Social Media and Internal Communication

Chapter 22 of Share This talks about employee engagement and how social media is changing internal communication.  Rachel Miller shares research by Melcrum that lists the top three benefits for internal communicators who put a business case for the use of social media: innovation and idea exchange, employee engagement and knowledge management and collaboration.

Innovation and idea exchange was the top response with 41.5 percent of the vote. Employees and management can use social media to toss around new thoughts and ideas. Not only can new ideas be shared, feedback can also take place. Other employees can share their thoughts on a particular idea. When a new idea is created and thoughts are shared, there can be a vote to see if this idea could benefit the company.

Employee engagement received 38.4 percent of the vote. Social media allows employees to feel more involved with the company. A small group of employees could be in charge of managing the social media platforms. Some employees may be the ones writing on the different profiles.

Knowledge management and collaboration got 30.8 percent of the vote. If something needs to be shared, it can be posted on a social media site. Using social media can allow people to work together on various tasks that need to happen. If a project is assigned to a group of employees, each person can use their individual strengths and knowledge to help create a final product that is effective.

I believe these are three good reasons to use social media in any organization. It allows ideas and thoughts to be exchanged between employees. It gives the employees more ways to be involved within the company. The knowledge of the company can be shared with others. Plus, employees can use their knowledge when they have to work on a project for the company. Social media has a decent role in internal communication. If more businesses decide to use social media, I think the internal communication can improve, which can benefit everyone involved.

 

Back for High School for a Night

In high school, I loved playing at football games. It was one of the highlights of the week. When I had the chance to play with a high school band again, I was pretty excited. That is exactly what I got to do last night, along with other Ohio Northern University band members.

The band director at Upper Scioto Valley is an alumna member of Tau Beta Sigma at ONU. The USV band consists of 17 members, and they do not march. She was asked to have the band play for the school's Homecoming game. She talked to our vice president of service of Tau Beta Sigma, who announced this to the band. We had approximately 20 students who went to play with the USV band. After we ran through the fight song once with USV's band, we went to the field.

For halftime, we played four songs: My Sharona, Another One Bites the Dust, Smoke on the Water and Land of a Thousand Dances. For the performance, we just stood in the stands. I thought the performance went well. It was fun to play songs I haven't played before.

We also played our version of Charge throughout the game. I had trouble getting the "USV, USV, fight, fight, fight!" chant down, as did others. I would start to say "Go," then realize that wasn't part of this chant. Perhaps that is from having our chant stuck in my head from playing Charge countless times during ONU games.

Even though USV made a good comeback towards the end, they couldn't get the win. However, the game was a fun experience for everybody. The USV band got to play at a football game and the ONU band members got to play in a more relaxed setting.

Locating a Hit and Run Driver through Reddit

Police are getting involved with social media. They have the ability to post pictures from a surveillance camera online, along with any information regarding a crime. This gives the public the opportunity to help the police identify these people. Likewise, the public can take to social media in a similar way, which is what one Austin, Texas woman did to find a hit and run driver who ran into her car.

You wouldn't expect to step outside and see parts of your car's bumper around the street. Similarly, you wouldn't think somebody would run into your car. Unfortunately, that was the sight for Nicole Barnes last week. A hit-and-run driver slammed into Barnes's Honda SUV. The SUV was pushed onto the curve and into another vehicle.

Barnes called police, but they were only able to take a crash report. Not satisfied with that, she did some investigating on her own. She found parts of the bumper and an emblem that was on the front of the car. Next, she went to Reddit and posted a plea. In less than five hours, another Reddit user posted pictures of a land rover that matched Barnes's description. The land rover was not even two miles away from Barnes.

Even with the evidence, police were not able to determine if the owner of the land rover was driving at the time of the accident. Therefore, no arrests were able to be made. However, she did say she left a note letting the land rover owner know she would sue.

I think social media is becoming a helping tool for police and the public. With a description of an incident and picture of possible suspects, it is possible for tips to come in to help close a case. It is easier to reach a wide number of people through social media.

Pitch to Journalists Using Social Media

Today, a lot of stories are first posted online. How do these stories reach the online world so quickly? Pitching is a way to let journalists know about possible stories, even as they are being developed. Chapter 16 of Share This focuses on pitching stories using social media.

Before you pitch a story, you have to establish yourself and learn about the community you want to engage with. If you pitch a story to journalists who do not know you, you are not going to have a lot of success. You want journalists to know who you are before you pitch a story. It is possible that you have influential people and journalists who are already following you. You want a network that is original to the brands you manage. Also, you want to invite influential people to join your community. These people can help you with the story you want to promote.

With the actual story you are going to pitch, you have to tailor it to your various audiences. Every audience has its own interest to the story. An 18-year-old and a 50-year-old are likely to have different reasons to read a particular story. As a result, you should alter the story for each journalist who will receive your story pitch.

When you have an online presence, you also have to compete with other people to capture the attention of journalists. Twitter and other online channels are used by journalists as an information source. They may find possible scoops or insight for a story they are working on. This causes a number of engagement opportunities.

When you pitch your story, you want to make sure the story is relevant to the journalists who get your pitch. A good place to start developing relationships with other journalists and influential people is Twitter. Using Twitter to pitch stories can benefit you. This allows one-on-one conversations to take place. You can learn what each journalist requires in their stories. As a result, you can alter the story to better suit each journalist.

What happens after you pitch your story? You want to have an effective approach when you send a story. Once a journalist has shown interest in your story, you want to send the story in the body of the email instead of attaching the story as a file.

I think using Twitter is a great starting point when you pitch stories. With a maximum of 140 characters, you have to find the relevant parts of the story. You have the ability to tweet directly to journalists and find out what each journalist wants.

A Muddy Show

Yesterday was a very busy day for the marching band. We marched in the Harvest and Herb Festival parade, had a rehearsal and performed at Sidney in a band festival. After the Sidney performance, I decided I would use this post to talk about that, as it was an interesting experience.

We left for Sidney around 5 p.m. and arrived an hour later. We had some time to relax before we warmed up and got ready to do our pregame routine. We were told the field was not in the best condition, but I’m sure nobody expected what the field actually looked like. I thought there may be some mud and it would be manageable to march on. Needless to say, I was wrong.

While we marched onto the field, we realized this would be a very muddy field. Mud got on our shoes and pants, and we didn’t start performing yet! We did not prance like we typically do, and I was okay with that. I almost fell towards the end of the fight song. Thankfully, nobody fell during that performance, but we still had to perform our halftime show after the high school bands performed.

The show was fun. The announcer got the crowd involved with a number of spirit chants. Some of the bands were very spirited as they watched the show. However, the field continued to affect the bands. Most of the bands would march some songs, then stand and play the rest of their show.

Eventually, we were told that we would only march our first song, then stand and play the rest. I was personally glad to hear that, as I’m sure other band members were. We waited for Sidney’s band to finish and then we took the field to perform our “Divalicious” show!

Getting on the field was a little different than normal. We weren’t in a big block, marching in time. We just marched to our spot, not in any distinct shape. Eventually, the first song ended and we got to stand for the rest of the show! However, I was standing in a deep mud pile and I was worried it would be hard to step out of at the end of the show. Fortunately, my shoes didn’t get stuck in the mud and we were done.

The aftermath of a muddy field

Overall, it was an interesting evening in Sidney. Even though mud covered my shoes and pants, it was a fun experience. It also made me excited for the turf field. Here's to no more muddy fields this year!

Social Media and Tragedies

When tragedy strikes, it is common to talk about it. At the very least, they are acknowledged. It is not uncommon for people to acknowledge these types of events on their personal social media profiles. Hashtags are frequently created following a tragedy to show support for the victims. This allows a person to insert themselves into a conversation.

What about businesses? How should they respond to a tragedy? The Chicago Tribune recently posted an article that recommends businesses step away from the keyboard following a tragedy. Canon USA did this on 9/11. They simply tweeted, "In remembrance, we will be silent on all Canon USA social media properties." They provided a link to their contact page in case a customer needed help.

You may wonder why a company chooses to go silent. By going silent, there is no risk of posting something that can be considered offensive or insensitive. A post may sound normal, but after an unfortunate event, it may sound inappropriate. It could negatively affect the company, as they could lose customers if they go ahead and post something that could sound bad at that time. An example of this is Gap's tweet following Hurricane Sandy, which they took down later:

Photo found on Social Media Influence

 

To me, this tweet showed little support for the victims of Hurricane Sandy and focused more on visiting Gap's website to shop. Not surprisingly, some customers were not happy with the tweet. Later, Gap went to Twitter and apologized for this tweet. They explained that the tweet was meant to remind everyone to stay safe and inside.

 

I think a company that goes silent on social media after a tragedy shows respect for those who were affected by the tragedy. I also think it shows the victims that the company cares about what happened. I wish more companies would follow Canon's example. They weren't talking up their products and getting people to buy their items. While they were not active on social media, they still provided a means for customers to get help.



The Importance of Guidelines

Chapter five of Share This talks about social media guidelines. They are generally described as a set of rules created by a company that lets employees know what to do and what not to do when utilizing social media to engage fans. Since no two companies are the same, every company has their own set of guidelines. 

A company may wonder how to create social media guidelines. The book shares two ways to create guidelines. The first way is to change the guidelines as social media opportunities, as well as risks, are presented. The second way is to establish a clear set of rules from the beginning. Both ways have their benefits. With the first way, social media is constantly changing. It may benefit companies to alter their social media guidelines to reflect these changes. With a clear set of guidelines, employees know from the start what they can and cannot do with social media. This will provide less confusion to the employees.

However, positives comes with negatives. If the guidelines are changed with every change in social media, then the employees are likely to be confused with the guidelines. They will be more likely to be unaware of the guidelines with constant changes. The downside of one clear set of guidelines is the possibility of change. If a huge social media change comes around, it will not allow changes to be made in the guidelines.

A tip that is mentioned in Share This is to revise and update guidelines on a regular basis. I feel that social media guidelines have to reflect any major changes that occur within a company. A set of guidelines from 2005 would be considered outdated in 2013. Companies could determine a period of time, such as two or three years, where they can review the guidelines and revise them if necessary. Whenever the guidelines are changed, the employees should be informed as quickly as possible. Also, they should receive a revised copy of the guidelines, so they know the new rules.

I believe it is a good thing for companies to have a set of social media guidelines. Employees know what they can and cannot post. Everyone is on the same page in regards to social media. Companies can benefit from having clear guidelines that their employees understand.

Trying Something New

I have heard that college is the time to branch out and try new things. Whether it is a class, club or a group, Ohio Northern provides its students with many opportunities to try something new. I have taken advantage of this and cannot believe how much I have already done.

Freshman year, I did two new things. First, I became a deejay at WONB, our campus radio station! That was something I never thought I would do. If you know me, I am a shy girl. It helped me break out of my shell, and I have grown as a person just from working there. 

The other new thing was becoming a sister of Tau Beta Sigma. I was so excited when I got a bid to join! The member-in-training process was interesting, and I went through it with a great group of girls. The day I became a sister was so exciting! It was the same day as the social event we scheduled, so I got to spend a lot of time with sisters.

Last year, I became a brother of Alpha Phi Omega. I knew some people that were in the group, so I decided to check it out. The rush events I attended were interesting. Since I joined, I realized that there are many ways to provide service. Plus, it can be fun to help others!

The new thing I am doing now is ballet! Last year, the idea of taking a dance class struck me. However, I took Dance and Culture, which was more of an informative class about the dances different cultures do. It was interesting, but not what I wanted from a dance class. I wanted to actually dance.  

It would make sense that when I figured out my schedule for this semester, I would include a dance class, right? However, that was not the case. It wasn't until the end of July that I changed my mind about one class that was on my schedule. It didn't sound as appealing to me and I started to have second thoughts about it. Luckily, a ballet class still had an open spot! Even though I had to drop a class to add ballet, I was so excited to finally be in a dance class!

So far, it is an interesting experience. I love going to class and learning new things. I have no formal dance experience, so there is a lot to learn! Some things are easier to learn than others. I hope that it will get easier as the semester goes on.

If you haven't considered trying a new activity, I would recommend it! You may find that you really enjoy something! Likewise, you may try something and hate it. The point is you have to try new things to see if you like them or not.

What is something new you have tried at Ohio Northern?

Interacting with Fans

Social media allows companies to interact with their fans. Isn't it cool when a company replies to your comment or concern? This shows the customers that the company is listening to them. In addition, this allows the customers to have a voice in the company. The comments or concerns can be reviewed by the company, which can benefit the company in the long run. This happens a lot on Facebook and Twitter.

With Facebook, more in-depth conversations can take place between the company and the customers. If a question is posted, a customer has the ability to give a thorough answer. Similarly, a customer can initiate a conversation and post a question they have. The company can look over the question and respond to the customer.

One way Twitter can connect with customers is through the use of hashtags. They can be utilized for a Twitter chat. Each chat has its individual hashtag. By including the hashtag for the chat, your post can reach more than just your followers. Anyone who searches that hashtag can find your tweet. Plus, this allows other people to respond to your tweet.

One of the older ways you could contact companies was by writing a letter and mailing it to that company. You may have received a response, but it would take some time. Now, responses can occur in the same day. If you have an issue with your Dell computer, you could ask a question on Dell's Facebook page or tweet and mention Dell. A response can arrive much faster by using social media than sending Dell a letter.

Companies want to hear your feedback, whether it's positive or negative. They want to know what you think of them and what they can improve. By providing feedback, you're giving your opinion and having a say in what the company is doing. Don't be afraid to give feedback to your favorite company!

Have you ever contacted a company and received a response?

Share This Part One

The first part of Share This starts with an introduction to social networks. When I think of social networks, Facebook, Twitter and YouTube are the first things that pop into my head. However, there are a lot of social networks out there, such as Flickr, Instagram, Pinterest and Tumblr. It is no surprise that there are many options for social networks, as they are used by over 70 percent of people. This makes me wonder what that number is today.

With the various social networks available, how can they be classified? There has to be some way to categorize the different networks. Katy Howell discusses eight categories:

1.   Networking sites are online networks made up by individuals and most recognizable by user profiles.

2.   Blogs, which are created in a diary form, show the writer’s opinions and thoughts.

3.   Microblogs are a shorter blogging form, with 140-200 characters per post.

4.   Collaborative communities require users to work together to reach a goal.

5.   Communities and forums can launch and disappear quickly, or become established forums. Discussion-based forums, review communities, branded communities and do-it-yourself communities are discussed.

6.   Content-sharing communities are stored and found on social networks that focus on ranking, sharing and sorting. These include photo and video sharing sites.

7.   Geo-social networks allow users to “check in” or comment about their location.

8.   Virtual worlds are an online community with computer-simulated environments. Users interact with others through the use or avatars.

It may feel like a challenge to incorporate social media into public relations, but it is essential. Companies can get involved in the conversations their fans have, which helps create mutually beneficial relationships with the company and target audience.

What Not to Do with Social Media

Social media can be beneficial for small businesses. Let's say you own a local pizza restaurant. If you have a Facebook or Twitter profile, you can let your fans or followers know about upcoming deals. The fans can then share this information with their friends, resulting in possible new customers to your restaurant.

While this may sound like a good thing, there are also mistakes that can occur. Timothy Carter of Small Business Trends shares five small business social media mistakes.

1. Trying to do too much.

If you want to use social media well, it requires a time commitment. It is better to use one social media platform and keep customers and fans informed, rather than have a profile for every platform and not be effective. After you get the hang of it, if you feel confident, then you can create a profile on other social media platforms.

2. Wasting resources on ineffective social media campaigns.

The profiles that are created may or may not work. You have to measure the success of each page you have. If your Twitter profile is reaching more people and is more successful than Facebook, then you want to focus more attention to the Twitter page. You want to keep doing what works, and reevaluate what doesn't work.

3. Missed branding opportunities.

When you create a new profile on a social media site, you want to share as much information as you can. This can include a business description, address, phone number, website link and more. The more information you share, the easier it is for potential customers to find your business.

4. Speaking without listening.

Not only is it important to listen to what your customers say, but it is also important to respond to them. If someone praises your business, you want to thank them for their nice words. If someone has concerns, you want to help them in a kind way. Also, listening to your customers will allow you as a business owner to learn what they want. This will allow the customers to feel like they have a say in your business.

5. Leaving social media platforms unattended or inactive.

As I mentioned earlier, social media requires a time commitment. You have to post to your pages frequently. If you don't, someone who comes across your page may believe you are out of business. That is something you don't want people to automatically assume about your business.

I think having one profile with frequent posts and responses to customers can help your business more than having multiple profiles on various social media platforms, but not giving each profile the same amount of time and attention. An effective profile can let customers and fans learn more information about any upcoming deals or events. Perhaps that one profile can bring in a new customer, who will tell their friends about your business.

Marching Band

One of my favorite things I'm involved in at Ohio Northern is marching band. It's my third year in band and I play the baritone. It is a nice break from typical classes. During rehearsals, I only have to focus on the music and drill. I don't have to worry about other things.

A majority of the halftime show is learned during band camp. If you think band camp means long days, you would be right. However, there are breaks scheduled into the day. Also, there are fun evening activities that are planned throughout camp, which allow the members to relax and have fun after working so hard during the day. My favorite event is section night. This year for section night, the baritones went to Fricker's for dinner, then we went to Wal-Mart to buy things we needed for section stand-out day. I love getting to spend time with the other people in my section.

After camp, we start our normal rehearsal schedule, 4-5:50 p.m. on Mondays, Wednesdays and Fridays. This is when we clean the show, learn the pregame routine and more. A typical rehearsal will include a music rehearsal, then run-throughs of pregame and halftime. There are also music checks scattered throughout the season. Even though we have less time each day to rehearse, we are still able to have productive rehearsals.

There are also a number of events that we play at. We march in the Harvest and Herb parade, as well as the Homecoming parade. We also perform at local high school band festivals. Band-O-Rama is the annual marching band concert where we play songs from the year, as well as other fun songs. It is a long day, but it's also a lot of fun. There are also trips that the band goes on. This year's trip is to New York, and I am looking forward to it. I have never been to New York before, so it'll be an experience.

While I'm talking about events, I cannot forget about football games. Tomorrow is the first game, and I am so excited for it! The game will be at the Ada Park, where the high school plays their football games. It will be nice to march on that field again.