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Sharing Content on Social Media Sites

September 3, 2013 at 11:52 am PST

Getting eyes on your content can be rough. Social media giants like Twitter, Facebook, and LinkedIn offer an overwhelming number of content sharing solutions to their users. Whether you’re just dipping your toes into social media, or have been tweeting, blogging, and networking for years, these tips can help you reach out to your target audience more easily.

GuyLookingAtPhone

Facebook

Let’s start with Facebook! Facebook’s page feature enables businesses to share pictures, videos, and news with people who have “liked” their page. The page feature allows the administrator of the page to view analytics such as the demographic, weekly views, and audience interaction. Have you had any success in the past using Facebook’s analytics? I’m interested to gather more examples!

One example I really like is from Threadless.  The company uses their page to promote new products, inform customers about promotions, and respond to customer feedback. Here is an example of Facebook insights:

Facebook Insights
Facebook Insights

Facebook also offers groups” for sharing content and collaborating. Members of a group can share content to the group wall so every member can see it. You can also invite whole groups to events, and share documents. When you update a document, Facebook gives you the option to record what you have changed in the update. Group administrators may use privacy settings to restrict access to viewing or posting to a given group. Also, a secret group can’t be searched for and members must request permission to join.

Ways to Leverage a Group

  • Use as a company intranet.
  • Plan group events.
  • Communicate and share content with customers.

Here’s an example of leveraging a group:

FacebookGroups

Facebook Groups

Twitter 

Now let’s move onto Twitter. This channel is often used for customer support, crowdsourcing, creating 2-way dialogues, building brand awareness, or public relations. To illustrate one of these communication types, let’s walk through this Nike example. Nike made a separate twitter account for customer service; customers tweet to this handle and Nike answers their questions. Making a twitter handle devoted to customer service provides a simple and effective solution for customer service.

Companies also leverage Twitter for B2B transactions on an ongoing basis. It’s really one of the best ways to use Twitter for business! A study showed that 11% of Twitter users who saw a tweet from a B2B tech brand visited their site and filled out a sign up form. Aurora Health Care in Milwaukee live tweeted pictures of a bi-lateral knee replacement to show off their new orthopedics technology. Aurora Health Care saw a 15% conversion from leads to sales after live tweeting the surgery.

And Twitter’s “list” feature allows a user to keep and share a set of other users and their tweets. Many businesses find that this allows them to track potential customers and clients for B2B transactions. For this type of business, the list feature has many advantages. Here’s a snapshot of a list:

TwitterLists

Twitter List

Twitter List B2B Advantages

  • View specifics for your industry by putting followers in a list.
  • Target groups of industry experts with questions by tweeting at a list.
  • People that are interested in you can subscribe to your list and increase your audience.

LinkedIn

Another great social media outlet for sharing content is LinkedIn. This channel allows you to share your insights with other members within your network, throughout LinkedIn, or even with select members.

LinkedIn is a powerful tool for networking and interacting with members of the site. With a few simple clicks you can communicate with business and people from all over the world. This makes a great B2B business tool. By using the LinkedIn “groups” feature you can create your own groups or join other groups and collaborate. My favorite example of this is when a lawyer created a group on employment law issues for HR directors and managers. One year later the group had more then 1,000 members! Once the group was establish the law firm hosted two HR question times in their offices. The majority of attendees were not clients. The firm used this opportunity to build relationships with the attendees and eventually turn them into clients. 

LinkedIn offers targeted status updates for business pages. You can choose to share a status update with the public, employee’s only, specific employees, or by industry, seniority, and geography. Targeting specific audiences can really help the way in which you share content.

Benefits of Sharing Content With Specific Audiences 

  • Avoiding cluttering the feeds of uninterested users.
  • Targeting people who are knowledgeable about the content.
  • Testing content with friends and followers before releasing it to the public.

Choosing the right media and medium is critical. Sharing the right content with the right users can make your social media efforts much more effective. If you have a great example of content sharing via social media, let us know in the comments and share!

 

 

 

The Role of Executives in Employee Engagement: Crossing Your T’s and Dotting Your I’s

August 21, 2013 at 11:58 am PST

In our #ciscosmt Twitter chat yesterday, we talked about how to engage employees in social media. On a very high level, I presented the pillars of our program: identify, activate, recognize and measure. And previously, I blogged about a potential framework you can use for your own Social Ambassador program (that’s what we call our employee engagement program at Cisco).

At the end of the session, I offered 3 key takeaways for companies interested in starting or improving their employee engagement programs (these are all Twitter-friendly nuggets): Read More »

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Powerful Combination: Employees and Social Media

I keep thinking about the phrase “power to the people” and thinking it’s definitely taken a whole new meaning when it comes to engaging employees in social media. During today’s Let’s Chat! #Ciscosmt Twitter chat with Cisco’s Petra Neiger (@Petra1400) and Salesforce.com’s Jennifer Burnham (@JennyDBurnham), we got a first-hand look at the ways employees can really make a difference for the overall company.

Let's Chat! #Ciscosmt August Twitter Chat: Engaging Employees in Social Media Recap

Let’s Chat! #Ciscosmt August Twitter Chat: Engaging Employees in Social Media Recap

Here are some key takeaways from the chat and below is a compiled transcript. I’m interested to hear your insights. Do you agree with these guests’ point of views? How does your organization engage with its employees? Are there other approaches perhaps not covered in today’s chat? Let’s keep the conversation going by sharing additional perspectives.

Key Takeaways

  • Make sharing content through social media channels as easy as possible for employees.
  • Create guidelines and policies and provide training to employees, creating a comfortable and safe environment to join the social conversation.
  • Define different types of opportunities and content-sharing that suits employees’ communication preferences and style.
  • Leverage executive sponsors to enable employees to participate in the social stream.
  • Design incentives such as gaming badges, recognitions, and other opportunities to motivate employees to participate more in social media.

September Twitter Chat

And mark your calendars for next month’s Let’s Chat! #Ciscosmt Twitter chat, taking place on Thursday, September 26th from 9-10 a.m. PT. Stay tuned for more details by following the Cisco Digital and Social blog and the #Ciscosmt hashtag!

Let’s Chat! #Ciscosmt Series: Engaging Employees in Social Media Twitter Chat Transcript

Cisco Social Media Training Program Opportunity:

If you have any questions or are interested in other types of social media training, check out our complimentary Cisco Social Media Training Program and follow the #ciscosmt hashtag. To request  customized one-on-one team training sessions, email ciscosmtraining@external.cisco.com.

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Video Integration in Social Media

Although I have only been working in Cisco Social Media for several months, I have discovered much about its impact and the strategies for leveraging it at both the corporate and personal level.

With the growing popularity of video services such as YouTube, Vine, and Instagram, it was only a matter of time before video content became a standard for all social media channels. Users want content delivered to them in the easiest, most effective manner that maximizes their time and capitalizes upon their interests. A video is often a great way to do this, but how it should be implemented is pivotal to it being successful in garnering attention.

Fortunately there are numerous mediums available today that allow for delivering video content specific to your needs, and the needs of your audience. But before choosing which of these to use, the user must consider the attention span of their audience, who their audience is, and what the learning goals are (if any). Vine, Instagram, and YouTube, are three different video hosting sites that integrate with all forms of social media, and all have different uses, advantages, and disadvantages.

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Let the Cisco LIVE virtual fun continue

August 6, 2013 at 2:47 pm PST

On the heels of the Let’s Chat! #Ciscosmt Series: Social Media for Events USTREAM panel discussion a couple of weeks ago, I wanted to share my recent experience with Cisco LIVE.  I remember the late 90s when I started working in the tech sector.  Customer events and conferences were primarily in-person and we were just beginning to explore ways of extending content virtually.  Fast forward 15 years and things have really changed.  Even if you can’t attend an event, chances are you can still experience some, if not much of the content virtually and feel part of the event.  A good example of this is, this year’s Cisco LIVE US in Orlando, FL.  20,000 people attended in-person and 250,000 people participated virtually. 

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