Using social media to push your brand
I recently spoke at the HR Florida State Leadership Conference. My presentation topic was Using social media to push your brand.
People who came to the session may have hoped to hear me offer a blueprint for chapters to set up a social media program, but that was not what I covered. I have never put together a social media program for a local chapter, although I have done a lot of social media work in the HR space. So what did I cover? A bunch of stuff - brand in general, social media in general, how it can help or hurt your brand.
I also gave some advice for chapter leaders to consider if they really wanted to get their chapter started in social media, including a condensed version of my slide deck which I have uploaded to SlideShare.
High Level Social Media Observation
Social media is not rocket science.
It is really just the same type of thing we do in HR every day – communication, but with a more pointed 2-way messaging.
Policy is important, but it is not the priority. It is not even the starting point. Developing an understanding of the platforms, and the way the medium works is the highest priority. Policy and strategy flow from there.
As you consider the adoption of social media for yourself, or for your organization, you need to consider two concepts:
- how social media might be used to benefit your brand
- how social media might be used to harm your brand.
These steps can get you started in protecting your brand with social media:
- Monitor your brand
- Stake your claim
- Adopt preemption strategies
- Engage proactively in social media
- Have a rapid response strategy
Getting your chapter started
- HR Florida may be the leader in the USA. Consider looking at what they do as a case study.
- Consider getting started by adopting with at least one platform if you are not ready to go full tilt.
- Blogs are great for sharing information
- Facebook is great for conversation / events
- LinkedIn groups offers a semi-private platform
- Develop policy and guidelines
Philosophical advice for leaders
- Social media is not just about marketing. Social media MUST be about engagement.
- You must believe, and lead by example.
- Let your “chapter” hair down a little, and have some fun!
- You must view your audience as a community.
- Don’t treat your social media platforms like a bulletin board for publishing announcements. If you do, it will fail.
- Social media requires commitment and resources.
- Help is available!
- All SHRM chapters should have a social media person on their leadership team.
- The Absurdity of Being a Social Media Expert (knowhr.com)
- “9 Steps to Starting Social Media” and related posts (catholicexchange.com)
- The Four Essential Phases of Social Media Adoption (marketingprofs.com)
- Who Uses Social Media and Why? (socialmediadudes.com)