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The University of Arizona – Human Resources September 21,1010 2 Point. Counterpoint. Plan A: Beyond Friends and Followers Unleashing the Power of Social Media Plan B: Twitter, Schmitter A Contrarian’s Guide to Social Media

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Point. Counterpoint. Plan A: Beyond Friends and Followers Unleashing the Power of Social Media Plan B: Twitter, Schmitter A Contrarian’s Guide to Social Media. Friend vs. “Friend”. What do real friends and good colleagues do? Share Stay in touch Offer support Watch your back - PowerPoint PPT Presentation

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  • Beyond Facebook and Followers

    Unleashing the Power of Social MediaChris Foree & Allison M. Vaillancourt, Ph.D., SPHRWeb Developer Vice President, Human ResourcesCUPA-HR National Conference September 21, 2010

    The University of Arizona Human ResourcesSeptember 21,1010

    *Point. Counterpoint.Plan A: Beyond Friends and FollowersUnleashing the Power of Social Media

    Plan B:Twitter, SchmitterA Contrarians Guide to Social Media

    The University of Arizona Human ResourcesSeptember 21,1010

    *Friend vs.FriendWhat do real friends and good colleagues do?

    Share

    Stay in touch

    Offer support

    Watch your back

    Alert you to opportunities

    Help forge alliances

    Give without expecting an immediate return on their investment

    The University of Arizona Human ResourcesSeptember 21,1010

    *

    The University of Arizona Human ResourcesSeptember 21,1010

    *Friend vs.FriendWhat do real friends and good colleagues do?

    ShareStay in touchOffer supportWatch your backAlert you to opportunitiesHelp forge alliancesGive without expecting an immediate return on their investment

    The University of Arizona Human ResourcesSeptember 21,1010

    *

    The University of Arizona Human ResourcesSeptember 21,1010

    *Where do Organizations Go Wrong?Inappropriate content and approach

    Broadcasting vs. communicating/engaging

    Thinking of social media channels as one monolithic entity

    Believing that quantity is better than quality

    Not understanding that people are increasingly cynical

    The University of Arizona Human ResourcesSeptember 21,1010

    *Where do Organizations Go Wrong?Inappropriate content and approach

    Broadcasting vs. communicating/engaging

    Thinking of social media channels as one monolithic entity

    Believing that quantity is better than quality

    Not understanding that people are increasingly cynical

    The University of Arizona Human ResourcesSeptember 21,1010

    *

    The University of Arizona Human ResourcesSeptember 21,1010

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    The University of Arizona Human ResourcesSeptember 21,1010

    *Whats Different About Social Media? Industrial media vs. social media

    Reach - Both industrial and social media technologies provide scale and enable a message to reach a global audience.

    Accessibility - Social media tools are generally available to anyone at little or no cost.

    Usability - Most social media do not require specialized training.

    The University of Arizona Human ResourcesSeptember 21,1010

    *Whats Different About Social Media? Industrial media vs. social media

    Recency - the time lag between communications produced by industrial media can be long (days, weeks, or even months) compared to social media (which can be capable of virtually instantaneous responses; only the participants determine any delay in response). As industrial media are currently adopting social media tools, this feature may well not be distinctive anymore in some time.

    Permanence - industrial media, once created, cannot be altered (once a magazine article is printed and distributed changes cannot be made to that same article) whereas social media can be altered almost instantaneously by comments or editing.

    The University of Arizona Human ResourcesSeptember 21,1010

    *Where Organizations Go WrongSocial media channels are not the same

    Expectations of tone within different popular social media channels

    The University of Arizona Human ResourcesSeptember 21,1010

    *Where Organizations Go WrongSocial media channels are not the same

    The University of Arizona Human ResourcesSeptember 21,1010

    *Where Organizations Go WrongSocial media are not the classifieds

    Dont shout

    Do nurture conversation

    Social media conversations are facilitated, not directed. Be responisive!

    Responding to negative messages

    The University of Arizona Human ResourcesSeptember 21,1010

    *Power of the postGlassdoor

    The University of Arizona Human ResourcesSeptember 21,1010

    *Where Organizations Go WrongSay Goodbye to Control

    Messages created for a specific channel may end up in strange places

    The telephone game effect

    The University of Arizona Human ResourcesSeptember 21,1010

    *Where Do Individuals Go Wrong?Too much information.

    Unrealistic expectations of privacy

    Failing to understand the impact of their words Forgetting that the personal can affect the professional

    Thinking that lying is ever really acceptable

    The University of Arizona Human ResourcesSeptember 21,1010

    *Implications for Organizations

    Social media require a new way of thinking and acting

    Leverage resources (Let other people do the work) (Arizona Days)

    Your value is not calculated by the number of fans and followers

    Warn candidates that social media sites may be consideredEducate hiring authorities to be vigilant AND skeptical Stress the importance of verifying evidenceRemind hiring authorities about the dangers of discrimination and bias

    Develop guidelines about social media use at work and after work

    Remember that one size fits all = embarrassing

    Consider the real ROI of your efforts.

    The University of Arizona Human ResourcesSeptember 21,1010

    *

    The University of Arizona Human ResourcesSeptember 21,1010

    *Arizona Days, Arizona Nights

    The University of Arizona Human ResourcesSeptember 21,1010

    *Implications for Organizations

    Social media require a new way of thinking and acting

    Leverage resources (Let other people do the work) (Arizona Days)

    Your value is not calculated by the number of fans and followers

    Warn candidates that social media sites may be consideredEducate hiring authorities to be vigilant AND skeptical Stress the importance of verifying evidenceRemind hiring authorities about the dangers of discrimination and bias

    Develop guidelines about social media use at work and after work

    Remember that one size fits all = embarrassing

    Consider the real ROI of your efforts.

    The University of Arizona Human ResourcesSeptember 21,1010

    When Social Media Works for HR Image crafting (there are humans in human resources)

    Intel and policy development through LinkedIn

    Developing a brain trust

    Exposure to new ideas and approaches

    Informal communication (DP benefits example)

    Quick communication (emergencies)

    Offering another way to share information (UAworks!)

    When people, not entities, recruit*

    The University of Arizona Human ResourcesSeptember 21,1010

    Social Media Pitfalls in HR Ignoring the importance of relationships in recruiting

    Twitter as outing experience

    Being too corporate

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    The University of Arizona Human ResourcesSeptember 21,1010

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    The University of Arizona Human ResourcesSeptember 21,1010

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    The University of Arizona Human ResourcesSeptember 21,1010

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    The University of Arizona Human ResourcesSeptember 21,1010

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    The University of Arizona Human ResourcesSeptember 21,1010

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    The University of Arizona Human ResourcesSeptember 21,1010

    HR WikiWIKI*

    The University of Arizona Human ResourcesSeptember 21,1010

    *http://twitter.pbworks.com/Universities

    The University of Arizona Human ResourcesSeptember 21,1010

    The Most Popular Information-Sharing Channels*

    The University of Arizona Human ResourcesSeptember 21,1010

    *Coming to Terms with Social MediaPlan A: Beyond Friends and FollowersUnleashing the Power of Social Media

    Plan B:Twitter, SchmitterA Contrarians Guide to Social Media

    The University of Arizona Human ResourcesSeptember 21,1010

    *Coming to Terms with Social MediaPlan A: Beyond Friends and FollowersUnleashing the Power of Social Media

    Plan B:Twitter, SchmitterA Contrarians Guide to Social Media

    Plan C:Connection versus ControlA Zen Approach to Social Media

    The University of Arizona Human ResourcesSeptember 21,1010

    *A Zen Approach to Social MediaSelect wisely your path (channel)

    Remember the power of engagement

    Share without expectation of reward

    Dont shout when a whisper will suffice

    Enter with an invitation not a demand

    A single friend can be more powerful than a thousand followers

    Dont believe the hype! Think critically about what social media does well, and where it fails

    Dont be stupid!

    *AV: Good afternoon. Im Allison Vaillancourt.

    CF: And Im Chris Foree. And our plan for today is to discuss the power of social media.

    AV: When we prepared our proposal last December, I was totally psyched by the opportunities presented by social media. As an admitted late adopter, I was slow to get a Facebook account, suspicious of LinkedIn, and perplexed by Twitter. But once I started, I was hooked!

    CF: And she became convinced that social media could transform the way we did everything in in HR. We had meeting after meeting in which we discussed using You Tube for New Employee Orientation, using Wikis to document institutional protocols, establishing guidelines around the use of Facebook for screening job candidates, and transforming the culture of the entire University of Arizona community by sending them a daily Twitter message that encouraged them to engage in ethical behavior.

    AV: And then I got smacked in the face with reality.

    CF: And thats when she said, Chris, we have to change the title of our presentation.*CF: SO, we started with Unleashing the Power of Social Media and then by early summer, Allison was pushing for Twitter, Schmitter: A Contrarians Guide to Social Media.

    AV: Now I have to explain what led me to such a cynical place. To demonstrate, Chris needs a business card. Specifically, he need a business card from someone whom Ive never met. Who can help us today?(CF gets card and puts it in his pocket). So, its next month and Chris is unemployed. Turns to CF. Chris, I guess you spoke your mind one time too many. Whats it like to be unemployed?

    CF: Its no problem because I am CONNECTED. In fact, Ive got ___s card right here and I know she/he will set me up with my next job. Right ___? Can you talk to your president and get me scheduled for an interview? No? Why not? Ive got your card. Why wont you help me?

    AV: Chris has violated rule number one in the world of Social Media. The world friend or contact or follower means one thing in the world in which most of us grew up and something very different in the world of social media. People who are smart about social media know that. But not everyone is smart.(Tell story about LinkedIn guy who wanted me to get his wifes resume in front of the right person and guy who finished our conversation with So, what are our next steps?)

    *

    CF: As we think about social media, we need to think back to why early versions were created in the first place. So, why were My Space and Facebook originally created? (Get audience response). One of the more cynical answers Ive heard to this question is, so that people can fulfill their narcissistic impulses by creating artificial online personas. A more positive view is that online social networks, just like real-life social networks, were created to help people build meaningful relationships with others.

    CF: So what do people in good relationships do?

    They share information.They stay in touch with each other.They offer support when neededThey watch your backThey let you know about new opportunitiesThey introduce you to their friends and colleaguesThey give without expecting an immediate return on their investment.

    AV: In the case of the guy who wanted help with his wifes resume, he was asking for a favor without having ever built up his reservoir of good will with me. In the case of the guy who wanted me to buy his consulting services, he used a small amount of information about me to exploit an opportunity. One thing both of these situation had in common was the fact that I had never met either of them. And that brings us to a key question: Can we forge meaningful virtual relationships?

    AV: (Story about connecting with Steve Dhuey and then having him die.)

    AV: So while we began with enthusiasm and spent a bit of time feeling very cynical, we eventually reached a middle ground.

    CF: You might say weve reached a certain level of peace with social media.

    **CF: So back to our earlier slide, lets dissect Allisons relationship with Steve.

    Did he share information? YesDid he stay in touch? After they connected through Facebook, yes.Did he help her forge alliances: Yes; he helped connect her to old friends.Did he ask her for anything? No he provided with a valuable photo and asked for nothing in return.

    CF: So, in short, one guy observed the rules of social media behavior and two guys did not. As well discuss in the next few minutes, people can violate the of social media and organizations can, too.

    (47,000 friends, but not much interaction)**AV: So lets talk about the ways organizations violate the laws of social media.

    While there are some general laws and mores of social media, its important to understand that there are no real laws of social media. It would be more appropriate to say that there are laws of various CHANNELS of social media.

    CF: Get your hot fresh peanuts

    AV: Chris, what are you doing?

    CF: That may have been a little inappropriate.

    AV: Ya THINK?

    CF: So, what was wrong with that? You came for information, not peanuts. I was loud. In your face. Kind of obnoxious.and I was asking you to buy something you didnt want. Maybe shouting fresh peanuts would fly if we were at a baseball gamebut not so much during a concurrent session. The venue is inappropriate. My approach was brash.

    AV: The second mistake organizations make is in trying to broadcast versus trying to communicate or engage their friends or followers.

    CF: Right. Social media channels are not a web-based version of the CBS news or the Home Shopping Network. Effective social media approaches involve interaction and a form of give and take.

    *AV: The 3rd mistake is believing that the number of friends of followers or contacts of hits is, by itself, evidence of impact.

    AV: Finally, and this one is huge, organizations often fail to understand that people are increasingly cynical and are hungry for honest and authentic information. (BP real and fake)

    Emphasize importance of authenticity

    BPCF: Case study BP - Apropos for the region. How many of you have good feelings right now about BP? (hands)

    Built-in preconceptions of mistrust, cynicism.

    Engaging communication?

    Level of formality?

    Original? Interesting?*AV: Engaging communication?

    Level of formality?

    Original? Interesting?

    Does this help the image of BP or add insult to injury?**CF: reviews*CF: reviews

    Point: The model for getting a message out to the masses is changing.

    Dont publish and move on to the next task. You publish and then have to stand by to watch and respond. That may mean you need more resources.

    AV: Just as there are differences between industrial media and social media, there are distinct differences between the various social media channels, and failing to understand that can reduce your credibility.*CF: Levels of formality - Review

    Adopting an informal tone can help you fit in to the advertising-cynical culture of social networking media.

    Message must relate to the audience

    Adapting to the tone of different social media channels

    There is no monolithic social media audience e.g. Facebook is less formal, however, an informal tone doesnt fit so much on LinkedIn. Anyone whos spent some time on MySpace knows that, for that social media channel, formality is not in.

    There are a multitude of social networks out there. We thought it important to know the *culture* of the major ones when crafting our social media strategy. Knowing how to massage your message so that it fits in well can promote the perception that your organization is authentic, and that youre not an outsider.

    The social media rules arent so different from those of real-life social circles.

    *AV: So, to follow on Chris point, social media channels are used for different things and also reflect peoples different character flaws and deviant behavior. *CF: While social media channels are not the same, there are some rules that apply to them all.

    First, Dont shout:

    Social media are not hospitable to the hard sell, at least not as much so as television, radio, and billboards. If your corporate messages read something like Buy this car! Its great and affordable!, youre quickly going to loose traffic and fans.

    In fact, the less you shout, the better. Its not that social media dont offer great opportunities for pushing your message -- in fact, the opportunities for targeting messages to a specific strata of your audience are unprecedented. However, the culture of social media, conscious and cynical about advertising messages, values peer-sourced ideas above those perceived to be coming from an uninvited outsider.

    Adopting a conversational tone, and when possible rephrasing statements as questions can help to overcome the outsider/advertiser status with your audience by inviting responses.

    Since social media is just that, social. As such, leveraging social media as an organization involves a certain level of ongoing involvement. Youre not getting all that much value out of the social networking approach if youre not being responsive to feedback. Consider allocating additional resources to your social networking wing both to foster a perception of involvement and to reduce some of the risks. [[talk about how we do this]].

    I mentioned some risks. Unfortunately you cant hand pick your audience

    Spam (some of it not so healthy for your organization) Inappropriate responses Misconstrued responses Anger looking for an outlet

    Dont underestimate the power of the post!*CF: An example of how the game has changed:

    Glassdoor.com lets any employee post reviews about the overall workplace environment, both the pros and the cons of working there and "advice for senior management. (1a) In the open world (1a) that is the Web, the voices of the disaffected and vocal few carry at least equal weight.

    "In a world with Glassdoor and Facebook and Twitter and LinkedIn, there's a tsunami of transparency washing over the employment space," Glassdoor Inc. CEO Robert Hohman said. "The best companies aren't just dealing with it, they're embracing it. (a) (1a) http://www.sfgate.com/cgi-bin/article.cgi?f=/c/a/2010/09/07/BUA31F3F48.DTL#ixzz0z9671suE

    Numerous news stories referred to Glassdoor's report that at 34 percent, Hurd had the lowest employee approval rating of any technology company CEO. In contrast, Apple Inc.'s Steve Jobs had the highest approval rating, 98 percent, while Facebook's Mark Zuckerberg was at 94 percent. Intel's Paul Otellini and Cisco's John Chambers each have more than 81 percent, while Ellison has a 78 percent approval rating. Yahoo's Carol Bartz, however, only has a 52 percent approval rating. While anonymous comments posted on a website can also be taken with a grain of salt, another internal HP survey reportedly taken in April seemed to back up the Glassdoor report. The Voice of the Workplace, an internal measure of employee sentiment done every five years, showed more than two-thirds would quit if they had an equivalent job offer.So one of the factors the HP board has to be considering in its one-month search is a CEO who can address a potential "war for talent at HP," said Robert Sutton, a professor of organizational behavior at Stanford University's department of management science and engineering. Read more: http://www.sfgate.com/cgi-bin/article.cgi?f=/c/a/2010/09/07/BUA31F3F48.DTL#ixzz0zQtF2C9i

    *CF: Tell story about the applicant who thought a job was remote work because it had been picked up by another remote jobs job site.*AV: Privacy on social networking channels is a myth. Friends know friends who know your boss.

    Too much information. (The story of the underwater birth)

    Unrealistic expectations of privacy

    Failing to understand the impact of their words (The psycho instructor)

    Forgetting that the personal can affect the professional (S&M, anyone?)

    Thinking that lying is ever really acceptable (consultant)* CF: review

    [[Skip ahead to AZ Days slide on bullet #2!]]

    CF: Arizona Days, Arizona Nights

    Crowd-sourcing materials let others do the work *CF: Arizona Days, Arizona Nights

    Crowd-sourcing materials let others do the work. See what else your institution might be doing and incorporate! Reduce, reuse, recycle (work) ** CF: review (contd.)

    How many of have an institutional or HR social media presence? Whats your goal? How do you calculate the ROI?AV:*CF: Being too corporate (Zappos vs. traditional orientation) SHOW VIDEO

    **Zappos videoAV:*AV:*AV:*CF:*CF:*AV:*CF: Changing landscape for how people share information.**CF: So, we began with a sense of optimism when we developed our unleashing title.

    AV: And then we moved to a place of cynicism which prompted us to contemplate calling this session A Contrarians Guide to Social Media.

    *

    CF: In the end, we came to a place of acceptance, peace even and think the real title of our session should have been Connection versus Control: A Zen Approach to Social Media. So, following that theme, we thought wed share the ways in which Buddhist principles might be applied to the way we think about social media.

    * CF: Select wisely your path (story about using the right channel)

    CF: Remember the power of engagement (create opportunities for interchange rather than broadcasting. People want to be involved.

    AV: Share without expectation of reward (Ohio State)

    AV: Dont shout when a whisper will suffice (difference between Harvest and Metro)

    CF: Invitiation vs demand (need story) Recall Vietnamese restaurant story.

    CF: single friendweve talked about numbers not necessarily being meaningful. We also talked about the impact even casual entries can have on ones career.

    AV: Dont believe the hype probably wont revolutionize your employee engagement or recruitment efforts over night, but it can be one of many tools that you use.

    CF: And that bring us to final step. Dont be stupid.

    AV: And well let you decide what we mean by that. That concludes our presentation today. Wed be happy to take any questions.