#MPB2B: Social Media Guidelines: Necessary or Limiting?
David Thomas Speaker – SAS
Three steps to building social media program:
1. Build internal awareness
*invite practioners and rule makers
*figure out what’s important – start with exisiting marketing goals. social media is just a tool.
*focus on recommendations
2. Build framework
*create a position (hire or evolve a current role)
*social media should live where it makes sense for your business and your goals. David came from the PR team (ditto!).
*set social media guidelines and recommendations (download the file. can be used as long as not published on the Web)!! Need to be friendly, concise, and broken down into sections.
*communicate. communicate. communicate. need to over communicate the guidelines internally.
*spotlight successful use of the guidelines.
*lead by example. if you are in social media, you need to be out there using the tools successfully.
*never say anything negative in social media about other brands. they may be one of your customers!! (joke – need to keep list of the airlines that our SAS customers).
3. Build strategy
*define success (ie. how much traffic are you driving to your corporate website from twitter at a user conference)
*give employees the tools (analytics, listening, etc)
*use templates, plans for social media (ie. have a plan for how to use social media at conferences. create standard avatars and twitter backgrounds)
*map social media to goals
Q: International Participation
*train branches that you shouldn’t create new presense on social media if there is one from your company that already meets your needs. also, look to see if there are industry specific thing that you can just join the conversation (ie. business analytics group already existed on linkedin so don’t create a new one).
*uses SAS facebook fan page of corporate directory of all other sites internationally
Q: Sales Participation
*Teach sales that Twitter and Facebook are not for gathering leads but having conversations
Q: How do you deal with legal department?
*Have an executive sponsor to help push it through
*Make sure you have a legal rep involved in the social media process
Q: CEO won’t let employees on socail media at ALL
*Check out Charlene Li’s presentation on Convincing the Curmudgeon
Q: Employee left company create podcasts, linkedin, etc.
*Facebook, LinkedIn, etc don’t have policies on who owns it. So need to make sure you “own” admin rights, etc.
*Bloomberg puts under – unauthorized use of trademark or copywrite to prohibit employees from creating new Twitter or Facebook pages.
Q: Google Sidewiki
*Comparision – it’s like someone painting your house for you, but the difference isn’t on your website it’s on the consumer’s Web
Q: Do you put listening on your guidelines?
* SAS has it in their guidelines who is responsible for the listening.
*Don’t get enngaged in online argument.
Q: What’s the first step in trying to sell social media?
*Do a quick social media audit
*Google Local – own the seach results for your business