How can executives use social media to achieve organization strategic goals How to measure return on investment on social media How to manage reputation for you organization on social media

2. AGENDA
• How social media can be used by executive to
achieve organization strategic goals
• How to measure return on investment on
social media
• How to manage reputation for you
organization on social media

3. What issocialmedia?What is social media?

6. What Do Corporate
Directors and Senior
Managers Know about
Social Media
90% of respondents claim to
understand the impact of
social media
only 32% of their companies
monitor social media to
detect risks to their business
activities
14% use metrics from social
media to measure corporate
performance.
24% of senior managers and
8% of directors surveyed
receive reports containing
summary information and
metrics from social media
Approximately half of the
companies do not collect
this information at all.
Nearly two-thirds of
respondents (65%) use
social media for personal
purposes, and 63% for
business purposes
Of those who use social
media, 80% have a LinkedIn
account
68% have a Facebook
account

7. So how can executives use social
media to achieve organization
strategic goals?

8. IMPLEMENT A SOCIAL
MEDIA STRATEGY
Assess your
current
capabilities
with social
media
Determine
how social
media fits
with your
strategy and
business
model
Map your
companies'
key
performance
indicators and
risk factors to
information
available
through social
media
Implement a
"listening"
system to
capture social
media data
and
transform it
into metrics
Develop
formal
policies and
guidelines for
employees,
executives,
and directors

9. How you can managereputationfor your organisationsocial
media

10. 1. DEVELOP COMPANY
SOCIAL MEDIA POLICY
2. IMPLEMENT SOCIAL
MEDIA MONITORING

11. Adidas
Employees are allowed to associate themselves with the company when posting but they must clearly brand their
online posts as personal and purely their own. The company should not be held liable for any repercussions the
employees’ content may generate.
Content pertaining to sensitive company information (particularly those found within Adidas internal networks)
should not be shared to the outside online community. Divulging information like the company’s design plans,
internal operations and legal matters are prohibited.
Proper copyright and reference laws should be observed by employees when posting online.
Best Buy
Like Adidas, Best Buy also mandates its employees to freely disclose their affiliation with the company granted that
disclaimers are set freeing the company from any intellectual investment in the post.
Dishonorable content such as racial, ethnic, sexual, religious, and physical disability slurs are not tolerated.
Employees are not allowed to disclose information that are financial, operational and legal in nature, as well as any
information that pertains to clients and customers.
HP
(Hewlett-
Packard)
HP promotes healthy and honest discourse with its readers.
The company reserves the right to edit or amend any misleading or inaccurate content depicted in blog posts. The
company also reserves the right to delete blog posts violating the code of conduct.
HP values, respects, and upholds the intellectual property rights of its bloggers.

12. How do you implement social media
monitoring tools?

13. 1. Decide
what you
want to
track
What are the primary ‘keywords’ relating to your company that you want to track in online conversations?
Company name
Company website address
Names of products
Names of senior employees and Directors
Names of close competitors
Common expressions – e.g. “[Company] is rubbish”, “company is great”
2. Set up
accounts
monitoring
tools
Social media monitoring tools
Google Alerts
Tracking social media
Blog monitoring
Monitoring Twitter
Mentions of senior staff – Naymz (www.naymz.com)
3. Set up
your alerts
and
searches
You then need to run regular searches, or better still, set up alerts or RSS feeds that notify you when your keywords are
mentioned.

14. 4.
Engage How you
respond to
comments
and posts
people make
is up to you,
but there are
certain rules
of thumb:
Act quickly – the beauty of social media is
it’s real-time. You can snub out
misconceptions and fix problems instantly
through a quick, smart reply. Never expect
things to go away. Blog posts and forum
comments linger in search engine results
forever, so you need to make sure your
viewpoint is there too.
Be nice – you really want to avoid getting
angry or making threats. Try and reason
with detractors and understand where they
are coming from. By showing that you’re
listening, you’ll win respect and support
from others.
Be pro-active – when discussions arise that
relate to your industry, get involved nice
and early with your perspective. This
encourages promoters to back you and
takes the wind out of detractors’ sails.

15. Return On
Investment
ROI is proof that your marketing efforts are
working
The main challenge in measuring ROI is keeping up
with changes in social media algorithms,
implementing the new tools that hit the marketplace
and proving to your clients that they’re getting the
most out of their investment in you
Set Social
Media Goals
you need to determine your goals so you
know which factors you’re measuring and
what success looks like
Determine
the Right
Platforms
Find where your audience spends their
time so you can position your plan to be
successful.
Track
Campaigns
Track the time spent, cost of ads, etc., as
well as the activities and campaigns you
launch
Report
Findings
determine a way to report your results. You
will also want to come up with a timeframe
that makes sense—weekly, monthly,
quarterly, yearly or all of the above
Review
Results and
Reset Goals
Once you have your stats in front of you, you
can calculate your ROI and review the
results of your marketing to see what worked
and didn’t work

16. Thank you
Q & A