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Managing Social Media Risks

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Tools and techniques for managing the risks of social media. The biggest risk is not participating.

Tools and techniques for managing the risks of social media. The biggest risk is not participating.

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  • 1. You’ll be OK!
    Managing Social Media Risks
    Leslie White
    Croydon Consulting, LLC
    March 24, 2011
  • 2. UNCERTAINTY
  • 3. R
    E
    W
    A
    R
    D
    R
    I
    S
    K
  • 4. RISK ASSESSMENT
    1. Identify
    3. Prioritize
    2. Analyze
  • 5. Risk Mitigation
    Select
    Implementation
  • 6. Social Media Risks Poll
    Being stupid
    Damage to reputation or brand
    Invasion of privacy
    Employment practices
    Copyright or trademark infringement
    Personal safety/identity theft
    Libel, slander or defamation
    Electronic security
    Release of confidential/proprietary information
  • 7. Greatest risk is not participating in social media
    You’ve forfeited the game!
  • 8. Managing the
    Risks
  • 9. Reputation and Brand
  • 10. Listen First
    What are they saying about you?
    Who is talking about you?
    Where are they talking about you?
  • 11. Listening Tools
    Twitter search (http://search.twitter.com/)
    Google Alerts (www.google/alerts)
    Social Mention (http://www.socialmention.com/)
    Social Media Monitoring (http://deirdrereid.com/2010/10/12/social-media-brand-reputation-monitoring/)
    Beth Kanter – The Listening Primer (http://socialmedia-listening.wikispaces.com/The+Listening+Primer)
  • 12. Poll
    Does your association/organization have a social media strategy?
  • Social Media Strategy
    If you don’t know where you’re going, it doesn’t matter which way you go.
    Lewis Carroll, Alice in Wonderland
  • 16. Social Media Strategy
    Why Before How
    Jay Baer’s Convince & Convert – Develop a Social Media Strategy in 7 Steps (http://www.convinceandconvert.com/social-media-marketing/develop-a-social-media-strategy-in-7-steps/)
    Social Media Examiner (Nick Shin) – 7 Steps for a Successful Social Media Strategy (http://www.socialmediaexaminer.com/7-steps-for-a-successful-social-media-strategy/)
  • 17. Social Media Policy Poll
    Does your association/organization have a social media policy?
  • Social Media Policy
    Guidance
    Align with vision, mission & goals and culture
    Tie-in with other policies, procedures
    Trust people
    Resources
    • Social Media, Risk and Policies for Associations (http://www.socialfish.org/policies-whitepaper)
    • 21. Social Media Governance Policy Database (http://socialmediagovernance.com/policies.php)
  • Social Media Policy Characteristics
    Built on trust
    Practical
    Designed to educate
    Without absolutes
    In plain language
    Friendly
    Consistent
    Prepare for mistakes
    Clear about process
  • 22. Main Guidelines
    Personal responsibility
    Applicable organizational policies
    Confidential & proprietary information
    Intellectual property & link love
    Community & value
    Authenticity & transparency
    Exercise good judgment
    Write what you know
    Fixing mistakes
    Policy infractions & due process
    Productivity
  • 23. Crisis Communication Plan
  • 24. Social Media Triage
    Who should respond?
    How should they respond?
    When does it escalate to a “crisis”?
    How does it tie into your crisis communication plan?
  • 25. http://www.socialfish.org/2010/11/social-media-response-triage.html
  • 26. Social Media Crisis
    Incorporate use of social media into your crisis communication plan.
    Test plan through “table top exercise”
    After a real crisis or incident, debrief and revise the plan as needed
    Training – Make sure all employees and key volunteers know the triage flowchart and crisis plan
  • 27. Media Liability Risks
    Nothing new . . .
    Libel, slander, defamation, disparagement; infliction of emotional distress
    Invasion, infringement or interference with rights of privacy or publicity
    Infringement of title, slogan, trademark, trade name, trade dress, service mark or service name
    Copyright infringement, plagiarism, piracy or misappropriation of ideas
    Wrongful entry or eviction, trespass, eavesdropping
  • 28. Media Risk Mitigation
    Publication guidelines
    Blogging Guidelines/Policy
    Who can blog
    Comments moderated or not
    Reserve right to remove unacceptable postings
    FTC disclosure guidelines
    Media Waivers
    Author and Speaker Agreements
    Who owns copyright
    How material can be used in future
  • 29. Media Liability Insurance
    Named perils
    Contingent errors & omissions for content
    Contingent bodily injury & property damage
    Your publications, web sites, videos, CD/DVD, private communities
    Coverage for outposts
    Facebook
    LinkedIn
    Twitter
    YouTube
    Etal
    My SocialFish Posts
    Do You Have the Right Insurance for Your Social Media Activities?
    Social Media, Liability and Insurance
  • 30. Electronic Security
    Viruses
    False links
    Spam
    Phishing
    Hackers
    Web site security
    Internet security
    Electronic discovery
    Electronic information lasts forever
  • 31. Personal Security
    Identity theft
    Stalking
    Cyber-bullying
    Predators
    Teach people about online security
    http://www.staysafeonline.org/
  • 32. Employment Practices
    Employers’ misuse/abuse of social media
    Background checks – Discovery of inappropriate information (protected classes)
    Stored Communications Act violations
    Keep It Legal: Social Media and the SCA
    National Labor Relations Board – American Medical Response of CT, Inc. (protected concerted activity)
    Another Word on Social Media Guidelines
  • 33. Other Policies and Guidelines
    Review for social media implications
    Code of Conduct or Ethics
    Conflict of Interest
    Antitrust
    User agreements or term of use
    Disclaimers
    Linking agreement
    License agreement
    Logo use guidelines
    Affiliation agreements
  • 34. Greatest risk is not participating in social media
    Don’t forfeit the game!
  • 35. Thank you!
    Leslie T. White, CPCU, CIC, ARM, CRM
    President
    Croydon Consulting, LLC
    P O Box 1414
    Severna Park, MD 21146
    www.croydonconsult.com
    Lwhite@croydonconsult.com
    Twitter: @ltwhite
    Risky Chronicleshttp://riskychronicles.wordpress.com/