SocialBBC Susan Warner Developing An Effective Social Media Policy

Developing an Effective Social Media Policy
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Workforce Insights

Susan Warner Chief Human Resources OfficerSusan Warner joined Staff One in 2010 and currently serves as Chief Human Resources Officer.Prior to joining Staff One, Susan served as the Global Executive Director of Training, Organizational Development & Effectiveness for Sealed Air Corporation (NYSE: SEE) where she was responsible for driving the company’s global training strategy, directing all programs and processes that advance employee engagement and development, as well as improving overall organizational effectiveness. Susan has held roles with responsibility spanning a breadth of human resource services across the financial services and manufacturing industries in such well regarded Fortune 500 companies as BFGoodrich (NYSE: GR), Morgan Stanley (NYSE: MS), FMC (NYSE: FMC), Progressive Insurance (NYSE: PGR), New Century Financial Corporation (NYSE: NEW) and Fremont Investment & Loan (NYSE: FMNTQ). Earlier in her career, she served as the Chief Administrative Officer for a private investment management firm, Ascend Venture Group, LLC. Susan holds a Juris Doctorate degree from Temple University School of Law, a Master of Science degree from Columbia University, and an undergraduate degree from Spelman College. She has served on a number of advisory groups including a local North Texas employment ministry and has previously served as a Big Sister in the Big Brothers Big Sisters of America youth mentoring organization.
Staff One, Inc.
Founded in 1988, Staff One is a leading Human Resources Outsourcing firm with an ESAC accredited and bonded PEO service offering. Staff One operates as a full-service human resources department and delivers a comprehensive range of solutions that provides our clients with a level of support and value previously only available at much larger companies. By aggregating the buying power of hundreds of firms, we provide premium benefits, risk management, compliance management, payroll outsourcing, tax administration and strategic HR services to our customers, so they can focus on growing their core business. Value PropositionStaff One makes "big company" benefits and HR compliance and administration efficient and simple for companies of any size. Our clients are leading firms from a broad range of industries, including professional services, technology, real estate, healthcare, retail, light manufacturing, and distribution who recognize the need to provide a high quality human resource function for their employees.
Staff One Blog: http://www.hrbits.com
Follow us on Twitter: www.twitter.com/staffonehr
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Does My Company Need A Social Media Policy?
10 Must Haves for An Effective Social Media Policy
Social Media Policy Examples
Resources To Develop & Define Your Social Media Policy
Q&A, Exercises & Action Items
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Only 29% of American companies have developed Social Media Policies*
Social media usage by businesses has increased to 24%, in 2009 from 12% the year before. **
One of the best ways businesses can be proactive when it comes to managing their reputation online is by having a Social Media Policy ***
An Effective Social Media Policy can:
Leverage employees as genuine brand ambassadors
Help companies avoid online controversy
Allows companies to connect to community, build relationships, and seek wisdom
Assist with recruiting, retention, and employment branding
* According to E-Marketer.com
** The State of Small Business Report” from Network Solutions and the Center for Excellence in Service at the University of Maryland Robert H. Smith School of Business.
*** Gartner
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10 Must Haves for An Effective Social Media Policy
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10 Must Haves For An Effective Social Media Policy
Introduce the Purpose of Social Media: A common theme is the idea that the policy should focus on the things that employees can rather than whatthey can’t do. That’s the spirit of social media- it’s all about leveraging the positive.
Be responsible for what you write: Organization’s and representatives need to take responsibility for what they write, and exercise good judgment and common sense.
Be authentic: Include your name and, when appropriate, your company name and your title. Consumers buy and do business with those that they know and trust, so let people know who you are.
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Consider your audience: always remember that readers include current clients, potential clients, as well as current/past/future employees. Consider before you publish that you aren’t alienating any of these groups.
Exercise Good Judgment: Employees should refrain from comments that can be interpreted as slurs, demeaning, etc. Your employees should understand that companies can and will monitor employee use of social media.
Understand the concept of community: The essence of community is the idea that it exists so that you can support others and they, in turn, can support you.
Respect copyrights and fair use: Always give people proper credit for their work.
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Remember to protect confidential & proprietary information: State in your social media policy that employees who share confidential or proprietary information do so at the risk of losing their job.
Bring Value: Build buzz for upcoming products or services, include links to industry specific news for your customers, respond to inquiries etc.
Productivity Matters: Afraid that your employees will lose focus? Let them know not to forget their day job. But, communicating with employees and customers is a real job. Communicating with customers (online, in person, or by phone) typically takes up at least 50% of one’s job description. However, you want to execute your social media policy on the core competencies of your business.
Presentation Sources: mashable.com/2009/social media policy must haves
AdAge.com “The 7 biggest legal risk to your company when using social media”
Forrester Research “The broad reach of Social Technologies”
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Examples of Effective Social Media Policies
To Strengthen & Support Company Business Objectives
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Kodak – The Importance of Education:
The initial focus of Kodak’s social media policy is to clearly define the social media landscape and why it is critically important to effective brand and reputation management.
Kodak’s policy provides a brief description of popular social networks and also includes user statistics for each platform – one of only a handful of policies that break down each network in this way.
Employees often find such breakdowns extremely helpful.
Kodak also explains how the company uses each network and why.
Each social network is different, and successful engagement tactics tailored for one may not be effective for others.
By educating employees about each individual network and the role each plays in the company’s online reputation, they have helped employees understand the best practices for both personal and professional engagements on these sites.
http://www.kodak.com/US/images/en/corp/aboutKodak/onlineToday/Kodak_SocialMediaTips_Aug14.pdf
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Yahoo – Risk vs. Reward:
The overarching priority of Yahoo’s blogging policy is legal liability.
The company explains the legal implications of engaging online, including a rundown of all possible offenses.
It is particularly important for employees to understand the scope of liability for their actions.
Damaging tweets can mean legal trouble not only for the author, but also for his or her employer.
In order to prevent such consequences, Yahoo provides advice and insight on best practices.
While it is important to inform employees about the ramifications of posting content online, encouraging them to engage in a productive manner can be an important tactic for improving your brand’s status online.
Yahoo expertly strikes a balance between caution and empowerment. By offering advice on what they should do, you can help employees to engage safely with a digital audience.
http://socialmediagovernance.com/policies.php
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Kaiser Permanente – Building Community:
Kaiser understands the communal nature of social media.
Kaiser Permanente stresses to its employees that they need to “know fellow bloggers.”
The company provides tips in on how to identify which peers to engage in the online space, demonstrating Kaiser’s recognition that successful social media initiatives must involve two-way conversations.
As a result, Kaiser’s employees understand that social media is about offering value to others.
After all, no company can be successful if its social initiative is to simply push out information with no reactive or responsive component.
By actively engaging and building relationships it capitalizes on all that social media has to offer.
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Determine Overall Company Objectives The Policy Should Support
Review Social Media Policies of Other Companies & Competitors
Blogging and Social Media Policy Sample Template:
http://humanresources.about.com/od/policysamplesb/a/blogging_policy.htm
Internet and Email Policy Sample Template:
http://humanresources.about.com/od/policiesandsamples1/a/email_policy.htm
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Q&A, Exercises & Action Items
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