Managing Social Media Risks
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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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    Managing Social Media Risks Managing Social Media Risks Presentation Transcript

    • You’ll be OK!
      Managing Social Media Risks
      Leslie White
      Croydon Consulting, LLC
      March 24, 2011
    • UNCERTAINTY
    • R
      E
      W
      A
      R
      D
      R
      I
      S
      K
    • RISK ASSESSMENT
      1. Identify
      3. Prioritize
      2. Analyze
    • Risk Mitigation
      Select
      Implementation
    • 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
    • Greatest risk is not participating in social media
      You’ve forfeited the game!
    • Managing the
      Risks
    • Reputation and Brand
    • Listen First
      What are they saying about you?
      Who is talking about you?
      Where are they talking about you?
    • 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)
    • Poll
      Does your association/organization have a social media strategy?
      • Yes
      • In development
      • No
      • Don’t know
    • 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
    • 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/)
    • Social Media Policy Poll
      Does your association/organization have a social media policy?
      • Yes
      • No but being written
      • No
      • Don’t know
    • 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)
      • 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
    • 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
    • Crisis Communication Plan
    • 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?
    • http://www.socialfish.org/2010/11/social-media-response-triage.html
    • 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
    • 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
    • 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
    • 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
    • Electronic Security
      Viruses
      False links
      Spam
      Phishing
      Hackers
      Web site security
      Internet security
      Electronic discovery
      Electronic information lasts forever
    • Personal Security
      Identity theft
      Stalking
      Cyber-bullying
      Predators
      Teach people about online security
      http://www.staysafeonline.org/
    • 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
    • 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
    • Greatest risk is not participating in social media
      Don’t forfeit the game!
    • 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/