Leveraging Social Media to Further Your Company’s Goals

By Kailin Villamar

Leveraging social media

Leveraging social media

“Leveraging Social Media to Further your Company’s goals” was one of the topics discussed during the recent Red Shoe Tuesday event in New York City. Participants pondered whether certain platforms were more useful than others, if social media itself is a fad, and how they can measure ROI.

Here is a recap of what was shared.

Is social media just a fad?

Mary Neff – Social media is here to stay. It’s the one source to stay connected to the thing that matters most: the customer.


Leveraging social media: What are its key benefits? What is it good for?

  • Helps companies influence brand awareness and reputation
  • Increase rankings in online traffic to company website
  • Generate sales or leads

What are some strategies that can be used for leveraging social media?

Mary Neff – Facebook and Twitter are just two of the platforms we use to give the ultimate customer experience. The power of conversation is what leads to great success with social media.

However for some companies like Avon, it is difficult to manage social media with the many products that are produced under one line.

Deborah Radcliffe – The secret is to focus on the key messages you’re sending to whom you are targeting.

Social media policy

Defining Social media policy

Are there any policies we should set forth when creating social media policy?

  • Social media communication managers should encourage workers to engage in a responsible way
  • Start with the customers: Get to know who they are and inform them of your products
  • Use social media to provide credibility to your customers

How do we measure our company’s social media effectiveness and ROI?

  • With tools like SiteCatalyst companies can measure analytics and reporting to effectively see how much traffic is being generated to any page source after using social media.
  • The key is to set goals within your social media plan and use the data you find out which topics or products are more likeable/talked about in order to get to know your customers in order to offer them more of what they love.

A few conclusions on leveraging social media:

  • It is important for companies/brands to define which social platforms are relevant to their target audience.
  • Mary Neff- Jet Blue has been able to use social media to identify our problems and not just smooth over the symptom. We identify what is actually wrong with products we offer based on the customer feedback just from our social feeds.
  • Use social media to not only drive consumers but also to get them to stay intrigued with your company.
  • Social media is like dating. I will follow you because I like you

Executive Presence: The Stigma that Women Don’t Have It

By María Fernanda Manzano

Executive presence

Executive presence

“Executive Presence: Overcoming the stigma that women don’t have it” was one of the most popular topics of the evening attended by women from a wide range of professional levels.

These are some of the highlights of what was discussed.

Can you define Executive Presence?

Lissa Bourjolly – People who take initiative and have the self-esteem needed to speak up. A leader generates ideas.

Is there an executive presence stigma for women?

Kimberly Silvera – Sometimes women take a lot of time to speak up and to make a decision, and when they do decide, it’s too late.

How can you overcome the stigma that women don’t have executive presence?

Ruth Gaviria – Perception is reality. Be self-aware of what you contribute and don’t see men as enemies, instead; enroll them to help & mentor you. It’s important for women to ask for feedback and guidance when setting goals.

Jenny Chimbo – You need to be a go-getter. Building a board of directors, (a group of people who can help you) will take you very far. At times women tend to have problems asking for help and question themselves as to who to reach out to.

Ruth Gaviria – Initiate a conversation as to what you can do for the other person. You want to introduce yourself as an asset and offer your services rather than introducing yourself as wanting someone’s help only, whether it is a job, internship, networking event, etc.

Lily Benjamin – It all starts within, recognizing that we’re different than men, developing self confidence.

Alina Flores- Exposure, public speaking, answering questions at a high level will make women overcome the stigma.

Susan Landon- How you view yourself is how others will perceive you.

How to develop executive presence

How to develop executive presence

What qualities do women with executive presence have?

• Leadership
• Confidence
• No fear to speak up
• High self-esteem
• Decision making abilities
• They take initiative

Steps of how to reach an executive position

• Be professional, confident
• Learn about the company’s culture
• Be self aware
• What are your priorities & your goals (Where do you want to go)
• Learn the language
• Have a board of directors, mentors, sponsors
• Enroll others

Additional conclusions on the executive presence stigma:

Keep in mind that perception is reality therefore perception is key.

• What others think of you
• What you think of yourself
• Changing your “bad” qualities to “good” ones
• Aggressive vs. Assertive

Speak-up: From a Meeting Room to an Auditorium

By Sophia Gordon

During the recent Red Shoe Tuesday event at the New York Times, amazing personalities, in various stages of their careers got together to find out from each other how to become a great presenter, gain confidence to share one’s viewpoint, and deal with disagreements.

Here are some of the most salient pieces of advice the Experts in the group had for the Explorers:

Yvette Sánchez – Identify what makes you uncomfortable.

Diane Librizzi – Don’t let negative attention deter you…Know what you want…identify your goals.

Sandra Ortiz Juarez – Be prepared and throw titles and positions out the window.

Debra Corbin – Respect differences of opinions.

Sheena Ghura – Expect “positive friction.”

May Moy – Be mindful of your posture and body language. Diffuse a situation before it becomes a situation.

Laura Dee – Prepare the challenging personalities before the meeting.

Nicole Legister – Don’t be afraid to use humor.

Arlene García – Practice, practice, practice.

Additional Advice

Be yourself.

Own the room.

Generation Y in the Workplace – Understanding Millennials

By Janice Estrada, International HR at Daymon Worldwide. 

Millennials in the workplace

Millennials in the workplace

[dropcap]A[/dropcap]t the recent Red Shoe Movement event in New York City, I was given the opportunity to participate as one of the RSM Event Ambassadors where I co-facilitated, alongside Annerys Rodriguez a Mutual Mentoring Circle around “Understanding Millennials in the Workplace.”

The circle was a safe environment where two groups of about 25 people each were able to have a casual and informal dialogue about their experiences and insights about the topic. The group consisted of “Experts” and “Explorers”. (For our events we consider Experts those individuals who have knowledge and experience on a specific topic and Explorers those who are interested in better understanding that same topic.)

It was clear that all participants came to this circle to learn and share perspectives about the different generations and to avoid miscommunication when it came to younger workers.

What is really a Millennial? Someone asked.

According to Lily Benjamin, an Expert, Millennials —also known as Generation Y— are individuals who were born between 1980 and 2000. They might also be further divided into two groups those of 18 – 24 years old, and those older than 25. “Millennials are considered the smartest generation in the history of America, they value meaningful work, autonomy, teamwork, and are able to multitech and multitask. The Millennials comprise 34% of today’s workforce and that number is projected to increase to 48% by 2020,” Benjamin explained.

Some of the concerns on Generation Y expressed by Explorers included:

  • It’s harder to enforce policies on this generation than in previous ones.
  • They have a reputation for not being very loyal to their employer.
  • They text rather than use proper email communication. They are also prompt with their responses as they seek immediate gratification, and texting provides such an immediate response within their groups.

    Tapping into the Energy of Millennials

    Tapping into the Energy of Millennials

The top advice for Generation Y in the Workplace offered by the Experts in the group included:

  • It’s important to set clear expectations to keep this group engaged. (As part of their upbringing they are used to have structure and expectations set for them by their parents, teachers, coaches, etc.) Their sense of structure differs from the one of other generations, so clarity on deliverables, deadline, and processes is needed.
  • Let them have an opinion. Millennials will work 16 hours a day if they feel their voice matters. They also don’t see their bosses as the expert because they have an ocean of information at their fingertips. They are great researchers and seek information on everything, so they have pretty strong and well-based opinions.
  • Make sure they feel their work is meaningful. They want to make a difference!
  • Set the bar high and they’ll rise to it. And if they don’t, you may want to reassess what is missing, skills, motivation, or attitude?

One of the Experts, who is a member of the generation in question, pointed out that Millennials are people from 13 to 33 years of age and that that is a big bracket. She reminded the group that we should all try to avoid blanket statements that put large groups of people in the same bucket and that participants should use all the distinctions shared during the conversation as guiding points in dealing with the group while making allowances for individual differences.