"Many companies approach Social Computing as a list of technologies to
be deployed as needed — a blog here, a podcast there — to achieve a
marketing goal. But a more coherent approach is to start with your
target audience and determine what kind of relationship you want to
build with them, based on what they are ready for."
Here are some highlights:
Coherent social strategies - POST Method: P = people; who is using the technology O= objective; why are you doing this; are your customers using these social technologies S= strategies; short and long term T= technolgy; once P, O, and S are covered can you pick the technologies
Recruiting and HR blogs essentially perform two functions, Community Building and Branding. In community building, they essentially act as a central communications point which a recruiter might use to advertise, who/what they are looking for. The more information a recruiter shares about what is going on with an employer, the more likely a potential candidate may stumble upon it and or go to the Blog as a resource place. A secondary function of recruiting blogs is to put a personal face on what is frequently an impersonal function, governed by eCommunications and Voice Mail.
Blogs don’t get you a job and they don’t hire you. They tell you about jobs and employers.
Jobs work best when they target a narrow specific community. So for example, if I said I want to target Hispanic High Tech professionals who have a Bachelor’s degree or better, and must have worked at least 5 years in the high tech community, then I would be talking to many people who the Hispanic Net community wants to address. This could work.