- Content Marketing
When Your Customers Become Your Contributors: Brand Journalism Meets TraditionalGoogle Is Changing the Close Variant Matching Option in AdWordsBefore You Invest in Online Advertising, Do This!Native Advertising: The New New Thing or a Race to the Bottom? [VIDEO]
Technology & Data
Data and Creativity at the Social Shake Up: Defining Your Data-Driven Social CampaignTalking Strategy and Data with Shannon Lee of Precision StrategiesNew IBM Study Reveals 3 Key Characteristics of the Most Successful CompaniesMinority Report: Confronting Privacy Issues in Big Data Gathering
- Tech & Innovation
- marketing automation
Social Startups: Moment.me Captures a 360-Degree View of The Social Shake-Up 2014Hootsuite Partners With Syracuse University to Bring Social Media Savvy to College StudentsThe Best Hyperlapse VideosThe Best Content Moderation Tools for Busy People Who Don't Have Time for That
Social Change Agent Survey: Passion, Skill Set, and Persistence Lead to Career Growth#SocBizShakeUp: Sandy Carter at The Social Shake-UpThe Social Shake-Up: How CMOs Drive Innovation and Revenue GrowthThe Social Shake-Up: The Future of Social Business
- Small Business
- Social Organization
Recap from the First-Ever Employee Advocacy SummitFormer IBM Senior Advisors Launch Brands Rising to Build Employee Advocacy ProgramsPerformance and Risk Management Through Social Media TrainingEmployee Advocacy Summit: Advocate Stories from the Field
- Customer Service
Join us September 15th in Atlanta for The Employee Advocacy Summit and learn how to unleash the power of your employees.
Post your event here and we'll share it with our community. If one of our members is featured, we'll promote as well on their profile.
- Marketplace & Webinars
The SMT Marketplace
Your resource for exclusive content and insights from Social Media Today, and opportunities to reach our community of professionals.
The Social Business Book Club brings you books, discussions, and insights from today's to business thought leaders.
Join interactive talks and and panel discussions with leading thinkers and practitioners on social media and networked business, or browse the catalogue of recorded sessions - all completely free.
Reach Social Media Today's community of marketing and communications professionals in an editor-approved context with a native advertising package.
What’s Holding You Back from Achieving Results with Social Media?
Posted on October 26th 2013
Today’s workforce communicates and gets information through social media. It is a mainstream communications channel.
87% of companies use and 23% of online time is spent on social media.
The more people who talk about you on social media, the further the conversation carries. Reach is determined by the number of people involved in the conversation. And since no one engages everyone all the time, you’re better off having all your employees using social media than your are with a handful of social media specialists.
Social media is public, recorded and discoverable. So there’s tremendous upside when everyone uses it to get there jobs done. Because they leave behind a trail of digital bread crumbs that lead back to you. Starwood Hotels recently doubled the membership of their loyalty program and increased what members spend by 60% with a broad social media program than encouraged customer to share online.
Why aren’t more companies using social at the corporate level?
Fear has been holding them back. But now there’s a practical way to manage the risk associated with enterprise wide social media engagement. Through social media performance management, which combines web-based online training with assessments and certifications to qualify personnel for effective social media use.
Social media policy without training is lip service, because you can’t comply with a policy you don’t understand. And no one reads policy. You can’t protect yourself, or your organization, if you don’t understand the risks. The first question you’ll be asked in an investigation is was the employee trained.
Courts, law enforcement and regulatory agencies place value on genuine efforts taken by organizations to promote a culture of integrity and respect for the law and credit them for it in disputes. And it’s less expensive to prevent social media misuse through training than litigation.
Social media compliance training is the answer to capitalizing on the opportunity and managing risk of social media at work. The best way for organizations to protect themselves is to make social media training part of the HR process, so everyone knows the rules.
You can’t centralize social media brand management. Applebee’s tried to manage social media communications with a four-member social media team. But when a waitress in St. Louis got fired for posting a customer’s receipt with a low tip on Reddit and the story went viral, the chain realized their strategy was flawed. Four team members can’t look after the entire workforce. They need to learn to look after themselves.
And you can’t keep social siloed in marketing and PR.
When two Domino’s Pizza employees filmed a prank in the restaurant’s kitchen violating other health-code standards, perceived quality of their brand went from positive to negative in a matter of hours.
Bringing social media into existing training programs is the next logical step. But classroom training is expensive and ineffective for teaching computer-based skills. PriceWaterhouseCoopers says 71% of senior managers use technology for risk and compliance training.
We’re at the point now where you need to have a social strategy that goes beyond just marketing or you’re behind the curve.
The post What’s Holding You Back from Achieving Results with Social Media? appeared first on Digital Literacy by @ericschwartzman.