The day ended with a panel discussion of questions that had been gathered from delegates throughout the day.
The panel consisted of:
- James Dalton, Fonemedia
- Steve Ehrlich, aia worlwide
- Katrina Collier, Winning Impression
- Adam Templeman, RWE npower
Which tools should I use to ‘listen’ to what is being said on social media?
Steve: Google alerts, social mention. Paid options include – Radian 6. Use Twitter search – search.twitter.com – go to advanced search to measure sentiment.
Inviting same clients and candidates into the same Linkedin groups. Is this a good thing?
Katrina: Clients will find you on LI anyway. Not an issue if you have a good relationship with candidate. Do you need a LI group? Think about tapping into other groups.
Social media theory is great, but to do it well needs full-time support. How can a small team make it work?
James: Part of the day to day cycle. Lots can be automated so it happens anyway – auto text responses etc
Steve: It is a workflow change. There is an adjustment phase. Build a model that works for your group. Mobile is social – manage social when you have spare time, on bus etc
Katrina: Buffer will load tweets up for the day. Use apps like Instagram – fun and another way to engage.
Adam: we started with two recruiters and it took a lot of our time. Need to build the right process. has to be part of the process. Once it is part of process they do it naturally.
Content differentiation. How do we make sure content suits the channel?
Steve: Look at ubiquity of access. Put the right content on the right platform. Make it very shareable on Facebook, for example. Content has to fit the purpose. It is a logic experiment. You have to figure what you would look at and where.
Adam: FB much more for grad recruitment. Very different to careers website content. Ask what they want to see on it. Feedback very important and has driven our mobile content.
How and when is it best to respond on social media?
Steve: Work out what is appropriate according to your audience and your resources. Set the expectation and communicate that.
Katrina: Make it personal and snappy. We don’t have a lot of time. People do not like to be referred on. Keep communication personal.
Do corporates need to reorganise themselves to make social media work? Hierarchies are not great for conversations.
Steve: Yes, but it won’t happen ssson. But tech changes so we will adapt.
Adam: yes but it won’t happen in my org in my lifetime. Boards won’t change.