Idea Transcript
Social Media Plan Situation
Analysis
Social media has altered the way people and companies converse with a changing climate of new communication methods. Millions of people from all age groups have made social media a part of their everyday lives, which has created new influencers and facilitated new conversations. No longer is a communications strategy driven only by pitching traditional media outlets such as newspapers, television and radio with the hope that reporters will convey a message to their audiences. Now anyone can become a journalist just by posting to Facebook or writing on a blog. Through the use of social media, communications teams now have direct access to consumers through tools such as wikis, blogs, message boards, etc., and can easily gain direct consumer feedback and participation. Although social media offers many no-cost and rather simple communications tools, these mediums can also bring a negative side. With the increase in citizen journalists comes a lack of control; anyone can write about an organization without thought to accuracy, ethics, etc. Therefore, it’s imperative for organizations to follow what is being said about them in this social landscape and be ready with an outlet to respond. WORKFORCE CENTRAL FLORIDA (WCF) currently monitors social media through a number of online search systems, such as Google, Technorati, BlogPulse, YackTrack, BoardTracker, TweetBeep, Google and SM2. WCF has proactively utilized social media by posting a page on Wikipedia and utilizing YouTube for its winter 2009 promotion, Careereoki. In addition, members of the communications team post status updates and links to WCF articles via personal Facebook, Twitter, LinkedIn and Plaxo accounts. For the 2009-2010 program year, WCF desires to create an integrated social media strategy utilizing popular channels such as blogs, Facebook and Twitter for both employer and job seeker audiences. Goals · · · ·
To build awareness and increase visibility that WCF is the region’s workforce expert. To increase outreach to employers and job seekers to develop new customer relationships. To educate the public about WCF services. To create new resources to assist employers with becoming competitive in the workforce and 1
· ·
to provide job seekers with career planning tools. To monitor conversations about WCF in social media outlets and to build an additional platform for listening to customer needs. To increase Google rankings.
Target Audiences · · ·
Employers Job seekers Workforce professionals or people with an interest in workforce topics
Objectives Job Seekers · · ·
To establish WCF job seeker blog with 50 hits by September 30, 2009. To encourage 150 people to become WCF Facebook Job Seeker page fans by October 7, 2009. To persuade 75 job seekers to follow WCF Hot Jobs on Twitter by October 15, 2009. Employers
· · ·
To establish WCF employer blog with 50 hits by November 4, 2009. To encourage 100 people to become WCF Facebook Employer page fans by November 11, 2009. To persuade 50 employers to follow WCF’s Employer Twitter page by November 25, 2009.
Strategies · · · · · · ·
Monitor social media conversations about WCF and workforce issues. Develop social media policy for WCF staff. Utilize social media outlets to set up new communication channels, such as blogs, Facebook, Twitter, LinkedIn and Plaxo. Promote new WCF social media communication channels. Build media list with bloggers and increase WCF’s use of social media to find outside workforce experts. Determine tracking policy for providing new employer and job seeker services. Continue to monitor social media climate for additional opportunities and communication channels.
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Tactics Strategy 1: Monitor social media conversations about WCF and workforce issues. ·
Continue to monitor RSS feeds created via Technorati, BlogPulse, YackTrack and BoardTracker and e-mail alerts created via TweetBeep, Google and SM2 for social media coverage of WORKFORCE CENTRAL FLORIDA and workforce issues.
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Continue to monitor Facebook policy regarding allowing companies to monitor status updates (Currently, Facebook will not allow social media monitoring).
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Monitor all WCF social media accounts created for comments, issues, indecency and spam.
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As needed, respond to comments to thank fans, followers, etc. for their positive WCF comments or to provide correct information or views.
Strategy 2: Develop social media policy for WCF staff. ·
Research social media company policies for best practices.
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Develop WCF social media policy for all staff that outlines correct usage of WCF in personal social media accounts.
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Develop crisis plan on how to deal with negative comments.
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Create procedure for researching answers to posts that pose workforce questions.
Strategy 3: Utilize social media outlets to set up new communication channels, such as blogs, Facebook, Twitter, LinkedIn and Plaxo. Blogs ·
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Develop job seeker blog via WordPress.com that serves as job seeker social media hub and offers job seeker tips, job listings, information on WCF job seeker services/events and links to other sites and blogs with helpful job seeking information. Blog will be linked to WCF Web site and have an RSS feed. Post two to three times per week. Create employer blog via WordPress.com that serves as employer social media hub and offers HR and training tips, information on WCF employer services and links to other sites and blogs with helpful HR and training information. Blog will be linked to WCF Web site and have an RSS feed. Post two to three times per week. Design cohesive WCF graphics for job seeker, employer and workforce issue blogs, similar in feel to “Workforce Watch” and “Workforce Insider” banner graphics. Monitor WCF comments made with other blogs and respond through trackbacks and 3
· · · ·
pingbacks on WCF blog, as needed. Encourage WCF staff to submit topic ideas for blog via e-mail. If response is low, set up lunch meetings with select office staff to conduct topic brainstorm. Develop plan on how to handle off-topic blog discussions. As blogs gain popularity, consider expanding writing team to select WCF staff members. Based on job seeker and employer blog success, create blog on workforce development issues, workforce politics, etc. by WCF senior management for workforce professionals or those with an interest in workforce topics. Facebook
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Set up a Facebook page, where job seekers can become WCF fans, add comments and receive event invitations, links to blog stories, job postings, news articles, Web site, etc. Encourage job seekers to post their own tips about finding a job on the discussion board. Set up a second Facebook page for employers to promote employer blog, Web site, news articles, events, etc. Utilize Facebook survey options for job seeker and employer opinion research. Develop Facebook messages that may be posted by all WCF staff on personal profiles. Twitter
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Set up job seeker Twitter account titled WCF Hot Jobs, and provide tweets about WCF job seeker blog, job leads, events and job seeker tips. Tweets will include select retweets about job seeker articles from national sources. Set up employer Twitter account that with tweets about WCF employer blog, HR tips and event information. Tweets will include select retweets about human resource and training articles from national sources. Utilize Kimberly Cornett’s personal Twitter account for WCF press-release-focused tweets. When needed (if topic is not already posted elsewhere), utilize WCF blogs as the Twitter landing pages for job posts, articles, expanded tips, etc. Design WCF-branded background. Set up hash tags for larger WCF events such as the State of the Workforce Summit and job fairs. Select job listings from weekly Hot Jobs. Develop tweets that may be posted by all WCF staff on personal pages. LinkedIn
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Create a LinkedIn group to target professional level job seekers. Create a LinkedIn group for employers. Develop LinkedIn status updates that may be posted by all WCF staff on personal profiles. Research best practices for utilizing LinkedIn to grow leads for business development 4
managers.
Plaxo · ·
Create Plaxo group for employers. Develop Plaxo status updates that may be posted by all WCF staff on personal profiles.
Strategy 4: Promote new WCF social media communication channels. · · · · · ·
· · · ·
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Include permanent links to Facebook and Twitter (and blog, if possible) in “Workforce Insider” and “Workforce Watch” artwork templates. Promote blogs, Facebook pages and Twitter feeds via articles in “Workforce Insider” and “Workforce Watch.” Cross-promote Facebook, Twitter, blog, etc. whenever possible. Include links to blogs, Facebook and Twitter on WorkforceCentralFlorida.com. Explore targeted Facebook tile advertising with EVOK. Encourage WCF employees to become fans of WCF Facebook page, and then send an invitation to Central Florida-area friends to become fans. Repeat with LinkedIn and Plaxo, if successful. Encourage WCF staff to follow WCF Twitter feeds, and then ask them to tweet about WCF on “Follow Friday.” Promote blogs, Twitter and Facebook on in-office televisions. Include Facebook and Twitter on targeted advertising and promotional collateral. Encourage staff to update Facebook status with approved WCF posts by offering a contest, once a quarter. For every status post (after becoming a WCF fan), the staff member must notify the Communications and Business Development department to be entered into a drawing to win a $25 gas card. Encourage job seekers to follow WCF on Twitter by holding a contest that requires entrants to follow WCF and retweet the contest call to action along with #WCFHotJobs to be entered into a drawing to win a gas card. If above contest is a success, consider additional contests that ask job seekers or employers to: o Tweet about one WCF service that he or she has used or would like to use along with @WCFHotJobs or @WCFEmployers (account name TBD) to be entered into a chance to win. o Tweet about a job search tip and include @WCFHotJobs to be entered into a chance to win.
Strategy 5: Build media list with bloggers and increase WCF’s use of social media to find outside workforce experts. 5
· ·
Research individuals and mediums that regularly blog, tweet, etc. about workforce issues to build social media list for WCF message outreach. Follow Twitter workforce experts for potential retweets to WCF customers.
Strategy 6: Determine tracking policy for providing new employer and job seeker services. · Set-up system to track employer value-added credit for tweets, blogs, etc. · Determine if system is needed to report added job seeker service. Strategy 7: Continue to monitor social media climate for additional opportunities and communication channels. · After above strategies are completed consider options with: · YouTube, Flickr · Digg and Delicious (Wendy Jo has already experimented with Digg and has not found it to be beneficial for our organization. Further exploration is necessary.) · Ability to tag and share documents in the WCF newsroom, along with creating social media releases · Additional ways to grow LinkedIn and/or Plaxo contacts Timeline Tactic
Approximate Completion (if not sooner)
Social Media Policy Research other company social media policies for best practices.
July 17
Develop WCF social media policy for all staff that outlines correct usage of WCF in personal social media accounts.
July 24
Develop crisis plan on how to deal with negative comments.
July 24
Create procedure for researching answers to posts that pose workforce questions.
July 24
Develop plan on how to handle off-topic blog discussions.
July 24
Set-up system to track value-added credit for tweets, blogs, etc. Determine if system is needed to report added job seeker service.
July 24
Job Seeker Social Media Develop job seeker blog via WordPress.com that serves as job seeker social media hub and offers job seeker tips, job listings, 6
July 31
information on WCF job seeker services/events and links to other sites and blogs with helpful job seeking information. Blog will be linked to WCF Web site. Include WCF graphics similar in feel to Workforce Insider. Promote blog in “Workforce Insider” article
August 1 issue
Set up a Facebook page, where job seekers can become WCF fans, add comments and receive event invitations and links to blog stories, job postings, news articles, Web site, etc. Encourage job seekers to post their own tips about finding a job on the discussion board.
August 7
Encourage WCF employees to become fans of WCF Facebook page, and then send an invitation to Central Florida-area friends to become fans. Repeat with LinkedIn and Plaxo.
August 7
Set up job seeker Twitter account titled WCF Hot Jobs, and provide tweets about WCF job seeker blog, job leads, events and job seeker tips. Tweets will include select retweets about job seeker articles from national sources. Design WCF-branded background.
August 14
Include links to job seeker blog, Facebook and Twitter on WorkforceCentralFlorida.com Include permanent links to Facebook and Twitter (and blog, if possible) in “Workforce Insider” template. Research individuals and mediums that regularly blog, tweet, etc. about workforce issues to build social media list for outreach.
August 14 August 14 August 21
Follow Twitter workforce experts for potential retweets to WCF customers.
August 21
Promote Facebook page and Twitter in “Workforce Insider” articles.
September 1 issue
Employer
Social Media
Create employer blog via WordPress.com that serves as employer social media hub and offers HR and training tips, information on WCF employer services and links to other sites and blogs with helpful HR and training information. Blog will be linked to WCF Web site. Include WCF graphics similar in feel to Workforce Watch.
September 4
Set up a second Facebook page for employers to promote employer blog, Web site, news articles, events, etc.
September 11
7
Set up employer Twitter account that with tweets about WCF employer blog, HR tips and event information. Design WCF branded background.
September 18
Include employer links to blog, Facebook and Twitter on WorkforceCentralFlorida.com. Promote blog, Facebook and Twitter in “Workforce Watch” article.
September 18
Include permanent links to Facebook and Twitter (and blog, if possible) in “Workforce Watch” template Encourage WCF staff to follow both WCF Twitter feeds and then ask them to tweet WCF on “Follow Friday.”
September 18
Linked In/Plaxo Twitter
and Further Promoting
Facebook
September 18
September 25
and
Encourage job seekers to follow WCF on Twitter by contest that requires entrants to follow WCF and retweet the contest call to action along with #WCFHotJobs to be entered into a chance to win a gas card.
September 25
Create a Linked In group to target professional level job seekers.
October 2
Create Linked In group for employers.
October 2
Create Plaxo group for employers
October 2
Encourage staff to update Facebook status by offering a contest once a quarter. For every status post (after becoming a WCF fan)
October 9
Research best practices for utilizing LinkedIn to grow leads for business development managers.
October 9
Explore targeted Facebook tile advertising with EVOK.
October 16
Encourage WCF staff to submit topic ideas for blog via e-mail. If response is low, set up lunch meetings with select office staff to conduct topic brainstorm.
October 16
Promote blogs, Twitter and Facebook on in office televisions.
October 16
Consider including Facebook and Twitter on targeted advertising and promo items.
October 23
As blogs gain popularity, consider expanding writing team to select WCF staff members.
October 30
Depending on contest success, consider a contest that asks job seekers or employers to:
November 6
8
o
o
Tweet about one WCF service that he or she has used or would like to use along with @WCF (account name TBD) to be entered into a chance to win. Tweet about a job search tip and include @WCFHotJobs to be entered into a chance to win.
Based on job seeker and employer blog success, create blog on workforce development issues, workforce politics, etc. by WCF senior management for workforce professionals or those with an interest in workforce topics.
November 13
Consider other social media options such as:
November 20
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YouTube, Flickr Digg and Delicious (WJ has already experimented with Digg and has not found it to be beneficial for an organization. It may be beneficial if it’s a quirky story) · Ability to tag and share documents in the WCF newsroom, along with creating social media releases Ongoing Activities Continue to monitor RSS feeds created via Technorati, BlogPulse, YackTrack, BoardTracker and e-mail alerts created via TweetBeep, Google and SM2 for social media coverage of WORKFORCE CENTRAL FLORIDA and workforce issues.
Ongoing
Continue to monitor Facebook policy regarding allowing companies to monitor status updates (Currently, Facebook will not allow social media monitoring).
Ongoing
Monitor all WCF social media accounts created for comments, issues and spam.
Ongoing
As needed, respond to comments to thank fans, followers, etc. for their positive WCF comments or to provide correct information or views.
Ongoing
Monitor WCF comments made with other blogs and respond through trackbacks and pingbacks on WCF blog, as needed.
Ongoing
Develop Facebook, LinkedIn, Plaxo and Twitter messages that may be posted by all WCF staff on personal profiles.
Ongoing
Set up hash tags for larger WCF events such as the State of the Workforce Summit and job fairs.
Ongoing
9
Utilize Facebook survey options for job seeker and employer opinion research.
10
Ongoing