Embracing the Opportunities,
                                        Averting the Risks.




   Russell Herder

© RUSSELL ...
Russell Herder
Social media use is growing…quickly


                 U.S. Internet Users Who
               Visit Social Networking Site...
Perceived Value of Social Media
             Enhance relationships with
                                                  ...
Social Media Vehicles Being Used
                         Facebook                                                        ...
Projected Use of Social Media
                                   (Over Next Year)
                                        ...
Key Reasons Management
                     y              g
                       Uses Social Media

1. To read what cus...
81% believe social media poses a
  corporate security risk




Source: Social Media Policy Survey, Russell Herder and Etho...
If You’re Not Using Social Media,
                             g             ,
                         Why?
             ...
4 in 10        block social media
  access




Source: Social Media Policy Survey, Russell Herder and Ethos Business Law, ...
Incidents are increasing

 17% disciplined an employee for
 violating blog or message board policies



 15% have discipli...
What were you thinking?

                                                   53% of employees say their
                   ...
Legal Issues That Can Arise
from Social Media Use
Defamation




             A false statement that injures someone's reputation
             and exposes him to public con...
Anonymous Blogging –
Paris Regional Medical Center, TX
The FedEx fiasco
Employment claims



                    Harassment
                    Discrimination
                    Hostile work en...
Confidentiality and corporate security

Client or patient information
Other employees’ privacy
Intellectual property
And more…


            Business disputes
            Fraud
            F   d
            Criminal liability
Companies Having a       Employee Training Conducted
 Written Social Media Policy       on Social Media

                 ...
Key Elements
in a Social Media Policy
Establish a position


                       Define the company’s philosophy
                       on social media
     ...
Mayo Clinic


   “The main thing Mayo employees need to
       remember about blogs and social
    networking sites i that...
RightNow

  “All of us at RightNow are working to rid the
   All
    world of bad experiences. Contributing to
 online com...
U.S. Coast Guard

  “Becoming a more agile and change-centric
   Becoming                    change centric
   organizatio...
Require transparency
 Ask employees to be…
    • Open
    • Honest
    • Respectful

 Tell h
 T ll them to diff
          ...
Safeguard confidential
and propriety information
 Especially since social media can be less formal, there is increased ris...
Avoid conflicts of interest



                        Define how to identify potential
                           f   h  ...
When in doubt, spell it out

                Employees should make it clear that their
                views about work-re...
Make sure to address the basics



                      Non-discrimination
                      Harassment
             ...
One-size-fits-all?
 Organizations – and social media policies – differ depending upon…
    • Levels of desired social medi...
Be sure to…



              Look inside first
              Engage appropriate resources
Remember, social media is about…



                      New technology
                      New generation
            ...
Should you monitor employee
social media use?


          Depends on company culture
          Always reserve the right
  ...
How do you get
top management on board?

 Stick: Lawsuit examples and potential litigation
 Carrot: Brand awareness, marke...
Strategies for management engagement



                   Competitive review
                   Executive briefings
     ...
Are you liable “off the clock”?
 No such thing anymore as “work hours”

 Can be liable at any time, in any place
When something does happen…
 First, look to policies and procedures
 Second, consult appropriate professionals (e.g., HR, ...
How do you control “social not-working”?


                   Management!
                   Turn use into productive use
...
How do you shape behavior?
 Consider generational gap
 Be open to opportunity
 Training, training, training
An effective training plan should…


 Be grounded in the company’s values and
 ethics
 Reach every employee in the company...
Does the value of social media
outweigh the risks?


                   Opportunity to connect with
                   O  ...
QUESTIONS?
www.russellherder.com/SocialMediaResearch
www russellherder com/SocialMediaResearch




 Russell H d
 R    ll Herder
     ...
Social Media: Embracing the Opportunities, Averting the Risks Webinar Presentation
Social Media: Embracing the Opportunities, Averting the Risks Webinar Presentation
Social Media: Embracing the Opportunities, Averting the Risks Webinar Presentation
Social Media: Embracing the Opportunities, Averting the Risks Webinar Presentation
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Social Media: Embracing the Opportunities, Averting the Risks Webinar Presentation

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The "Social Media: Embracing the Opportunities, Averting the Risks webinar" webinar offered insight into business leaders’ views and perceptions on this issue and provided actionable recommendations and advice on the development of social media policies and employee training sessions. The webinar also highlighted the insights gleaned from the recent national study conducted by Russell Herder, in conjunction with Ethos Business Law, on social media trends in the workplace and policy adoption.

Social Media: Embracing the Opportunities, Averting the Risks Webinar Presentation

  1. 1. Embracing the Opportunities, Averting the Risks. Russell Herder © RUSSELL HERDER & ETHOS BUSINESS LAW
  2. 2. Russell Herder
  3. 3. Social media use is growing…quickly U.S. Internet Users Who Visit Social Networking Sites Q2 2008 27% Q2 2009 43% Source: TNS and The Conference Board, June 2009
  4. 4. Perceived Value of Social Media Enhance relationships with 81% customers/clients Build company brand 81% Recruitment tool l 69% Customer service 64% Enhance employee morale 46% 0% 20% 40% 60% 80% 100% Multiple responses allowed Source: Social Media Policy Survey, Russell Herder and Ethos Business Law, 2009
  5. 5. Social Media Vehicles Being Used Facebook 80% Twitter 66% YouTube 55% LinkedIn 49% Blogs 43% Wikipedia 24% Flickr 16% Yammer 11% MySpace 8% Delicious 7% Digg 3% Second Life 1% Other 9% 0% 20% 40% 60% 80% Multiple M lti l responses allowed ll d Source: Social Media Policy Survey, Russell Herder and Ethos Business Law, 2009
  6. 6. Projected Use of Social Media (Over Next Year) Decrease, 2% Maintain, 25% Increase, 73% Source: Social Media Policy Survey, Russell Herder and Ethos Business Law, 2009
  7. 7. Key Reasons Management y g Uses Social Media 1. To read what customers may be saying 2. To monitor a competitor 3. To see what employees may be sharing Source: Social Media Policy Survey, Russell Herder and Ethos Business Law, 2009
  8. 8. 81% believe social media poses a corporate security risk Source: Social Media Policy Survey, Russell Herder and Ethos Business Law, 2009
  9. 9. If You’re Not Using Social Media, g , Why? Don’t know enough about it 51% Confidentiality/security issues 40% Concerned about employee productivity C d b t l d ti it 37% No need for it 7% 0% 20% 40% 60% Multiple responses allowed Source: Social Media Policy Survey, Russell Herder and Ethos Business Law, 2009
  10. 10. 4 in 10 block social media access Source: Social Media Policy Survey, Russell Herder and Ethos Business Law, 2009
  11. 11. Incidents are increasing 17% disciplined an employee for violating blog or message board policies 15% have disciplined an employee for violating multimedia sharing/posting policies 13% of U.S. companies investigated an exposure event involving mobile or Web- based short message services (Twitter)
  12. 12. What were you thinking? 53% of employees say their social networking pages are none of their employers’ business 61% say that they won’t change what they’re doing online 27% don’t consider the ethical consequences of posting comments, photos, or videos online Source: Deloitte LLP, Ethics & Workplace Survey, 2009
  13. 13. Legal Issues That Can Arise from Social Media Use
  14. 14. Defamation A false statement that injures someone's reputation and exposes him to public contempt, hatred, ridicule or condemnation
  15. 15. Anonymous Blogging – Paris Regional Medical Center, TX
  16. 16. The FedEx fiasco
  17. 17. Employment claims Harassment Discrimination Hostile work environment And more…
  18. 18. Confidentiality and corporate security Client or patient information Other employees’ privacy Intellectual property
  19. 19. And more… Business disputes Fraud F d Criminal liability
  20. 20. Companies Having a Employee Training Conducted Written Social Media Policy on Social Media Yes, 10% Yes, 31% No, 69% No, 90% Source: Social Media Policy Survey, Russell Herder and Ethos Business Law, 2009
  21. 21. Key Elements in a Social Media Policy
  22. 22. Establish a position Define the company’s philosophy on social media Mirror the culture
  23. 23. Mayo Clinic “The main thing Mayo employees need to remember about blogs and social networking sites i that the same b i ki i is h h basic policies apply in these spaces as in other areas of their lives ” lives.
  24. 24. RightNow “All of us at RightNow are working to rid the All world of bad experiences. Contributing to online communities by blogging, wiki posting, participating in forums, etc., is a good way to extend our mission. We believe participation in i online discourse through th social web li di th h the i l b can empower us as global professionals, innovators and citizens ” citizens.
  25. 25. U.S. Coast Guard “Becoming a more agile and change-centric Becoming change centric organization requires that we understand and interact through social media... The governmental and public affairs directorate will coordinate our organizational engagement in the social media environment with interim policy, guidance, tools and processes. processes ”
  26. 26. Require transparency Ask employees to be… • Open • Honest • Respectful Tell h T ll them to diff differentiate their personal id i h i l identity from their b i i f h i business identity
  27. 27. Safeguard confidential and propriety information Especially since social media can be less formal, there is increased risk for inadvertent disclosure Reinforce your confidentiality policies and explain how to apply them to the social media environment
  28. 28. Avoid conflicts of interest Define how to identify potential f h d f l conflicts of interest, what types are prohibited and who to talk to when in doubt
  29. 29. When in doubt, spell it out Employees should make it clear that their views about work-related matters do not represent the views of their employer or any other person Encourage a disclaimer when confusion could exist, such as: “The views expressed on this blog are mine alone and do not represent the views of my employer or any other person ” person.
  30. 30. Make sure to address the basics Non-discrimination Harassment Monitoring rights Disciplinary guidelines Di i li id li
  31. 31. One-size-fits-all? Organizations – and social media policies – differ depending upon… • Levels of desired social media participation • Culture and degree of “acceptable” behavior • Methods of conflict resolution • Opinions on the overall value of social media
  32. 32. Be sure to… Look inside first Engage appropriate resources
  33. 33. Remember, social media is about… New technology New generation New norms
  34. 34. Should you monitor employee social media use? Depends on company culture Always reserve the right Monitor if facts and circumstances warrant
  35. 35. How do you get top management on board? Stick: Lawsuit examples and potential litigation Carrot: Brand awareness, marketing and customer awareness
  36. 36. Strategies for management engagement Competitive review Executive briefings Adoption of policies to guide employee behavior Organization-wide employee training
  37. 37. Are you liable “off the clock”? No such thing anymore as “work hours” Can be liable at any time, in any place
  38. 38. When something does happen… First, look to policies and procedures Second, consult appropriate professionals (e.g., HR, legal, account management) Use as a learning opportunity
  39. 39. How do you control “social not-working”? Management! Turn use into productive use With growing number of p , Millennials in the workplace, remember that social media is often a replacement for e-mail
  40. 40. How do you shape behavior? Consider generational gap Be open to opportunity Training, training, training
  41. 41. An effective training plan should… Be grounded in the company’s values and ethics Reach every employee in the company Be an interactive educational opportunity Be ongoing
  42. 42. Does the value of social media outweigh the risks? Opportunity to connect with O t it t t ith customers/patients/clients Platform for customer service Opportunity to engage employees Excellent vehicle for crisis communications
  43. 43. QUESTIONS?
  44. 44. www.russellherder.com/SocialMediaResearch www russellherder com/SocialMediaResearch Russell H d R ll Herder 612.455.2360 612.767.3311

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