Our Review of ‘Socialnomics’ by Erik Qualman

What happens in Vegas… Goes on social media.

Social media is everywhere. We’ve written extensively about the power of social media in increasing brand visibility, showcasing best practice, imparting thought leadership, and connecting with Gen Z audiences.

As Erik Qualman states throughout his book ‘Socialnomics’, it is no longer a question of if companies use social media, but instead how they use it. This book explores pioneering examples of companies that succeeded (or learnt from mistakes) in using social media, and is a powerful tool for organisations looking to improve their social media communications strategy.

Here are 5 key takeaways from the book if you’re looking to build a coherent communications strategy:

1. Is your brand ‘united’ across all social platforms and accounts?

How well are you communicating your employment brand through your social media ‘tone of voice’? Do the communications you’re producing for your various channels align with your company values? Presenting a consistent perspective to your social media followers is key when building a strong (and uniquely you) social media presence.

2. Over 50% of the world’s population is under 30 years old, and 96% of these have joined a social network*

Today’s graduates share almost everything with their peers through social media; they have a very different outlook to their parents on work/life balance; and ‘transparency and authenticity’ at work for them is a ‘must have’. So understanding best practice in social media strategy is vital for communicating with younger audiences in particular.

3. Most people will have had 14 different jobs by the time they are 40 years old*

The formula of ‘hire, train, manage and retain’ hasn’t applied for some time, and today’s people are less likely to be loyal to their employers. They desire constant feedback and if they are not happy with their jobs, they will simply move on. Are you talking to your people through channels and ways they understand, and are you using these channels to find out their true opinion of your organisation? Remember: social media is as much about sharing honest perspectives and negative feedback as it is about showcasing the positives. As WorkLife eloquently put it in their exploration of workplace influencers: “With their highly relatable, viral posts, work influencers are tapping into the corporate zeitgeist faster and with more precision than any think piece or internal employee survey ever could.”

4. 80% of companies use social media for recruitment, and 95% of these use LinkedIn*

There’s a whole digital world out there for finding your future early talent, and for communicating what your organisation represents to the talent you want to identify. Using social media for recruitment goes much further than posting a simple job advertisement. Recruitment experts say building in-house influencers is a smart strategy at a time when companies are being challenged by Gen Z to tell their story in authentic ways.

Talk to us about building in-house brand champions, interactive online skills portals, social ‘keep-warm’ initiatives, or campus recruitment campaigns. The (online) world is your oyster.

5. Word of mouth is now WORLD of mouth*

In a world that is increasingly focused on sharing every part of life, we particularly liked the emphasis that this book placed on the importance of using social media as a global community-building tool. When using human-centered design methodologies it’s crucial to establish a dialogue with your audience, and we often encourage interactivity on social media through the use of hashtags to do just that.

So one last question for you: What are you doing to communicate with your people through social media? After all, it makes sense to use 21st century technology in order to attract and retain 21st century talent. If you don’t have a social media strategy for your early talent, it might be time to start.

*Source: Socialnomics: How Social Media Transforms the Way We Live and Do Business
By Erik Qualman
Wiley & Sons, 336 Pages