Yammer's Social Media Policy

Social media policyand best practicesMaria Ogneva, Head of Communitymaria@yammer-inc.com, @themariaupdated: 02.22.2012

Who “owns” social media at Yammer? We all do! Get educated!2! http://www.flickr.com/photos/22965089@N00/32325828/

We are all the face of Yammer http://www.flickr.com/photos/

Newsflash! Social is not newSame behaviors, but newchannels.Don’t do anything youwouldn’t do in person http://www.flickr.com/photos/

Do’s and Don’ts

Do: Exercise good judgment We’re intelligent adults. If you weren’t, you wouldn’t work here.

Do: The New York Times Test Don’t post anything you wouldn’t put on the front page of a newspaper

Do: Disclose affiliationIt’s not cool to post acomment aboutYammer on a blogpostand not disclose thatyou work here. It’salso illegal. http://www.flickr.com/photos/56597995@N00/2364853112/

Do: Be Safe •  Don’t click unknown links. If you get a Twitter DM saying that there’s a bad blog about you, there probably is no bad blog -- your friend got hacked •  Choose secure passwords, and change them often, especially if you clicked on something bad. http://www.flickr.com/photos/57574984@N00/76138988/

Do: Cite your sources There’s a lot of cool stuff on the web, the creators of want you to share it and build on it, not steal it. Always respect intellectual property. When in doubt, ask! "10 http://www.flickr.com/photos/

Don’t: bash competitors. It’s not good sportsmanship. Act like a winner, because we are. http://www.flickr.com/photos/44124382101@N01/369536486/

Don’t poach. When our competitors’ customers talk to them in social media – that’s their right. It’s not an invitation for us to pitch against them It looks desperate, and wouldn’t want it done to you. Remember: we are the leader! http://www.flickr.com/photos/22897538@N04/4297489632/

Don’t SPAM… Or be a robot h"p://www.ﬂickr.com/photos/8606620@N07/2255499619/ h"p://www.ﬂickr.com/photos/38451115@N04/4672433373/

Don’t: use “Yammer” in your social handleWe’ll have to treat it as anofficial Yammer account, whichmeans:•  We’ll ask you to change your user name if you leave the company•  It’s subject to stricter rules than personal accounts•  It’s just a bigger pain for everyone

Never ever:•  No derogatory, discriminatory, harassing language•  No profanity, ethnic slurs, etc•  No threats or reference to violence(Don’t do anything you wouldn’t do in person or inemail) http://www.flickr.com/photos/75459271@N00/451706205/

What happens in Vegas stays on… Twitter, Facebook, Fickr, and...What happens on Yammer, stays on Yammer

We work with iconic brands. Wework on awesome things. Wetransform organizations. Ourcustomers trust us with their stories.It’s natural to want to shareeverything with the world.But…

We need to respect our clients’privacy.Some clients are sensitive aboutbeing mentioned publicly.We may have an announcementplanned, maybe even an “exclusive”with a press outlet.

This means: •  No confidential / proprietary info about Yammer, customers, partners •  No comments on unannounced deals, partnerships or M&A activity •  No false, misleading statements about the above (If unsure, ask your communications team)

Best practices andetiquette

Social media is a cocktail party http://www.flickr.com/photos/28041127@N06/328193412

Listen first, engage later http://www.ﬂickr.com/photos/82763263@N00/4255321476/!

Focus on relationship, not transaction h"p://www.ﬂickr.com/photos/71865026@N00/3280003051/

Don’t “collect” friendsReach comes with quality of engagement 24h"p://www.ﬂickr.com/photos/99734370@N00/226843996/

Be balanced, authentic, human Would you have a beer with yourself? •  Not RSS bot •  Work & personal •  Broadcasts & retweets •  Questions and answershttp://www.flickr.com/photos/68134711@N00/3981263864/ 25" h"p://www.ﬂickr.com/photos/71865026@N00/3280003051/

Your personal brand

You are a brandBrand “YOU” •  Build relationships •  Thought leadership •  Build credibility •  Learn & listen

Be yourself: social media magnifiesand extends the real you•  Blend of professional & personal à greater serendipity•  Know how social networks work: –  be smart w/ privacy –  vary content across networks h"p://www.ﬂickr.com/photos/aunAep/17135231/

Monitor your personal brand Be proactive about content, own your name in all channels

Make yourself easy to find Put links to your social networks in your email signature Allow followers to contact you from social profiles Remember... leave breadcrumbs! http://www.flickr.com/photos/51035602616@N01/4235008097/

Create a personal landing page This is an about.me page No more separation of personal and professional(read book: “The Power of Pull” by J. Hagel & J. S. Brown”). Instead, know how social networks work. Be smart with privacy and vary content according to social networks Think breadcrumbs: This should be a central location for people to find you all over the social web

Social Media Tools

Hint: it’s not about the tools http://www.flickr.com/photos/8192537@N04/6094394829/

Don’t fall for shiny objects! Focus! http://www.flickr.com/photos/25182307@N00/3897228175/ •  You don’t need accounts everywhere. Think, does it make sense for YOU? •  What are your objectives?

Twitter What Twitter is What Twitter is not: Biggest party online •  With NO bouncer •  WITH rules of conduct Totally open •  Broadcast tool •  Don’t need to opt in •  SPAM tool •  just jump in! •  Popularity contest An opportunity to extend yourself, meet new people, gain credibility Don’t talk about yourself/your company all the time!

Getting started on Twitter•  Sign up•  Create an easy-to-remember handle•  Fill out your bio•  Install a client app (or a browser plugin), such as HootSuite and TweetDeck•  Find people to follow via search •  Keyword and hashtag search •  Twitter people search •  Twitter lists•  Listen first, then participate

Be inviting. Be the best you. Make it easy for others to learn more about you. Leave breadcrumbs back to you from every social profile.

Learn Twitter syntax Hashtag: used to track topics, events, trends Your stream should be well balanced: broadcast vs. conversational “Old” retweet with commentary added “New” retweet, puts that users tweet directly in your timeline

Twitter can seem overwhelming Don’t try and boil the ocean - focus on what’s important to you

Twitter is about discovery Discover people Be discovered and content •  Search keywords and •  Create great content! hashtags •  Use hashtags in your •  Join conversations with tweets to enable discovery public @ replies •  Show your expertise and •  Follow people interests •  Add to lists •  Create an inviting profile •  Attend physical events, •  Have a balanced follower/ join the conversation with followee ratio hashtags •  Mind your stream •  Ask and answer questions (maintain balance) •  Be helpful

Listen first, then engage•  It’s OK to lurk! in fact, you should always listen first•  Not every conversation should be joined•  When is it creepy? (think of the party analogy)•  Leave crisis communications to official @yammer accounts•  Use social media to enrich conversations in other channels

LinkedIn What LinkedIn is What LinkedIn is not: •  Largest professional social network •  “Living” resume Place to discover people •  Self promotion •  Find people to connect with, •  Pitch/sales zone learn more about them •  Popularity contest Place to ask and answer questions, discover & share expertise LinkedIn is not for sharing vacation photos!

Yammer Customer Network What the YCN is What the YCN is not: Community for Yammer champions •  To talk to other customers and ask us for help •  Self promotion Focus on best practices •  Pitch/sales zone •  Help companies reach •  Popularity contest objectives •  help admins help users Consultative, collaboration and co-creation space Never reshare customer info/stories without asking!

Have fun! Remember:•  be smart•  be safe•  be genuine•  be balanced•  add value & focus on relationships•  listen first, talk second•  respect everyone, including competitors•  assume that everything is private, unless: •  stated otherwise •  it’s been published publicly first•  respect intellectual property•  be proactive and deliberate•  ask yourself: would you want a relationship with your digital self?

Questions? •  email me: maria@yammer-inc.com •  tweet me: @themaria •  yam me: @themaria •  post a question to the social media group in Yammer

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Yammer's Social Media Policy

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