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!
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?
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?
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
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/