Social media is becoming an increasingly important part of the corporate communications of any business. Embarking on a social media program requires a clear understanding of the social media environment, both benefits and pitfalls. As businesses look to build online communities, engage internal networks and attract new employees, it’s vital to thoroughly consider how to implement social media at an organizational level. This presentation is designed for business people considering how best to implement a social media program. It’s also suitable for people with little or no knowledge of social media. Executives and managers in human resources, corporate communications, media, public relations and marketing departments are the ideal audience. The presentation examines the following areas: • Driving factors behind social media and why it’s important for business to adopt a sound strategy • Reasonable expectations of a social media program • Key considerations necessary for a successful implementation o Setting goals o Managing expectations o Handling online criticism • Brief introduction of social media tools recommended for the business setting All information provided is based on actual experience and contains plenty of practical advice, hints, and tips to help you decide the best way forward.

1. Introduction to
Using Social Media
in HR and Recruiting
Sarah Mitchell

2. Introduction
Goal for Today
 Provide an introduction to
HR departments considering
adopting a social media program
 Dispel hype and confusion

3. Historical Reference
July 2009 PQMedia study
 Word of Mouth (WoM) spending expected to grow 10.2%
during worst economic recession in 70 years.
 $1.54 billion spent on WoM marketing in 2008
May 2010 Custom Content Council Survey
 U.S. spends record $47.2 billion in 2009 on branded content
(including blog posts, and video to digital zines and e-newsletters)
equating to 1/3 of all marketing budgets
Bridge Ratings Survey
 “Strangers with Experience” trumps:
• Teachers
• Newspaper/Magazines
• TV News Reports
• Traditional Advertising

4. Turning Point:
Consumers Do Their Own Research
Online Publishers – Internet Activity Index
Monthly “Time Spent” in Internet Activity Table

5. Game Changer –
Google Panda
 Google Panda makes
social media
connections a bigger
part of their algorithm.
 Social media activity
= better search
engine results

6. What Social Media Won’t Do
 It won‟t close deals
 It won‟t generate a customer base if
your products or service are lacking
 Probably won‟t
replace your current
marketing strategy.

7. What Social Media Can Do
 Promote your brand/EVP
 Assist in Candidate Attraction
 Establish your Authority
 Expose negative
aspects of your business

8. Two Things
to Remember
1. It’s “social” meaning
your activities have to be centred
on building relationships
1. You are representing your brand
either explicitly or implicitly.
At all times you must maintain a
professional tone and attitude.

9. Considerations
before you start
 What do you want to achieve?
 How are you going to handle criticism?
 Who‟s going to own your social media activity?
 Are you prepared to invest the time required?
 What channels are you going to use?
 What are you going to say?
 How are you going to manage it?

10. What do you want to achieve?
Listening Broadcasting Engaging

11. How are you going to
handle criticism?
 It‟s not a matter of „if‟
but „when‟
 The upside of a
healthy network

12. Who’s going to own your
social media activity?
 Focus on your
marketing strategy –
not the tools
 Hint: It shouldn‟t be
the youngsters in
your organisation

13. Are you prepared to
invest the time required?
“Those with more years of social
media experience spend more
time each week conducting
social media activities.”
2011 Social Media Marketing Industry
Report

14. What channels
are you going to use?
Twitter LinkedIn Facebook Blogs Google+
 Research  Establish  Promote  Promote  Not yet
 Candidate Authority your EVP your proven
brand/EVP
Attraction  Candidate  Candidate  Potential
Attraction Engagement  Establish to have
 Establish Authority
Authority  Promote big impact
 Drive
your EVP Agenda

15. Usage of Tools for Business
100
90
92
80 87 88 84
70 79.3 77.2 78
75.3
68 70 71 68
60
50
40
30
20
10
0
Social Media Success Social Media Marketing Social Media Marketing
Summit Report 2009 Industry Report 2010 Industry Report 2011
LinkedIn Facebook Twitter Blogs

16. Twitter Users by Age
Credit: Ignite Social Media based on Google

17. What are you going to say?
You should have a
content strategy,
not a
social media strategy
 Quality
 Consistency
 Frequency

18. How are you
going to manage it?
 Beware of integrating tools
 Recommended aids:
 Tweetdeck
 Sendible

19. Interesting Facts
People aged 30 to 39 years
are most likely to use social
media for business. (Stelzner) More women, than
men, engage in social media
activities. (55% vs. 45%)
People love to look at pictures.
70% of all actions are related to Women say more.
photos or video. (HBS) Men reference
links. (HBS)

20. Establish Authority
 LinkedIn is a professional networking site
 Complete online resume
 Find and connect with business colleagues
 Special interest groups
 Polls
 Q&A
 70 million members in over 200 countries
 Every Fortune 500 executive team
represented on LinkedIn
linkedin.com

21. Candidate Attraction
 Twitter is a global instant messaging tool
 Send messages to drive traffic to
your website
 Networks consists of “followers” and is very
fluid
 1.6 billion search queries every day
– April 2011
 Twitter has 175-200 million registered users
 1.6 million active Twitterers in Australia
– Sept. 2011
twitter.com

22. Drive Agenda
 Blogging is an online dialogue you
have with your customers and
prospects
 Allows you to position your company
against competitors
 Excellent way to improve SEO
 Prospects can leave their own
comments and opinions

23. Promote Your EVP
 Facebook allows you to create a business page
 Most useful for B2C companies
 Post photos, documents or run advertising
 Privacy issues
 75% of user are outside the USA
 10,628,600 users in Australia – September 2011
 More than 800 million users log on to Facebook
every day
facebook.com

24. Measuring Influence

25. Recommendations: Before you Start
 Pick a descriptive user id – MiningOilGasJob
www.knowem.com
 Use a picture
www.gravatar.com
 Use your real name
 Be transparent
 Be generous with
information

26. Building Networks
It’s Professional Not Personal

27. Be Aware
 Slow burn method
of marketing
 The conversation about
your company happens
with our without your
contribution

28. Sarah Mitchell
Director – Site Content
Find out more at www.miningoilandgasjobs.com