Social Media:  A Holistic Approach
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Social Media: A Holistic Approach

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Social Media:  A Holistic Approach Social Media: A Holistic Approach Presentation Transcript

  • MESSAGES SEARCH community news forum friends photo Networking blog TAGGING search communication MESSAGESstatus updates community forum Photo search blog To Social MESSAGES SEARCH friends news MESSAGING Media friends TAGGING forum status updates NEWS forum TAGGING communication networking January 26, 2011
  • Social Media Landscape Courtesy of youtube.com http://www.youtube.com/watch?v=lFZ0z5Fm-Ng SOCIAL MEDIA PRESENTATION 1
  • MESSAGES SEARCH community news forum friends photo Networking blog TAGGING search communication MESSAGESstatus updates community forum Photo search blog MESSAGES SEARCH friends news friends MESSAGING TAGGING forum status updates NEWS forum TAGGING communication networking
  • Social Media Introduction Online tools creating real-time, relevant, and targeted two- way communication utilized by individuals and organizations Examples of social media sites include:  Facebook  MySpace  LinkedIn  Twitter  You Tube  Digg  Stumble Upon  Blogs SOCIAL MEDIA PRESENTATION 3
  • Value of Social Media Integrated as part of your marketing and business plan Part of the tools used to accomplish your business strategy  Building your brand and credibility  Establishing a community and serving as a resource  Attracting customers, caregivers, and staff  Gathering customer feedback  Differentiating from the competition  Identifying trends and issues  Building relationships with customers, prospects, and referral sources  Keeping a pulse on your organization’s reputation  Improving web presence through SEO (search engine optimization) SOCIAL MEDIA PRESENTATION 4
  • Why It Helps Your Organization Expands frequency and reach of your organization’s messages and offerings Leverages positive relationships of all employees and customers to advance communication effectiveness Circumvents filters, “gate keepers”, and clutter Improves efficiency and cost effectiveness of advertising spend Keeps your organization top of mind Builds incremental “team spirit” SOCIAL MEDIA PRESENTATION 5
  • How It Is Most Effective Using as a platform for electronic networking Staying up-to-date on changes within networks Pushing company prepared messages and offerings to networks Offering supportive comments and ideas to build credibility Encouraging conversations to learn more about your customers Helping recruit and retain human capital Gaining competitive intelligence SOCIAL MEDIA PRESENTATION 6
  • Keys To Your SuccessWho is listening? AUDIENCE REASON TO FOLLOW Build a CONSISTENCY Following CONTENT ENTHUSIASM SOCIAL MEDIA PRESENTATION 7
  • Why People Should Follow You CHASE JAX CAR EXAMPLE WASH SOCIAL MEDIA PRESENTATION 8
  • Senior Community Examples Silverado Senior Living:  Blog http://silveradoblogs.com/news/ Providence Life Services:  Blog http://providencelife.wordpress.com/ Laguna Woods Village:  Twitter http://twitter.com/lagunawoodsvlg Redstone Highlands:  Twitter http://twitter.com/RedstoneHghlnds Somerby of Alpharetta:  Facebook http://www.facebook.com/pages/Somerby‐of‐Alpharetta/309298282404 Cedar Community:  Facebook http://www.facebook.com/cedarcommunity Senior Lifestyle Corporation:  Facebook http://www.facebook.com/pages/Senior‐Lifestyle‐Corporation/79174831908 Somerby Senior Living:  You Tube http://www.youtube.com/user/SomerbySeniorLiving SOCIAL MEDIA PRESENTATION 9
  • A Social Media Roadmap Establish your overall goals and objective(s) Determine success metrics (extent of reach, engagement, influence, etc.) Determine how to measure (reverb, engagement, leads/sales, etc.) Ensure resources are available to support the efforts Research competitors and differentiate your organization Determine the target audience (seniors and adults/children of seniors) Identify the social media vehicle most appropriate for your target audience Create the content strategy (page content, ads, etc.) Monitor and manage information about you and your organization icerocket.com | google.com/alerts | radian6.com | socialmention.com Repair any disparaging commentary quickly quickreprepair.com | socialmediareputation.com Utilize resources to manage multiple social media sites hootsuite.com | ping.fm | twitterfeed.com Go slow and do it right (remember to measure) Involve your compliance, legal, and risk officers Conduct a lunch and learn session with your employees SOCIAL MEDIA PRESENTATION 10
  • Elements of a Marketing Policy Make a conscious decision whether you want to cross the personal and professional boundaries then act accordingly Be mindful of Advertising Rules Google yourself and your organization Utilize disclaimers and terms of use Protect your own intellectual property (use clear placement of appropriate symbols, such as ©, ®, ™) Refrain from commenting on third-party posts Register your company and C-level executives on common social media sites (manually or knowem.com) For marketing services and products, provide links back to your website where all your compliance requirements are being met SOCIAL MEDIA PRESENTATION 11
  • Advertising Rules Advertising vs. Personal Profiles  Businesses: If the site is being used for professional use, social media presence and communication can be considered to fall within the advertising rules.  Personal: Personal use and not intended to market or promote an organization. Guidelines to include in the policy to educate your employees how not to create a professional site unless intended.  Employees should not associate the organization’s name or email address with the site unless it is intended for professional use. This includes stating they are an employee of the organization.  Do not use the organization’s assets to update personal sites. This includes any organization owned laptop or computer, I-Phone or blackberry, firm IP address, and email address. Using the organization’s email address implies the employee is acting on the organization’s behalf.  Create an advertising disclaimer to help employees specifically state their use is personal or professional. SOCIAL MEDIA PRESENTATION 12
  • MESSAGES SEARCH community news forum friends photo Networking blog TAGGING search communication MESSAGESstatus updates community forum Photo search blog MESSAGES SEARCH friends news friends MESSAGING TAGGING forum status updates NEWS forum TAGGING communication networking
  • Risks & Concerns - Employees• There is a lot of personal • Is the employee’s personal • How do you manage information on social media – how image on social networking recruiters, who now have will your employees react to sites going to reflect your good knowledge about management seeing this? company? your employees?• How will management react when • Do you want your customers they see the personal seeing pictures of your information? employees beach vacation or potentially inappropriate• Will an employee’s personal behavior? choices/beliefs effect how others see them in the workplace?• How do you handle inappropriate behavior by employees on public social networks? SOCIAL MEDIA PRESENTATION 14
  • Using Social Networking 1. Finding the Candidate 2. Pre-employment Inquiries 3. During and post-employment SOCIAL MEDIA PRESENTATION 15
  • Social Networking to Recruit Build your networks List open jobs in your status Forward jobs to your network LinkedIN  INMails  Join groups and post there Facebook fan page SOCIAL MEDIA PRESENTATION 16
  • Using Social Networking 1. Finding the candidate 2. Pre-employment inquiries 3. During and post-employment SOCIAL MEDIA PRESENTATION 17
  • Pre-Employment Inquiries CareerBuilder study found 20% of employers use sites such as Twitter and Facebook to influence hiring decision Can use lawful information you gather You will learn things that are illegal to ask during an interview Don’t pass along what you learn SOCIAL MEDIA PRESENTATION 18
  • Pre-Employment Inquiries Are benefits worth the risk?  EEOC  FCRA Need to be able to point to a legitimate, nondiscriminatory reason for hiring decision Don’t “friend” applicants SOCIAL MEDIA PRESENTATION 19
  • Using Social Networking 1. Finding the candidate 2. Pre-employment inquiries 3. During and post-employment SOCIAL MEDIA PRESENTATION 20
  • Friending Laws are behind technology May not be able to prohibit, but can blur lines Possible workplace harassment Recommendations are similar to an employment reference SOCIAL MEDIA PRESENTATION 21
  • Granting Access HR issue, not just IT  Privacy, confidentiality, time management, productivity Double standard? Employees will act the same regardless if they have access or not SOCIAL MEDIA PRESENTATION 22
  • Biggest Risk — External Misuse Unauthorized disclosures of confidential information Corporate embarrassment and public relations issues Regulating activities on employee social media sites SOCIAL MEDIA PRESENTATION 23
  • Risks & Concerns - Employees Inappropriate Content  Distasteful/embarrassing posts and comments  Disparaging remarks about others Disclosures  Endorsing products/services SOCIAL MEDIA PRESENTATION 24
  • Risks & Concerns - Employees HR decisions  Hiring decisions  Performance/promotions  Harassment Disciplinary actions  For employee actions on personal social media sites?  For derogatory comments related to the company, customers, or other employees? Activity regulation  Should you regulate activities on social media sites? Personal sites  Profiles that provide work related information – advertising  Personal profiles – sales literature SOCIAL MEDIA PRESENTATION 25
  • A Social Media Policy In addition to your Internet and e-mail policy, create a social media policy for employees and supervisors  Cover all forms of social mediums Incorporate all aspects of social media including marketing and security  Use broad language and update frequently  Include restrictions on usage (who, when, and why)  Do not create an expectation of privacy when online in work e-mails  Assign official spokespersons for the organization  Have all employees read, acknowledge, and sign off and be encouraged to attend training and contact HR with any issues  Include HR-related polices, such as hiring and disciplinary practices  Clearly define disciplinary actions for violation of the policy  Include restrictions regarding use of organization name, logo, etc. Based on the recent NLRB ruling, make sure it does not limit or chill employees from communicating with each other around working conditions, wages, supervisors, etc. Understand it is an evolving policy and be judicious in how it is enforced SOCIAL MEDIA PRESENTATION 26
  • Sample PoliciesAir Forcehttp://www.af.mil/shared/media/document/AFD-090406-036.pdfBest Buyhttp://www.bby.com/2010/01/20/best-buy-social-media-guidelines/Coca-Colahttp://www.viralblog.com/wp-content/uploads/2010/01/TCCC-Online-Social-Media-Principles-12-2009.pdfAdditional links to numerous policieshttp://socialmediagovernance.com/policies.php SOCIAL MEDIA PRESENTATION 27
  • Common Policy Language Use common sense. When in doubt, do not post it. Identify yourself and organization. State that the opinions are your own. Only post if a subject matter expert. Avoid speaking on behalf of the organization and customers unless authorized to do so. Do not disclose confidential or proprietary information related to clients/patients or the organization. Respect copyrights, privacy, and intellectual property laws. Enforce personal responsibility for posts and subject to liability and disciplinary action if posts are obscene, libelous, abusive, hateful, defamatory, harassing, threatening, create a hostile work environment, and are in violation of any other law. Anything posted on the Internet is permanent. If a mistake happens, fix it. Use of social media should not interfere with job performance. Violation of the policy could result in disciplinary action up to and including termination. Include organization indemnification should an issue occur. SOCIAL MEDIA PRESENTATION 28
  • MESSAGES SEARCH community news forum friends photo Networking blog TAGGING search communication MESSAGESstatus updates community forum Photo search blog MESSAGES SEARCH friends news friends MESSAGING TAGGING forum status updates NEWS forum TAGGING communication networking
  • Challenges Data security and privacy  Too much information  Information breach  Too much trust  Lack of security  Viral impact  Virus corruption Resource commitment Adequate monitoring Communication Misunderstanding or poor judgment Rules and regulations SOCIAL MEDIA PRESENTATION 30
  • Volume of Information Posted Music  Hometown Books  Phone Number Movies  Jobs Pictures  Education Interests  Birthdates Daily schedules  Sexual orientation Likes  Family and friends E‐mail  Political affiliations Address SOCIAL MEDIA PRESENTATION 31
  • What One Post Can Reveal  Where you live  Questionable behavior  Your profession  Your yearly income  Information about  others without consent SOCIAL MEDIA PRESENTATION 32
  • Accessing Your Information Your Customer  Your Secret Admirer Your Competitors  A Stalker Your Boss  Your Ex Your Staff  Your Family Your Peers  A Hacker The Mailroom Guy SOCIAL MEDIA PRESENTATION 33
  • The Friends You Trust SOCIAL MEDIA PRESENTATION 34
  • Customers Privacy of their personal information Posting on behalf of your organization Voicing complaints or bad service  Doing nothing vs. being proactive Competitive information SOCIAL MEDIA PRESENTATION 35
  • Regulations Security & Privacy Disclosure requirements  Policies and agreements  Logos (FDIC, equal housing lender)  Links to external sources Potential FTC regulations  Writing false business and product reviews Other legal issues  Libel/Defamation  Federal securities laws against disclosure of corporate information SOCIAL MEDIA PRESENTATION 36
  • Compliance & Legal Privacy: HIPAA Disclosure requirements: Reg. Z, Reg. DD, FDIC logos, Equal Housing Logo, Insured products, Equal Credit Opportunity Acts & Reg.B, Fair Debt Collection Practices Act, ADAP Records Retentions: Reg Z & DD (2yrs), FINRA (3yrs), e-Discovery FINRA: Separate insured and non-insured products CRA: Comments, reviews, and ratings through social media sites would qualify SEC: Disclosure of financial information or performance Defamation: Comments made by others can be attributed to the organization (e.g., Cisco’s law suit) Federal Communication Decency Act Copyright or Trademark laws Antitrust Laws: Whole Foods CEO’s anonymous posts of competitor Wild Oats SOCIAL MEDIA PRESENTATION 37
  • Keeping It Personal & Protected  Customize your privacy settings  Check privacy settings for each post  Reduce the amount of personal information shared  Be careful on who you befriend online  Segment your friends into lists  Block Facebook applications  Remember to delete older posts SOCIAL MEDIA PRESENTATION 38
  • Keeping It Personal & Protected  Customize your privacy settings  Check privacy settings for each post  Reduce the amount of personal information shared  Be careful on who you befriend online  Segment your friends into lists  Block Facebook applications  Remember to delete older posts SOCIAL MEDIA PRESENTATION 39
  • Keeping It Personal & Protected  Customize your privacy settings  Check privacy settings for each post  Reduce the amount of personal information shared  Be careful on who you befriend online  Segment your friends into lists  Block Facebook applications  Remember to delete older posts SOCIAL MEDIA PRESENTATION 40
  • Keeping It Personal & Protected  Customize your privacy settings  Check privacy settings for each post  Reduce the amount of personal information shared  Be careful on who you befriend online  Segment your friends into lists  Block Facebook applications  Remember to delete older posts SOCIAL MEDIA PRESENTATION 41
  • Facebook Privacy Overview SOCIAL MEDIA PRESENTATION 42
  • Recommendations Education, awareness, and training  Security and risks  Security best practices  Personal vs. professional  Compliance requirements  Impact on organization’s reputation Security policy development SOCIAL MEDIA PRESENTATION 43
  • Elements of a Security Policy Avoid using public machines or public WiFi Create strong passwords (not “dictionary” words) Do not use a single password across multiple sites Keep username and passwords safeguarded to avoid breaches and not allow others to impersonate you or the organization Google your organization to make sure no one has stolen your identify or posting on your behalf Be careful of the amount of information that is shared that can be used against you or the organization Do not click on unknown links, from friends to avoid “clickjacking” Do not download applications Watch for phishing scams (posing as a reputable organization to get confidential information) Be cautious about emails from friends on social media sites (can be hijacked and sent to another site) Watch for rogue sites by paying attention to URLs (i.e., make sure you are on facebook.com and not a similar but different domain) SOCIAL MEDIA PRESENTATION 44
  • Questions SOCIAL MEDIA PRESENTATION 45
  • ALEX BROWN 216.274.6522 THANK YOU.furney.brown@plantemoran.com LAURA KOPSCH 248.223.3479laura.kopsch@plantemoran.com plantemoran.com