Ragan Communications - Policies We Can Live With
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Ragan Communications - Policies We Can Live With

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Jason Falls's presentation to the Ragan Communications webinar on May 27, 2010.

Jason Falls's presentation to the Ragan Communications webinar on May 27, 2010.

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  • No denying this: A screen like this kills morale. But lots of companies are still saying this to social media.
  • Social media is bigger than you think. And growing. Your employees are accessing it whether you like it or not.
  • Business.com report: Social Media Marketing Best Practices: Question and Answer Forums Revenue – 42%; Web traffic – 61%; Prospect lead volume – 36%; lead quality 33% Engagement entries are interesting (prospects 57%; customers 50%) – Is this what the purists have been telling them, or do businesses really care about this?
  • Bazaarvoice – “CMOs Plan For Higher Social Media Measurability in 2010” By Sam Decker – CMO Bazaarvoice What’s the ROI of Social Media? “ DON’T KNOW!” Don’t know and “no” account for 45-60% of the answers in all except ratings and reviews.
  • Social media is a wave coming ashore. Without adapting to the market place, you’re not on the pier … you are the pier. But you can’t let chaos rule.
  • Facebook and Twitter can be a personal time suck Chatting with friends is frowned upon on the phone, why not the web? Not so fast!
  • - Employees sharing proprietary information Sharing content brings about intellectual property concerns - If it takes place on company computers, the company could be at risk
  • - Marketing and communications are taking place online.  - Your company has to be involved - This is where people communicate. You can’t afford to not be there.
  • Social Media Is Today's Telephone This is where people go to communicate Would You Suggest Removing Your Phone System? Taking away the primary communications tool is corporate suicide
  • Overcome uncertainty with a plan. Overcome fear with guidelines.
  • Lots of different audiences and perspectives you need to address in your policies.
  • Policy on Use of Social Media (Statement of Co. use, acceptable uses, guidelines for use) Liberal or Conservative Personal Blog Policy (Connection, disclosures, clarify personal opinions, confidentiality, respect) Disclosures (to the company) Have Employees Sign Acknowledgement
  • Policy on Use of Social Media (Statement of Co. use, acceptable uses, guidelines for use) Liberal or Conservative Personal Blog Policy (Connection, disclosures, clarify personal opinions, confidentiality, respect) Disclosures (to the company) Have Employees Sign Acknowledgement .
  • These are some standard policies you’ll want to consider off the top. Here are a few of them to consider.
  • ACCEPTABLE USE: Recruiting; Monitor public opinion; Create affinity groups; Support marketing goals - Branding/Awareness - Customer Service - Lead/Sales Generation Obtain testimonials Professional networking
  • - Company Blog process (submission, proofread, approvals, posting, linking, promoting) - Company Blog policy (Guidelines for use) - Password policy (Identity theft, Frequency of change, no sharing, tips for best use) - Have Employees Sign Acknowledgement
  • - Comment policy for company blogs (Moderation, criticism) - Comment policy for Facebook wall/pages (Removal, criticism) - Terms of Service (Ownership of content, conversation responsibility, privacy) - Blogging policy for company-provided blogs (Copyright, Conduct, Liability Limitations)
  • - Comment policy for company blogs (Moderation, criticism) - Comment policy for Facebook wall/pages (Removal, criticism) - Terms of Service (Ownership of content, conversation responsibility, privacy) - Blogging policy for company-provided blogs (Copyright, Conduct, Liability Limitations)
  • - Company Facebook use (disclosure, industry-related posts) - Personal Facebook use (overall - identifying company, guidelines for use; photos/videos) - Company Twitter use policy (follow back, customer service, company communications) - Personal Twitter use (% industry related, @ the company/co-workers, disclosure, time mgmt) - LinkedIn use policy (disclosure, share networks, recommendation rules) - YouTube use policy (events, extra care w/video - more compelling, prior approval)
  • - Company Facebook use (disclosure, industry-related posts) - Personal Facebook use (overall - identifying company, guidelines for use; photos/videos) - Company Twitter use policy (follow back, customer service, company communications) - Personal Twitter use (% industry related, @ the company/co-workers, disclosure, time mgmt) - LinkedIn use policy (disclosure, share networks, recommendation rules) - YouTube use policy (events, extra care w/video - more compelling, prior approval)
  • - Privacy policies (email shares, deleting contact info, anonymity, OpenID) - Secure financial transactions - Regulatory Considerations - HIPAA - Age limitations (Twitter off-limits) - Marketing communications documentation (public, financial, healthcare, pharma) - Back up as policy? (Keeps you in compliance. Minimizes Risk.)
  • - Privacy policies (email shares, deleting contact info, anonymity, OpenID) - Secure financial transactions - Regulatory Considerations - HIPAA - Age limitations (Twitter off-limits) - Marketing communications documentation (public, financial, healthcare, pharma) - Back up as policy? (Keeps you in compliance. Minimizes Risk.)
  • So there’s an answer to all the negatives if you use the right policies.
  • So there’s an answer to all the negatives if you use the right policies.
  • Do you have a code of ethics? Do you have an employee manual? If not – start asking the questions
  • Ask these questions to guide your thinking about Internal Policies
  • Ask these questions to guide your thinking about External Policies
  • Ask these questions to guide your thinking about External Policies
  • There’s a nice product out there you can purchase for more help.

Ragan Communications - Policies We Can Live With Presentation Transcript

  • 1. It’s Our Policy
    • Social Media Policies We Can All Live With
    • Ragan Communications
    • Webinar
    • May 27, 2010
  • 2.  
  • 3.
    • This Year GenY Will Out-Number Baby Boomers
      • 96% of them are on a social network
    • Facebook added 100 million users in 9 months
      • It took Television 13 years to do so
    • If Facebook were a country it would be the 4 th largest in the world
    • 80% of Twitter updates happen outside of Twitter.com
    • 80% of all companies used LinkedIn to find employees
    • 2009 U.S. Dept. of Education Study: Online students out-perform those who learn face-to-face
  • 4.  
  • 5.
    • Survey across industries
    • 72% Didn’t attach revenue in 2009 but will in 2010
    • 81% plan to link annual revenues to social media
    • 85% predict a 5-15% impact on their bottom line this year
    • 64% will increase social media budgets
    • Fastest growing metrics tracked: REVENUE, CONVERSION, AVERAGE ORDER VALUE
  • 6.
    • Aides In Branding/Awareness
    • Builds Community Around Your Brand
    • Extends Customer Service
    • Drives Leads/Sales
    • Leads To Personal & Professional Opportunity
    • Protects Your Reputation (On-Line)
    Photo: Courtesy of SXCH.hu
  • 7. Photo by Stephen Aaron Rees on Shutterstock.com
  • 8. Will Productivity Go Down? Image: Tomasz Trojanowski on Shutterstock.com Employees free to freely surf web are 9% MORE productive University of Melbourne study, 2009
  • 9. Security Issues Abound Image: Brandon Bourdages i on Shutterstock.com
  • 10. Something Has To Give Image: courtesy SXCH.hu Marketing & Communications Are Moving Online
  • 11. Social Media Is Today’s Telephone Image: archana bhartia on Shutterstock.com Would You Deny Employees Access To The phone?
  • 12. Where Do You Go? Photo: dieaugenwiede on Shutterstock.com
  • 13. Types of Policies Photo: Gunnar Pippel on Shutterstock.com
    • Internal Employee Policies
    • Internal Organization Policies
    • External Audience Policies
    • Special Network Policies
    • Safety, Security & Regulation Policies
  • 14. Internal Employee Policies Photo: Media Baker 13 on Shutterstock.com
  • 15. Internal Employee Policies Photo: Media Baker 13 on Shutterstock.com
    • Employee Use Policies
      • Liberal or Conservative
    • Personal Blogging Policies
      • Disclosure (Employee to Company)
      • Disclosure (Employee as Employee)
  • 16. Some Standards Photo: Media Baker 13 on Shutterstock.com
    • Be responsible for what you write.
    • Be careful. Be smart.
    • Be authentic and fully disclose.
    • Protect confidential and proprietary information
    • Remember to be productive. Use good judgement.
  • 17. Internal Organizational Policies Photo: Courtesy of SXCH.hu
  • 18. Internal Organizational Policies Photo: Courtesy of SXCH.hu
    • Company Blog Process
      • Submission, Proofing, Approvals, Posting, Promoting
    • Company Blog Policy
    • Password Policy
    • Have Employees Sign Acknowledgement
  • 19. External Audience Policies Photo: Adisa on Shutterstock.com
  • 20. External Audience Policies Photo: Adisa on Shutterstock.com
    • Comment Policy For Company Blogs
    • Comment Policy For Facebook Wall
    • Terms Of Service (Website & Blogs)
    • Policies For User-Generated Content
  • 21. Social Network Specific Policies Photo: Peter Mooij on Shutterstock.com
  • 22. Social Network Specific Policies Photo: Peter Mooij on Shutterstock.com
    • Company Facebook Use
    • Personal Facebook Use
    • Company Twitter Use
    • Personal Twitter Use
    • LinkedIn/YouTube
  • 23. Safety, Security, Regulations Photo: Zack Frank on Shutterstock.com
  • 24. Safety, Security, Regulations Photo: Zack Frank on Shutterstock.com
    • Privacy Policies
    • Regulatory Considerations
      • HIPPA
      • Age Limitations
      • Marketing Documentation/Backup
  • 25. Complaints About Social Media
    • Kill productivity
    • Confidential Information
    • Employees Embarrass Company
    Use Structure; Accountability Use Structure; Accountability Use Structure; Accountability
  • 26. Complaints About Social Media
    • Inviting negative on our site
    • Identity theft
    • Control/Documentation
    Comment Policies; Response Procedures Privacy/Password Policies Backup Policy
  • 27. What If You Don’t Have One? Photo: Mike Baldwin on Shutterstock.com
  • 28. Internal Questions
    • Do you have an existing Employee Code of Conduct or Ethics Manual?
    • What, if any, IT restrictions exist in your company?
    • Is trusting employees to be productive while having access to social media websites an issue for your company?
    • Do you have internal communications issues social media may address?
    • Do you have existing policies in place for IT that might apply to Internet use?
    • Do you have a policy on archiving or backing up company data/communications?
    • Do you have existing policies for personal activity at work or compensation for work-related activity conducted during employee personal time?
  • 29. External Questions
    • What do you want to use social media for?
    • Do you have existing procedures for external communications functions?
    • Which employees will be performing/managing activity?
    • Are you comfortable with employees representing the company when they communicate with others?
    • What topics are off-limits for employees to discuss with external audiences?
    • Do you have industry or governmental regulations for external or marketing communications to consider?
  • 30. External Questions
    • Will your social media efforts include activity on your own website and are there any IT or access restrictions to consider?
    • Do you have an existing privacy policy or terms of service policy for your website's usage?
    • How comfortable is your company with allowing your audiences to communicate publicly through your website?
    • Your social media outposts?
    • Would any communication on your website to or from the public require security or safety measures to protect the company or its audiences?
  • 31. If You Need More Help Social Media Policies Toolkit http://bit.ly/policieskit USE “SMEVIP” for a discount
  • 32. Thank You! Jason Falls Principal Social Media Explorer Email: [email_address] Twitter: @JasonFalls Phone: 502.509.4763 Web: socialmediaexplorer.com Newsletter: socialmediaexplorer.com/newsletter Coming Soon: ExploringSocialMedia.com