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Point. Counterpoint.

Plan A: Beyond Friends and FollowersUnleashing the Power of Social Media

Plan B:Twitter, SchmitterA Contrarian’s Guide to Social Media

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Friend vs.“Friend”What do real friends and good colleagues do?• Share

• Stay in touch

• Offer support

• Watch your back

• Alert you to opportunities

• Help forge alliances

• Give without expecting an immediate return on their investment

The University of Arizona – Human Resources September 21,1010 4

The University of Arizona – Human Resources September 21,1010 5

Friend vs.“Friend”

What do real friends and good colleagues do?• Share• Stay in touch• Offer support• Watch your back• Alert you to opportunities• Help forge alliances• Give without expecting an immediate return on their

investment

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The University of Arizona – Human Resources September 21,1010 7

Where do Organizations Go Wrong?

• Inappropriate content and approach

• Broadcasting vs. communicating/engaging

• Thinking of social media channels as one monolithic entity

• Believing that quantity is better than quality

• Not understanding that people are increasingly cynical

The University of Arizona – Human Resources September 21,1010 8

Where do Organizations Go Wrong?

• Inappropriate content and approach

• Broadcasting vs. communicating/engaging

• Thinking of social media channels as one monolithic entity

• Believing that quantity is better than quality

• Not understanding that people are increasingly cynical

The University of Arizona – Human Resources September 21,1010 9

The University of Arizona – Human Resources September 21,1010 10

The University of Arizona – Human Resources September 21,1010 11

What’s Different About Social Media?

Industrial media vs. social media

• Reach - Both industrial and social media technologies provide scale and enable a message to reach a global audience.

• Accessibility - Social media tools are generally available to anyone at little or no cost.

• Usability - Most social media do not require specialized training.

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What’s Different About Social Media?

Industrial media vs. social media• Recency - the time lag between communications produced by

industrial media can be long (days, weeks, or even months) compared to social media (which can be capable of virtually instantaneous responses; only the participants determine any delay in response). As industrial media are currently adopting social media tools, this feature may well not be distinctive anymore in some time.

• Permanence - industrial media, once created, cannot be altered (once a magazine article is printed and distributed changes cannot be made to that same article) whereas social media can be altered almost instantaneously by comments or editing.

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Where Organizations Go Wrong

Social media channels are not the same…Expectations of “tone” within different popular social media channels

The University of Arizona – Human Resources September 21,1010 14

Where Organizations Go Wrong

Social media channels are not the same…

The University of Arizona – Human Resources September 21,1010 15

Where Organizations Go Wrong

Social media are not the classifieds…

• Don’t “shout”

• Do nurture conversation

• Social media conversations are facilitated, not directed. Be responisive!

• Responding to negative messages

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Power of the post

Glassdoor

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Where Organizations Go Wrong

Say “Goodbye” to Control

• Messages created for a specific channel may end up in strange places

• The “telephone game” effect

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Where Do Individuals Go Wrong?

• Too much information.

• Unrealistic expectations of privacy

• Failing to understand the impact of their words

• Forgetting that the personal can affect the professional

• Thinking that lying is ever really acceptable

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Implications for Organizations

• Social media require a new way of thinking and acting

• Leverage resources (Let other people do the work) (Arizona Days)

• Your value is not calculated by the number of fans and followers

• Warn candidates that social media sites may be considered• Educate hiring authorities to be vigilant AND skeptical • Stress the importance of verifying evidence• Remind hiring authorities about the dangers of discrimination and bias

• Develop guidelines about social media use at work and after work

• Remember that one size fits all = embarrassing

• Consider the real ROI of your efforts.

The University of Arizona – Human Resources September 21,1010 20

The University of Arizona – Human Resources September 21,1010 21

“Arizona Days, Arizona Nights”

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Implications for Organizations

• Social media require a new way of thinking and acting

• Leverage resources (Let other people do the work) (Arizona Days)

• Your value is not calculated by the number of fans and followers

• Warn candidates that social media sites may be considered• Educate hiring authorities to be vigilant AND skeptical • Stress the importance of verifying evidence• Remind hiring authorities about the dangers of discrimination and bias

• Develop guidelines about social media use at work and after work

• Remember that one size fits all = embarrassing

• Consider the real ROI of your efforts.

The University of Arizona – Human Resources September 21,1010

When Social Media Works for HR • Image crafting (there are humans in human resources)

• “Intel” and policy development through LinkedIn

• Developing a brain trust

• Exposure to new ideas and approaches

• Informal communication (DP benefits example)

• Quick communication (emergencies)

• Offering another way to share information (UAworks!)

• When people, not entities, recruit23

The University of Arizona – Human Resources September 21,1010

Social Media Pitfalls in HR

• Ignoring the importance of relationships in recruiting

• Twitter as outing experience

• Being too corporate

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The University of Arizona – Human Resources September 21,1010

•

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The University of Arizona – Human Resources September 21,1010 28

The University of Arizona – Human Resources September 21,1010 29

The University of Arizona – Human Resources September 21,1010

HR Wiki• WIKI

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http://twitter.pbworks.com/Universities

The University of Arizona – Human Resources September 21,1010

The Most Popular Information-Sharing Channels

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Coming to Terms with Social Media

Plan A: Beyond Friends and FollowersUnleashing the Power of Social Media

Plan B:Twitter, SchmitterA Contrarian’s Guide to Social Media

The University of Arizona – Human Resources September 21,1010 34

Coming to Terms with Social Media

Plan A: Beyond Friends and FollowersUnleashing the Power of Social Media

Plan B:Twitter, SchmitterA Contrarian’s Guide to Social Media

Plan C:Connection versus ControlA Zen Approach to Social Media

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A Zen Approach to Social Media

• Select wisely your path (channel)

• Remember the power of engagement

• Share without expectation of reward

• Don’t shout when a whisper will suffice

• Enter with an invitation not a demand

• A single friend can be more powerful than a thousand followers

• Don’t believe the hype! Think critically about what social media does well, and where it fails

• Don’t be stupid!