Inside Small Business | Small Business & Home Business Marketing

Social Media 101

Patrick Mason, SocialMedia404.com

Social media tools such as blogs, Facebook and Twitter have been in the press a lot for their ability to deliver business results faster than ever before. We have all heard the story about something going “viral” and becoming a sensation overnight. Unfortunately, results like this cannot be guaranteed. To get the most out of these new tools, it is important to understand why, how and where you will use them, and to make sure that you are not just jumping on the bandwagon in the hopes of instant success. While you may achieve it, it is far more likely that you will not without a little planning up front.

If you are thinking about using social media for you business, OASIS is a simple five-step process that will help you get started. Below is a brief overview of the five key steps in OASIS.

1) Objectives: Start planning for your project by picking a clear objective. Perhaps it is to increase sales or maybe it is to reduce customer support costs. Whatever your goal, make sure it is clear before you start.

2) Audience: Next, define the audiences that need to be involved to make it happen and list their on-line habits. Are they mostly into e-mail, do they read Blogs, participate in any forums? If you don’t know, ask them. If you are still not sure, there are plenty of free tools around that will give you some basic information about who is on-line and where. If in doubt, here is a basic primer on social media research as well as some other resources to get you started.

3) Strategy: The next step is to figure out who you want to connect and why. For each group, determine how can you best reach them, and also think about how they can best reach each other. For example to increase sales your strategy might be; “We would like existing customers to tell new customers how they can implement/configure/ use our products”, or if you are trying to reduce service costs you might say “We would like to capture the knowledge our customers have in troubleshooting our product so other customers can start solving their own problems.”

4) Implementation: Once you have a good sense of how you and your audiences will interact, the next step is implementation. This is where you determine how everyone will connect to achieve your objective. Given the huge range of possibilities, you would be best to do a little homework to see how others have accomplished similar goals in the past. For example, blogs have been used very successfully to both increase sales, and reduce customer service costs. Blogs are able to disseminate information to many people at once. What’s more, recipients can comment on articles, creating more content for others to read. This can be ideal for both sales and service objectives. Here is a great list of examples of how others have used these techniques in their business.

5) Sustainment. If you have successfully implemented steps #1-#4 above, chances are you have started some new conversations with your customers and other stakeholders. As such, it is important to define how you will end (or not) your social media project. Some projects like building a house have a natural end. Others like publishing a newspaper do not. What will be important for you is to decide how you want to manage yours. If it has a natural end date let people know, if not, prepare to manage it for the long haul. Good luck!

For more information, advice and free social media tools, feel free to visit our blog, or drop us a line.

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When Good People Do Nothing

By Kevin Kennemer, SPHR

Does your company allow bullying to occur in your workplace? If so, does your company also promote themselves as a responsible corporate citizen, espouse social responsibility, healthy living, nutrition and exercise, and charitable giving? If you answered yes to both these questions, welcome to Corporate America’s Hall of Contradictions.

Let’s talk about one of those big, nasty, dirty secrets hanging in the Corporate Hall of Contradictions: workplace bullies and the adverse health affects levied on their targets.  Left alone, workplace bullies cause a rolling tide of unjustified terminations, needless resignations, disrupted careers, tormented families, plus excessive and needless medical expenses on their unsuspecting targets.  With limited support, denials and misunderstandings by coworkers and family members, feelings of embarrassment, suicide is sometimes the eventual self-prescription for targets looking for escape from these ruthless corporate terrorists. Does this sound like corporate social responsibility?

Workplace Bullying Defined

The Workplace Bullying Institute’s definition of workplace bullying is “repeated, health-harming, mistreatment of one or more persons by one or more perpetrators that takes one or more of the following forms:

*verbal abuse,
*offensive conduct/behaviors (including nonverbal) which are threatening, humiliating, or intimidating,
*work interference - sabotage - which prevents work from getting done.”

Workplace bullying is much more than simple incivility. It goes way beyond rudeness.  The problem is that bullies are quite clever in their attacks.  With limited or no training to deal with ruthless workplace bullies, the executive team rarely comes to the aid of the target.

When Human Resources is Not Humane

Think your human resources department will help?  Think again. Human resource professionals have largely sided with workplace bullies because they lack the fortitude to stand up against tyrants who typically carry political clout inside the organization. Most human resource professionals are more interested in career preservation than upholding a positive and humane corporate culture.  Without a CEO who demands zero tolerance for bullies, the inmates soon take control over the prison, if you know what I mean.

The Health Effects

As a result, the continued abuse leads to health-harming treatment.  According to the 2007 Workplace Bullying Institute-Zogby Survey, 45% of targeted individuals suffer stress-related health problems, which include:

*Hypertension, strokes and heart attacks
*Neurotransmitter disruption, hippocampus shrinkage
*Immunological impairment; more frequent infections of greater severity
*Fibromyalgia, Chronic Fatigue Syndrome
*Debilitating anxiety, panic disorders
*Clinical depression
*Post-traumatic Stress Disorder from deliberate human-inflicted abuse
*Lost ability to be left alone to do the once-loved job

The Career Affects

According to the WBI-Zogby Survey, the future is not very bright for the targets of bullying.  In most cases, the clever corporate terrorist wins, as depicted below:

*13% of targets are forced to transfer from their once loved job (a punitive transfer)
*24% of targets experience constructive discharge without reasonable cause
*40% of targets quit to reverse decline in health and sanity

Take a Stand

If you have a coworker currently encountering a workplace bully, assemble as many employees and managers as possible to calmly and respectfully fight back.  Faced with numbers, a bully will typically back down because deep down they are weak and frightened.  Silence, fear and a culture where employees do not come to the aid of their coworkers is an environment that allows this corporate terrorism to thrive.

If you have a friend or family member who is currently encountering a workplace bully, listen to them and become their advocate.  Encourage them to seek professional help from a qualified counselor who has dealt with workplace bullying cases. At some point a decision will need to be made whether a job change should be made and the target will likely need your objective opinion and guidance during a tumultuous time.

* * * * * * *

Kevin Kennemer is president of The People Group, a consulting firm committed to improving employee lives, business performance and society through positive people practices. Kevin is also a board member of Tulsa CASA, a non-profit group organized to speak for the best interest of abused and neglected children in court.  Kennemer may be contacted at kevin@thepeoplegroupllc.com.

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