Posts Tagged ‘Social Media’

LinkedIn: New Feature Available

Friday, April 19th, 2013

LinkedIn Adds “Mentions”
LinkedIn recently added a new way for you to connect with your network by mentioning companies and connections in your posts. This feature is similar to the tagging functions which are available on both Facebook and Twitter.

For organizations, the new LinkedIn functionality provides great opportunities for increasing brand awareness. According to industry studies, it will take five to seven mentions before people start to remember brand names.

How Do You Use “Mentions”?
It’s easy! Just start typing the name of a connection or a company in the status update box or a comment field and a drop down will appear from which you can select the intended party that you’d like to mention. “Mentions” are first rolling out for English-speaking LinkedIn users.

How Will “Mentions” Affect Your Use of LinkedIn?
1. Organizations can now mention consumers and other businesses in their posts on LinkedIn. Effectively using mentions will increase your organization’s visibility on LinkedIn. Any individual or company that you mention in a post will be notified of the mention, and connections of the individual that you mention will have the ability to see your post as well.
2. If partner organizations or individuals on LinkedIn post noteworthy news or information, you can now share that content and credit the original poster via a mention.
3. Twitter has integrated with the LinkedIn mention feature. So if you mention an individual on LinkedIn and choose to push the same post to your Twitter account, the individuals name will be automatically converted into the associated Twitter handle.
4. As an organization, you now have the ability to publicly recognize employees for outstanding work and achievement.

While the ability to connect with consumers and other organizations is important to brand recognition, it is also important to keep in mind that mentions should not be used to spam. Use of mentions should be meaningful and aimed to inspire conversations with multiple parties.

Is it Ethical To Research Candidates Online?

Friday, March 29th, 2013

This is an age when a growing number of available candidates for many job positions have a significant presence on a variety of social media sites. The press increasingly takes note of issues of recruitment, hiring and privacy related to this development. At the same time, it points out that many recruiter human resource departments are grappling with how to best use these new tools.

At least two ethical issues are immediately identified when discussing recruitment and social media. The first is how not to become an abuser by spamming the market with opportunities and listings. The second issue deals with deciding where to draw the line in the ethical use of social media to screen candidates and prospects.

It is this latter issue that generates stories of young people losing out on opportunities because of online indiscretions. Some recruiters have allegedly asked potential employees for passwords to personal social media accounts. It is clear that the evolving issue requires the establishment of reasonable boundaries. What is not yet clear is where those boundaries will be drawn.

It is generally agreed that gross indiscretions on largely public sites are fair game. Anyone wanting to be considered a responsible candidate for most positions should understand that such postings and information are highly prejudicial. Appropriate discretion is the first rule that should apply to any social media information. In fact, the more public and sensitive the prospective position, the more such discretion is required.

Drawing the Lines

A second emerging question is the redefinition of what is and is not considered an indiscretion. Using LinkedIn and Facebook to access relative experience and background is to be expected. Going to private postings related to vacations and family gatherings is a direction that many now question, again with the truly gross indiscretion exception.

A third immediate area of concern is the question of the right to access non-public areas of social media. Some employers come down on both sides of this issue, depending on the specific position being considered. The candidate always has the right to refuse what is considered an invasion of privacy, but what if it costs being considered for the position?

There is no question that the issues related to the ethics of recruiting and social media are under scrutiny. Anyone in the business or dealing with human resources will increasingly have to decide what rules apply in their approach to the profession relative to social media.

Facebook vs. LinkedIn

Wednesday, March 27th, 2013
Recruiting and retaining top talent requires a keen understanding of the forces that drive your business as well as your potential hires. In today’s market, it’s simply not enough to go the traditional route to attract candidates. As Forbes recently reported, professional networking sites like LinkedIn are growing at an extraordinary rate. Ignoring social networking as a recruitment tool can mean missing out on a pool of young, eager, educated talent. But how do you successfully navigate various networking platforms and tie them in to your tried and trusted recruitment strategies?

New Insights, New Features

For starters, you’ll need to differentiate between two of the largest social networking giants. While Facebook has traditionally been a site where friends and family connect to share informal insights into their daily lives, the site currently has 1 billion users, making it a major communication outlet for businesses looking to draw potential hires and customers to their brand. In addition, a recently released study by Facebook may urge its users to start using the site as a networking tool. Facebook researchers Moira Burke and Robert Kraut found that users with strong ties who frequent the site regularly recommend job openings via messaging and chat channels. These findings indicate that Facebook may be a valuable tool to spread job opportunities through an already established network or close friends and colleagues.

On the other hand, LinkedIn has always been geared towards professionals looking to network. Most recently, LinkedIn announced a new search feature that will allow businesses and candidates to search for their next professional connection. HR professionals looking to use LinkedIn can now search for specific attributes and qualifications, allowing them to target potential candidates in less time.

Social media is becoming an increasingly powerful tool in our personal and professional lives. With new features and growing insight into the workings of our digital identities, HR professionals have more leverage than ever before to make connections between talented professionals and growing industries.

Striking the Right Recruitment Tone on Social Media

Tuesday, March 26th, 2013
Social media has become a major facet of our personal and professional lives. Harnessing the power and reach of your business’ presence on multiple social media platforms can help you increase your recruitment efforts and cast a wider net to potential applicants. But how do you strike the right professional tone in a less formal forum?

Pithy, But Professional
The main difference between a traditional job description and the content on social media sites is the length of content. Twitter forces users to post in 140 characters or less and while Facebook allows for longer posts, users tend to prefer content in the 200 character range. This means that your company must get to the heart of your recruitment pitch in very little time. Consider posting the most exciting sentence or two from your latest job description, along with a link to the full posting on your company’s site. Or, use the unique features of visual social media, like Pinterest or Instagram, to share unique insights into your company’s culture. Show your potential hires what a typical workspace in your company looks like by taking care to choose an employee’s space that embodies the type of values you want to promote.

Sharing images of your staff hard at work can also increase interest in joining your team. It’s appropriate to share images or posts that allude to the perks of working in a close-knit office, but take care not to focus on how hard your team plays once the weekend comes around. For businesses, social media can be a chance to communicate the values and vision that drive its products and people. Resist the urge to lower your recruitment efforts to the lowest common denominator, even if you think those types of posts will generate “shares” and “likes.”

Powerful Personalities
If your staff is fairly social media savvy, be sure to highlight their interesting posts, tweets, videos and images. As you work to recruit quality people to your company, you can help this effort by showcasing the already stellar people on your team and communicate your commitment to their success both on and offline.

Socialize Your Public Relations

Saturday, March 3rd, 2012

Influencing public opinion is oftentimes the lifeblood of small-, mid-, and large-sized businesses. And there’s no medium where this fact becomes more sharply crucial than media relations. What many public relations departments are learning is that social media, mobile applications, and “gamification” of a company’s more traditional assets can offer huge boosts to PR success. Here are a few emerging spaces for your public relations content to live—and how best to engage.

Pinterest – As one of the fastest-growing websites/platforms in history, Pinterest has assembled hundreds of thousands of fans, followers, and “pinners”. It’s a great time to engage these ready-made consumers of media by re-pinning messages and developing your own place on this gigantic virtual pin board.

Youtube – This media mogul has stumped many PR professionals for years. The trick to getting noticed is NOT to use your company’s video presence as a marketing platform, but rather to tell the human story behind your business. Evoke drama, get personal, and stay funny.

Twitter – The key to success in the Twitterverse: have an opinion. With scant few characters to punctuate your point, it’s up to you to figure out a way to connect with industry issues people really care about. Be specific and chatty—a high frequency of posts will keep you relevant.

Good luck!
Buyer Advertising
www.buyerads.com

New Technologies and Growing Pains

Sunday, February 26th, 2012

Sometimes, the little guys have it easy. While it’s easy to conceive of modern, social-media aligned initiatives, implementing them is a task that requires a nimble touch. If you’re a peppery bunch of 20 employees, designing and implementing a tactical approach to blogging, Facebook,’ing and tweeting is a matter of a few afternoons. For larger entities, you’re looking at meetings, discussions, brand decisions, approval rounds, and more. Months of work could be in store before you even give a shout out to your very first of fans.

Our advice to these larger organizations: be like the little guys. The smallest companies can amass enormous followings through charm, personality, and transparency. Shoot for the same attributes—even if more obstacles stand in your way. As a marketing department, stand unified in your decision to engage social media. Set guidelines and milestones from the start that are flexible enough to allow multiple contributors while keeping your voice unified. Here are a few more tips:

- Create Twitter, Facebook, and LinkedIn accounts—even if you have nothing to say (just yet).
- Your blog should be professional and informal—practice style before posting.
- Once you start, don’t stop! Maintain a regular schedule of updates.

Until next time,

Buyer Advertising
www.buyerads.com

Is Google+ a Positive or Negative?

Thursday, June 30th, 2011

Announced just days ago, Google has fired a shot over the port bow with its newest attempt for a piece of the social media pie. The appropriately-named “Google+” is made on the heels of two rather striking social media failures—Google Buzz and Google Wave—but this time around, the social media universe (yes, that includes the Twitterverse) has high hopes.

Google’s new innovation includes “Circles”, a new feature to counter massive lists of friends that’s the mainstay of Facebook. By dragging and dropping individuals into these customizable groups, users will have a tighter control over who sees what information (or that drunken party picture from last night). A piece of media shared in one circle goes out to all members of that group.

Google+ holds new opportunities for advertisers. With “Sparks”, an integrated feature of this new platform, Google will tailor entertainment information specifically for users based on their lists of interests and activities while logged into the platform. With a more comprehensive analysis of user data, we wouldn’t be surprised to find more targeted opportunities for HR professionals and marketing gurus to pinpoint their target demographic.

Google+ is still undergoing testing, but keep an eye out for future development!

Signing off for now,

Buyer Advertising
www.buyerads.com

Strategies in Social Media Today

Friday, May 13th, 2011

If there was ever any doubt, the question is settled: sites like Twitter, Facebook, and LinkedIn have changed the face of business forever. The ability to connect with customers on an individual basis, to answer questions in real-time, and to provide a meaningful forum for brand interaction has made social media a staple for any truly comprehensive marketing strategy. But it isn’t all rose petals and sunshine. Operating social media venues requires time, talent, and strategy. Here are a few approaches industries are taking today.

Banking – Many banks today are slow in developing social media—and with good reason. Considering the negative attention the industry has received in recent years, it’s quite a chore policing message boards and walls for offensive and possibly damaging content. It’s important for banks to take the reins of new media now, however, rather than later—such as in the case of U.S. Bank and the group U.S. Bank Sucks, a Facebook group for sternly-stated complaints.

Amusement Parks – Although more of a niche industry, amusement parks are fertile ground for customrs to talk to each other and discuss favorite rides, memories, and stories. This is evidenced alone by Disney’s Facebook presence of over 22 million fans. Mascots are big business, too—before Shamu’s Feb. 2010 attack, her tweets were reaching over 10,000. After social media publicized the attack, however, Seaworld suspended the program.

Retail Establishments – Though the potential is there, many retail establishments are struggling to find a role for social media on their own. The reason they give is that there’s a large difference between a shopping experience—what customers encounter when they enter a real-world store—and a buying experience, which includes online sales. Staples and Bloomingdales are two heavy hitters in this field, accumulating millions of followers by actively searching out customer questions and providing helpful answers on Facebook and Twitter.

Signing off for now,

Buyer Advertising

www.buyerads.com

Strengthen Your New Media Footing With StumbleUpon

Thursday, May 5th, 2011

Much like Digg, StumbleUpon is a site that’s rapidly gaining popularity. What does this mean for businesses? An opportunity to drive new traffic to your social media sites. StumbleUpon (www.stumbleupon.com) is revolutionary in that it’s a highly personalized experience for every user: as a person votes on what sites he or she likes, the portal picks up on interests and suggests new sites to satisfy their tastes. Think Netflix, only without the monthly fee.

This model is a great business opportunity because, as a business, you have more control over the way your content is presented. Unlike the also-popular Digg.com, registering a site with StumbleUpon is more individualized. You must a) visit a site either through StumbleUpon’s portal or by using their toolbar, and b) type in your URL and then “Thumbs Up” your site.

If you’re the first to register a page on StumbleUpon (say, your company blog), you’re in a very good position. You may set up searchable criteria by listing “topics” that your site covers. You can add tags. You can write a review. You even have the option of naming your site appropriately—something that you might not want to trust to an average web-surfer.
Once your site is in the system, StumbleUpon users can encounter your site if their interests match the particular tags you’ve defined for your page. This is a great feature. By attracting relevant consumers, you’ll be cutting down on spam messages and increasing the odds of generating a dialog concerning your subject material: the Holy Grail for social media content managers.

StumbleUpon is up and coming, and a great diversion for Internet surfers. Turn their rec time into face time for your organization.

Till next time,
Buyer Advertising
www.buyerads.com

Crowdsourcing: Part 2

Wednesday, April 27th, 2011

If you’ve read our last post on the Buyer Advertising blog, you’re familiar with the concept of crowdsourcing and its ability to deliver specific business-oriented benefits. Crowdsourcing is the art of tapping into your existing social network to solve problems or achieve quick results. Here are a few ways you can leverage crowdsourcing to maximum effect.

Charity drives – The more people who know how to make a positive difference, the more successful a charity event or fundraiser will be. Keep your message concise, clear, and provide a way for fans to connect with your happening.

Lead generation – Whether you’re sourcing customers or clients, asking for a boost doesn’t hurt. In many cases, you can reach maximum effectiveness by sticking to a single industry—for instance, asking if any of your fans are involved in the health industry, and if they know someone who needs your company’s service.

Talent sourcing – If you’re tackling a project, you may have need of contract work—fast. Crowdsourcing is a low-overhead way to connect with discounted rates from professionals. In some cases, bartering services can eliminate cost altogether.

Taking home the prize – In some businesses, winning an award can mean a ramp-up of your market appeal. Tapping into social media to ask (nicely) for votes is considered acceptable, and could fast-track you to the blue ribbon.

Good luck in your future crowdsourcing endeavors! We wish you the best.

Until next time,

Buyer Advertising
www.buyerads.com