Agents in Social Media

You Need Assassins, Not a Corporate Twitter Account

What I hope you get:• Centralized social media strategies leave money on the table.

• To really get traction with social media, you have to decentralize your approach and LET GO of your need for control.

• Social Network Analysis (SNA) is the science behind the superficial buzz of Twitter, Facebook and guides your internal/external social media strategy.

• Agents – people who are experts in what they do for you and know how to use social media tools – are the key to getting a true return out of a social media platform.

• To deploy “agents”, you can build or buy . Which approach makes sense for you depends on whether your initial goal is to influence internally or externally.

1

Lame and Played

“640K of memory should be enough for

anybody.” a guy named bill gates, 1981

End of Chapter 1

2

We’re Gonna Get Us Some

Social Media!!!!!

Alert the Legal Team!!

BUT

EXERCISE

Centralized Control, High to Low

Ove

rall

Use

of S

ocia

l Med

ia, L

ow to

Hig

h

Darth Vader Grip

Flatline

Dr. Evil’s Master Plan Freak Show

3

Cool stuff “social network analysis” (SNA)can teach us about how to use

social media agents in your

company.

The Definition

Social Network Analysis [SNA] is a mathematical and visual analysis of relationships / flows / influence between people, groups, organizations, computers or other information/knowledge processing entities. (- Krebs)

Any system that forms a network can be analyzed using SNA

Why is SNA Important?• See how organization actually works

– See who and what is important– What is getting in the way– Key connections inside and outside area of focus

• Talking documents– Data supported maps form basis of discussion– Sense-making

• Patterns of Success– How does the research support what we are doing?– What patterns have we seen elsewhere?

• Benchmark– “As Is” map and metrics of current state supports development of “Should

Be” or “Could Be” maps of improved organization• What-If

– Experiment with changes before organizational intervention

Network Maps That Result from SNA

• “Work” (Information-flow) Network• “Social” Network• “Innovation” Network• “Expert Knowledge” Network• “Strategic” Network• “Learning” Network• “Decision-Making” Network

4

Definition

Why they matter

How Companies

Have to Deal with Agents

1+1+1=Agent

EXERCISE

5

6

2 Choices: BUILD or BUY

BUild

BUy

EXERCISE

7

Should you Build or Buy?

1+1+1=Agent

What I hope you got:• Centralized social media strategies leave money on the table.

• To really get traction with social media, you have to decentralize your approach and LET GO of your need for control.

• Social Network Analysis (SNA) is the science behind the superficial buzz of Twitter, Facebook and guides your internal/external social media strategy.

• Agents – people who are experts in what they do for you and know how to use social media tools – are the key to getting a true return out of a social media platform.

• To deploy “agents”, you can build or buy . Which approach makes sense for you depends on whether your initial goal is to influence internally or externally.