Social media architecture

Social Media
Architecture/Framework!!

Why Social Media
• According to a recent study by JobVite, 73% of
recruiters have hired a candidates through
Social Media and 93% of hiring managers will
review a candidate's social profile before
making a hiring decisions.

Recruiters make most through the following online networks
Source : next 8 slides - PWC Digital Pulse

What tactics do recruiter use :
LinkedIn:

How hiring manager use Social Media to hire a candidate :

What does the future of social recruiting looks like :

Social Recruiting has enhanced the way the companies find and wet the
candidates

How the candidates are active on Social Media

Reasons for Social Architecture
• 95% of candidates check your social presence(jobvite)
• 92% of all candidates will check out the Hiring Managers
social presence prior to interviews (jobvite)
• More candidates will respond to your requests and emails!
• Jobs2Web
40% Facebook
28% Linkedin
29% Twitter/G+
3% other
• 82.8% of candidates share with their inner circle
• 51% of candidates share their experience on the social sphere

What you need
• Your brand identified and clear
• Social Sites and Blog/Website identified and
set-up
• SEO (Search Engine Optimization)-hashtags,
buzz words etc
• Content, both your own, others and response
content
• Tools and automation

Social Media Architecture/Framework!
• What are you trying to accomplish?
• What do you want your audience to get out of it?
• Who are you trying get noticed by?
• What messages should you send?
• What do you want your personal brand to be?
• Brand yourself as the go-to recruiter or sales exec
• Use your brand to find candidates and promote your openings and company
• Connect with other recruiters to exchange ideas and knowledge
• Connect with specialists in the areas you recruit for
– No message
– Only yours
– Yours and others
• Step 1: Google yourself

Social Media Architecture/Framework
Categories of social media sites:
• General - not specific to any brand, mission, type of person
• Specific - targets a specific group, such as flixster which is
movie orientated
• Misc - any site that does not fall under the first 2 categories
• Facebook - one of the first, the have fun site
• Google+ - Googles attempt at social networking
• LinkedIn - Professional networking and more
• Twitter - General. Micro-blogging, RSS
• Blogs/Website - a place to share what you know
When you ask people to connect or follow you or you contact a candidate
95% of the time they will check your social presence

LinkedIn
• Complete your profile 100%
• Join groups - lots of them
• Make connections that align with your brand
• Get recommendations
• Post jobs and connect with candidates
• Research competitors
• Make sure your company has a LinkedIn profile
• Post books you are reading
• Post events you are attending
• Post awards
• Post presentations
• Tags

Twitter
• Create a twitter page that represents your brand
• Connect and follow those that are in your field and
represent your brand
• Make 10+ tweets a day? Quality is more important
than quantity
• Make sure your tweets support your brand
• A few personal tweets are OK
• Retweet tweets you feel are important - the person
who did the original tweet will appreciate may become
a connection, friend, and follower.
• Setup system to have all followers recognized and
thanked
• Tags

Google+ and Facebook
• Complete your profile 100%.
• Professional color picture, background etc.
• Personalize your profile
• Connect to people and companies
• Ensure your feed goes to these sites

Social Sites in General
• Photo: Do you have a high-resolution headshot on your profile?
• Company/Industry: Is Dell listed as an Information Technology & Services company?
• Connections: Have you taken the time to build your network with professionals both inside
and outside of your company and vocation?
• Title and Headline: Is your headline eye-catching, and does your title translate externally?
• Summary: Do you have a summary, and does it effectively represent the sum of your
experience, specialty skills, goals, and/or aspirations?
• Experience: Is each position description robust (3–5 sentences), and does it effectively
capture the size and scope of your role?
• Websites: Do you have your company Around the World and/or Centers listed in the
“website” section?
• Groups: Are you a member of groups that relate to your background (e.g., domain specific,
industry specific, alumni specific, diversity specific)?
• Skills: Have you listed your most valuable skills in the “Skills and Expertise” section?
• Acronyms: Have you avoided using acronyms and company-specific terms?
• Multiple Positions: If you have held multiple positions at a company, have you listed each?
Doing so is recommended because it shows upward mobility as well as lateral opportunity
enrichment.
• Contact Preferences: Have you allowed others to reach out to

Blogs/Website
• Create a blog/website that supports your brand
• Connect your blog to LinkedIn and twitter
• Share blog posts to all of the big social sites
• Blog at least 1x/week
• Postings can simple i.e. restating some relevant news
• Use the right hash tags
• Hashtags are like bookmarks that help direct traffic
to your posts

Blogs/Website
• Tools/Sites
Weebly
Leansites
Wix

Research
• Research what others are doing, what they are
talking about, how their jobs are written.
• Tools to help
Tweet counter for twitter
WebRank SEO
Wordtracker Scout
RiteTag(free 30 day trial)
Website OnPage Analyzer

Hashtags
• Hashtags- (on social media sites such as Twitter) a word or
phrase preceded by a hash or pound sign (#) and used to
identify messages on a specific topic. Index for Web
• Create branded hashtags, that over time will build your
following. #deandacosta, #searchauthorioty,
• Use a Thesaurus-
http://twubs.com/
http://hashtagify.me/
https://www.hashtags.org/
http://keyhole.co/
Quintura

Rehash
• What is social architecture
• The four main sites: Linkedin, Google+,
Facebook, and Twitter
• Blog/website
• HASHTAGS!!!!!!
• Tools
• KEY: when you ask people to connect or follow
you or you contact a candidate 95% of the
time they will check your social presence

A little bit about me
Dean Da Costa, TSIS
The Search Authority
http://www.linkedin.com/in/deandacosta
http://thesearchauthority.weebly.com/
searchauthority@comcast.net
206-214-5337 Mobile
253-520-3305 Office
“Helping people connect with their destiny”
Top 25 Must Read Blogs for Recruiters #12
http://hr.sparkhire.com/human-resources-news/spark-hires-top-25-must-read-blogs-for-recruiters/
2012 HRE #1 most influential Recruiter
http://www.hrexaminer.com/lists/online-influence-recruiting-2012-v5
Contact me: Text/SMS | IM-MSN | Skype | Twitter

Now it’s time to cover tools that can help you and more.
Tools: these will help you with your social presence. They will fall into
the following categories;
• Monitors- these tools allow you to monitor several social sites at
once.
• Responders- these sites allow you to set up an automated response
when someone follows you or connects with you (mainly with
Twitter).
• SEO- these tools help let you know how much traffic is being driven
to your social sites.
• Increasers- these are tools that help you increase the number of
people who follow you or are connected with you.
• Deliverers- these tools help to deliver content to your social sites.
• Combined- these tools do multiple things.
• Helper sites-these are sites that will help you with your social
presence. These are usually sites were you are listed such as
Zoominfo, Toplisted, Topfollowed, Jigsaw etc.

Now it’s time to pick the sites and the tools to use.
So for the purposes of this we are going to discuss what sites you should join and be involved with as a
minimum, to get started, there are plenty of others as previously stated. When choosing a social media sight
ensure it is ones that are applicable to your brand or are general enough to touch your brand.
• Facebook-Too many people on it not to be part, this includes the 2 spin off site BeKnown, and Branchout.
Ensure to keep it professional and in keeping with your chosen brand.
• LinkedIn- a now brainer.
• Google+ –Like facebook just too many people on it, also like facebook keep it professional and in keeping
with your brand.
• Twitter- A must to spread your word.
• On to blogs. Blogging is a must for your social brand. It is the easiest way to spread your message and with
the use of feeds have others help to spread it too. Make sure your message is professional and in keeping
with your brand. You can use Blogger or anyone of a number of blogging sites and tools.
Tools: there are many types tools. Below are the ones I suggest and what they do.
• Tweetdeck or Yoono or Hootsuite OR Chrome Ext (show)- both allow you to monitor multiple social sites
and post (monitors).
• Socialoomph or Tweetadder – both work with twitter, both allow you to send a thank you message to
those who follow you. Both have stats and both allow you to schedule posts. Tweetadder will also increase
your following through targeted research and will unfollow those who do not follow back (Combined-
responders, SEO, increasers).
• Twitterfeed, Dlvrit-All allow for RSS feeds to be automatically feed to your social media sites (deliverers).
• Zoominfo and JIgsaw- this will ensure people who want to look you up can find you (helper sites).
• Toplisted, Topfollowed- these will get you to the top of the biggest twitter lists out there (helper sites).
• Feed demon -is an RSS reader
• Show Chrome ext monitors-G+, Linkedin

RSS FEEDS
• RSS stands for Rich Site Summary and is
basically a way to deliver regulary changing
web content.
• Most blogs, or sites that supply information,
news, stories, and the like will have an RSS
Feed. You will need this to help spread your
word and the word of others

Now it’s time to put it all together
• First get your profiles in the selected sites up, complete and running- per slides on twitter,
Facebook, G+ and linekIn.
• Get your name in Zoominfo, Jigsaw and any other like site. (Helper sites).
• Download and get up and running Tweetdeck or Yoono.(monitor tools).
• Download and get up and running either Tweetadder or Socialoomph. Ensure your thank you for
connecting reply also asks them to connect with you on Linkedin and includes your linkedin
url.(Combined-inscreaser-responder Tool).
• Get an account with Twitterfeed, and Dlvrit.(deliverer tool).
• Get your twitter account on the toplisted, topfollowed lists (this can be done by searching for both
on a search engine and following the directions. (Helper sites).
• Create blog and find RSS feeds of consistently updated information relevant to you and your brand.
• Social Sites(a) – monitor sites(b) – responding and finding(c)- blog and RSS feeds & Deliver
content(d) .
• So social sites set up and running –CHECK
• Monitoring sites tools set up and running- CHECK
• Blog up and running- CHECK
• RSS Feeds selects- Check
• Now for the last step- set up the RSS feeds you have selected and your blogs RSS feed and use your
selected deliverer tool to deliver your constant and automatic messages to your social sites. I
typically have all the RSS feeds go to my twitter and then send my twitter feed to all other social
sites. Makes it easier, cleaner and organized. Show how using Twitterfeed

Lingo
• Community Manager: The role of community manager as a community advocate, brand evangelist,
and skilled communicator who’s responsible for gathering community input to further the
development of products, services, and company values.
• Crowdsourcing: This term is searching out an answer, solution, completion of a task, etc. through
one’s social network.
• Curation: Content curation is the natural activity of aggregating, ranking, and assigning value to
content.
• Influencers: These are individuals who have the ability to sway the behaviors, thoughts, or actions
of their community.
• Meme: This word was originally used in science to explain virility in thought, regardless of truth.
The social media variation of this word leverages the concept of virility in the word’s original
definition and instead applies it to content.
• Mashup: In the social sphere, mashup is slang for web-based applications that combine at least two
different existing websites.
• New Media: New Media is often used as another way to call social media. However, more
appropriately used, new media refers to communication that facilitates collaboration and
participation of users. Content that is stagnant or one-way, regardless of method of deployment, is
not considered new media.
• Social Graph: The social graph is the global mapping of all relationships in the social space.
• Troll: A troll is someone who posts irrelevant, off-topic, and inflammatory content in a social site.
• Wiki: A wiki is term used to describe a webpage that users can create and edit page content using a
standard browser. Wikis allow for the organization of content in addition to the creation and editing
of said content. This social utility facilitates open editing and relies on the community to enforce
accuracy and efficacy.

ENCOURAGE EMPLOYEES TO BECOME ONLINE BRAND ADVOCATES
• “Like” global posts on Facebook and Twitter.
• Re-tweet posts from Company Careers.
• Comment on posts by Company Careers.
• Write at least three posts per week.
• Comment on posts by candidates and
employees.
• Create relevant content (e.g., comment on
candidate posts).

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