Cutting Through The Hype - HR and Social Media

Cutting Through The HypeHR and Social Media

• 50,000+ members• 10M+ messages of support• 150+ live events• Helped over 2,000 people find jobs

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Success Stories and

Failures Raise Questions For

HR Professionals

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“These people f---ed me over”

“Now they’re trying to show that they’re not the

doofusus* they are”*“Doofusus” may cost her $10M due to non-disparagement clause

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Agenda

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Agenda

About the Survey

• Online survey offered to HR communities• 856 respondents used in analysis• Biases and imperfections:– HR-centric view– Respondents likely more social media savvy

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Survey Respondent Profile

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Survey Respondent Profile

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Survey Respondent Profile

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About the Survey – Use ProfilesSurvey questions referred to several social media profiles, representing “eras” of social media use

Giver StimulatorTaker

• Concerned with finding information and staying up-to-date on current topics

• Rarely participate in online discussions but consume the content and activities of others

Use Example: HR watching and searching Twitter streams to monitor what employees and candidates are saying about the organization.

• Produces content by authoring or contributing to social media sites and/or participating in online discussions

• Actively interacting with other online participants

Use Example: Marketing teams blogging and tweeting about a new program, product or service launch.

• Primarily concerned with driving engagement and resolving questions, issues, and problems

• Establish forums for others to discuss topics and/or create environments where opinions can be actively voiced

Use Example: Product development teams posting product challenges while customers and users offer suggestions and feedback.

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Survey Respondent Profile

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Survey Respondent Profile

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Survey Respondent Profile

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Survey Respondent Profile

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5 Key Takeaways

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5 Key Takeaways

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Most HR professionals are not questioning whether they should use social media…

…Rather, they want to know how much to use it and how to measure the benefits

Key Takeaway #1

Current State of Social Media and HRMost are interested in doing more, rather than less, with social media

Only a small percentage are concerned about assessing risks

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Perceived benefits are not that high and vary widely across metrics

Key Takeaway #1

Current State of Social Media and HR

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Majority of respondents are concerned about having a social media policy

Key Takeaway #1

Current State of Social Media and HR

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Most are planning to increase their use of social media – either a lot or a little

Key Takeaway #1

Current State of Social Media and HR

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5 Key Takeaways

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Measuring Social Media ROIMost wish they could measure, but are not currently doing so

Key Takeaway #2

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Those who measure, or want to measure, ROI perceive more benefit

It could be that measuring ROI causes you to perceive more benefit…

…but even interest in ROI generates more perceived benefit

Measuring Social Media ROIKey Takeaway #2

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5 Key Takeaways

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Ownership of Social MediaHR is not a functional leader when it comes to owning or using social media

HR is rarely the sole owner of social media policy and strategy for organizations

Key Takeaway #3

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Ownership of Social MediaHR is not a functional leader when it comes to owning or using social media

Over 65% of respondents said their HR function either didn’t use social media or only functioned as a taker profile

Key Takeaway #3

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high

low

Impact of Ownership Structure

Multi-functional ownership of social media produces highest perceived benefit levels across metrics

Ownership of Social MediaKey Takeaway #3

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5 Key Takeaways

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Cross-Organization Use of Social Media

First level of benefit is achieved when one function becomes a stimulator

Second level of benefit is achieved when many functions are using social media, in any way

Third level of benefit occurs when all functions are using social media as stimulators

However, the total difference between the three “peaks” is not that large. Therefore, focusing on getting one function to high social media proficiency is likely more important than ensuring all

functions are social media power users

If you can’t go “all the way”, focus on one function’s proficiency

Key Takeaway #4

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Cross-Organization Use of Social MediaKey Takeaway #4

The same trends are seen across all areas of metrics

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The same trends are seen across all areas of metrics

Cross-Organization Use of Social MediaKey Takeaway #4

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Cross-Organization Use of Social MediaKey Takeaway #4

The same trends are seen across all areas of metrics

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All logos in the preceding graph are trademarked. YouTube is a registered trademark of YouTube, Inc. Twitter is a registered trademark of Twitter, Inc. LinkedIn is a registered trademark of LinkedIn, Inc. Facebook is a registered trademark of Facebook, Inc.

Cross-Organization Use of Social MediaKey Takeaway #4

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5 Key Takeaways

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Managing Social Media Risks

• Over one third of respondents have or will institute a social media policy• 25% use full or partial restrictions on social media use in the organization• 9% using training strategies• 8% monitor social media use

Is this really risk mitigation?

Use of documentation and restriction may create false sense of security

Key Takeaway #5

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Agenda

The Subjective Top 5

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Questions?

THE GROUPIE CHEAT SHEETMark StelznerPrincipal/Founder – Inflexion Advisors415-658-7460mark.stelzner@inflexionadvisors.comwww.InflexionAdvisors.com

@stelzner

/in/markstelzner

/markstelzner

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