Notes
- #2 Welcome and thank you all for coming to today’s first staff social media training session. Today we are going to talk about social media, specifically Facebook & Twitter, and how we can use it in our business. Who here has a Facebook account? How about Twitter? Most everyone in the room has familiarity with one or both, that’s great. So I bet you are wondering why you are here today. You do this all the time, right?
- #3 See – caught Carol checking her Facebook account on her lunch break. And here’s Steph The good news is that we are starting a new program that will allow more of you to be a part of our company’s social media presence. Which means that, after this training, you will have our blessing to be on Facebook and Twitter during company hours. As long as it is the corporate accounts. Each of you were specifically invited to this training because we believe you have a unique perspective to offer our customers and can reach them via our social media accounts. Top Left: https://mac2time.files.wordpress.com/2013/02/facebook-at-work.jpeg Bottom Right: http://www.ilfattonisseno.it/wp-content/uploads/2013/07/Facebook-deserted-by-mill-008.jpg
- #4 Today we are going to be discussing the differences between how you use Facebook and Twitter for personal use versus how we want you to use it for our business purposes. You are going to learn what is expected of you in this new role using social media for business as an extension of the company. As well as resources to help you in this new capacity.
- #5 [Ask] As an individual, why do you use social media? [Get audience participation, field responses] Our business has specific purpose, goals and objectives for participating on social media. It’s more than just staying in touch, it’s about improving customer relations and fostering relationships in a purposeful and targeted way. When you are using Facebook and Twitter now you’ve use it to stay in touch with friends, family, even other businesses. You’ve made posts, seen or used pictures, videos, hashtags, friended or followed others. Participating from a business perspective is similar in a lot of ways, but there are some important differences. Let’s start with Staying in Touch
- #6 Social media is a great way to stay in touch. On the personal side you can find old friends you went to high school with, colleagues. You can see if they have gotten married, have kids, where they went on vacation, what they ate for dinner. Wedding: http://f.tqn.com/y/weddings/1/W/p/J/200253942-001.jpg Baby: https://upload.wikimedia.org/wikipedia/commons/b/be/US_Navy_021011-N-9849W-001_New_parents_celebrate_the_arrival_of_their_baby.jpg Vacation: http://thepinkepost.com/wp-content/uploads/2013/04/IMG_3198.jpg Food: https://mathewgillings.files.wordpress.com/2014/09/dsc01352.jpg
- #7 From a business perspective, staying in touch is similar. You will be doing a lot of “listening”. You will be looking for what are our customers are doing as it relates to us. Did a customer write a review of us? Did they mention us in a post? Did they ask us a question? Our goal for staying in touch is to be more active and respond to clients as quickly as possible. Once you find a relevant comment or question, you need to know how to respond. We will be using a Social Media Triage Flow Chart to help you decide. It looks like this. We are going to step through this chart to make sure everyone has a handle on how to use it. Image: https://s-media-cache-ak0.pinimg.com/736x/70/f3/02/70f3021ea117a95335edb35b2ebde113.jpg
- #8 The first task is to determine if the consumer’s post/tweet is positive or negative. Let’s start with a positive comment. [Walk through the positive flow chart: discuss, comment, encourage questions and audience participation] If the post is positive, ask yourself do you want to respond? Since our business goal is to be more active on Social Networking sites, the majority of the time, your answer to this question will be “yes”. The next step before making a comment is to determine if you can add value to the conversation? Now, can anyone give me an example of a positive comment they have seen on either Facebook or Twitter? [Go through employee examples and funnel them through the positive process] Dealing with negative comments gets a bit trickier. [Walk through the negative flow chart: discuss, comment, encourage questions and audience participation] Give me an example of a negative comment that might show up? [Go through employee examples and funnel them through the negative process] This chart is a great tool for you to use. However, if you come across something that is not specifically covered on this chart, use your best judgement and follow our social media policies in dealing with the situation. If in doubt, ask your supervisor for assistance. Excellent work. Now that we have dealt with comments from others, you will also be tasked with creating new posts/tweets. Image: https://s-media-cache-ak0.pinimg.com/736x/70/f3/02/70f3021ea117a95335edb35b2ebde113.jpg
- #9 When you respond to a post or make a new post as a representative of the company the response must be professional. For example: in a personal post it is ok to say something like, “You know how we do...shopping it up! 💄👛👓 because it reflects their personality. Same goes for the business, we want your voice to be yours but also reflect the personality of our company, with professional language. For example: it is ok in a personal situation to use acronyms and IM speak like FYI and BTW. But from a business standpoint, it is unprofessional. Look at the difference: “FYI our e-mails are down. BTW phones still works. CM.” Unprofessional “We are currently having issues with our e-mails. However, our phone lines are still working and if you need to contact us please feel free to call us: (800) 555-1234” Professional (Cosmic, 2015) Remember these are customers, before posting ask yourself if this is something you would say to them in person. No swearing, no arguments, no blaming, no name calling.
- #10 It is important to know what information you can share legally. Do not disclose anything about upcoming projects or events. Do not post anything that is going to violate our company’s code of conduct and IT policies (Agresta, Bough, & Miletsky, 2010). A copy of each of these documents is up on our internal server. You all have signed non-disclosure agreements. If in doubt, ask. “You are responsible and liable for content you post or publish online” (Agresta, Bough, & Miletsky, 2010, p. 22). With your posts it is important to make sure you “check your facts and credit your sources. Respect copyright, fair use, and financial disclosure laws. Seek out permission to post any copyrighted items (images, attributed quotes for articles)” (Agresta, Bough, & Miletsky, 2010, p. 22). Also, with your personal account you can come and go as you please, and make posts whenever you like. For your business participation, we have a calendar that you will reference that shows which new posts you are responsible for and they date they should be published.
- #11 This is a living document that you all have access to. You can see it is color coded by topic category and each has a little icon, here in the corner that tells you which platform it should be published on. Now, most of the topics have been covered, but understand there may be situations that arise based on outside events that we want to reference and make additional posts. [Explain how the editorial calendar works, is laid out, and how to read it] Our efforts planned and coordinated to all compliment and support each other and other posts. In your post, reference other posts from within our calendar that are relevant to your contribution. Be real, be human, be useful, helpful, educational, entertaining. Image: https://d2v4zi8pl64nxt.cloudfront.net/1337836760_a9fe33e878673d34a67022c4fdb6972d.png
- #12 Some of you may be familiar with hashtags and they have a real benefit for businesses. There is a list of current hashtags to use on our internal server. You are not responsible for creating new hashtags. Do not use more than 2-3 hashtags per post/tweet. Too many and they become distracting from the message or even spam. [Go through the graphic on why we are using hashtags] Reference Cormier, D. (2013, June 15). How to use hashtags in your social media marketing. Constant Contact. Retrieved from http://blogs.constantcontact.com/how-to-use-hashtags/
- #13 Before sharing or retweeting something someone else has posted make sure it is something that fits our company image and is something we want to be associated with. Does this outside post or tweet fit with our company views and values? If in doubt, do not share/retweet.
- #14 Who to add as friends and who to follow. Personally, on Facebook I accept just about every friend request that comes my way. On Twitter I’m a bit more particular. As a business we have to be even more selective about who we follow/friend. They have to be someone that helps us grow and benefits our online presence. With this in mind, do not follow or friend anyone. If you come across a candidate, forward that information on to me and I will evaluate and make that decision.
- #15 Creating this program has been in the works for some time. It has taken a while to get the balance to shift in our favor. However, there are increased risks allowing so many employees to be involved in our social media efforts. That is why it is so important for you to follow the policies and guidelines we have created. Participating on social media increases our risk of damaging our brand if we do not act and respond appropriately, professionally, following the corporate social media policy guidelines. We are giving up a lot of the control, not only to you, but also to the social media universe. Image: http://blog.ketchum.com/wp-content/uploads/2012/08/SM_Caution_for_Invite_flat.jpg
- #16 Our company social media policy handbook is available online, which you all have access to. It includes all of the information gone over today. Including the flow cart of how to handle comments, the legal and ethical standards you are expected to follow, as well as the privacy policy. Your first assignment is to find it on our internal server, download it, read it, all of it, sign and submit the last page stating that you have read it and agree to the policies and procedures outlined within. That is step one. Step two: start listening to our followers from our corporate account. Look for appropriate places to comment. Use the social media triage flow chart, located on our internal server. Step three is to find the editorial calendar which is also on the internal server. Find that and start working on your first posts.
- #17 It is important to understand the differences between personal and business use of social media. This training has given you the beginning guidelines and policies we expect you to follow as we implement this new social media program. [Go through chart to summarize] Remember, as a business we have specific and measurable goals for using social media and our presence is purposeful and targeted. Following these best practices will help us achieve our goals.
- #18 Thank you all for your time. Are there any questions?