A look into how information technology and project managers can proactively use social media and add value in a social business world.
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welcome to maximize your social practical and actionable advice on how your business control e maximize your social media presence. Now the host of Maximize Your Social, author of the recently published book of the same name and founder of Maximize Social Business, Neal Schaefer. Everybody, this is Neil Schaefer. Welcome to another episode of Maximize Your Social. In all honesty, I spent the last week four days of the last week, recording 456 hours a day recording the audio book version of Maximize Your Social, which I'm really excited when it gets published to hear your feedback, especially if you've been listening me on this podcast. I think you'll enjoy listening to it, but obviously it took a toll on my voice. I'm actually surprised I still have a voice left this week, but there you go after that audiobook recording. I actually spoke on Saturday at the South Land Technology Conference here in Long Beach and actually wanted to share with you what I talked about it that conference because that was an I T conference in I T conference that had a smack or social media and the clouds, social media, mobile social mobile applications, cloud type of track, and they included me so that I could inform thes I t professionals and project managers what they need to know about social. Now when you consult on social business, it's not just about social media for marketing. And indeed, I often have I t folks in the room and pretty passionate that I think that I t professionals can actually play a very proactive role in creating a social media strategy within their company or social business drives you whatever name you want to put on it. So I wanted to share with you the few things that I share with them on these four key areas where I believed they can have a role and they should have a role. And, as you all know, that you know whether it's the maximize, your social icon or the maximize social business icon. The whole idea of that icon is you have a square with chairs around it, that everybody deserves a seat at the table, and it is the same. It has to implement ah lot of the technology that marketers want to bring into the fold or platforms that HR legal need for disclosure or what have you also? I made a point to tell everybody because I t. Obviously there's a lot of people who knew about the tools that you know there's a traditional sort of definition of social business or the social enterprise that emphasizes the tools. And I brought up yammer and salesforce chowder. I said, Look, this is not about the tools. It's really about the concept that social media is permeating every department in every industry. So with that in mind, I wanted to share with you those four areas where I believe information technology professionals can add value in a social business world. And the first area that I talked about was managing the growing volume and complexity of content. Now we all know how important content is in a social media world. And obviously, if social media is about the convergence of information and communication, what our company's gonna share when they're trying to engage with people on their own turf, right. So you know, the other important thing is that people are contacting companies after they've already made a decision, whether or not that whether or not they want to do business with them, based on information that they found on the Internet. And a lot more of that data is coming from social media. In fact, there's a great stat. I used to present this talk about social selling that by the time a vendor is contacted by a potential customer, 57% of due diligence has already been done just researching the Internet, asking questions on Twitter going in the Lincoln groups, what have you and also pointed out that, you know, content marketing and the role of content and social is not the same as that technical S e O that we had in the past the need to create content, you know, optimized content, which would then be put on a number of sites. You create your back links and you have the black hat s. You know what have you And obviously there's many, many different types of social content out there. But I was leading up to the fact that and I talked about this often that and if you read, maximize your social that every company should have a blogger's part of their social media strategy that in essence becomes their home base. And we know the advantages of having the blawg and the blog's should be a central way, one of the ways in which companies are probably going to be publishing content in the future and managing that content through a content management system. Most large enterprises already have contact management systems. I said, Look, you're marketers maybe saying Hey, we want to be using WordPress because we're press is just so dominant, powering almost 64% of the top 1,000,000 sites, according to some statistics. So with the i t. People in attendance, I just wanted to let them know that this increase in content we're gonna continue to see that there's gonna be a need to manage it. It's gonna be a need for content management system. And as companies end up blogging more, we're press is gonna be something that's gonna come up more and more in their discussions internally about social media. So you know, the the complexity of managing content and maybe the I T. Folks already have ways of proactively dealing with helping manage that. But the next one is interesting. I know that a lot of you that listen to this podcast are marketers, so you may be a little bit taken aback. The funny thing is, and point number two of these four points I brought up where I T professionals can add value is I said that the I t folks can actually take the lead on Google authorship and Google. Plus, this is because a lot of marketing people just don't get it. It's really the technical S e o people that get Google plus the most. And if that's the case and your I T department is already involved in doing technical ASIO, I say you take the lead in Google Plus and Google authorship because there is some technical aspect to it. I first went into sort of, what? Google authorship waas. And for those of you who don't know it, Google is basically trying to attach the creator of each piece of content that sits out there on the Internet with a Google plus profile. And if you go to Google and you get search results in, you see people's profile photos will you know that they have actually enabled or applied for Google authorship and Google is saying, Hey, this is the person that actually wrote this content and by the way this person isn't how many circles. So if you did a search for, I think the thing I said was linked in profile tips, you should see my post on maximize social business of professional linked in profile tips. A checklist of 17 must have items you may want. Experiment with that and hopefully we'll see my picture. But really, Google authorship is not hard to do. But our company's ready to attach an author to each piece of content. I said, Obviously, the S E O benefits are critical. We're already seen studies that when you have images on search results, those are probably going to get a higher click through on average than search results. I don't have an image right, and it means if you have a few different authors that have social networks, it's gonna be easy for their friends to discover your content right. And sometimes if the's air industry professionals, these friends, are other industry professionals, so it could be a very, very relevant audience as well. So I went through, you know, how do you get Google authorship markup going on author pages in your sight and that with this increase in content. I think once companies realize what's happening, they're going to start enabling Google authorship for all of the content authors on their side, especially when we get into employee advocacy and actual employees. Writing Maura Maura content on behalf of the business as I talked about a Maximize your social and then, you know, I talked about Google plus that Google Plus, yes, it's a community, but it's also the social layer. And after showing what he search plus your world impact is on search results. What's in pretty companion? Screenshots? I think everybody really bought into the need to be established on Google Plus to create a community there and to engage and hopefully build a large following and the benefits that follow from that. And at the minimum, you're basically directing Google to let them know what content, what websites, where all your digital properties are and allow them to understand your social layer so that they could give your potential website visitors more relevant. Search results right? It's not rocket science get you know, a lot of community managers who say, Hey, none of my friends on Google, Plus why should our business beyond Google Pleasants. It's not that of attitude that leads me to believe, Hey, if you're a nightie professional, you go out there and take it on behalf of your company. And you know what? Just share what you're doing on Twitter and Facebook on Google, plus it. Like I said, it's not rocket science. I'm still surprised by how few companies do this, especially because there's so many platforms now that actually, except our social media dashboards, we can post to a Google plus business page from there. So you have all the convenience. Just do it right, in the words of the famous Nike quote Number three, playing a proactive role and employees advocacy. There were a lot of technical people there. And if you work for a technical company that has, AH, technical product, which requires a technical cell, and you have sales engineers or field application engineers and your I T folks have a have a good understanding of your product, you know, with employees out of a Cassie, you can play very, very proactive role. I was talking about employee advocacy. How I think linked in is the best place for to start because it's a professional network. I don't think a lot of people want a post company updates on the personal Facebook page. And if you attended social media success, I might put on my social media examiner. I spent a good amount of time telling you how employ advocacy works and how you can best leverage it for your company, including some concrete examples. And I plan to be blogging and maybe have a podcast about this in the future. But obviously your employees, as brand that if it gets for your company, are probably your biggest untapped, trusted resource. And there are a number of platforms out there that allow you to easily allow your employees to share your content. Maximize social business uses Gaggle AMP. That's spelled G a g l e a m p dot com. And if you go to Gago am dot com and you look, I think there's a link for goggles or public goggles. You can actually join the maximize social business gaggle and get a feel for what it's like, you know, to give you an idea of what it might be like implementing your own company if you're looking for the short link for the maximize social business. Gag Wamp Gaggle, which are highly recommend you join, is Gago amp dot com slash the number eight. And then, in small case, the letter E as an Edward P. S and Peter W. As in wind M as in Mary are, as in Ronald M. As in Mary and the whole idea about employ advocacy. And this is just a classic quote that I love from Nathan Egan, who's the founder and CEO of one of these employer Vixie platforms called People Links. That quote your company has thousands of Web sites, not just one. Employees are the long tail of your brand identity. End quote. Isn't that brilliant? Why haven't cos woken up to this fact? I don't know. You tell me, but I think the companies will wake up. And as companies wake up, they need to have platforms. They need to have people to create, content to share content, and i d professionals or project managers wherever people, maybe in that department, you can and I believe, should play a proactive role in leading the company into this new world of employees advocacy, starting with optimizing linked in pro phone optimizing keywords so if I T departments are in charge of S e o technical aspects of that there's another technical aspect here of, for instance, are the key words of your employees linked in profiles aligned with the key words of your company, right? One easy way of thinking about it. Obviously, this is a podcast. What I'm talking about goes way above what I could discuss in 10 minutes. But like I said, hopefully in the future, all Balog have more podcasts about it. And as always, I'm not done with this podcast yet. Can't get rid of me yet. But if there's anything you want me to talk about Maura and maybe devoted podcast or blogged about, let me know my contact details are at the end of this podcast. Now, the last thing I talked about, the fourth point was pro actively managing social big data. Big Gate is here. Social big data is here. Some companies are leveraging it more, more companies will be leveraging it. Get ahead of the game. Be prepared that when people ask your already ready and I don't need to tell you about the scale of big data or the scale of social big data of how many photos are uploaded every day to instagram, or how many new likes air scent on Facebook or plus ones on Google. The data or the statistics I should say about the social big data is truly impressive and really social big data or big social data. Whatever terminology you want to use, I think, started with listening platforms with that system. Most was a radiant sixes. How do we gain insight from all these conversations going on right? And how do we protect our brand from a crisis similar to Heather Beyond Strong or at Duce? D L O C. E started when she was basically bashing Maytag and this was a few years ago. But I think that really started to get people to wake up to the fact that you need to monitor public conversations. And here we are today fast forward. A few years were in the world of social media command centers, right? I'd like to show the picture of the Del Social Media Command Center. It's a really cool photo, but anyway, we talked about consumer insight of being able to analyze what people are saying about products about your competitors about industries and all the inside that you conglomerate from that to be able to really provide targeted products and promotions to targeted demographics. The problem is, it requires someone did not only acquire the data and these air fire hoses of data we're talking about but also provide insight. There's a necessity for data analysts, and we already know that there's this new need for data analysts within a market department. But in the past, where did those data analysts sit? What department were they in? Does Theo I T department have any data analysts? I don't know. It's gonna be different with each company, but these are some areas where we see this incredible amount of data the needed clean inside from and at the end of the day, at the end of this presentation or this point, I launched into the Social cr M right, and I'm not talking about the Social seal room, which is about creating a separate community on a website or form. What have you about merging all the social data that your customer support department has that your marketing department that your sales team have that your product development team? How's that data should be everyone's data within the company, and that's a true social cr Um, I don't think we're there yet. And in fact, if you look at the statistics, this is, Ah, little bit of an older statistic that I found. But, you know, on Lee, a few percent of companies were really there yet where everybody in the organization had access to that customer data, and that's where we need to go. That's worth and companies are going to go. And I think the more that I T professionals understand that the more they can better prepare for that day. So I know that, Ah, lot of your listening. This are generally in marketing. I think it's really important to share different perspectives from different departments because, you know, just as I was saying in the Social Media Success Summit that linked in company pages or half run by HR and half from by marketing with the advent of social business, internal departments have to collaborate more than ever. So understanding the role of I T. And the way that I believe that I could actually help you whatever department you're in and help facilitate some of the things that you may want to achieve. It is a very important one, and I think it will really help you and your company maximize your social. I hope you enjoyed today's podcast. I'm going to sign up for today. Wish you are great rest of the day, wherever you are in the world. Bye bye, everybody. Thanks for listening. To maximize your social. We appreciate your iTunes subscriptions, ratings and comments. If you would like to appear on this show or recommend content, please contact Neil Schaffer at Neil at Maximize your social dot com. Thanks for listening and have a great day.