Monthly Archives: September 2013

Social Media and Employment

Recently in Minnesota, the Minnesota State Police was looking for a way to recruit different people into the state police. Instead of going the usual route and taking out help wanted ads, they took to social media. Specifically, they created a hashtag on Twitter called #IwantThatHat.


The goal of the campaign was to recruit a large and diverse group of people and by using twitter to reach out to people. “[W]e still need to reach the wildest and most relevant audience with a carefully crafted message” (33). By creating a Twitter campaign, the Minnesota State Police was able to do just that because their message was spread out to a large audience through an interesting and fun hashtag.


They also used Youtube and Facebook as a way to get their message out, as well as Twitter. “The patrol tweeted that more than 200 people had applied to be troopers as of July 2. That number has since grown, and official totals should be in this week, Gordon [Director of communication for the patrol] said,” (Prairiebizmag). The imaginative and different way at getting applicants for their open positions was not only successful, but could be a telling way of how other businesses will try and get applicants in the future. It’s no secret that hashtags on Twitter are so popular that they have trickled over into other social media sites, and Twitter often has trending hashtags where people can use the hashtag and add their own thoughts. If the Minnesota State Police had success with a campaign focused around getting applicants through a Twitter hashtag, then who’s to say that another business couldn’t have the same luck in the future?


Is it possible that using social media to get more applicants will be more likely in the future? If so, do you think this is a good idea or is it better to go about more traditional methods?



Share This:  The Social Media Handbook for PR ProfessionalsImage


6 Steps to Kick Start Social Media Involvement



The focus of Chapter 2 revolved around the steps for companies to use when starting an account on a social media site. It broke down the process into six steps that explain, in depth, the different ways that companies can connect with their customers through social media sites.


Step 1: Select Your Squad

Primarily, the people who will be handling the websites and making sure they are updated often and not ignored, will be those who are in the Public Relations Department. Share This made it a point to suggest that they are not the only people who should be reading and responding to all of the comments. Other departments can be a part of it when needed, such as the legal department when it comes to slanderous posts or Research and Development when it comes to customers offering up new ideas.


Step 2: Choose a Goal

When starting an account on a new social media site, it is imperative to have a direction in mind to kick-start the strategy. The text suggests using brand, sales, and loyalty as business drivers for kick-starting the social media aspect of the business. “[T]o kick-start your social media manoeuvres, you might wish choose just one to prioritise and focus on. For example, NASA has recently launched an Instagram account and “posted historic moon images and real-time photos from the launch complex leading up to and including liftoff. As of Saturday, 6,400 Instagram users had liked the LADEE launch image” (Mashable). This is a great example of how a business is using brand as a business driver on social media.


Step 3: Start Listening

Every market is a conversation and on social media there are many conversations going on at once. Using keywords, a business could discover what people are saying about the business as a whole and the products they create. There are also tools that can be used that alert you when somebody says something about your business on social media.


Step 4: Think Character and Content

What makes an agency successful begins not with fancy corporate jargon or a client roster of well known brands, but with the people at it” (PR-Squared). Nobody wants to look at a page on Facebook or Twitter that is boring and has responses that seem more robotic than human, just like nobody wants to work with somebody who doesn’t seem like they are a real person. People looking at the business want to know that real people are there working for this business and caring for the customers and their needs.


Step 5: Integrate your Outposts

This step is about how to direct your customers to whichever social media site is chosen to get the job done and from their chooses to stay connected to your business. That way, they can hear more about it over time. If step four is used to its advantage, the audience would be thrilled to interact with an engaging page who puts the customers first.


Step 6: Measure what you Treasure

Have you achieved your goals? While not everything is easy to measure, “[a] great deal of heat and light has been expended on potential metrics or KPIs (key performance indicators) that could be used to measure success” (21). This means that there are ways to find out if you have reached your goals through social media.

Social Media Shapes the Internet… and Therefore, our World as well.


At this point, a large number of people use Social Networks. Between Facebook, Twitter, Instagram, and others, “social networking already accounts for 1 in every 6 minutes spent online.” (Howell, 2012, p.4) They have become such alarge part of our lives because we are able to create content and share it with people we know, near and far.

Social Media has helped people expand their borders and not only learn things about their friends, but also about people they haven’t met because “millennials are more willing than any other generation to post their personal information online yet they don’t want just anyone to have access to their personal data or web history.” (Web Strategist) Thanks to user profiles, any user of a social media site can introduce themselves to another user of that site, linked by actually knowing the person or by common interests where users can discuss something that they both enjoy.

These Networks have also greatly increased the visibility of posts and information because of how people connect. “The value in Facebook is not necessarily the “share” but the “re-share” – what can you do to get your network to post content on your behalf?” (Amy Mengle). Anytime something is posted on a social network, somebody else will see it and will likely share it with their friends as well. The point is to show off interesting pictures, videos, and information that people are guaranteed to enjoy.

Even “Google and Microsoft Bing are incorporating social conversations (and social signals) into their results” (Howell, 2012, p.6). Since Social Media sites have become so widely used, search engine sites try to make the results that lead to these sites more well known and easy to find. This makes everything a user is looking for easy to find, which adds to the ease of using social networks in our everyday life.