Cathy Ellwood has been around long enough to know that technology innovations are not for everyone. Still, ignoring tools such as those available under the heading of social media can be perilous.Ellwood, senior director, at Nationwide Insurance, will speak at a breakout session: “Social Networking and Personal Branding” at 9:45 a.m. this morning.
“The reality is when people first start using any type of technology it depends on what it does for you and what you are trying to do,” says Ellwood. “In today’s environment of increased competition and trying to get your name out there, trying to get jobs, and trying to build an image, you have to use every resource available.”
Social media is not just for the young. Ellwood believes it is “generation neutral” thanks to the Internet.
“Once people got online they never got off,” she says. “Look at the ways people stay in communication.”
Ellwood explains that she is fascinated by social media and all it can offer.
“It allows you to fundamentally increase your awareness of the industry, to get your message out there, and you can make yourself more marketable and interesting,” she says.
The Unwilling
In her session, Ellwood expects to explore the unwillingness of some to get involved in social media.
“People may wonder why I’m giving this session and you not someone 25-years-old,” she says. “I’ll tell you why it’s me. It’s because I see the potential of social media, whereas someone in a younger generation is used to using technology—everything that comes out and anytime something new is offered they will replace it.”
What Ellwood sees is the power of technology and social media.
“I see social media from a business perspective and what it can do,” she says. “You can take control and if you are aware of the capabilities it is a powerful and inexpensive way to market yourself.”
Businesses are used to having Websites to brand themselves and market their products and services, but as Ellwood notes, Websites can be static and aren’t constantly updated.
At Nationwide, the carrier decided to capitalize on Facebook. The company created a Facebook page where Nationwide personnel can talk about the programs offered and use it as a recruiting tool to get graduates and undergrads interested in committing to Nationwide.
“I think it is a cool way to do marketing,” says Ellwood. “You can have daily interactions. With Facebook in particular, what I’ve found is it’s a great way to connect with people and it removes some of the barriers people have because it is much less formal.”
Another social media service, LinkedIn, is more of a professional networking site, and is popular among companies and individuals. Ellwood believes there should be a blending of all types of social media.
Establishing the Brand
Ellwood also plans to discuss how social media users can enhance their brand and their image. She also plans to discuss the tools and techniques that people are using.
“At one point, only 40 percent of recruiters were using tools like Facebook for recruiting,” she says. “A research report I saw reported almost 80 percent use social media now.”
“You start to think: What have I got out there? What am I showing people? What I find amazing is most of the information out there you are giving away free. As people are trying to get themselves out into the industry, there has to be some etiquette—what to do and what not to do—things to consider. Social media is not something to be taken lightly, but if you can’t figure out how to leverage blogs, Facebook, LinkedIn, and others, you are missing something powerful. The other thing is: I think it’s fun.”
All About Content
The biggest lesson social media users have to understand is it’s all about the content offered.
“What do you have to say that people would be interested in?” asks Ellwood. “I don’t see Twitter as a fad, but I think one of the problems is people get excited about it and aren’t focused on what they want to do. Are you joining groups? Are you using it as a networking tool?”
Facebook has fundamentally removed artificial boundaries on how close you can be to people, points out Ellwood.
“Everyone can see whatever you choose to share,” she says. “What is intriguing is if you are looking for a job, do you think it is going to come from a reference from close social friends or from references from professional colleagues. The problem in the case of better paying jobs is Facebook can be damaging to your professional networking if not carefully managed.”
For example, Ellwood explains people are not reluctant to publish private material, such as an illness or a certain attachment to a city.
“All your friends know that,” she says. “They are not going to recommend you for another job because they know you want to stay where you are, whereas a professional connection might recommend you for the job. A downside is you give away so much information people might not think of you in the same light for career advancement as they did before.”
The Message
Ellwood also is going to discuss the importance of blog sites as an integrated approach to using social media.
“I just don’t think people pay enough attention to the message they send,” she says. “If you are in a virtual world it doesn’t matter what you have on, but if you start putting YouTube videos of yourself online, you better make sure you look good. It’s simple stuff, but it’s something people need to think about. Some of it is intuitive, but what if there are a thousand pictures of you on Facebook from the bar the other night. The easy answer is to put 150 more pictures of you at church. It sound funny, but you have to think about it.”
All this information is in the control of the users and Ellwood believes users need to be more aware of its affect.
“Even if you have a Facebook ID, don’t think for a moment people won’t check it,” she says. “It’s about taking control of your presence online. Don’t be paranoid; just be aware. I think it’s unethical for companies to check your Facebook account, but it doesn’t matter what I think.”
Wednesday, June 8, 2011
IASA 2011: Young, Young at Heart Find Social Media An Important Step in Doing Business Today | PropertyCasualty360 #socialmedia
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