ADM 1370 Study Guide - Final Guide: Pdca, Media Consumption, Social Recruiting
15 Dec 2016
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Module I – Unit #1: Social Computing for People and Organizations
Chapter #1 – Reality Check (The Permeating Trends of Social Media and Social Business)
- Three main themes:
1) Convergence of information and communication
2) Social media’s pereatio of industry and corporate discipline
3) Big social data and the accessibility of public information
1) Convergence of Information and Communication
- Social Media originally created for people → challenge to representing a brand is to engage with others in
a medium that was originally created for people to keep in touch with one another
- Shift in the way social networking sites are used → using the communications tools provided by social
media to seek out information for their professional and private use
- Before the digital age, there was a limited amount of information that came from a finite number of
sources → limited information consumed, and shared commonality in what everyone read; media outlets
capitalized by charging a lot for advertising through limited outlets which had a huge audience
- In the Digital Age (internet and wireless tech.) allowed media consumption and communication to
become digital → channel for both increased but the lines between media consumption and
communication were separate
- Social Networking sites have transformed → we find and consume information within social media
(Facebook for news updates, LinkedIn for jobs, etc.) = not
o Information and communication are happening simultaneously in Social Media
- This convergence of information and communication provides businesses the following three distinct
opportunities:
1) Reach out and engage with customers, prospects, partners, and your network
2) Create opportunity by communicating and sharing information
3) Manage your reputation and discover new business through monitoring information
Soial edia’s pereatio of idustry ad orporate disiplie
- All industries should maximize the potential that social media offers
- Platform of Twitter is a prime example of how social media is beginning to permeate departments
departments use of social media in every industry imaginable:
- Companies have members of public relations, corporate communications, or marketing departments run
their Twitter accounts
- Overtime, they realize that corporate governance of social media policies is required (managed by legal
departments)
- Also need creation and implementation of social media guidelines (managed by human resources)
- Perhaps a salesmen wants to utilize social media to better engage with their clients → members of IT
would decide the best tools and integrate social media functionality into the corporate website
- Also, any complaints about a product or service gets customer services involved, which may require a
dedicated Twitter account for that purpose
- Internal hiring managers may see Twitter as a potential social recruiting platform
- Evolution of Social Media to Social Business → social media has evolved form an inside-out promotional
medium, to an outside-in conversation with the public where conversations happening through social
media affect the way companies do business
3) Bid Social Data and the Accessibility to Public Information
- Majority of Big Data comes from social media in the form of videos, pictures, podcast, blogs, status
updates, etc.
- Although majority of this Big Social Data is hidden through the use of privacy settings, limiting public
access to them → growing amount of data that is public and available for businesses to access and
analyze (learn from)
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o Evaluate conversations between competitors, consumers, and prospects → utilize this data to
make strategic predictions = Twitter is a prime example
- Harnessing all this data is not easy → those analyzing it are suing platforms (Radian6 or Sysomos) to data
mine, aggregate, and make sense of it
- Companies also have the power to harness the voice of their customers to improve existing and future
products → feedback is a critical feature in which social media can be used
Chapter #2 – A Social Media Strategy (Framework for Ever-Changing World of Social Media)
- Organic and spontaneous social media activities may work at some companies with the right culture, but
the majority of businesses require a road map to provide structure to manage their social media programs
over time
Why is There a Need for a Social Media Strategy?
- A Social Media Strategy is the only rational response to the need for collaboratively creating a written
piece that all internal parties can agree on
o Determines how many resources are used for what social media activity
o Define what tactics will and will not be sued to pursue in social media
- Serves as a roadmap for the present and future → even if personnel change, the Social Media Strategy
carries on with its main function
- To manage one Social Media Return on Investment (ROI) → Create a robust Social Media Strategy
o Deterie the opa’s speifi ojeties helps ealuate if there as a positie RIO
- A concise social media strategy with well-defined objectives, tactics, and metric is the only rational
solution to help manage and make sense of the social media activities
Ever-changing Spectrum of Social Media
- Social Media is always changing
- What’s et i soial edia → most companies have fully maximized their potential in existing social
networks so istead of lookig ito the future, opaies should sta i the here-and-o
- Problem with present state of social media is that it is and will always be in flux:
o Users of each social media channel are always changing
o The way each social media website is used is ever changing
o Functionality provided by each site is always in flux
- A Social Media Strategy can help understand where to focus efforts and optimize tactics → managed
properly and regularly, can help future-proof social media efforts regardless of change
PDCA : Logical Framework for Social Media Strategy Creation
- The Deming Cycle (very key in Japan) is the logical framework for creating a social media strategy:
o Plan the social media strategy you want to create
o Do the implementation of the planned strategy
o Check (analyze) the key performance indicators (KPIs) and metrics of ones social media and
compare to the assumptions of the planned Social Media Strategy
o Act (or Adjust) based on the results of part C; optimize part P and repeat the cycle
Essential Components in any Social Media Strategy
- In reference to the PDCA above, the Planning portion will incorporate:
- Objective: the reason for the existence of your social media strategy which should align with your
corporate strategy
- Customer: who is the target customer? The more detailed demographics, the better your social media
activities can align with them
- Share: what are you going to share with your customers, clients, and prospects
- Who: who is going to implement the strategy on your behalf (internal, or outsourced, or contracted, etc)
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- Brand: existing brand guidelines of the your business should be applied to your social media properties
Chapter #3 – Determining Objectives and Background for Your Social Media Program
- Every social media strategy starts with deciding the objective that you want to achieve through your social
media program
- After that, you have to flesh out other areas concerning your target demograph group, market focus, and
branding guidelines because the remainder of the strategy will be leveraging these
- A holistic approach should be taken in determining he basis for your social media strategy
Business Objectives and Projected Outcomes
- Require come clarity in what is being tried to achieved in social media, and if successful, what the
outcomes should be
- Determining the objective is how the success of the social strategy will be determined – and how the
return on investment (RIO) of the social media program will be judged
- Current Corporate Strategy → determine for which key points could social media help achieve or
accelerate objectives; examples:
o Increase Sales
o Decrease Expenses
o Improved Leadership
o Product Networking
- Based on these objectives that are determined for the social media strategy, the outcomes may be set in
stone
- Further projected outcomes from almost any social media strategy include:
o Greater reach in social media channels
o More conversations with social media users who will extend public goodwill into social media
communities
o Increase thought leadership
o Increased traffic to website
- Any projected outcomes are purely bound by the strategic effort applied in implementing the social
strategy to the fullest
Target Demographic Group
- Should be based on current and potential customers, but also specifically who among them is using which
social media channels and in what way
- To figure out who the target demographic is:
o Demographic survey for current clients
o Manual research info
o Demographic details available through web analytics
o Analyze demographics of social media followers
o Adertise to opetitor’s fas
o Analyze demographics of competitors
- When considering target demographic groups, ascertaining the following is key:
o Gender, Age,
o Language(s) spoken
o Location
o Education
o Profession
o Interests (related or unrelated to product)
o Media consumed
o Social Media channels most active on
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find more resources at oneclass.com
Document Summary
Module i unit #1: social computing for people and organizations. Chapter #1 reality check (the permeating trends of social media and social business) Three main themes: convergence of information and communication, social media"s per(cid:373)eatio(cid:374) of industry and corporate discipline, big social data and the accessibility of public information, convergence of information and communication. Social media originally created for people challenge to representing a brand is to engage with others in a medium that was originally created for people to keep in touch with one another. Shift in the way social networking sites are used using the communications tools provided by social media to seek out information for their professional and private use. In the digital age (internet and wireless tech. ) allowed media consumption and communication to become digital channel for both increased but the lines between media consumption and communication were separate.
