Transcripts
1. Class Intro: Social media has became
an imperative for almost every business
discovered how to successfully implement an
effective social media strategy that is supported and
integrated through every part of your organization
with this course to enhance your online presence and achieve a competitive edge. My father had a typo. My second tweet was an apology
for the typo in my past, a friend and one of my first followers returned
back to me who just relax. I have come a long way since that first tweet 13 years ago. Frankly, the social
media landscape has come a long way
to, before to it. I was already on
Facebook and LinkedIn, the leader was just
getting rolling when I was finishing my MBA and I ended up being one of the first 200 thousand members. I have seen that played pump as well as many others come row. And for those that remained, evolved in order to
remain and relevant. Hello, I am omer. I had spent my high school and university years
always working online. I joined Second Life Weibo are cut and many
more, most are gone. Now, I looked at all of
the social networks from the perspective of
where and how they were similar and
different from CDs, I looked at their demographics, burners, commerce,
culture and more. I looked at how
communities form and how crust was established
as well as loss. While the overall
conclusion was that social network exhibited
many city like qualities, that prospect of them becoming
the new city was unlikely. Having said that, there were numerous times that showed
the unique qualities. For example, followers and Internet behaviors like
comment and subscribe of social network would
continue to evolve and grow as these virtual communities continue to grow and interact. I have spent a year since growing as social
media focused company, going from a soul perennial to a team supporting a
growing number of clients, social good action become
valuable connections. And I'm not just saying they are valuable in a monetary way. They are valuable because we
provide value to each other, not just a one-way street. As much as social
media has grown, we mustn't lose sight of the fundamental fact
that it is social. We are social beings and we crave connections even
if they are virtual, the social media space is
dynamic with layers and drink an exciting depending on that appetite of
users and investors, many platforms such as
Twitter and LinkedIn are alluding ideal features to
compete with clubhouse. It is hard to say who
will emerge victorious? The clubhouse is well-founded and growing in
popularity everyday, Twitter and LinkedIn
already have watched user basis familiar
with how they work. So new audio features
might be easily adopted. As with other new plate firms, they take time to establish themselves and those
trying to establish your presence will
have to work hard to build and maintain
thought leadership. When it comes to social media, thought leadership is an
often overused phrase. Is the world influence? However, the underlying
sentiments of those terms providing
value and farming and educating ourselves some of the key factors for
success in social media, you have to earn the
right to be seen as a trusted thought leader who has subject matter expertise
within an industry or sector. There are no shortcuts. Much of this course, we'll focus on where and how companies can establish
a social media presence, grew and engage their community. Over time, we will
look at a variety of organization types
and industries. I will share my
own experience as well as those of
some of my clients. You will gain insight into
trues, methodologies, and best practices from our own experiences
working with clients. Why tools are important
to manage and scale social media management
and execution of strategy. They should serve your objective rather than being your
primary objective, whether you are the only social media
resource are part of team. You will learn what
it takes to set up and operating model
for social media and how to devise and execute social media strategies
that go beyond lives and follows to actually help achieve your
corporate objectives, you will learn what risk
and potential pitfalls exists and how to mitigate
or avoid them altogether, you will gain an
understanding of what is involved in reputation
management from a social media perspective
and that importance of social listening and
monitoring for brand protection, customer service,
community engagement, and sentiment analysis. You will also learn
the strengths and weaknesses of the
major social network, as well as some of
the emerging ones and their relevance to your
organization and objective. This class provides a
step-by-step Roadmap to setting up a forgave
workflows, team configuration, wellness models, and social
media policies alongside creating and measuring social media campaigns
and content themselves. This course also explores how to build a supportive
culture gets by n and common pitfalls to avoid ported
presentation slides, content calendars, or content
marketing framework and interactive tools for effective
social media management. This class is best
part B, well things, social media marketing
strategies and integrating them
within your business to ensure their success. So what are you waiting part. See you in the next video. Thank you.
2. Role and Responsibilities: Now you find your
self responsible for your organization
social media success. Whether you were asked, are you actively sought
out the opportunity? You still have to start out a number of things to
ensure that success, even if you are very familiar
with the organization, how everything works,
does what are you burn, project manager,
checklist, or to do list, regardless of how you deal
with projects and tasks. Let's keep it simple. Here are some things to ask are considered to help get your oriented progressing
toward your social media objective as true as possible. Number one, roles and
responsibilities. If you are new to the role as an internal or external hire or the role and responsibilities
sufficiently defined. Are you clear on what
is expected of you? Do the mayors of success
seem reasonable to achieve? Often, we find ourselves
in a role where the job description is a
bit wage and many men, when pressed isn't
allo is able to provide clarity or fill
in the blank new one to confirm what is expected
of you and document what success looks like from the perspective of
your key stakeholders. Furthermore, it
has everyone wants the same performance
metrics or do they differ depending on
the state borders rope. You also want to be careful
there to control as many of the factors impacting your performance
metrics as possible. The last thing you want is to be held accountable
for outcomes. Who's influencing
factors are outside your span of control
archive to someone else. For example, imagine being tasked with improving
community piece demand, but paid social media campaigns managed by another group for causing an increase in negative comment on your
social media channels, thereby increasing the
negative sentiment being captured through
social media listing those overseeing
the paid campaigns don't have to answer for
the negative 10th demand, but that's not the greatest
position to make certain that your executive
sponsor is on the same page as you
in terms of your role, responsibilities and
mayors of success and is prepared to define
two other stakeholders. If your effort or
ever questioned, if you are not careful, misunderstanding can make
their way to the organization. Unrealistic or
incorrect assumptions can be made about who
you may find yourself having to define yourself
against question being asked from
misinformed stakeholders. I was heading up a
social media team and other businesses or Vivre, an internal agency that
up to serve them and potentially compete with
external agencies on retainer. That was absolutely
not the case, but it is hard to
change perceptions if they have already
become entrenched. Hopefully, your executive
sponsor can help properly socialize your mandate with key stakeholders to avoid
potentials and fusion, find out who else. Similar objectives out of whose successes intertwined with jaws and ensured that to make an array of them
and their teams, if needed, be as
quickly as possible, foster collaborative relationships
as much as possible. When we're all working
towards common goals rather than creating friction that
would counter productive. That's it for this video. If watching, Take care.
3. Resources and Support: In your new or current roles, do you feel that you have
the right resources, people, tools, and otherwise
to achieve success? Do you even know what
you need or do you need to conduct research
and emulate solutions? How much will you be overseeing? How much will you actually
be doing yourself? Do you have to make a business
case to get virtually? Sometimes it can feel
like you are thrown in the deep end and you are busy just trying to create
water demands. And expectations can differ with each stakeholder
group, one groups. And other groups were some preference speed up
execution over quality, while other group everything
and see the input of many. If you are being asked to do more and are better than before, you want to make sure
you are clear on what more and are better looks
like those key stakeholders. How you address
stakeholder needs and expectations will dictate the resources and
support to need what parts while to you and
where will you need help? What tools and resources
are currently available? In the case of the tools, do you need time
and our training to familiarize
yourself with them? Are there people available to you who already know
how to use them? We'll one or more tools or
service providers such as social media management tools or content providers help
deliver what is expected. There are quite a number of free and inexpensive tools and service providers
available that enable a modest budget
and individual or small team who is
accomplished a lot with just a little from free management
and analytics tools to artificial intelligence
based tools that helped create multiple social
posts from a single block, organizations can now scale their social media
activities to meet the consistency
and frequency that social media demands
without overburdening existing resources
has your back. One of the most
overlooked things about social media
is change tailing. Social media strategies for
an organization means gains. Organizations and people within them are resistant to change. That is why it is
critical to have an executive champion
who will back you up, communicate your role
and responsibilities to others and help greener
budget for tools and resources to help make
the CheY necessary for social media success with as
little friction as possible. I was hired by the Chief
Brand Officer, largest banks. I was hired as a consultant
to help establish and build their social media
team and operating model. During one of my early
presentations to him, I showed him some
social media examples from other financial
services firms, from the word inspire is thinking and inform our
strategy discussions. He asked me what I would
do and I answered, it depends on how boards who are either told me that he
had promised the work, that the bank would be a leader in social media
within five years. That was entered sport
for me to move ahead here the year after Board
and had with them a promise, one, I was to help him. Unfortunately, he designed
a few months later when the new executive took over the social media portfolio, they had no interest
in social media and over the next year
proceeded to this metal. Everything that had
been ROIs in progress, leaving very little
behind before retiring. It just goes to show you the importance of
executive champion. And there's four, keep
watching and take care.
4. The Politics Unspoken: As mentioned previously,
rolling out social media within an organization
means change, and sometimes that change needs office politics can be involved. They can prove to be
very disruptive or downright impossible
to overcome neurology. The possibility that
they exist and trying to navigate them likely can help mitigate the
risk that they may impede your ability to
achieve your Monday. Once I was working with a completely at at work
and other companies, but both organizations were operating under
separate brands with the eventual merging of the two brands plan until
the merger was complete. Yet they still
seem to operate as two distinct companies with
two distinct cultures. It was the culture of acquired company that
proved to be an obstacle. They acquired company at such an ingrained culture
that, for example, they had their own
graphic designer who was not allowed to talk
to the graphic designer from the company that
acquired them for fear of painting their
brand and design, even though the merging
of the brands was invited by this entrenched
culture media itself. Every day when I contacted stakeholder interviews
with key people from the aquatic and
acquired companies. Some of the people from
the acquired company, but while others were more overt about their best
day for social media, and the fact that they had
no intention of providing support for any
social media efforts involving their business. I knew then that any strategic recommendations I would make war at
high risk of failure. Add to that the fact that I was seeing challenges
within the organization about who did and
did not want to own the execution and ongoing
operations of social media. And who had a recipe
for disaster. Immediately the acquired company collects once the
brand merger happened. And resistors are self selected
out of the organization. Like so often happens
after a merger or acquisition and other
political scenario worth looking out for, especially if you are new to
our old, easier to learn. If anyone you are working with
or that is working for you was passed over for the
roll in one instance, I was always suspicious that
one or more people who are resentful about
being passed over for the roles that I
and a colleague had. People bought brought in form. So the group, while many on the inside can't be
there for some time, you may ask yourself, what do politics have to
do with social media? Sadly, the answer is a lot. Sometimes social media can be a political hot potato that
nobody wants to touch. In other instances, it
can be a trough bar. We are multiple groups
are fighting for control to be the pointy
end of the spear. In one instance, the company
I was working with had a presence on social media for the origins of
the social account, we're fraught with scan the internal resources and
then outside agency had gone through social media account without the express
permission of the company. Eventually, the
contract with digests, she was terminated
and they applies responsible were moved
off into other roles, weren't developed afterwards was a situation where the
largest single business unit with the greatest amount of political clout took ownership
of the social accounts, even though the mandate
for the channels was to be enterprise bite and not just that up this
particular business unit. What ended up happening was other business units had
to coordinate with and seek permission from
the business unit who get their content on the
company's social at all. Even if other business units had greater
organizational power, they lack the political power to a stroke control of
the social accounts. Tweet lightly and watch for any potential
political landmines sitting just below the surface. I'm not trying to sound mean. Yes, here it is
just that we have all experienced office
politics and it is no different when it comes to
social media if watching. Thank you very much.
OAK Academy, Entrepreneur
