{"id":21736,"date":"2020-02-20T13:02:17","date_gmt":"2020-02-20T13:02:17","guid":{"rendered":"https:\/\/helpfuldigital.com\/?p=21736"},"modified":"2022-02-23T11:42:59","modified_gmt":"2022-02-23T11:42:59","slug":"helping-senior-colleagues-to-get-started-on-social-media","status":"publish","type":"post","link":"https:\/\/helpfuldigital.com\/fr\/helping-senior-colleagues-to-get-started-on-social-media\/","title":{"rendered":"Helping senior colleagues to get started on social media"},"content":{"rendered":"<p><span style=\"font-weight: 400;\">Online trusted voices can be valuable assets to organisations and we have worked with some great examples from engineers at <\/span><a href=\"https:\/\/helpfuldigital.com\/fr\/project\/digital-storytelling-with-the-raf\/\"><span style=\"font-weight: 400;\">RAF<\/span><\/a><span style=\"font-weight: 400;\"> to the <\/span><a href=\"https:\/\/twitter.com\/IanProsser7\"><span style=\"font-weight: 400;\">HM Chief Inspector of Railways<\/span><\/a><span style=\"font-weight: 400;\"> at the Office of Rail and Road. These accounts &#8211; when used well &#8211; can demonstrate the human side of often distant organisations providing a unique perspective in peacetime and crisis.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">If you work in communications, then it is only a matter of time before you are asked to set-up a senior stakeholder &#8211; whether it\u2019s a CEO or politician &#8211;\u00a0 on social media. Such requests are often driven by loose objectives like \u201cthey want to say stuff\u201d or \u201cit\u2019s the done thing\u201d but it is your role &#8211; as the expert &#8211; to push back on this.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">The following questions can help you to build a solid foundation when setting up someone else on social media:<\/span><\/p>\n<h4><b>1. Why do they want their own social media channel?<\/b><\/h4>\n<p><span style=\"font-weight: 400;\">The best place to start is always why. Without a clear objective, enthusiasm will drift and the channel will soon fall into disuse.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Some of the best reasons we&#8217;ve heard from our clients&#8217; leaders for wanting to join social are&#8230;:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">I want to listen and engage with a new audience<\/span><\/li>\n<li>I want to build relationships with stakeholders<\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">I have been inspired by other individuals online\u00a0<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">I want to show the human side of the organisation<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">I want the organisation to be more transparent and accountable<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">Less good reasons are:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Everyone is on social media now<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">I need to be tweeting<\/span><\/li>\n<\/ul>\n<h4><b>2. What do they want to say?<\/b><\/h4>\n<p><span style=\"font-weight: 400;\">It is not unusual for people to not know what they want to say. So it might help to work with the individual to identify two or three key areas which they can focus on. These could be professional and personal. For example, the CEO of a bank might want to focus on:<\/span><\/p>\n<ol>\n<li><span style=\"font-weight: 400;\">Discussing their ideas on burning issues across the sector<\/span><\/li>\n<li><span style=\"font-weight: 400;\">Promoting employees\u2019 work<\/span><\/li>\n<li>Their role as a Trustee of charity<\/li>\n<\/ol>\n<p><span style=\"font-weight: 400;\">For example, <a href=\"https:\/\/twitter.com\/PermSecScot\">Leslie Evans<\/a> (@PermSecScot) posts focus on policy, employees and the Scottish outdoors.\u00a0<\/span><\/p>\n<p><a href=\"https:\/\/twitter.com\/permsecscot\/status\/1073256334055915521\"><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-21739\" src=\"https:\/\/helpfuldigital.com\/wp-content\/uploads\/2020\/02\/Screen-Shot-2020-02-17-at-12.35.37-300x287.png\" alt=\"\" width=\"500\" height=\"479\" srcset=\"https:\/\/helpfuldigital.com\/wp-content\/uploads\/2020\/02\/Screen-Shot-2020-02-17-at-12.35.37-300x287.png 300w, https:\/\/helpfuldigital.com\/wp-content\/uploads\/2020\/02\/Screen-Shot-2020-02-17-at-12.35.37-768x735.png 768w, https:\/\/helpfuldigital.com\/wp-content\/uploads\/2020\/02\/Screen-Shot-2020-02-17-at-12.35.37.png 892w\" sizes=\"auto, (max-width: 500px) 100vw, 500px\" \/><\/a><\/p>\n<h4><b>3. How will they engage?<\/b><\/h4>\n<p><span style=\"font-weight: 400;\">The clue is in the name. Social media is interactive. Channel owners must be prepared to engage with their audiences and respond to questions. The best trusted voices accounts do this. They might need some training and advice on this but they need to understand that they cannot just publish statements without engaging.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">The CEO of AirBnB, <a href=\"https:\/\/twitter.com\/bchesky\">Brian Chesky<\/a>, is a good example of this. He regularly challenges and responds to complaints as well as praise. Another good example is the CEO of Coop, <a href=\"https:\/\/twitter.com\/Steve_Murrells\">Steve Murrells<\/a>, who uses his social media channel to praise employees across the organisation.<\/span><\/p>\n<h4><b><a href=\"https:\/\/twitter.com\/crig_mccullough\/status\/1226853534102151168\"><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-21741 size-large\" src=\"https:\/\/helpfuldigital.com\/wp-content\/uploads\/2020\/02\/Screen-Shot-2020-02-17-at-11.53.28-613x1024.png\" alt=\"\" width=\"613\" height=\"1024\" srcset=\"https:\/\/helpfuldigital.com\/wp-content\/uploads\/2020\/02\/Screen-Shot-2020-02-17-at-11.53.28-613x1024.png 613w, https:\/\/helpfuldigital.com\/wp-content\/uploads\/2020\/02\/Screen-Shot-2020-02-17-at-11.53.28-180x300.png 180w, https:\/\/helpfuldigital.com\/wp-content\/uploads\/2020\/02\/Screen-Shot-2020-02-17-at-11.53.28-768x1282.png 768w, https:\/\/helpfuldigital.com\/wp-content\/uploads\/2020\/02\/Screen-Shot-2020-02-17-at-11.53.28.png 896w\" sizes=\"auto, (max-width: 613px) 100vw, 613px\" \/><\/a>4. Can they run it on their own?<\/b><\/h4>\n<p><span style=\"font-weight: 400;\">If the answer is \u2018no\u2019 then it is time to reconsider.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Secretaries, advisors, press officers can all offer advice but the individual must be prepared to take responsibility for this channel. It might help to suggest that they develop a routine of posting something at the beginning of the day. Alternatively, you could set a benchmark of 2-3 posts a week to start with.\u00a0\u00a0\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Once you have answers to these questions then you have a good basis for training the individual on:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Setting up their social media account (photo\/bio etc.)<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Designing accessible social media posts and going beyond corporate-speak<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Creating content including taking photos and recording videos<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Engaging online and managing negative comments<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">Need inspiration? Please subscribe to our <a href=\"https:\/\/twitter.com\/i\/lists\/1229720858010308608\">Twitter list of Social CEOs<\/a>.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">If you have any suggestions on who else to include then do let us know.<\/span><\/p>\n<p>&nbsp;<\/p>\n<blockquote><p>We have run a number of trusted voices programmes with organisations and every programme looks a little bit different, depending on what you want to achieve. Find out more about how we can help to <a href=\"https:\/\/helpfuldigital.com\/fr\/trusted-voices\/\">get your trusted voices speaking online.<\/a><\/p><\/blockquote>","protected":false},"excerpt":{"rendered":"<p>Online trusted voices can be valuable assets to organisations and we have worked with some great examples from engineers at RAF to the HM Chief Inspector of Railways at the Office of Rail and Road. These accounts &#8211; when used well &#8211; can demonstrate the human side of often distant organisations providing a unique perspective [&hellip;]<\/p>","protected":false},"author":8,"featured_media":21771,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[11],"tags":[25,92,210],"class_list":["post-21736","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-blog","tag-digital-engagement","tag-internal-comms","tag-trusted-voices"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v23.9 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Helpful Digital - Helping senior colleagues to get started on social media<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/helpfuldigital.com\/fr\/helping-senior-colleagues-to-get-started-on-social-media\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Helpful Digital - Helping senior colleagues to get started on social media\" \/>\n<meta property=\"og:description\" content=\"Online trusted voices can be valuable assets to organisations and we have worked with some great examples from engineers at RAF to the HM Chief Inspector of Railways at the Office of Rail and Road. 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