Utilizing and Managing Social Media for Business Presented by Dan Glassman

Contents  The 4 Ways Social Media Platforms ENHANCE the Power of Online Communities  Key Activities of Your Social Media Team  The Mandate for Your Social Media Team  Quiz

Online Communities and Social Media Companies need a dedicated social media team to manage the world of online communities; both defending against threats and finding constructive ways to engage.

Why Utilize Online Communities? or What’s the Threat?  Social Media Platforms ENHANCE the power of online communities in 4 ways.

4 ways Social Media ENHANCES… 1. Promotes deep relationships 2. Allows fast organization 3. Improves the creation and synthesis of knowledge 4. Permits better filtering of information

Online Communities and Social Media Example:  Physicians use Sermo, an online community of Doctors, in the ER to gather input from experts and quickly decide how to treat acute cases.

Online Communities and Social Media Example:  The Glass Man Professional Window Washing Company utilizes Facebook to keep fresh in its ‘Fans’ minds all the services it provides and the values its believes in.

Your Social Media Team’s Key Activities  Marketing; building brand awareness  Public Relations; preventing damage to your brand  Business Development; Identifying new Opportunities

Your Social Media Team’s Key Activities Managers should seek a social media team with strengths in Marketing and Public Relations as well as Business Development.

The Mandate for Your Social Media Team 1. Develop a Formal Social Media Policy 2. Monitor External and Internal Online Communities 3. Engage Online Communities 4. Act as First Responders

Develop a Formal Social Media Policy  Accountability: Employees should take responsibility for their postings  Accuracy and Transparency: Posts must be factual and disclose the poster’s identity  Lawfulness: Respect the Law

Monitor External and Internal Online Communities  Leverage Tools: Utilize web tools to make the monitoring task less daunting  Mobilize Internal Deputies: Deputize Employees outside your Social Media Team

Engage Online Communities  Create a Compelling Social Media Voice: Draw in the Public.

Engage Online Communities  Reach Out to Community Leaders: Prominent bloggers and well-connected social-network participants can be powerful allies.

Engage Online Communities  Be a Liaison to Internal Communities: Tell your employees about that company softball league or work-related wiki!

Act as First Responders  Acknowledge Mistakes: Honesty is THE key 1 st step in regaining consumer trust.  Ward off Crises: Nip Rumors in the butt!  Engage Electively: Action is not always the best response. NOTE: Even if you don’t engage, you need to be aware!

So, what did you just talk about? Social Media Platforms ENHANCE the Power of Online Communities in 4 ways: 1. Promoting deep relationships 2. Allowing fast organization 3. Improving the creation and synthesis of knowledge 4. Permitting better filtering of information

So, what did I just Learn? Key Activities of Your Social Media Team:  Marketing; building brand awareness  Public Relations; preventing damage to your brand  Business Development; Identifying new Opportunities

So, what did I just Learn? The Mandate for Your Social Media Team: 1. Develop a Formal Social Media Policy 2. Monitor External and Internal Online Communities 3. Engage Online Communities 4. Act as First Responders

Quiz  What are the Key Activities of Your Social Media Team? A. Sales and Brand Promotion B. Marketing and Research C. Damage Control and Legal D. Public Relations, Marketing, and Business Development