HOW SOCIAL MEDIA CAN

DESTROY YOUR BUSINESS

MODEL

Anjuan Simmons and Kami Watson

Huyse

Social Media Has Turned

Celebrities into Geeks

And Turned Geeks into

Celebrities

SXSW = South by Social-Media

WestSocialnomics: How

Social Media

Transforms the Way

we Live and do

Business

-Eric Qualman

Using Social Media

to Score...a Job

(Obviously)

-Sarah White

Can Social Media Save

Business So Business

Can Save the Planet?

- David Armistead

The Dark Side of Social Media

5 SOCIAL MEDIA FORMULAS

FOR BUSINESS DISASTER

Customer Service

Crisis

Corporate Speak

Competition

Competition

Confidentiality

Confidentiality

Is that your CIO

on Chatroulette?

Stranger Danger?

PROTECT YOUR BUSINESS FROM

SOCIAL MEDIA DESTRUCTION OF

VALUE

A Holistic Strategy

Governance Policy Risk Monitor

Customer Service

Employee Management

Governance

Who should be involved in determining your

organization’s approach to social media?

Requires both low-level insight and top

management leverage

Must be based on real-world data vs. fear

Policy

Governance sets policy

What makes a good social media policy?

New technologies have always required new

policies (telephone, email, internet).

Guardrails and expectations.

Must include and intake as well as output of

communicaton strategy.

Risk

What does your company do when either a

policy is not followed or an external event

occurs?

Risk mitigation strategies have to include

action plans.

Must also include enlightened management

and/or legal team (speed is critical)

Monitor

Use tools to help monitor you business’s social

media profile

Google Alerts

Twitter Searches

Paid tools for volume

Have a strategy for engagement (flow chart

tools)

Customer Service Brainstorm

Bake social media into how you design your services

You must know the social media profiles of all your customers.

When possible, every delivery of service should include what

social networks your customers are on and the degree of their

influence. This is free customer insight provided voluntarily by

your customers.

Airlines should know the Twitter accounts, number of

followers, and last few tweets of everyone aboard their

aircraft.

Pay particular attention to high profile customers. These are

your VIP’s

Monitor what customers are saying right before, during, and

right after they use your service.

Employee Management

What are your employees doing on social

media sites?

Include activity in their evaluations

Tie to incentives and rewards

Include social media training

Think about a stepped approach, with each

level having more responsibility and training