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Social Media Cheatsheet

This social media cheatsheet will guide you in understanding the different types of social media, identifying your present state, staking your claim, and closing the gaps to achieve your desired state. Learn how to effectively use social media platforms and listening tools to improve your brand visibility and engage with your audience. Key media platforms like email, internal communication, and search engines, as well as popular social media platforms, are covered in this comprehensive guide.

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Social Media Cheatsheet

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  1. Social Media Cheatsheet • Social Media Defined • Broad versus narrow • 1.0 and 2.0 • Internal and external • Surface and “deep” (aka visible and invisible) • Step 1: “Present State” • Where do you show up on ________ web? • Where do you show up on the _______ web? • “Listening” tools? • Staked claims? • KEYS • Context! (i.e. __________ = original “killer app”) • Social media is important, monitor and use • Most companies have more opportunity on _________ projects • Key Media • Email (“killer app”) • Internal communication (intranet, internet, text) • Search (GOOGLE, Yahoo, Bing – especially content network) • Facebook (LinkedIn) • Twitter • Yelp (also glassdoor, jobvent, craigslist, etc.) • Youtube • Flickr • Union websites (unionist.com) • Corporate campaign websites (i.e. JFJ, WWU) • Step 2: “Desired State” • Stake your claim • ____________ (“own the field”) strategy • SM policy (CAREFUL) • Proactive __________ • ______ _______ strategy • NEXT STEPS • Gap analysis of social media practices • Gap analysis of reactive campaign tools • Gap analysis of positive employee relations practices • Step 3: Close the Gaps • Identify ______ • __________ projects • Prioritize: look for _________ + _________ Labor Relations Institute | www.LRIonline.com | 800-888-9115

  2. Visible versus Deep Web Deep Web = 90% of all web traffic!

  3. Visible versus Deep Web • “Take Action” • “Alerts” • “Campaigns” • point to future organizing targets

  4. Visible versus Deep Web • Unions on Facebook • REMEMBER:Facebook is a “walled” site –search independent of Google • On a union or organizer’s page – Check “favorite pages” to find current campaigns

  5. Unions on Twitter Nice place to lurk, even if you don’t “tweet” Tip: You can follow “twibes” (groups of twitter users – there is a twibe of union organizers) through an RSS feed!

  6. Where do you show up? As you would expect, IBM “owns” their brand online (Wikipedia is potential exception). This blank space is a potential opportunity and threat

  7. Where do you show up? IBM (surprisingly) is not doing anything to own the “IBM sucks” territory… but they should. Google obviously spots this as an opportunity for someone.

  8. Stake Your Claim Look for sucks, exposed, report, kills, complaint to start. There are many others that would be specific to your brand Another opportunity for someone.

  9. Google News alerts Tips: Use advanced search tips when setting up your alerts. Also have alerts delivered to an RSS reader (Google Reader is great) instead of your email.

  10. RSS = Really Simple Syndication

  11. Google Reader Biggest problem is creating a workflow where you can actually deal with the fire hose of data. RSS Reader can be a real time-saver. Tip: Create folders for different topics of interest and group alerts by topic.

  12. Pre-emption IBM = great place to work Learn more about IBM’s great work practice www.IBM.com/greatplacetowork IBMers Help Communities Learn how IBM’s great employees help their communities thrive www.wehelp.org/ibm IBM Engagement Practices IBM has the most engaged workforce on the planet – here is why. www.surveys.com/ibm

  13. Internal Listening Tools • Pulse Surveys

  14. Internal Listening Tools • Pulse Surveys • Employee Engagement Surveys

  15. Internal Listening Tools • Pulse Surveys • Employee Engagement Surveys • State-of-the-company Meetings

  16. Internal Listening Tools • Pulse Surveys • Employee Engagement Surveys • State-of-the-company Meetings • Skip-step Meetings

  17. Social Media Cheatsheet • Social Media Defined • Broad versus narrow • 1.0 and 2.0 • Internal and external • Surface and “deep” (aka visible and invisible) • Step 1: “Present State” • Where do you show up on visible web? • Where do you show up on the deep web? • “Listening” tools? • Staked claims? • KEYS • Context! (i.e. grapevine = original “killer app”) • Social media is important, monitor and use • Most companies have more opportunity on non-SM projects • Key Media • Email (“killer app”) • Internal communication (intranet, internet, text) • Search (GOOGLE, Yahoo, Bing – especially content network) • Facebook (LinkedIn) • Twitter • Yelp (also glassdoor, jobvent, craigslist, etc.) • Youtube • Flickr • Union websites (unionist.com) • Corporate campaign websites (i.e. JFJ, WWU) • Step 2: “Desired State” • Stake your claim • Pre-emption (“own the field”) strategy • SM policy (CAREFUL) • Proactive listening • Rapid reaction strategy • NEXT STEPS • Gap analysis of social media practices • Gap analysis of reactive campaign tools • Gap analysis of positive employee relations practices • Step 3: Close the Gaps • Identify gaps • Discrete projects • Prioritize: look for leverage + context Labor Relations Institute | www.LRIonline.com | 800-888-9115

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