You’ll be OK!<br />Managing Social Media Risks<br />Leslie White<br />Croydon Consulting, LLC<br />March 24, 2011<br />
UNCERTAINTY<br />
R<br />E<br />W<br />A<br />R<br />D<br />R<br />I<br />S<br />K<br />
RISK ASSESSMENT<br />1. Identify <br />3. Prioritize<br />2. Analyze<br />
Risk Mitigation<br />Select<br />Implementation<br />
Social Media Risks Poll<br />Being stupid<br />Damage to reputation or brand<br />Invasion of privacy<br />Employment prac...
Greatest risk is not participating in social media<br />You’ve forfeited the game!<br />
Managing the<br /> Risks<br />
Reputation and Brand<br />
Listen First<br />What are they saying about you?<br />Who is talking about you?<br />Where are they talking about you?<br />
Listening Tools<br />Twitter search (http://search.twitter.com/)<br />Google Alerts (www.google/alerts) <br />Social Menti...
Poll<br />Does your association/organization have a social media strategy?<br /><ul><li>Yes
In development
No
Don’t know</li></li></ul><li>Social Media Strategy<br />If you don’t know where you’re going, it doesn’t matter which way ...
Social Media Strategy<br />Why Before How<br />Jay Baer’s Convince & Convert – Develop a Social Media Strategy in 7 Steps ...
Social Media Policy Poll<br />Does your association/organization have a social media policy?<br /><ul><li>Yes
No but being written
No
Don’t know</li></li></ul><li>Social Media Policy<br />Guidance<br />Align with vision, mission & goals and culture<br />Ti...
Social Media Governance Policy Database (http://socialmediagovernance.com/policies.php)</li></li></ul><li>Social Media Pol...
Main Guidelines<br />Personal responsibility<br />Applicable organizational policies<br />Confidential & proprietary infor...
Crisis Communication Plan<br />
Social Media Triage<br />Who should respond?<br />How should they respond?<br />When does it escalate to a “crisis”?<br />...
http://www.socialfish.org/2010/11/social-media-response-triage.html<br />
Social Media Crisis<br />Incorporate use of social media into your crisis communication plan.<br />Test plan through “tabl...
Media Liability Risks<br />Nothing new . . .<br />Libel, slander, defamation, disparagement; infliction of emotional distr...
Media Risk Mitigation<br />Publication guidelines<br />Blogging Guidelines/Policy<br />Who can blog<br />Comments moderate...
Media Liability Insurance<br />Named perils<br />Contingent errors & omissions for content<br />Contingent bodily injury &...
Electronic Security<br />Viruses<br />False links<br />Spam<br />Phishing<br />Hackers<br />Web site security<br />Interne...
Personal Security<br />Identity theft<br />Stalking<br />Cyber-bullying<br />Predators<br />Teach people about online secu...
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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.

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Managing Social Media Risks

  1. 1. You’ll be OK!<br />Managing Social Media Risks<br />Leslie White<br />Croydon Consulting, LLC<br />March 24, 2011<br />
  2. 2. UNCERTAINTY<br />
  3. 3. R<br />E<br />W<br />A<br />R<br />D<br />R<br />I<br />S<br />K<br />
  4. 4. RISK ASSESSMENT<br />1. Identify <br />3. Prioritize<br />2. Analyze<br />
  5. 5. Risk Mitigation<br />Select<br />Implementation<br />
  6. 6. Social Media Risks Poll<br />Being stupid<br />Damage to reputation or brand<br />Invasion of privacy<br />Employment practices<br />Copyright or trademark infringement<br />Personal safety/identity theft<br />Libel, slander or defamation<br />Electronic security<br />Release of confidential/proprietary information<br />
  7. 7. Greatest risk is not participating in social media<br />You’ve forfeited the game!<br />
  8. 8. Managing the<br /> Risks<br />
  9. 9. Reputation and Brand<br />
  10. 10. Listen First<br />What are they saying about you?<br />Who is talking about you?<br />Where are they talking about you?<br />
  11. 11. Listening Tools<br />Twitter search (http://search.twitter.com/)<br />Google Alerts (www.google/alerts) <br />Social Mention (http://www.socialmention.com/)<br />Social Media Monitoring (http://deirdrereid.com/2010/10/12/social-media-brand-reputation-monitoring/)<br />Beth Kanter – The Listening Primer (http://socialmedia-listening.wikispaces.com/The+Listening+Primer)<br />
  12. 12. Poll<br />Does your association/organization have a social media strategy?<br /><ul><li>Yes
  13. 13. In development
  14. 14. No
  15. 15. Don’t know</li></li></ul><li>Social Media Strategy<br />If you don’t know where you’re going, it doesn’t matter which way you go. <br />Lewis Carroll, Alice in Wonderland<br />
  16. 16. Social Media Strategy<br />Why Before How<br />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/)<br />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/)<br />
  17. 17. Social Media Policy Poll<br />Does your association/organization have a social media policy?<br /><ul><li>Yes
  18. 18. No but being written
  19. 19. No
  20. 20. Don’t know</li></li></ul><li>Social Media Policy<br />Guidance<br />Align with vision, mission & goals and culture<br />Tie-in with other policies, procedures<br />Trust people<br />Resources<br /><ul><li>Social Media, Risk and Policies for Associations (http://www.socialfish.org/policies-whitepaper)
  21. 21. Social Media Governance Policy Database (http://socialmediagovernance.com/policies.php)</li></li></ul><li>Social Media Policy Characteristics<br />Built on trust<br />Practical<br />Designed to educate<br />Without absolutes<br />In plain language<br />Friendly<br />Consistent<br />Prepare for mistakes<br />Clear about process<br />
  22. 22. Main Guidelines<br />Personal responsibility<br />Applicable organizational policies<br />Confidential & proprietary information<br />Intellectual property & link love<br />Community & value<br />Authenticity & transparency<br />Exercise good judgment<br />Write what you know<br />Fixing mistakes<br />Policy infractions & due process<br />Productivity<br />
  23. 23. Crisis Communication Plan<br />
  24. 24. Social Media Triage<br />Who should respond?<br />How should they respond?<br />When does it escalate to a “crisis”?<br />How does it tie into your crisis communication plan? <br />
  25. 25. http://www.socialfish.org/2010/11/social-media-response-triage.html<br />
  26. 26. Social Media Crisis<br />Incorporate use of social media into your crisis communication plan.<br />Test plan through “table top exercise”<br />After a real crisis or incident, debrief and revise the plan as needed<br />Training – Make sure all employees and key volunteers know the triage flowchart and crisis plan <br />
  27. 27. Media Liability Risks<br />Nothing new . . .<br />Libel, slander, defamation, disparagement; infliction of emotional distress<br />Invasion, infringement or interference with rights of privacy or publicity<br />Infringement of title, slogan, trademark, trade name, trade dress, service mark or service name<br />Copyright infringement, plagiarism, piracy or misappropriation of ideas<br />Wrongful entry or eviction, trespass, eavesdropping<br />
  28. 28. Media Risk Mitigation<br />Publication guidelines<br />Blogging Guidelines/Policy<br />Who can blog<br />Comments moderated or not<br />Reserve right to remove unacceptable postings<br />FTC disclosure guidelines<br />Media Waivers<br />Author and Speaker Agreements <br />Who owns copyright<br />How material can be used in future<br />
  29. 29. Media Liability Insurance<br />Named perils<br />Contingent errors & omissions for content<br />Contingent bodily injury & property damage<br />Your publications, web sites, videos, CD/DVD, private communities<br />Coverage for outposts <br />Facebook<br />LinkedIn<br />Twitter<br />YouTube<br />Etal<br />My SocialFish Posts<br />Do You Have the Right Insurance for Your Social Media Activities?<br />Social Media, Liability and Insurance <br />
  30. 30. Electronic Security<br />Viruses<br />False links<br />Spam<br />Phishing<br />Hackers<br />Web site security<br />Internet security<br />Electronic discovery<br />Electronic information lasts forever<br />
  31. 31. Personal Security<br />Identity theft<br />Stalking<br />Cyber-bullying<br />Predators<br />Teach people about online security <br />http://www.staysafeonline.org/<br />
  32. 32. Employment Practices<br />Employers’ misuse/abuse of social media<br />Background checks – Discovery of inappropriate information (protected classes)<br />Stored Communications Act violations <br />Keep It Legal: Social Media and the SCA <br />National Labor Relations Board – American Medical Response of CT, Inc. (protected concerted activity)<br />Another Word on Social Media Guidelines <br />
  33. 33. Other Policies and Guidelines<br />Review for social media implications<br />Code of Conduct or Ethics<br />Conflict of Interest<br />Antitrust<br />User agreements or term of use<br />Disclaimers<br />Linking agreement<br />License agreement<br />Logo use guidelines<br />Affiliation agreements<br />
  34. 34. Greatest risk is not participating in social media<br />Don’t forfeit the game!<br />
  35. 35. Thank you!<br />Leslie T. White, CPCU, CIC, ARM, CRM<br />President<br />Croydon Consulting, LLC<br />P O Box 1414<br />Severna Park, MD 21146<br />www.croydonconsult.com<br />Lwhite@croydonconsult.com<br />Twitter: @ltwhite<br />Risky Chronicleshttp://riskychronicles.wordpress.com/<br />

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