Social Media Cheatsheet Labor Relations Institute | | Step 1: “Present State” Where do you show up on ________ web? Where do you show up on the _______ web? “Listening” tools? Staked claims? 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) Social Media Defined Broad versus narrow 1.0 and 2.0 Internal and external Surface and “deep” (aka visible and invisible) Key Media (“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) Key Media (“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 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 _________ + _________ 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 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 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 .

RSS = Really Simple Syndication

Google Reader Biggest 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 work Learn more about IBM’s great work practice IBMers Help Communities Learn how IBM’s great employees help their communities thrive IBM Engagement Practices IBM has the most engaged workforce on the planet – here is why.

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 | | 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? 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) Social Media Defined Broad versus narrow 1.0 and 2.0 Internal and external Surface and “deep” (aka visible and invisible) Key Media (“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) Key Media (“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 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 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 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 NEXT STEPS Gap analysis of social media practices Gap analysis of reactive campaign tools Gap analysis of positive employee relations practices