Friends, Fans, Connections & Tweeps: A Social Media Primer for HR

Sharlyn Lauby, SPHR, CPLP

ITM Group, Inc.

www.itmgroupinc.com

Today’s Presentation

• Realize the trends

• Understand the impact

• Discuss common social media sites

• Outline pros/cons

• Present a strategy framework

What is social media?

Conversations between people over the internet.

Why use social media?

• Everyone is using social media

– 60 million people (Social Computing Magazine)

– 600,000 new users to Facebook each day

– 66% increase in blog reading

• Manage your online reputation

• 35% of Fortune 100 is using it (Ford, Dell, Comcast)

• Low cost, if not no cost

What does social media do?

• Builds trust

• Conveys transparency

– Mix of personal and professional

– Shows passion

• Has versatility

• Offers speed

• Provides cost efficiency

Anyone I know on social media?

What kinds of social media exist?

• Blogs (readers)

• LinkedIn (connections)

• Facebook (friends, fans)

• Twitter (tweeps)

Let’s learn about Blogs first using the following video . . . lights please!

Blogs

Company Blogs

• Establish corporate culture

• Communicate to customers

• Communicate to candidates

• Convey learning experiences

Corporate Blogs - Walmart

Human Resources Blogs

• EXCELER8ion | People ARE The Social Media –www.exeler8ion.com

• Fistful of Talent – www.fistfuloftalent.com

• HR Bartender – www.hrbartender.com

• HR Gumbo – www.hrgumbo.com

• Human Race Horses: Business for the 21st

Century – http://humanracehorses.blogspot.com

• Punk Rock HR – www.punkrockhr.com

• The HR Capitalist – www.hrcapitalist.com

LinkedIn

• 12 million active users in 2008 (193% increase)

• Typical user

– Senior level (44% manager and above)

– Decision makers (66%)

– Over age 40

– College grad

– Makes over $100,000/year

Professional Uses for LinkedIn

• Networking

• Recommendations

• Job Search

• Freelance and/or Consulting Work

• Get advice

• Research People and Companies

LinkedIn Companies - Starbucks

LinkedIn Groups

• Society for Human Resource Management (SHRM)

• ASTD

• Human Resource Assn of Broward County

• JobAngels

LinkedIn - HR Florida Group

LinkedIn Discussions

Facebook

• 175 million active users

– 50% + are outside of college

– Fasting growing demographic is age 30 +

• Typical user

– 120 friends

– 3.5 million users becomes fans of pages each day

Look who’s on Facebook!

Also on Facebook!

HR Uses for Facebook

• Recruiting

• Employee Groups / Alumni Networks

Twitter

• 3rd largest social networking site after Facebook

• 6 million users in 2009

• Average user age is 35

• Micro blog

• 140 characters

• Followers and Following

Twitter – HR Bartender

Corporations on Twitter

Tweeps on Twitter

• @shrm

• @SHRMcoo

• @hrflorida

• @bigbendshrm

• @sbshrm

• @nchrs

• @ammypay

• @joycechastain

• @hrwhisperer

• @carolmacd

• @sharlyn_lauby

• @millerwalt

• @smgharrison

• @mariaconfetti

• @worldatwork

• @shrmatl

Think of social media

• As an extension of your current communications etiquette

– Voicemail

– Email

– Faxes

– Memos

– Conversations with media

If you trust your employees to answer the phone…

…why not trust them with social media?

Pros and Cons

Pros

• New

• Can be fun

• Quick

• Access to information

• Brand awareness

• Competitive position

Cons

• New

• Takes time

• Misunderstood

• Loss of control

• Distraction

• Not right for company

A Strategic Approach to Using Social Media

STRATEGY FOLLOW CREATE ENGAGE

Marketing and Customer Relations

Your customers and potential customers who are interested in your and similar products or services

Content relevant to your customers: tips, company info, discount codes, and links to online promos and sales

Respond to comments about your and similar products/service; answer questions; check replies and direct messages

Brand Management

Your brand, products, relevant issues, industry leaders, related groups, news/media

Insights and expertise; become a thought leader. Direct to info and other resources

Be transparent and add value; answer questions and respond to comments; help others

Event CoverageThose interested or attending the event, media

Event information, updates, behind the scenes coverage

Create face-to-facemeetings; chat with attendees; ask and answer questions

Issue AdvocacyThose interested in your cause, industry leaders, media

Added value: issue alerts, background info, fundraising resources

Know your followers, thank them for support, get them involved

Implementing a strategy

• Decide your objective

• Find an evangelist

• Consider your employees

• Invest in technology

• Keep it simple

• Listen first

What can I communicate?

• Success stories

• Customer service

• Conversations

– Customers

– Prospects

– Stakeholders

– Media

Transparency and Control

• This is the hardest part

• You’ve already lost control

• Jargon, Clichés, Acronyms, Bravado

Social Media Builds

Relationships

Relationships Have

Influence

Influence Grows Your

Brand

Brand Increases

Market Share

Case Study #1 - Amazon

• Deleted sales rankings of gay and lesbian themed books

• Writer Mark Probst blogged about it

• Post was dated Sunday, April 12 at 2:08 a.m.

• Within 24 hours, here’s what happened:

Can you say wildfire?!

• #AmazonFAIL (#1 trending topic on Twitter)

• 5,000 blog posts

• The AmazonFAIL Group on Facebook with 1,200 members

• Online petitions – one had over 9,000 signatures

• Blogger launched online campaign to redefine Amazon rank…page was #2 in Google search

• Protest logo was created along with boxer shorts, t-shirts and other apparel

Case Study #2 – Domino’s

• Monday, April 13

• Two employees posted a video on YouTube

• As of last week, over 1 million views

– 3rd highest spot on YouTube

• Employees fired and facing charges

“Nothing is local anymore. That’s the challenge of the Web world. Any two idiots with a video camera and a dumb idea can damage the reputation of a 50-year old brand.”

Tim McIntyreSpokesperson, Domino’s

Responding to Attacks

• Monitor social media 24/7/365

• Respond quickly– “We’re looking into it.”

• Respond at the flashpoint– Create a credible presence in blogs & social media

• Educate workers

• Foster a positive culture

• Set clear guidelines– Add a crisis strategy

Case study #3: Zappos

• Sales

– Founded in 1999

– $1.6M in 2000

– $1B in 2008

• Complete Focus on Customer Service

“Don’t talk about the shoes.”

• Establish personal connection

– 12 blogs

• CEO

• COO

• 10 Consumer Interest (Parents, Health, Fashion, Runners, Outdoors, Extreme Sports, etc.)

• Almost 500 employees on Twitter

How Would I Get Started?

• Establish a few (1-2) social media related goals

• Consider updating your communications policy to include social media

• Offer training for employees

• Experiment with using social media for recruiting, training and other HR projects

• HAVE FUN!

Thank You!

Sharlyn Lauby, SPHR, CPLP

ITM Group, Inc.

www.itmgroupinc.com