This is my presentation from SHRM Strategy 2010.. If you're crafting a corporate social media strategy, trust me - you don't need a corporate Facebook or Twitter account - you need agents and assassins. Check out the slides to find out more....

1. Agents in Social Media You Need Assassins, Not a Corporate Twitter Account

4. 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.

5. 1

6. Lame and Played

9. “640K of memory should be enough for anybody.” a guy named bill gates, 1981

16. End of Chapter 1

17. 2

18. We’re Gonna Get Us Some Social Media!!!!! Alert the Legal Team!!

23. BUT

25. EXERCISE

26. Overall Use of Social Media, Low to High Dr. Evil’s Master Plan Freak Show Darth Vader Grip Flatline Centralized Control, High to Low

27. 3

29. Cool stuff “social network analysis” (SNA)can teach us about how to use social media agents in your company.

31. 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

33. 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

34. Network Maps That Result from SNA “Work” (Information-flow) Network “Social” Network “Innovation” Network “Expert Knowledge” Network “Strategic” Network “Learning” Network “Decision-Making” Network

35. 4

37. Definition

42. Why they matter

45. How Companies Have to Deal with Agents

49. 1+1+1=Agent

50. EXERCISE

51. 5

53. 6

55. 2 Choices: BUILD or BUY

56. BUild

62. BUy

64. EXERCISE

65. 7

67. Should you Build or Buy?

71. 1+1+1=Agent

72. 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.