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SETTING SOCIAL MEDIA POLICY

Novemeber 5, 2009. SETTING SOCIAL MEDIA POLICY. WHAT WILL WE ACCOMPLISH TODAY?. What is a social media policy/guidelines? Why do we need one? Who owns the process? Recommended approach. WHAT IS A SOCIAL MEDIA POLICY/GUIDELINES?.

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SETTING SOCIAL MEDIA POLICY

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  1. Novemeber 5, 2009 SETTING SOCIAL MEDIA POLICY

  2. WHAT WILL WE ACCOMPLISH TODAY? • What is a social media policy/guidelines? • Why do we need one? • Who owns the process? • Recommended approach

  3. WHAT IS A SOCIAL MEDIA POLICY/GUIDELINES? • Guidance for employees’ use of social media both personally and professionally.

  4. WHY DO WE NEED A POLICY/GUIDELINES? • A recent social media survey conducted by Travelers Insurance indicates that: • One out of eight employees post work-related information on social media sites.

  5. WHY DO WE NEED A POLICY/GUIDELINES? • 30 percent feel it is acceptable to post information online about their employer as long as they believe it is true.

  6. WHY DO WE NEED A POLICY/GUIDELINES? • 75 percent of those who post anything personal online said they were “not at all” or “not very concerned” about information posted online causing professional damage.

  7. WHY DO WE NEED A POLICY/GUIDELINES? • 11 percent of people surveyed know someone who has job-vented online.

  8. WHY DO WE NEED A POLICY/GUIDELINES? • More concerning than possible negative posts: • 42 percent of people who post about their company post something that they think reflects positively.

  9. WHY DO WE NEED A POLICY/GUIDELINES? • Employees may: • Discuss a new product • Answer a question from a consumer online • Defend the brand • Post information on what they’re working on • Release news without knowing when and how • information should be shared • Tweet about a business function • Answer a product questions

  10. WHY DO WE NEED A POLICY/GUIDELINES? • FTC recently announced new guidelines that will affect brands in the social media landscape. • Brands need to: • Require disclosure and truthfulness in social media outreach

  11. WHY DO WE NEED A POLICY/GUIDELINES? • FTC recently announced new guidelines that will affect brands in the social media landscape. • Brands need to: • Require disclosure and truthfulness in social media outreach • Monitor conversations and correct misstatements (when involved in sparking conversation)

  12. WHY DO WE NEED A POLICY/GUIDELINES? • FTC recently announced new guidelines that will affect brands in the social media landscape. • Brands need to: • Require disclosure and truthfulness in social media outreach • Monitor conversations and correct misstatements (when involved in sparking conversation) • Create social media policies and training programs

  13. WHY DO WE NEED A POLICY/GUIDELINES? • A policy/employee guidelines will: • Reduce employee confusion and set specific standards • Make the current ethical policies apply directly to social media • Protect you against reputation damage online • Supply employees with ways to benefit the company while remaining • ethical

  14. WHO OWNS THE PROCESS?

  15. WHO OWNS THE PROCESS? • Collaboration is key • Marketing • Public relations • Customer service • Human resources • Internal communications • Legal counsel • Interactive team

  16. WHO OWNS THE PROCESS? • Build a social media task force • Choose a task force leader • Download considerations • Use experts

  17. RECOMMENDED APPROACH

  18. OUR APPROACH • ISSUE: Ethical uncertainty • Personal vs. professional use

  19. OUR APPROACH • ISSUE: Ethical uncertainty • Personal vs. professional use • CONSIDERATIONS: • Gray areas in current ethics codes • Too much risk to “hope”

  20. OUR APPROACH • ISSUE: Ethical uncertainty • Personal vs. professional use • CONSIDERATIONS: • Gray areas in current ethics codes • Too much risk to “hope” • SOLUTION: • Easy-to-read, specific guidelines • Break them out by use

  21. OUR APPROACH • ISSUE: So many technologies • Policy specificity

  22. OUR APPROACH • ISSUE: So many technologies • Policy specificity • CONSIDERATIONS: • Managers not equipped • Many tactical questions

  23. OUR APPROACH • ISSUE: So many technologies • Policy specificity • CONSIDERATIONS: • Managers not equipped • Many tactical questions • SOLUTION: • Resources by medium

  24. OUR APPROACH • ISSUE: Employees desire involvement • Employee involvement

  25. OUR APPROACH • ISSUE: Employees desire involvement • Employee involvement • CONSIDERATIONS: • Marketing • Expertise • Reference job

  26. OUR APPROACH • ISSUE: Employees desire involvement • Employee involvement • CONSIDERATIONS: • Marketing • Expertise • Reference job • SOLUTION: • Rapid response plan

  27. GENERAL POLICY RECOMMENDATION • Employees SHOULD NOT speak on behalf of of your brand online unless authorized. • Employees SHOULD be empowered to help address online issues by submitting a rapid response form when applicable.

  28. GENERAL POLICY RECOMMENDATION • Employees SHOULD NOT post comments or news about your brand without being asked to help cross-promote something. • When asked to participate employees SHOULD follow ethical disclosure guidelines. • Employees SHOULD feel comfortable participating in their own social networks but should be mindful that anything they say or do could reflect on the brand, just like in offline life.

  29. QUESTIONS

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