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Social Media Sessions

Social Media Sessions. Internal Management Jeff Richardson Diti Haniotis Digital & Online Communications Specialist Kraft Foods. All Departments. Marketing: Promote the brand. Generate sales (or leads). Research competitor’s activities.

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Social Media Sessions

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  1. Social Media Sessions Internal Management Jeff Richardson Diti Haniotis Digital & Online Communications Specialist Kraft Foods

  2. All Departments • Marketing: Promote the brand. Generate sales (or leads). Research competitor’s activities. • Consumer Insights (Research): Appreciate the quality and speed of research findings via quality Social Media monitoring and analysis. • Consumer Relations: Respond to customer concerns. Identify potential issues before they get out of control. • Sales: Connect with clients on a more personal level. (Connecting in this way brings risk that many will not consider.) Social Media Sessions

  3. All Departments • Legal department: Concerned about risk. A realistic approach will balance risk with opportunity. • Human Resources: Attract the best talent. Research to find out more about applicants. • Corporate Affairs: Protecting the brand. A new way to communicate with stakeholders. Monitoring for issues as many now start online. Social Media Sessions

  4. Clear procedures to ensure responsible and consistent: • measurement, • management, • resourcing, • tone, and • accountability. Social Media Sessions

  5. A Central Management Group • Overall responsibility for the company’s reputation. • A Risk Planning process. • Education for all staff. • Certification for those who actively represent the organisation in Social Media. • Maintain an up to date knowledge of this fast changing medium. • Provide a structure for consistency that other departments follow. Social Media Sessions

  6. Respect the inherent risk • Staff Social Media policy. • Keep it simple. • Align with other policies. • The goal is to help staff understand the implications. • Eg. Staff rants • Only staff and service providers who have demonstrated understanding to actively utilise. • Incorporate within record keeping. • Issues log. Social Media Sessions

  7. Barriers to Social Media Excellence

  8. Key actions relating to Internal Management • Policies and Guidelines for all. • Expectations for those managing assets. • Ongoing measurement and reporting. • Dormant assets • A process for keeping up to date. Social Media Sessions

  9. Jeff Richardson jeff@theonlinecircle.com

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