2011 - Using Social Media in the Workplace - Brown

Using social media in the
workplace

Scott Brown, Social Information Group
SLA Annual Conference
14 June 2011
© 2011 Social Information Group

Twitter: @socialinfo

#sla2011


Twitter???


Success story #1


Why DON’T libraries (or other
businesses) use social media?

 “We don‟t have the time or
the staff.”
 “Social tools like Facebook
are blocked in our
company.”
 “No one thinks we need it.”


What are the REAL reasons?
 Don‟t understand the dynamics
 “Not important enough”/not enough
success stories
 What‟s the return?
 “Vaguely frightening”
 What if we make a mistake?
 Do we have to use EVERYTHING???


Connecting
Sharing
Visibility
Serendipity
Community
Loyalty

More importantly…

RELEVANCE


Success story #2


“We don’t have the time or the
staff.”
 Who on your staff has interest and
passion?
 Who knows about the tools?
 Realize: it DOES take time.
 Social tools integrate into what
you‟re already doing.


“Social tools are blocked in our company.”
 Really?
 What other online
socializing is going on?
 Forums
 Discussion groups
 What about outside the
company?
 Monitor the situation

“No one thinks we need it.”
 Really?
 Who does think we need it?
 Who‟s already using it?
 How do you
DEMONSTRATE the
value?


Do a little organizational intelligence.


OrgIntel

Oooh!

Whom do we target?
 Important groups in the organization
 Who has influence in the organization?
 Who has visibility?
 Who has funding?
 Who are we under-serving?
 Key stakeholders
 Same questions as above
 Who can be a champion for us?


The org chart
CEO
Admin

VP VP VP
VP
Admin

Director Director Director


The connection chart


A little organizational intelligence…
 Org chart
 Who’s in that group? Who do we know?
 Who SHOULD we know?


21


A little organizational intelligence…
 Org chart
 Who’s in that group? Who do we know?
 Who SHOULD we know?
 Where do they interact?
 What does the group focus on?
 What are their pain points?
 What’s the buzz?
 How can we help?


Success story #3


Shift in thinking
Broadcasting Conversation

Gatekeeper Participant

One to many Many to many


Shift in thinking
Are you

Waiting to be discovered?

OR

Choosing to be discovered?


InfoCitizen


InfoCitizen
 Transparency
 Openness


InfoCitizen
 Transparency
 Openness
 Integrity
 Honesty


InfoCitizen
 Transparency
 Openness
 Integrity
 Honesty
 Participation
 Inclusion


InfoCitizen
 Transparency
 Openness
 Integrity
 Honesty
 Participation
 Inclusion
 Quality
 Service


InfoCitizen: This is you.


Levels of engagement
 Locating and lurking
 Launching and sharing
 Reacting
 Participating
 Proactively acting
 “Real-time”


Preparing for participation
 Find your company social media policy – or
draft one if one doesn‟t exist
 Think about your own departmental guidelines
 Who do you want to reach, and why?
 How does this fit into our current goals?
 What tool(s) might work best for us?
 Pick ONE
 What would we share?


How do we approach this?
 Social integrates into your marketing plan
 What are your marketing goals?
 Targeting a new group
 Increasing visibility, usage
 Marketing a new source or service
 How can social tools or our internal
communities help us accomplish this goal?
 Be specific
 “Pilot”
 establish success and failure plans

Which tool(s) should we use?
 Forums and groups – Internal or external (like
LinkedIn: http://www.linkedin.com)
 To give greater visibility to your offerings,
expertise, staff; demonstrating your expertise
and value
 Requires time and attention
 Connection and participation are key


 Blogs
 To share your expertise, resources, perspective
 Not as time-sensitive, but demanding – gotta
like to write!
 Content is key


 Twitter – http://www.twitter.com
 To share your expertise, and pointers to other
information that’s important to you or your work
 “Value-add” information stream
 Low barrier to entry, quick to set up, but
requires constant attention
 Connection, content and speed are key


What would we share?
 Articles, books, reports, items of interest
 Not just your stuff
 Resources
 Services
 Training
 Promote others’ events, content
 Interesting stuff
 Fun stuff


More tools and ideas Blog as newsletter


Tools and ideas
Twitter as newsletter


Tools and ideas
Paper.li


Tools and ideas
Jing screencasts


Success story #4


How do I integrate social with my
marketing?
 Don’t market until you’re ready
 Integrate with what you already have
 Email channels, advertising, business cards,
email signature
 Widget/badge/links on your site
 Understand how they support your marketing
goals


Workflow and maintenance
 Make them a part of your “day”
 Establish a set day/time during the week
 Build into other processes
 Schedule in advance
 Tweetdeck, HootSuite

 Allow yourself the freedom to get used to them
 Allow yourself the time to make them a habit


How effective is it?


Let’s ask again: Why?
„Rather than asking yourself, “what are we going
to get out of this?”, proceed with the following
question in your minds as you create content
and interact with readers:

“How can we be helpful to our customers?”‟
http://www.socialmediaexplorer.com/social-media-marketing/how-to-successfully-break-the-first-rule-of-social-media/


What do we measure?
 What are our goals? What are our plans for
meeting that goal?
 How do our social media efforts contribute
to these goals?
 What are the measurables?
 Number of responses
 Number of followers or hits
 Number of new requests from your
target group


Is it worth it?
 What is working for us? For our customers?
 What‟s not working for us? For our customers?
 Are we having fun?
 Do we want to continue?
 No
 Remember – this was a “pilot”
 Follow your exit plan
 Yes
 For how long before we re-evaluate?
 What do we do next – according to our success
plan?

External focus
Why the hell would we do that?

 Promoting the organization
 Thought leadership
 Driving industry connections
 Leveraging your network

 Building YOUR brand – for YOUR career


Branding


What’s your brand?


Professional branding

Vs.


What if we make a mistake?

It’s OK.

Intentional branding


Share slides in LinkedIn

Feed Twitter updates into LinkedIn


You take your brand with you –
no matter where you go.


Owning your brand – and your future

 What are your passions?
 What are your skills?
 What do you want to learn?
 What do you really want?


So what’s next?
• How do you want to demonstrate your
passions?
 LinkedIn?
 Blog?
 Tweet?
 Participate?


Which is best for you?
LinkedIn
“Resume or CV on steroids”
Connection is key
Blogs
Professional online journal
Content is key
Twitter
Personal news feed
Connection, content and speed are
key

Owning your brand – and your future
MAKING yourself relevant

by DEMONSTRATING your
passion

and your VALUE

In summary
Be visible.

Be bold.

Your value is in your passion.

Your brand is bigger than your position.


Now… It’s your turn.

What are your questions?
What are your next steps?
What’s got you fired up?


Thank you!
Scott Brown
Social Information Group
Don’t hesitate to contact and connect with me:
 scott@socialinformationgroup.com
 http://www.linkedin.com/in/scottrbrown
 http://www.socialinformationgroup.com
 @socialinfo
 303-834-7553

Coaching: scott@infoprocoach.com
@scbrown5


2011 - Using Social Media in the Workplace - Brown

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