ISM 3004 - Social Media

Who should review a social media policy before implementing it?

Supervisor, Human Resources, and Lawyer

Why is it difficult for companies to listen to public social networks?

So much content it's hard to process it all

What two key questions should an organization ask when selecting social media platforms?

1. Is my audience on this platform? 2. Will my audience engage with me on this platform?

Roughly, what percent of US Facebook users are aged 45+?

30%

The vast majority of that time (85%) Americans spend on their smartphones using apps is spent on how many non-native apps installed from an app store?

5

How many hours does the average 21-year-old spend on a mobile phone?

5,000

What percent of the time do Americans spend using apps on their smartphones?

90%

Define the acronym S.M.A.R.T.

Social Media Awareness and Response Team

The passive approach to self-branding is:

BE SMART. Clean house, don't post anything illegal, avoid posting photos that may give potential employers a negative impression, avoid being excessively opinionated, be honest.

Explain the key takeaways to REI's campaign:

Be authentic Be relevant Put your money where your mouth is Be bigger than social media

What three tips did Laura give for maximizing the chance that your audience will engage with your content?

Be relevant, be authentic, be impressive

What activities make up the execution component?

Communications campaigns (involving websites and emails), social media campaigns (encourage students on snapchat for exam studying in Dec.), the daily grind (posting about news articles, react to social media), event coverage (conferences)

How does Facebook's social media algorithm determine whether your post is seen by your audience?

Connects people to the things they want to see (relevancy score)

What is the EVALUATION step in the game plan?

Did we get there? Simple as "yes" or "no"

What comes first in the game plan?

Goals come first, then strategy

Example of a goal:

Going to the Scottish castle

What is the STRATEGY step in the game plan?

How are we getting there? The path to the destination

Who should you compare your organization against?

How big of a following do you have compared to your peers? How does your weekly engagement compare?

Should organizations abandon the Old Guard tools in favor of the newer platforms? Why/why not?

If our audiences are still using it, then you don't need to abandon it

What does Laura mean when she says, "it's never about the tools?" What's really important?

It's all about what the tools can do for you

What are the team's goals?

Leadership in use of Social Media Establish consistency in message Mentor Develop and communicate policies

Explain how to use the approach to self-branding:

Make sure nothing is on social media to hurt you or professional opportunities, won't have negative impact on personal accounts, survey what is out there (google yourself, dig into your social media pasts, look at your profile picture, look at photos you are tagged in)

Awareness - What risks are posed by unaware users? How can SMART help fix that?

Make the company look bad Training can help how to use it safely for the company

Do more Americans access the Internet using a mobile device or a traditional computer?

Mobile

What tools/tips did Laura suggest for monitoring/researching your audience?

Monitor specific hashtags on Twitter or Instagram, Add followers to Twitter lists, Follow your audiences' influencers, See what is trending on Twitter, Facebook, etc.

What are the two components of "Response"?

Monitoring (google alerts, tweetdeck, hootsuite, social studio) Engagement

What activities make up the development component?

Planning, thinking, and strategizing

How can social media help (or hurt) your personal brand?

Profile pictures detailed but clean information

What are the three R's of social media policy?

Representation Responsibility Respect

2 key components for social media manager's work:

Research - Hootsuite, Peer Facebook page research, Industry research Strategy - Big picture, campaign, plans, management

What should a game plan include?

Research, goals, strategy, execution steps, evaluation

What is benchmarking?

Seeing how your success is reflected online/on social media compared with others that engage with your business

Why is it important for an organization to have a social media policy?

Sets the stage and defines the area users can play in, protects your organization in the event of legal trouble

Why is it important the the Team be a real job assignment?

Show how important social media is for the company

How can social media advertising help an organization reach its goal?

Social media goals and business goals

Example of a strategy:

Taking a path to the Scottish castle

What is meant by "engagement feeds reach"?

The more people engage with it the more will see it

Why should companies listen to the buzz on public social networks like Facebook and Twitter?

To find opportunities and to watch for a big problem coming before it's too late

Why do you need a game plan?

To know HOW you will SUPPORT the core mission, WHAT you need to ACCOMPLISH, HOW you will ACCOMPLISH, PROVE that you accomplished it

Why do organizations need both "goals" and "strategy" for social media?

To support the core mission

What are you comparing in peer research?

Warrington could compare themselves to the Haas School of Business (at Berkeley or Harvard Business School.. would not compare themselves to IBM)

What should an organization consider when deciding which social media platform to use for advertising?

What are you advertising? Who are you advertising to? You have to pick which will perform better based on your audience

What questions can be answered using audience research?

What are your audiences interested in? What types of content are similar audiences interested in?

What can you learn from looking at your peers' social media activities?

What are your competitors talking about? Generally (what types of content) and specifically (answer a question)

What is the GOAL step in the game plan?

Where are we going? The destination (leading brand - gaining more followers), where you want to be (goals should be measurable)

What are the 3 questions you should consider when creating your active self-branding campaign?

Who? - Who is your audience? Why? - Answer your audiences' "why" question. What? - aWhat do you want them to see? You want them to see you, your accomplishments, and your skills.

What questions should you ask yourself about your social media presence?

Would my social media presence hurt my career opportunities?

How is the active approach different from the passive approach?

You are actually doing things to make sure your social media presence will help you and your career opportunities