Social Media: A Boon or a Bust for Candidates and Employers?

March 10th, 2010

Wine & Hospitality Ezine

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Social Media: A Boon or a Bust for Candidates and Employers?

According to a study conducted by Harris Interactive for CareerBuilder.com, 45 percent of employers questioned are using social networks to screen job candidates, more than double from a year earlier, while another survey found that 22 percent of employers were researching potential hires on social media sites like Facebook, MySpace, Twitter and LinkedIn.

The study, which questioned 2,667 managers and human resource workers, found that 35 percent of employers decided not to offer a job to a candidate based on the content found on one of more of the sites.

Facebook was the most popular site for employers to checkout candidates, followed by LinkedIn and MySpace, with only 7% following job candidates on Twitter.

Over 50% of the participating employers said that photos that were provocative or in poor taste were the biggest factor contributing to a decision not to hire, while 44 percent of employers referenced drinking and drug use as contributing factors.

Other negative attributes included bad-mouthing of previous employers and co-workers and poor online communication skills.

Have you used social media to check up on employees or candidates? If so, have you fired, or not hired, based on what you saw? Let me know!

- Margie





Do you need help with your social media strategy or training? Call me at 707-933-0687 or email me!


Connect with me on WineAndHospitalityNetwork.com, Facebook, Twitter, LinkedIn, FourSquare or GoogleBuzz!

Posted in Human Resources, Social Media | 5 feedbacks »

7 Steps to Creating a Social Media Strategy

February 25th, 2010

Wine & Hospitality Ezine

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7 Steps to Creating a Social Media Strategy

 

Facebooktwitterjuggle1. Assess where you are now.

How knowledgeable are you about Social Media? What site(s) are you currently using? Are you currently engaging with others through Social Media? What are you using Social Media for: the keep up with friends/acquaintances, to share photos or videos, to post information, to gain information, to meet new people, to network within your industry? How comfortable are you using Social Media? How much time are you willing to invest in learning?

2. Find out where your customers already hang out online.

Survey your customers to find out what sites they are already using and to what degree. Ask where they might be interested in connecting with you. If your customers aren't on Twitter, then there's no point in you being there. (If you need help with a survey, email me or call me at 707-933-0687).

3. Define how much time you have to invest in Social Media.

If you are willing to invest 20 minutes a day, plan where it is going to be most effectively spent. Rather than trying to participate in all of them, begin with one or two that seem to make the most sense for you and your business. Be sure to budget some time for sites that you are already on - whether you choose to be or not - such as Yelp and FourSquare.

4. Evaluate how you wish to engage your customer through each channel.

For instance, you may decide that you will use Twitter mostly to send updates and information, and you will use a Facebook Fan Page to create conversations and build loyalty. Is you goal to create loyalty, push out information, increase customer service, increase sales?

5. Build your page and add content prior to inviting your customers to connect with you.

No one wants to be invited to an empty page, nor follow someone with no posts. There should be enough posts/content for someone to evaluate whether or not they wish to connect with you. Build your page on Twitter, Facebook or GoogelBuzz and manage it for a couple of weeks as if you have an audience. Take the time to find your voice and work out the kinks.

6. Invite people to connect with you.

Add your Social Media URLs to your menu, business cards, receipts and email signature. Some companies even have special cards printed up and available with all their social media listed so customers can find them where they wish. Engage with others and participate in their conversations - it is a two-way street!

7. Engage with your customers!

I can't tell you how many fan pages I go to that have post after post from a company just tooting their own horn. That's not engagement, it's not interesting, and it generally does not create sales. When someone posts on your page or responds to your posting, engage them in conversation. If they ask questions, answer them. I find the split screens (that are optional on facebook fan pages) between company posts and fan posts to be a total disconnect. Much like trying to have a conversation with someone when you are in two different rooms.

It's not rocket science, but it does take time, effort and thought. So get out there and be social!

- Margie





Do you need help with your social media strategy or training? Call me at 707-933-0687 or email me!


Connect with me on WineAndHospitalityNetwork.com, Facebook, Twitter, LinkedIn, FourSquare or GoogleBuzz!



Posted in Job Seekers / Career Tips, Social Media | 1 feedback »

Why Wineries, Restaurants & Hospitality Businesses need to be on Foursquare

February 11th, 2010

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Where are you?

Because You Should be on foursquare...

In social media, it seems that things are happening faster and faster, and we are bombarded with changes and new technology constantly. Even Google has jumped into the game with the recent launch of Google Buzz. As a business owner or manager (especially in our industry, where people tend to work long and hard), how do you find the time to use all the social media that everyone is telling you to be using? Well, that may be a different conversation, and a long and hard one at that.


Today, I want to tell you about foursquare, and why your business wants to be there, now. In fact, you probably already are, whether you know it or not; another reason you want to claim your business's online identity. You'll be happy to know that there's no huge time commitment, and its fast and easy to learn. Nope, you won't even have to hire a social media consultant to do it for you.


Foursquare is applicable to many businesses, however it was really created for restaurants, bars and similar businesses, its a no-brainer for any winery with a tasting room or even specialty retailers. The claim right on the foursquare home page is "If you own a bar or restaurant, foursquare can help you find new ways to connect with your customers." What is it? foursquare is a location based social mobile network, that also adds some gaming elements.

How foursquare works (and why you should care):

With foursquare, as with other social media, you have the ability to find and connect with friends, which you can find easily through your contacts on Gmail, Facebook or Twitter. Then, after adding the foursquare app to your phone, you have the ability to "check-in" to any business or location that you visit. Once foursquare locates you geographically, you see a list of nearby businesses, choose the one you are visiting and hit the check-in button. Instantly all your friends know where you are eating, drinking or shopping. Once you've checked in somewhere you can also leave tips for subsequent people checking in - it's word of mouth advertising at its best.

The competitive gaming aspect of it is one thing that sets it apart from other social networks. The goal of foursquare is to encourage people to explore their neighborhoods and to reward them for doing so. By combining the friend-finder with social city guide elements and game mechanics, their users earn points and unlock badges for trying new places, and for visiting old favorites. Whoever has checked into a specific location the most is crowned "Mayor" and part of the social network’s appeal is this sense of competition for the title of Mayor in key locations.

Why should you care? Why is location as a platform so exciting? Because there are so many possibilities! Restaurants, hotels and wineries are adding foursquare specials and mayor specials - and gaining more frequent customers because of it. Basically, it's taking the 'rewarding your repeat customers' idea to new heights; a 'frequent diners card' - without the card. Check-in at Michel Schumberger Winery, and you'll get a message from the winery offering you a "free tasting." Check-in at The Blue Water Shrimp & Fish Market and get 10% off your tab. Beanheads Coffee in Sacramento offers a free coffee for every 10th one you buy, and a free coffee a day for the mayor! Bet the competition to be mayor at their location is pretty stiff...

foursquare

 

The great thing for businesses is that it doesn't take a lot of time to manage. Add your special at foursquare.com, then get back to work! Of course you will want to check comments and tips, but again, this is not a huge time drain. You'll want to get creative though, change up the offer on a regular basis to keep it interesting.

 

"Where are you?" could become the new "what's on your mind."

- Margie





Do you need help with your social media strategy or training? Call me at 707-933-0687 or email me!

Posted in Social Media | 1 feedback »

Why Businesses Should Not Ban the Use of Social Media at Work

February 3rd, 2010

Wine & Hospitality Ezine

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Why Businesses Should Not Ban the Use of Social Media at Work


DigitalMediaWire recently published an article stating that the majority of U.S. companies ban social media sites at work. The stats break down like this:
  • 54% of business block employee access to social networking sites
  • 19% allow social networking for work-related purposes
  • 16% allow limited personal use
  • 10% allow full use
Further, according to a study cited in the article, "94% of companies are continuing to invest in online communities and social media." So, more than 50% of businesses now block social media sites at work, yet 94% are acknowledging the importance of social media, and are either currently using social media or have plans to in the near future. An interesting dichotomy don't you think?


It's good news that more companies are grasping the importance of social media, as it's huge growth is predicted to continue at the same frenetic pace. According to David Armano from the Harvard Business Review, "social media will get even more popular, more mobile, and more exclusive." As more of these predictions come in, companies are quickly opting out of (or at a minimum, paring down) what they spend on traditional marketing, and instead putting their resources to work on their social media strategy. I'm sure by now you have all heard that that Pepsi has dropped their Super Bowl advertising in favor of social media. According to a press release, "for the first time in 23 years, Pepsi opted to take a different approach with its annual advertising budget. The carbonated beverage company is moving from the TV to the Internet, by giving away over $20 million 'to move communities forward' in a social media advertising campaign called The Pepsi Refresh Project."



What is a company to do, when adopting social media as a marketing strategy, while at the same time banning its use by employees? I believe companies should stop operating out of fear in regard to social media, fearing loss of productivity, the possibility of employees saying negative things about the company, their product(s) or perhaps even their boss; and instead treat social media as they would any other new technology. If you had new accounting software installed, or got a new POS system, would you ban those that did not know how to use them, or would you train them?


Training employees in the proper use of social media will encourage personal responsibility, motivate employees, provide greater job satisfaction, and lead to improved productivity. Employees who connect directly with customers will increase their impact on the business, which builds more loyal, passionate employees. You know that keeping employees happy, motivated and productive is crucial to your success. Some say that social media use at work leads to lower productivity, I, however, disagree. I believe that unproductive employees will find a way to be unproductive whether they are allowed to use social media at work or not. You should hire for attitude & aptitude, and train the rest. And it's high time for social media to be a part of every company's training.

- Margie

PS - Here is a great video on the subject from Attack of the Show.

Do you need help with your social media strategy or training? Call me at 707-933-0687 or email me!



Posted in Human Resources, Social Media | 3 feedbacks »

Firestone Discoveries' Inca Trail competition finds its two Trailblazers

January 24th, 2010

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I am off to the Wine Entrepreneur's Conference, so I am am co-opting the article from Steve Ferree of the California Wine Examiner to tell you about the Firestone Vineyards Pathfinder Challenge. The article is his, the photo is mine.

Firestone Discoveries' Inca Trail competition finds its two Trailblazers


The results are in: two very lucky people have been selected by Firestone Discoveries Wine to hike the Inca Trail to Macchu Pichu in the name of food, wine, and exploration.

Held January 10-12 in the Santa Ynez Valley, the competition was the culmination of many months’ preparation on the part of its contestants. In the spirit of the new Firestone Discoveries label – which encourages new experiences in wine, cuisine and travel – the public was invited to compete for an all-expenses-paid opportunity to hike the Inca Trail in one of two positions: as a private chef to prepare gourmet meals using only simple tools and local ingredients, or as a "Pathfinder" to employ social media, photos and videos to document the trek and report on pairing Firestone Discoveries wine with inspired meals on the 25-mile hike. The trek will be guided by Zephyr Adventures, an active travel tour company based in Montana that specializes in embracing real, life-changing experiences.

The weekend of the competition, all six finalists, three Pathfinder wine contestants and three Guest Chef finalists, were flown to the Santa Ynez Valley where the Guest Chef contestants wasted no time in preparing for the challenge of designing a Firestone Discoveries wine-friendly menu for 50 guests with $300 the following evening. Their only help in the rustic kitchen would be the Pathfinder contestants as sous chefs.

The day of the throw-down, the Guest Chef and Pathfinder contestants were delivered to the Crossroads Pole Barn on the Firestone Estate, where only the basic implements that would be available on the Inca Trail – a barbecue, propane stove, a table and non-industrial cookware – were provided for the production of the meal. Pulses quickened and spirits ran high as each chef and sous chef delivered a menu of uncommon creativity tailored to the unique flavors of one Firestone Discoveries varietal wine.

IMG 0512Criteria for the selection of the winning Pathfinder was based on each contestants’ social media prowess and interaction with the Guest Chef contestants. The coveted position ultimately went to Margie Tosch of Sonoma, California, whose background in customer service and social media for the wine and hospitality industry gave her an edge over fellow finalists Kim Kulchycki, of Carmel, CA, and Lotchana Sourivang of San Francisco, CA. The title of Guest Chef went to Rodelio Aglibot, (also known as the "Food Buddha") who is the Executive Chef at Sunda Restaurant in Chicago. Aglibot’s substantial accomplishments as an adaptive and imaginative chef informed his ability to engineer a menu that was not only feasible to recreate along the Inca Trail, but that also paired beautifully with the selected Firestone Discoveries wine. Fellow finalists for the Guest Chef position included Scott Beale, Chef and Owner of Grey Gelding Bistro & Bar in Saratoga Springs, NY, and Tim Kirker, Chef and Partner at Bistrot Zinc in Chicago.

The esteemed panel of judges included: Anthony Dias Blue, one of the most influential wine, food and lifestyle personalities in the United States, whose current endeavors include founding Blue Lifestyle, The San Francisco World Spirits Competition, and The Tasting Panel Magazine; Michael Cervin, a prolific and ubiquitous contributing editor and columnist to food, wine and lifestyle publication throughout the U.S., and radio host of "Cervin it Straight" on KZSB AM-1290 Santa Barbara/Ventura; Janelle Weaver, Executive Chef and consultant for Kuleto Estate Winery in Napa Valley., among others; Paul Warson, Winemaker for Firestone Vineyard; and world-renown chef Bradley Ogden, the culinary genius behind eleven award-wining restaurants whose many awards include "Best Chef of California," by the prestigious James Beard Foundation.

Given the immense success of the competition and the enthusiasm of the applicants, Firestone Discoveries will continue to "ignite the senses" through further social media promotion and additional Pathfinder Challenges in the near future. In the meantime, armchair adventurers can follow Pathfinder Margie Tosch and Guest Chef Rodelio Aglibot on their Peruvian trek at www.firestonediscoveries.com or on Facebook.


Original article here


-Margie


Thanks you to everyone who posted, emailed, etc. - it was really appreciated! I am excited about the trip!

Posted in Job Seekers / Career Tips | Send feedback »

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