Getting started with social media

Many of South Africa’s top employers have come to understand that ignoring social media will not make it go away. The question is no longer whether their current and future employees are online, but rather where they are and how to interact with them in the social media context.

The latest figures from the 2010 Magnet Student Survey, which elicited responses from 38 769 South African undergraduates, demonstrate just how vital it is for employers to start interacting within the social media context: 92% of the respondents were Facebook users. 56% were on MXit, 31% on YouTube, 28% on Twitter and 8% on LinkedIn. As many as 71% visited social media networks at least once a day; and 85% are neutral, positive or very positive about employers connecting via social networks. Professionals are not far behind. According to the 2010 Magnet Professionals’ Survey, which drew 13 445 respondents, 89% are on Facebook, 19% on Twitter, 35% on LinkedIn, and 24% on YouTube. Just over 55% visit their social media sites at least once a day.

Top employers who attended the Magnet Communications Social Media Workshop with social media expert, Per Håkansson, in Johannesburg this week voiced an urgent need to catch up. However, many expressed fears of the effect that unmediated public conversations could have on their employer brands.

Håkansson makes no bones about it: “As an employer, you cannot control social media. Your employees will be on Facebook, Twitter and LinkedIn whether you like it or not,” he says. “Don’t worry about your employees saying negative things about you on their private Facebook account. Instead, see it as an opportunity to get to the root of the problem and find a solution. By making employer branding more about your company’s culture than about its website and logo, your perspective on social media will change. Instead of trying to control or limit it, embrace it as something that will keep people updated on what is going on with your brand.”

Håkansson has worked with several start-ups such Icon Medialab, Yahoo!, Blurb Inc and Springboardr.com and lectures at Hyper Island, the digital Harvard in the US and Sweden.

“Social media is about building relationships,” says Håkansson. “So, if you cannot control what is said about you anymore, you can begin to contribute to an authentic and transparent story about your brand.”

Where does one begin? Håkansson says, “Keep it small and keep it simple when you set out to build your employer brand online. Choose a social media platform on which you can focus your resources. For example, set up accounts on Facebook and Twitter and start a blog on a Wordpress platform.”

This is really easy — even if you don’t see yourself as technologically savvy — because Facebook, Twitter and Wordpress have very helpful guidelines on their sites to take you through the introductory phases and beyond. Not only is it easy, it’s free. You don’t need to spend a fortune on developing fancy sites and images when everything you need is on the Web.

Håkansson has a caveat, though. “Once you embark on a social media programme you need update your sites consistently and regularly. You cannot leave it for the days when you have nothing else to do.” Essentially, you are starting an ongoing 24/7 conversation about your culture.

The social media context is a great place to share insights into what makes your organisation a great place to work and to help people to succeed in your culture. “Engage current and past employees to build your brand online,” says Håkansson. “But, before you throw the door open, be sure to create strict and clear social media guidelines that also outline the consequences for minor and major infractions.”

Håkansson emphasises that because social media is about building relationships, it is important to take the time to listen to what people are saying about your employer brand. He compares interacting on social media platforms to attending a party. If you talk about yourself non-stop, people will stop listening, drift away and eventually avoid you. It’s the same in the social media context: Ask yourself what your audience wants to learn and find out about. What interests them? Then contribute to the conversation.