Cisco Blogs


Cisco Blog > Digital and Social

Professional Social Media: From the Eyes of a College Kid

Social Media has been an integral part of my life ever since my Mom allowed me to create a Facebook page my freshman year of high school. Sites like Facebook, Twitter, LinkedIn, and even Webex Social, have completely changed the way I interact with others.

As I make the transition from a collegiate environment to a more professional environment, many interesting points have been brought to mind. I have compiled a list of pointers that I have learned over time and thought I would share them with all of you!

 

Be Aware of Your Audience:

I like to think of a post on social media as an email to all of your following. Just like an email, a recipient may or may not read your post, and they may or may not be interested in the content of the post.

Generally, whatever someone posts on a social media channel will be available to ALL of their followers unless they specify against this. This means that they either have to only post material that is appropriate for all or monitor their following to ensure that whatever they post is acceptable. This is more applicable to personal accounts as the content on professional accounts will most likely be professional in nature. Sites like Facebook are getting better at giving you tools to provide contents to certain predetermined groups of followers only. For example: they could upload an album of pictures from their family reunion and then share the album only with their “immediate family” Facebook friends group.

 

Define Your Goals BEFORE Implementing a Social Media Campaign:

This point is something that was heavily stressed in the Cisco Social Media Training and Certification program and I think it is a really good idea.

Whenever someone uses social media, they should have some type of agenda. In high school, one might just be trying to pass the time or stay up to date with who is dating whom. In college, one may be trying to build a network with their peers or discuss plans for Friday night. At a professional level, one may be trying to spread the word about a new service that they are offering or requesting feedback about what the public thinks about certain ideas. Whatever the agenda is, it is quite valuable to identify this agenda prior to the implementation. You see this with most projects. Diving into a project head first without stepping back and looking at what you aim to accomplish first is often a dangerous practice.

The same goes for social media campaigns. By identifying what you aim to accomplish, you are able to for efficiently implement a strategy to accomplish your social media goals.

Untitled

The Weakest Link Analogy with Professionalism:

A chain is only as strong as the weakest link. I think this common saying applies to how a social media channel is viewed from a professional standpoint.

I believe that a channel is viewed at the level of professionalism as the least professional post. A Facebook page can turn out great weekly content about a company written at a high professional level, but as soon as an inappropriate post is made and someone sees it, that follower will associate the channel with that lower level of professionalism. This just means that, when in charge of a social media account, a professional reputation must be constantly upheld.

 

Social Media Representing a Something Bigger Than Yourself:

When dealing with social media, there is a huge difference between a personal account and a professional account. With a professional account, the creator is representing a company or a product (in some cases the product being the creator themselves i.e. Linkedin). Where as with a personal account, you have complete freedom over post content. We are seeing more and more incidents today dealing with social media snafus causing major problems.

When watching ESPN, we will often see that a player had impulsively tweeted that he wanted a trade or thought the coach was in violation of some rule which will often set off a chain reaction of events often resulting in disciplinary action all across the board and media backlash. Many companies experience their social media campaigns go horribly wrong due to a misinterpretation on how a specific tactic would be received (see this article for several of these breakdowns http://mashable.com/2012/11/25/social-media-business-disasters-2012/). Social media takes what used to be private interactions and puts them on a pedestal for the entire world to see if they so desire. This can be extremely helpful in some regards but also potentially dangerous.

The bottom line is that, when dealing with a professional social media account that is representative of something bigger than oneself, it is important to be aware of the magnitude and possible ramifications of ones decisions.

 

Identify a Posting Environment’s Style:

This final point has to deal with posting on an unfamiliar environment on a social media platform.

Not everyone online is interested in holding a professional conversation with you. In modern day internet slang, it is said that there are many trolls out there. A troll is basically someone who posts off topic, offensive, irrelevant, comical, or derogatory comments on a social media post essentially for fun. Some may be surprised that this exists but yes, it is definitely something to look out for. When first encountering an unknown social media environment, evaluating the landscape to see what type of activity is going on there. Say for example that someone searches: “Lawn Care” on Facebook looking to post a serious question about why you are having weeds grow in their lawn. There will probably be some results that consist of pages that are filled with trolls that will not be able to contribute constructive responses to their questions. A good rule of thumb is to look at a few of the past posts and responses and determine if the specific social landscape is appropriate for your needs. Also, if you are engaged by a troll, the best thing to do is just ignore them.

 

What differences have you noticed between utilizing social media in a professional manor vs. a personal manor? Do you anticipate social media becoming more prevalent in todays society? Do you have any additional observations?

Tags: , , , ,

Exploring Social Media with Caution

May 15, 2013 at 8:39 pm PST

Today, we have never been so connected and accessible.  Information has never been that easy to get.  And we’ve never been spoiled with so many updates.

I used to remember sending snail mails (from Manila) to my grandma who was living in the U.S. back then.  That took a lot of time.  I remember my friends sharing with me that they stayed up late by writing excitedly in their diary.  And I remember spending time in the library to research on the works of Picasso or to learn more about the Renaissance Age.  How time has changed.

Read More »

Tags: , , , , , , , , , ,

A Half Million Likes on Facebook: Cisco Networking Academy Uses Social Media to Engage and Educate

Hilal_ChoumanThis post was written by Hilal Chouman, social media strategist for Cisco Networking Academy

Since late 2009, Cisco Networking Academy (NetAcad), one of Cisco’s Corporate Social Responsibility (CSR) programs, has been present on various social media networks. The earliest presence was on the rising social network of that time: Facebook.

In late 2010, NetAcad’s Facebook page hit its first 100,000 likes. After this milestone, the Facebook page continued its growth, following the growth of the number of students in the NetAcad program.

Today, NetAcad’s Facebook page hit a half million likes (fans).

Cisco Networking Academy 500K Fans

It is amazing how a social presence can accelerate in content and size, as soon as it grasps the right connection with the audience.

Read More »

Tags: , , , , , , , , ,

5 Steps To Becoming a Social Media Master!

People are becoming more media savvy than ever before. The advent of social media has resulting in people consuming and sharing more information. A by-product of this is that people have becoming adept at ignoring traditional marketing and advertising and better at spotting marketing content trying to masquerade as something else. The best way to overcome the challenges presented by this new social world is to embrace this awareness and willingness to interact and use it to your advantage.

Marketing in a social word means you need to change when, where, and how you speak to consumers. Instead of sending them a static message (like a traditional ad) you need to interact with them. Here’s a few key things to keep in mind:

Read More »

Tags: , , , , , ,

Announcing This Year’s BtoB Social Media Marketing Awards Winners!

February 22, 2013 at 10:19 am PST

aEvery year, BtoB’s Social Media Marketing Awards are rewarded to companies that exhibit excellence with an innovative social media marketing campaign or initiative for a number of different award categories including Best Use of Twitter, Best Use of Facebook, Best Use of Mobile and more. A few days ago, BtoB revealed the lucky winners and runners-up of this year’s awards.

I’m proud to announce that Cisco Systems was honored with a few different winning titles. The Cisco Global Mobile Events  App and the Social Media Training & Certification Program won within the “Best Use of Mobile” and “Best Closed Community” categories, respectively, while the Cisco Systems Facebook page was deemed runner-up for “Best Use of Facebook.”

Congratulations to all winners who will be recognized and presented with awards during BtoB’s Digital Edge Live conference to be held in San Francisco, CA on March 20, 2013. In the meantime, you can check out the complete list of 2013 BtoB Social Media Marketing Award winners for each of the various categories.

Tags: , , , , ,