social media sessions internal management jeff richardson diti haniotis digital & online...
TRANSCRIPT
Social Media Sessions
Internal Management
Jeff Richardson
Diti Haniotis Digital & Online Communications SpecialistKraft Foods
All Departments
• Marketing: Promote the brand. Generate sales (or leads). Research competitor’s activities.
• Consumer Insights (Research): Appreciate the quality and speed of research findings via quality Social Media monitoring and analysis.
• Consumer Relations: Respond to customer concerns. Identify potential issues before they get out of control.
• Sales: Connect with clients on a more personal level. (Connecting in this way brings risk that many will not consider.)
Social Media Sessions
All Departments
• Legal department: Concerned about risk. A realistic approach will balance risk with opportunity.
• Human Resources: Attract the best talent. Research to find out more about applicants.
• Corporate Affairs: Protecting the brand. A new way to communicate with stakeholders. Monitoring for issues as many now start online.
Social Media Sessions
Clear procedures to ensure responsible and consistent:– measurement, – management, – resourcing,– tone, and – accountability.
Social Media Sessions
A Central Management Group
• Overall responsibility for the company’s reputation.
• A Risk Planning process.
• Education for all staff.• Certification for those who actively
represent the organisation in Social Media.
• Maintain an up to date knowledge of this fast changing medium.
• Provide a structure for consistency that other departments follow.
Social Media Sessions
Respect the inherent risk
• Staff Social Media policy.– Keep it simple.– Align with other policies.– The goal is to help staff understand the implications.
• Eg. Staff rants
• Only staff and service providers who have demonstrated understanding to actively utilise.
• Incorporate within record keeping.– Issues log.
Social Media Sessions
Barriers to Social Media Excellence
Key actions relating to Internal Management
1. Policies and Guidelines for all.
2. Expectations for those managing assets.
3. Ongoing measurement and reporting.1. Dormant assets
4. A process for keeping up to date.
Social Media Sessions
