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A basic 30- to 45-minute introduction to using social media for career management and job hunting. Includes data on how recruiters are using Facebook, Twitter and LinkedIn, tips for making the most of LinkedIn and considerations for how Facebook may be kept person or also used for professional networking.
Introduction to Social Media for Executives: Job Hunting with Social Media
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This lengthy report, from the Department of Justice's Inspector General's office, contains recommendations for how the State Department's Bureau of International Information Programs can better achieve its goals. The pertinent part for me (and perhaps for you) start on page 21, where specific Social Media strategies and tactics are criticized. You can learn more on my blog at http://www.experiencetheblog.com/2013/07/US-Govt-Social-Media-Right-Wrong.html, but the report demonstrates a strong understanding of how Facebook works and the limits of strategies that "buy fans" who are interested and that create meaningless engagement.
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Today, brands focus on likes and fans, but rising above the social media noise has never been more difficult. At the same time, financial services firms face a crisis of trust with consumers — a problem social media is particularly well suited to help resolve. What is the trust gap and how can financial services companies leverage social media to close it? In this presentation, you'll find data from Forrester, Edelman and others that define the trust crisis in insurance, banking and financial services and also provide the basis for the solution--using social media to build trust.
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A basic 30- to 45-minute introduction to using social media for career management and job hunting. Includes data on how recruiters are using Facebook, Twitter and LinkedIn, tips for making the most of LinkedIn and considerations for how Facebook may be kept person or also used for professional networking.
Introduction to Social Media for Executives: Job Hunting with Social Media
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This lengthy report, from the Department of Justice's Inspector General's office, contains recommendations for how the State Department's Bureau of International Information Programs can better achieve its goals. The pertinent part for me (and perhaps for you) start on page 21, where specific Social Media strategies and tactics are criticized. You can learn more on my blog at http://www.experiencetheblog.com/2013/07/US-Govt-Social-Media-Right-Wrong.html, but the report demonstrates a strong understanding of how Facebook works and the limits of strategies that "buy fans" who are interested and that create meaningless engagement.
A Social Media lesson contained in the U.S. Inspector General's Inspection of...
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Augie Ray
Today, brands focus on likes and fans, but rising above the social media noise has never been more difficult. At the same time, financial services firms face a crisis of trust with consumers — a problem social media is particularly well suited to help resolve. What is the trust gap and how can financial services companies leverage social media to close it? In this presentation, you'll find data from Forrester, Edelman and others that define the trust crisis in insurance, banking and financial services and also provide the basis for the solution--using social media to build trust.
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I predict that many CMOs will diminish their support for social media, content and earned media marketing in the next year or two, and when they do, some people's careers will be adversely impacted. If your career relies on Marketing Department support for content or social media marketing, now is the time to take stock of the trends and consider some alternatives to protect your career. You may work at the right sort of company for which social media is well aligned for Marketing Department expectations---that's the "Unless" part of the title--but I believe this is the exception and not the rule. We entered the social media era suggesting that brands with something to say could use social media to say it; instead, we today have brands with little to say that nonetheless post 4.3 times per day because some consultant told them this was a best practice. Desperate for attention and relevance, these companies continue to invest in content that is neither delivering the scale marketers need nor the content consumers want. Ironically, even for the best companies, earned media may whither and die in the coming years. In just six months, organic reach on Facebook was halved, and many expect that zero organic reach will soon be the rule on the social network that collects 57% of all social visits. The organic reach game has gotten so tough that Coca-Cola, one of the strongest brands in the world, only earns engagement with 1 in 100,000 of its fans with its Facebook posts. The situation on Twitter is no better; recent Forrester report notes that the average engagement rate with brand posts on Twitter is just 0.03% (that is 75% less than banner ad clickthough rates today!) Earned media could soon be a thing of the past. What happens to your social media marketing investment if the content you post reaches absolutely no one? If the prospect of organic reach crumbling to nothing isn't enough to worry about, social media marketing has a variety of other problems marketers must stop ignoring: - Trust: Forrester's 2014 data reveals that people trust brand social media posts 40% less than they do information on brand websites. Adobe's 2013 research found the same--just 2% of US consumers found company social media page best for credibility compared to 17% for company web sites. - Acquisition of prospects: Studying data from 86 retailers and 72 million customers, Custora found that Facebook and Twitter deliver essentially zero acquisition. Facebook and Twitter account for just 0.2% and 0.01% respectively. - Purchase: An IBM study of the online sales generated by 800 retailer websites on Black Friday 2013 and the week prior found that a mere 1% was generated from social media traffic. And Monetate recently published its Q2 Ecommerce Quarterly based on 7 billion online shopping experiences--it found that social delivers an add-to-cart rate of just 0.6% (70% less than search) and a minuscule conversion rate of 0.12% (70% lower than search).
Stop Social Media Marketing (Unless...)
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Too much time and effort is dedicated to building fans and creating engagement, but this is not the goal. The goal is to build awareness, consideration, purchase intent and advocacy. As such, fans and engagement are a means to an end, but too many social media strategies today focus only on luring fans--any fan--and creating comments and likes--any comment or like. Facebook's EdgeRank provides us a guide, but it's important to remember that it is Facebook's equation, not marketers. The social media marketing equation must be more expansive and include luring the RIGHT FANS and building BRAND VECTOR into our engagement. And the problem of meaningless fans and empty engagement is not merely one on Facebook but all social networks. The problem is that brands seem to think they can collect a disinterested fan, create engagement and build trust, but this is not the way social networks (or the human mind) works. Instead, you have to build trust FIRST, then collect fans and finally build engagement that matters. How do you do that? Five methods are briefly presented using examples from Wealth Management, including programs and strategies from Zurich, Fidelity, Ameriprise and Vanguard.
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