7 Adopting & integrating SM in organisations
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1. The document discusses how organizations can adopt and integrate social media. It recommends identifying a team, developing a strategy, creating policies and guidelines, and developing an action plan. 2. Developing an effective social media strategy involves determining goals and objectives, analyzing competitors, selecting appropriate social media platforms, and creating a content plan. 3. Organizations need social media policies that establish terms of use, define how the organization will moderate comments, and provide guidelines for staff social media use. The policies help ensure brand protection and legal compliance.
7 Adopting & integrating SM in organisations
- 1. Lecture 7 Adopting and Integrating the Use of Social Media in Organisations
- 2. Recall these from thriving online communities lecture? 2
- 3. Objectives • To identify and address how organizations adopt and integrate the use of social media • To provide information about how and why to write a social media strategy. • To provide information about what content should be included in a social media policy • To gain an understanding of social media comment policy and how to write terms of use for your social sites. COMP113: Social Media & Online Communities 3
- 4. Common Steps to Adopting the Use of Social Media in Organisations Identify a team to support SM use in the organisation Develop a strategy Create policy & guidelines Action plan Analyse, adapt, and improve COMP113: Social Media & Online Communities 4
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- 6. Developing COMP113: Social Media & Online Communities 6
- 7. 1 2 3 1 4 Why do I need 5 Social Media? List reasons you need Social Media COMP113: Social Media & Online Communities 7
- 8. 1 2 2 3 4 Who are my audience? 5 Identify your audience groups (There may only be one) COMP113: Social Media & Online Communities 8
- 9. 1 2 3 3 4 What do I want to achieve? 5 Set your goals and list your objectives COMP113: Social Media & Online Communities 9
- 10. 1 2 3 4 4 What competitors 5 are doing? Analyse competitors’ social media strategy COMP113: Social Media & Online Communities 10
- 11. 1 2 3 5 Which social 4 media sites will I use? 5 Select your social channels COMP113: Social Media & Online Communities 11
- 12. 1 6 2 What content am I going to 3 create? What types of content will you use 4 5 COMP113: Social Media & Online Communities 12
- 13. 1 2 3 4 7 5 Which tools am I going to use to measure my success list tools that might be used. (You may only decide to use one) COMP113: Social Media & Online Communities 13
- 14. 1 8 2 What resources do I need? 3 List all resources needed 4 5 COMP113: Social Media & Online Communities 14
- 15. 1 2 3 4 9 5 Who is responsible for my Social Networking? Pick the person/people taking responsibility) COMP113: Social Media & Online Communities 15
- 16. COMP113: Social Media & Online Communities 16
- 17. what’s involved in creating one • It depends on the organisation’s particular needs • If the organisation already has a policy • to guide staff toward a better fit of organization’s brand and values presence on social media. • Identifying and Incorporating Values • Assigning Roles • Protecting rights to content • Personal Vs. Professional COMP113: Social Media & Online Communities 17
- 18. Social Media Policy Citizen Conduct and Comments Before jumping in the social stream, your organization should: • Determine ”terms of use” for citizens visiting your social sites; • Define internal response protocols for negative comments and inappropriate posts; • Determine how your organization will listen to and moderate the conversation to ensure inappropriate comments are detected and deleted. COMP113: Social Media & Online Communities 18
- 19. Social Media Policy Terms of Use • State response time during and after working hours. • Explain that by using the site, users unconditionally accept your terms and conditions of use; • Detail what kinds of content is allowed or is advisable for users to post: whether or not photos or video are allowed (this involves personal privacy protections and copyright laws); and for sites that deal with health topics, no personal medical information. • Explain that users cannot post advertisements or spam; • Detail what you will do if something inappropriate is posted, including deleting the comments and potentially blocking the person from the page. Examples COMP113: Social Media & Online Communities 19
- 20. Social Media Policy Guidelines for the SM team • Be knowledgeable of various legal terms and what they mean in your business environment, such as defamation, endorsements, intellectual property, and any form of wrongful disclosure • Be aware of global implications of your online communication • Avoid inappropriate comments about competitors or others online On the other hand, they must also: • Remain positive • Be helpful and add value • Be transparent Examples COMP113: Social Media & Online Communities 20
- 21. Social Media Policy Guidelines for Staff • Some companies feel the need to provide their employees with general guidelines on how to use social media for both their personal profiles as well as professional profiles. • These guidelines can simply be reminders of what’s considered confidential information or information that could have legal ramifications if shared on social networks in any format. • You need to be upfront and specific about what is an absolute no-no. What are the prohibited forms of communication? • Do you wish to monitor employee use of social media? Have you received legal advice about this and inserted the correct clauses into the policy regarding monitoring? • The most important part: what are the appropriate use guidelines? This section needs to cover off on areas such as confidentiality, privacy, honesty and accuracy, competition, respect and fair use. • What happens if an employee violates the policy? • There needs to be a section where the employee signs the policy and indicates that they have understood the policy. Examples COMP113: Social Media & Online Communities 21
- 22. Action Plan An action plan must have specific concrete steps that need to be taken. For example • setting up accounts, • developing graphics for the different pages, • defining what kinds of updates should be done, on which platform, and others. • How many tweets are required? • How many are too many? • Do you post the same thing exactly on Twitter, Facebook, and LinkedIn? What kind of content gets liked or retweeted? • What's supposed to happen? COMP113: Social Media & Online Communities 22
- 23. Tracking &Following up • Review performance of the individuals and specific tasks against their numeric measurement • Review like once a month COMP113: Social Media & Online Communities 23
- 24. Example - Facebook • Set rules guidelines before you set up the page • Basic info • Limits : • How many hours per day? • What happens out of hours? • Swearing / rude posts – what to do? • Manage permission
- 27. 1 –Developing a strategy 2 – Creating policy & guidelines 3 – Establish Terms of use Recap 4 – Create your profile with logo for Bring your social media your company strategy to life! 5 – Remember that Social networking does not make you money, but building relationships does. COMP113: Social Media & Online Communities 27
Editor's Notes
- #10: For example, social media for your business might be a matter of generating and publishing content to attract visitors to your website, where they buy services. It might also be about publishing information, like the whereabouts of the taco truck. Or it might be to deal with complaints, like bad reviews. Maybe it's like sales collateral, helping to close sales by positioning the business and its expertise. Start your plan by stating the goal.
- #13: Use contents that fit with your core values or organizational goals. This can be as simple as maintaining a certain image for your organization, or as complex as protecting it from legal problems.This is also the time to consider what types of content should never be posted, or posted only with approval.
- #14: How will you judge performance? Numbers in order to review and revise your plan?Standard numbers for measuring social media could be traffic generated, tweets, updates, likes, retweets, increase in sales, orders for special deals, or even the interesting social-media measurements like Klout or peer index that combine numbers into theoretical measurement of influence or impact.
- #16: Committees, groups, and meetings don't actually do anything for a real business. It takes people. So an strategy plan includes very clearly defined tasks and responsibilities. Who does what? Make that explicit. Beware of the dangers of having multiple people involved in a solution, without any one person committed to doing something.Develop commitment, not just involvement. Compare the role of the pig to the role of the chicken in the classic bacon-and-egg breakfast: The chicken is involved, the pig is committed.The social-media strategy plan should define who's doing what. Is it one person on Twitter and another on Facebook? Is one gathering and curating content and another watching complaints? Who does the messaging? Who develops blog posts? Spell it out.
- #23: An action plan must have specific concrete steps that need to be taken. For social media, that would be actions like setting up accounts, developing graphics for the different pages, defining what kinds of updates should be done, on which platform, and others. How many tweets are required? How many are too many? Do you post the same thing exactly on Twitter, Facebook, and LinkedIn? What kind of content gets liked or retweeted? What's supposed to happen?
- #26: GeoNet Facebook page
- #27: GeoNet Facebook page
- #28: HOW TO: Build Your Personal Brand on Facebook: http://mashable.com/2009/04/02/facebook-personal-brand/