Summary of the Yammer social media policy.

1. Social media policy
and best practices
Maria Ogneva, Head of Community
maria@yammer-inc.com, @themaria
updated: 02.22.2012

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

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

4. Newsflash! Social is not new
Same behaviors, but new
channels.
Don’t do anything you
wouldn’t do in person
http://www.flickr.com/photos/

5. Do’s and Don’ts

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

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

8. Do: Disclose affiliation
It’s not cool to post a
comment about
Yammer on a blogpost
and not disclose that
you work here. It’s
also illegal.
http://www.flickr.com/photos/56597995@N00/2364853112/

9. 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/

10. 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/

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

12. 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/

13. 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/

14. Don’t: use “Yammer” in your social handle
We’ll have to treat it as an
official Yammer account, which
means:
• 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

15. 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 in
email)
http://www.flickr.com/photos/75459271@N00/451706205/

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

17. We work with iconic brands. We
work on awesome things. We
transform organizations. Our
customers trust us with their stories.
It’s natural to want to share
everything with the world.
But…

18. We need to respect our clients’
privacy.
Some clients are sensitive about
being mentioned publicly.
We may have an announcement
planned, maybe even an “exclusive”
with a press outlet.

19. 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)

20. Best practices and
etiquette

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

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

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

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

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

26. Your personal brand

27. You are a brand
Brand “YOU”
• Build relationships
• Thought leadership
• Build credibility
• Learn & listen

28. Be yourself: social media magnifies
and 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/

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

30. 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/

31. 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

32. Social Media Tools

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

34. 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?

35. 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!

36. 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

37. 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.

38. 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

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

40. 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

41. 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

42. 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!

43. 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!

44. 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?

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