Salesforce Social Media Policy Training


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This training deck was put together to help training Salesforce Employees on our new Social Media Policy (also available on Slideshare).

We published it in the public domain so that other companies formulating their own social media policy can use it as a reference.

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  • Welcome everyone, my name is Jamie Grenney and I’m going to take the next couple minutes to introduce you to’s social media policy. This video is principally for our employees, but we’ve posted it to Slideshare for other companies who are interested. In this presentation we are going to talk about why we believe many businesses should consider taking a progressive approach to social media and we’ll try to highlight some of the risks involved. What we’ve found is that employees really just want clarity on what’s in bounds and what’s out of bounds, so we’ve come up with five important rules and we’ll try to highlight examples of each. So lets get started.
  • At Salesforce we’ve taken notice of the broad changes in internet usage and recognize virtually every employee is engaged in some form of social media. They probably are on Facebook and LinkedIn There’s a good change they are sharing articles or tweeting news And they might even be posting to discussion boards and uploading photos Traditionally social media has been for personal use but more and more, it is becoming pervasive in our business lives.
  • At Salesforce, we want to encourage employee participation. We want them sharing insight and promoting salesforce amongst their network. There are lots of ways you can engage the online communities on our site such as contributing to the blogs, helping answer questions on our forums, or responding to customers on the IdeaExchange. There are also opportunities to help across our social media channels by re-tweeting salesforce news, promoting YouTube videos you find useful, and connecting the dots on LinkedIn.
  • While we want to encourage participation, we have to be careful. With the real-time web there is no undo button. As soon as you post it it’s syndicated out via RSS. You have to try to imagine your post plastered on a billboard for the world to see. What would your boss or your bosses boss think of it?
  • To help protect you and the company from the risks associated with participating in social media, we’ve mapped out clear guidelines identifying what is in bounds, out of bounds, and who you can escalate things to. It is every employees responsibility for reading and adhering to these rules. You can download the PDF or find this video at
  • Now lets take a look at the five most important things you need to be aware of. The first is don’t share company or financial secrets. While we are very open and transparent in what we share, it is not okay to share Company insider information. As a publically traded company, there is even greater scrutiny not to discuss any material information that is not already in the public domain. Here is a list of things that we should not talk about. Things like financials, stock price, industry rumors, deals in the pipeline, unannounced customers, future release dates, and the performance of our service. Those questions should be directed to the investor relations team, PR team, or trust website. This is something we take very seriously and is subject to disciplinary action, including termination of your employment.
  • The next rule is that we require our employees be honest and transparent. We do not want employees to contribute anonymously. If you are talking about things related to, we ask that you disclose your company affiliation. It’s also a best practice to update your bio to link to your LinkedIn profile so if someone is curious, they can see exactly what you do at salesforce to put your statements in context. There are going to be some situations where you have a twitter account or a Facebook page where you aren’t providing commentary about, in which case disclosing your affiliation is not as important. If you think it’s a grey area, lets say you are writing about recently funded start-ups you find interesting then you might consider adding a statement which says, “I work for but these words are my own.” This doesn’t give you cart blanch but it does add clarity about who’s perspective you are trying to represent.
  • Be respectful– This one almost goes without saying. Always respect your audience. Do not use slurs, personal insults, or obscenity in your community participation. No personal attacks. Do not disparage our employees, customers, partners or prospects. We have had questions on how far we might go with disparaging customers or partners. For example, if you buy a camera and it turns out to be lemon, and that company also happens to be a salesforce customer could you say something about that experience on a review site like Something like that is probably ok.
  • Alright, #4 don’t’ make forward looking statements. At salesforce we pride ourselves on rapid innovation with three major releases a year, but we need to be careful not to get tripped up making forward looking statements. For example, do not make promises about future application functionality, data center construction or product strategy, that may or may not be delivered. These types of statements can cause major revenue recognition challenges and it creates unhappy customers. In presentations we give we include a safe harbor statement, which is in part designed to educate customers that they need to make buying decisions based upon existing functionality. This is another important step to protect us and the customer.
  • The last one is don’t register channels without prior consent – You may not use company naming, branding or logos in setting up social media properties without prior approval from the Social Media team. The reason being is that we loose control over the brand, making it difficult to tell the official channels from the unofficial. Once new channels are created they can quickly take on a life of their own on the Internet and migration after the fact can be painful. It is also important that we protect the brand. If customers can’t tell the difference between official and unofficial channels we lose trust and damage our brand. To register your channel contact Erica Kuhl who is our community manager on the social media team. She can let you know what we need to think through to get it set up.
  • So those were the five rules we need all employees to live by. Here we have some additional tips which are important when engaging the community. The first is that when you participate, know your audience. The more you know about your audience, the better you can connect with them.    The next is be interesting. There is no point in contributing if the community doesn’t find it interesting and useful. The upside is that if you are contributing about industry best practices, feature details, or future enhancements and you know what you are talking about, these are very interesting topics to the community. Being interesting also comes from bringing your personality to the forefront. Contributors that use their own voice and let their self-expression shine through are the best contributors.   The third tip is to remember that conversations are a two-way street. We need your help answering questions, leaving comments, and linking to other people. The next tip is that quality matters, especially if you’re blogging on the company’s behalf. Use your spell-checker and check your work. If you are a first time contributor, ask someone who is seasoned to review your post and provide feedback. If you find you’ve made a mistake, be up front about it and correct it quickly and transparently by leaving a note about what was changed. The fifth and final tip is that before you post anything, whether it is to a personal account or an official channel, think about how it will be perceived. As we talked about earlier with the real-time web there is no undo button, so imagine what you are about to post plastered on a billboard. Imagine your boss driving by it in the morning and ask yourself would he or she be okay with it? Also, recognize that you are legally responsible for any content you post and you may be subject to liability if your posts are found defamatory, harassing, or in violation of any other applicable law.  
  • So, hopefully we’ve done a good job of articulating the policy. If you have questions don’t hesitate to reach out to someone on the PR team or the Social Media team and they’d be happy to help. If it is a question you feel comfortable posting, we’ve set up a Chatter Group to discuss the policy and talk through real world scenarios. There are also some resources on the website you should be familiar with, the trust site, public relations page, and investor relation pages are all great resources. The employee code of conduct found in content and the intranet is another valuable resource. If you notice any violations of this policy or any postings that could be damaging to, you need to report them to the legal department, Public Relations, or the Social Media team. These teams will help steer you in the right direction or escalate the issue to the appropriate individuals.    
  • So with that, we encourage you go get started today. You can download and print a copy of the social media guidelines at We also encourage you to visit and bookmark these sites and ump in and join the converation. If you are an employee who has a question or comment, feel free to email me or post a note to the social media policy chatter page. Thanks for your time.
  • Salesforce Social Media Policy Training

    1. 1. Salesforce Social Media Policy Employee Training July 2010
    2. 2. Broad Change in Internet Usage <ul><li>Have to recognize, virtually every employee </li></ul><ul><li>is engaged in social media </li></ul><ul><li>Employee has a Facebook account or LinkedIn profile </li></ul><ul><li>Shares articles with friends or tweets news </li></ul><ul><li>Posts to discussion boards or uploads photos </li></ul>
    3. 3. We Want to Encourage Employee Participation <ul><li>Army of 4,000 Engaging the Community, </li></ul><ul><li>Sharing Insight and Promoting Salesforce </li></ul>Help answer customer’s questions Show customers we’re listening to their product ideas Share our knowledge and expertise Promote videos you find useful Connect the dots and uncover sales opportunities Re-tweet Salesforce news to your network
    4. 4. We Have to Be Careful Undo
    5. 5. Social Media Policy Provides Clear Rules What’s Out of Bounds Who To Escalate To <ul><li>What is in bounds </li></ul><ul><li>What is out of bounds </li></ul><ul><li>Who to escalate things to </li></ul>Every Employee is responsible for reading and adhering to the rules
    6. 6. #1 Don’t Share Company or Financial Secrets <ul><li>Things Not to Talk About </li></ul><ul><li>Revenue </li></ul><ul><li>Expense management or hiring </li></ul><ul><li>Share price </li></ul><ul><li>Growth by product line, vertical or region </li></ul><ul><li>Analyst commentary about the Company </li></ul><ul><li>Potential or pending acquisitions or investments </li></ul><ul><li>Industry rumors </li></ul><ul><li>Deals in the pipeline </li></ul><ul><li>Pricing </li></ul><ul><li>Unannounced customers </li></ul><ul><li>Future product release dates </li></ul><ul><li>Security and performance of our service </li></ul><ul><li>Executive leadership </li></ul>Salesforce Salesforce Announces Record 3 rd Quarter Results About 1 hours ago Laurie RT @Salesforce Announces Record 3 rd Quarter Results About 3 hours ago SamPiper On my way to Chicago to help United roll out About 4 hours ago Lornali @Bholden advanced Territory Management should be available in the November timeframe About 5 hours ago Kiden00 @Tumba Salesforce seems to be working now. It was a short 30 minute outage. About 4 hours ago Cannel @Tumba you can visit for the latest system status and security information. About 4 hours ago EliSpear Just finished my best month this year. We’re hiring like crazy. Grabbing drinks with the team, swing by if you can. About 6 hours ago SamAwaa Salesforce stock is on-fire. Even Goldman Sachs has Salesforce as a buy at $80 a share! About 4 hours ago Examples If you have any question about the appropriateness of a contribution, review it first with your manager .
    7. 7. #2 Be Honest and Transparent <ul><li>Rules to Live by </li></ul><ul><li>Do not contribute anonymously </li></ul><ul><li>If you are talking about things related to; </li></ul><ul><ul><li>Disclose your company affiliation – maybe even link to your linked-in profile in your bio </li></ul></ul><ul><ul><li>Make it clear that “I work for but these words are my own” </li></ul></ul><ul><li>To remain compliant with advertising laws, if you are making an endorsement or promoting a product or service, your statements must be honest and accurate </li></ul>Sarah McIntosh Account Executive Steven my name is Sarah and I cover Boston for I’d be happy to introduce you to some reference customers who can share their experience using Microsoft CRM. Posted 3 days ago | Reply Privately Nick S Sales VP Microsoft CRM is terrible. Don’t waste your time with it. Posted 3 days ago | Reply Privately
    8. 8. #3 Be Respectful <ul><li>Always respect your audience </li></ul><ul><li>Do not use ethnic or racial slurs, personal insults, or obscenity in your community participation </li></ul><ul><li>No personal attacks – in general only comment on companies or models </li></ul><ul><li>Do not disparage our employees, customers, partners or prospects </li></ul>
    9. 9. #4 Don’t Make Forward Looking Statements Next Release “ Oh yea, that feature will be coming with our next release” “ Ah, it must have slipped or been de-prioritized on our roadmap.”
    10. 10. #5 Don’t Register Channels without Consent <ul><li>Why Does This Create a Problem? </li></ul><ul><li>We don’t have control over the brand </li></ul><ul><li>Can’t tell the difference between official and unofficial </li></ul><ul><li>Risk breaking trust with our customers because there isn’t centralized control over passwords and contributors </li></ul><ul><li>It can be difficult migrating a community once it’s taken on a life of it’s own </li></ul>Worst-Case Example Register Channels in Advance with Erica Kuhl Community Manager on the Social Media Team
    11. 11. Other Tips for Posting Online <ul><li>Know your audience </li></ul><ul><li>Be interesting </li></ul><ul><li>Conversations are a two-way street </li></ul><ul><li>Remember that quality matters </li></ul><ul><li>Think before you post </li></ul><ul><li>Adjust your privacy settings </li></ul>
    12. 12. Who to Contact for Help? <ul><li>Don’t be afraid to escalate questions </li></ul><ul><ul><li>Public Relations Team </li></ul></ul><ul><ul><li>Social Media Team </li></ul></ul><ul><ul><li>Legal Department </li></ul></ul><ul><li>Open discussions about the policy and real-world scenarios on our Chatter Group: Social Media Policy </li></ul><ul><li>Get to know other company resources on the website </li></ul><ul><ul><li>Public Relations </li></ul></ul><ul><ul><li>Investor Relations </li></ul></ul><ul><ul><li>System Status, Security, Privacy </li></ul></ul>
    13. 13. Get Started Today! <ul><li>Join the Conversation </li></ul>