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80、90后要学的5个社交媒体技能

2014-04-09    来源:财富网    【      美国外教 在线口语培训

八零、九零后知道怎样用社交媒体联系他们已经认识的人,但还不会使用社交媒体为事业添砖加瓦。要想从会玩社交媒体变成会用社交媒体的专家,需要掌握一系列的的技能。

They're the generation brought up on Facebook. Some have never known a world without the Internet. The innermost details of their lives have been exhaustively Instagrammed, and they get their news from Twitter, not TV.
他们是在Facebook上长大的一代,有些人离开网络甚至根本就不了解这个世界,他们把自己的生活巨细无遗地发布在Instagram上,而且他们了解新闻也不是通过电视,而是通过Twitter。

But when it comes to using social media at work, millennials -- the generation whose birth years can range anywhere from 1980 and 2000 -- can be surprisingly, even dangerously, unprepared. "Because somebody grows up being a social media native, it doesn't make them an expert in using social media at work," says William Ward, professor of social media at SyracuseUniversity's S.I.NewhouseSchool of Public Communications. "That's like saying, 'I grew up with a fax machine, so that makes me an expert in business.'"
但是在如何使用社交网络来工作这个问题上,千禧一代(也就是80后和90后们)的无知程度却到了惊人、甚至是危险的地步。美国雪域大学S.I.钮豪斯公共传播学院(SyracuseUniversity's S.I.NewhouseSchool of Public Communications)授教授威廉•沃德说:“一个人生于社交媒体年代,并不意味着他就是运用社交媒体工作的专家。这就好比说,我从小玩传真机,但它并不会让我成为一个商业专家。”

According to Ward, who has 13,500 Twitter followers and teaches a series of popular undergraduate and graduate courses on social media at the university, millennials are lacking in a number of critical areas. While they're very good at connecting with people they already know, they often fail to understand the professional opportunities and pitfalls posed by networks like Twitter (TWTR), Facebook (FB), LinkedIn (LNKD), and Instagram.
沃德在雪域大学主讲一系列受到学生普遍欢迎的本科和研究生课程,他在Twitter上有13500名粉丝。他认为,千禧一代缺乏不少重要领域上的知识。虽然他们擅于在社交网络上联络自己已经认识的人,但是他们往往很难识别出Twitter、Facebook、商务社交网站LinkedIn和图片分享网站Instagram等社交网站上的职业机会和陷阱。

Combined with some of the other predispositions of Generation Me -- idealism, entitlement, a need for instant gratification, and recognition -- this can be a recipe for trouble. "Companies hire millennials because they think they're good at social media. Then their bosses discover they don't have those skills and get frustrated," Ward says, noting that social media expectations are often higher for millennials than for older workers, who may be just as inept.
“八零后”们身上往往还带着其它一些标签,比如理想主义、自以为是、急功近利、渴望认同等等,这些都可能在工作上给他们带来麻烦。沃德指出:“很多企业招聘千禧一代是因为觉得他们肯定擅长社交媒体。结果他们的老板沮丧地发现,这些人并没有掌握这些技能。”沃德还指出,企业对八零后员工社交媒体技能的期望往往要高于年长的员工。

For students and recent grads entering the workforce, some social media 101 is definitely in order. In particular, career-minded millennials desperately need to brush up on these five social media skills:
对于学生和初入职场的毕业生来说,学习一些社交媒体技能完全有必要。事业心强的八零后们尤其要重温一下以下五个社交媒体技能:

Knowing when to hit the bleep button
知道什么时候按下删除键

Last September, Business Insider attracted attention for firing its chief technology officer, Pax Dickinson, because of comments he made on his personal Twitter account. While Dickinson's Tweets on women and minorities were especially offensive, the situation hints at a larger issue. Millennials sometimes fail to appreciate that personal profiles can have professional repercussions. Twitter, Facebook, and other networks are largely public platforms; comments made can -- and often do -- get back to bosses. As the Dickinson case shows, few employers are eager to associate themselves with off-color or offensive content, even when it may be intended as a joke.
去年九月,商业新闻网站Business Insider的技术总监帕克斯•迪克金森因为自己发表在私人Twitter账户上的言论而被东家开除,引起了广泛的关注。迪克金森在Twitter上发表的关于女性和少数族裔的言论的确非常无礼,但是这个案例也暗示了一个更大的问题。八零后们有时意识不到个人言论有时也会造成职业上的影响。Twitter、Facebook等社交网络都是大型公众平台,你在上面发表的言论经常会反馈到老板的耳朵里。迪克金森的事例表明,很少有哪个公司愿意把自己和种族歧视或其它歧视性的内容联系在一块儿,哪怕你的本意只是讲个笑话。

Using social media to actually save time
用社交媒体节省时间

According to a 2013 Salary.com survey, the most frequently visited personal website at work is -- you guessed it -- Facebook. As networks proliferate -- and millennial employees not only check Facebook but also post on Twitter and browse Instagram and more -- social media has the potential to be a devastating time-suck. Yet it can also be a time saver in the office. A recent McKinsey report notes that social media has the potential to save companies $1.3 trillion, largely owing to improvements in intra-office collaboration. Internal social networks like Yammer enable employees to form virtual work groups and communicate on message boards. Instead of endless back-and-forths on email, co-workers can post and reply in continually updated streams. None of this is revolutionary, but millennials are often still in the dark on ways Facebook-like innovations are being taken behind the firewall.
据科技类求职网站Salary.com去年的一项调查显示,人们在工作时间最经常上的私人网站是Facebook。随着社交网站的繁荣,现在大家上班时不仅要上Facebook,还会刷Twitter和Instagram,社交媒体很有潜力成为职场的时间杀手。但同时社交媒体也可以节省工作时间。麦肯锡公司(McKinsey)最近的一份报告指出,社交媒体的内部协作能力有可能为企业界节省高达1.3万亿美元的资金。比如像Yammer这样的内部社交网络可以让员工组成虚拟的工作组,在信息板上进行沟通。员工们在协作时不再需要无穷无尽的邮件往来,而是可以持续在信息流上发布或回复消息。虽然这些都不是什么革命性的新技术,但是八零后和九零后们在如何在企业内部使用社交网络这个问题上,眼前仍然是一团黑。

Understanding how to crunch the numbers
明白怎样分析数据

While millennials often have an intuitive understanding of what resonates on social channels (hard to go wrong with cat GIFs), quantifying what works and what doesn't is another matter. Should the success of a Twitter campaign be measured on the basis of re-tweets, mentions, replies, referral traffic, or sales leads? What are the best times of day to post on Facebook, and what is the optimum post frequency? Which analytical tools are best for crunching the numbers? While social media is about authentic human interaction, it's also an arena where data can easily be collected and applied to improve results. Knowing what data to look for, where to find it, and what to do with it separates real experts from mere social natives.
八零后们对什么东西在社交渠道上能火有一种天生的理解(看看那些小猫GIF动画的走红就知道了),但是要想把哪些东西能火、哪些东西不能火量化出来就是另一回事了。微博营销活动的成功应该拿什么来衡量?转发、引用、回复、引荐流量还是客户人数?在Facebook上发贴的最好时机是几点,隔多长时间发一次贴最合适?研究这些数据最好的分析工具是什么?虽然社交媒体本质上在于人的沟通,但它同时也是一个收集数据、利用数据改善业绩的平台。知不知道应该寻找哪种数据、在哪寻找数据、如何分析数据,就决定了你究竟是专家还是普通的社交媒体爱好者。

Mastering the multi-network shuffle
整合多个社交媒体平台

It's one thing to be a Twitter guru or have a huge LinkedIn following. The real talent lies in orchestrating different platforms to work together and in understanding the niche each fills. Visual networks like Instagram and YouTube, for instance, are increasingly the foundation of campaigns by social-savvy brands like Nike (NKE), Red Bull, and Mercedes. Catchy images and videos are, in turn, seeded onto traditional text-based networks like Twitter and Facebook. From there, links lead viewers back to blogs and company pages, sending customers spiraling deeper into the sales funnel. Meanwhile, uniform hashtags across platforms help unify and track the overall campaign. Even millennials with deep social credentials often fail to understand the profound multiplying effects of integrating different networks.
有的人是Twitter大师,或者在LinkedIn上有大量粉丝。但是真正的人才是那些擅于整合运用不同平台,同时明白每一种平台主要针对哪一块市场的人。比如Instagram和YouTube这种以视觉为主的网络越来越受耐克(Nike)、红牛、梅塞德斯奔驰等品牌的青睐。比较简单的图像和视频则主打那些传统的文字型社交网络(比如Facebook和Twitter)。消费者们通过这些社交网站的链接进入公司的博客或主页,然后进一步陷入更深的销售漏斗。同时横跨各平台的统一的主题标签有助于统一和追踪总体的营销活动。即便是在社交媒体上造诣颇深的八零后,往往也不明白整合不同社交媒体平台所能带来的倍增效用。

Networking professionally on social media
以职业姿态在社交媒体上拓展人脉

By the time millennials graduate from college, many have dutifully filled their LinkedIn profiles with part-time positions, internships, extracurriculars and academic accomplishments. But the network's true job-finding power is often overlooked: Hiring managers and CEOs who would normally be out of reach are often just a connection or two away. In fact, you don't need to be connected at all. A paid feature called InMail, for instance, enables users to send emails directly to any one of LinkedIn's 277 million members. Truly enterprising job seekers can hunt down big fish like Richard Branson, Bill Gates, and Deepak Chopra, then send a pitch straight to their inbox. Notoriously footloose millennials -- forever in search of the next job opportunity -- might well take this tip to heart when searching for greener professional pastures.
等到八零后和九零后们迈出校门的时候,很多人都在LinkedIn的个人资料栏里如实填写了自己的兼职经历、实习经历、课外活动和学业成绩等等。但是LinkedIn在找工作上最强大的能力却经常被人忽视了:有些招聘经理或者CEO虽然一般没办法直接联系上,但中间只要经过一层或两层中间人就能“攀”上关系。比如这个网站有一项叫做InMail的付费服务,让用户可以向全网2.77亿名用户中的任何一个人直接发送邮件。真正有进取心的求职者可以直接拿下理查德•布兰森、比尔•盖茨或者狄巴克•乔布拉这样的“大鱼”,直接向他们的邮箱投递简历。八零后们都有一颗“驿动的心”——总是在找下一个工作机会。所以如果你当你想“广阔天地大有作为”的时候,不妨把这一招记在心里。

Of course, amassing these skills is no short order, and millennials aren't the only offenders. "The real problem is that we expect people to know these skills without providing any training," social media professor Ward says. As the number of social networks expands and platforms are used in more sophisticated ways, it's unreasonable to expect anyone -- even the most plugged-in users -- to just intuitively get it.
当然,要掌握这些技术可不是吃快餐,很多社交网络的忌讳也不是只有八零后和九零后才犯。沃德说:“真正的问题是,我们希望人们学会这些技能,却不提供任何培训。”随着社交平台的数量越来越多,使用方式越来越复杂,让任何人——哪怕是最紧跟潮流的人,能不加培训就掌握这些知识,无疑不合情理。

For millennials competing in a tight market, these skills -- unheard of just a decade ago -- can mean the difference in finding and keeping a job. "Students using digital and social media professionally in an integrated and strategic way ... have an advantage," Ward says. "[They're] getting better jobs and better internships ..."
对于在激烈的就业市场中竞争的千禧一代们来说,这些在十年前还闻所未闻的知识可能就决定了他们能否找到、保住一份工作。沃德说:“能以一种整合的、战略性的方法,专业地使用数码和社交媒体的学生……具有一种优势,他们能获得更好的就业和实习机会……”(财富中文网)

Ryan Holmes is founder and CEO of HootSuite, a social media management tool for businesses.
本文作者瑞恩•霍尔姆斯是HootSuite公司的创始人兼CEO,HootSuite是一个针对企业的社交媒体管理工具。



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