PRSA Memphis PowerPoint on Social Media Policy, 2/9/2012
CREATING A SOCIAL MEDIA POLICY Why and HowB r i ttn ey C . B l o c k | 9 01 . 6 47.3164 | b r i t tn eym e m ph i s@g m a i l .c om
PERCEPTION OF WHAT SOCIAL MEDIA ARE Facebook Twitter YouTube LinkedIn Foursquare MySpace Friendster
WHAT SOCIAL MEDIA REALLY ARE “Social media [are] primarily online technology tools that people use tocommunicate easily utilizing the Internet to share and discuss information.” -Benefits & Compensation Digest Key Elements Active Users Easy Accessibility Real Time Content
DO YOU NEED ONE? YES!Have you been fired because of Facebook? 13 Posts that Got People Canned
WHY MANY BUSINESSES DON’T HAVE ONEThey have yet to encounter a social media problem Liabilities Lost Productivity Security Problems Reputation Issues
THE REASONS WHY YOU NEED ONE Employees use social media Can strengthen brand image Can prevent damage to a company’s reputation. Creates deep relationships, fast organization, formation and synthesis of knowledge, and filtration of information.
EMPLOYEE USE OF SOCIAL MEDIAUnderstand acceptable/unacceptable behavior Intentional or unintentional violations can become legal problems. Explain through “clearly written, firmly communicated” social media policy.
THE BASICSAll policies will not be the same.“Social media policy isn’t one size fits all. It’s one size fits one.” -Jeremy Rawitch Broad to specific overviews
FIVE STEP APPROACH- MAYO-SMITH 1) Learning about social media policy 2) Establishing boundaries 3) Educating staf f members 4) Monitoring employees’ actions 5) Responding to feedback
VELVET GLOVE APPROACH1) Encourages social media use2) Does not restrict it3) All monitoring done by employees
KEY ELEMENTS OF A SOCIAL MEDIA POLICY 1) Show employees the benefits 2) Tell employees what they can do 3) Don’t focus on what they can’t do
MORE SPECIFIC APPROACH - CARROUTH 1) All company policies apply 2) No release of confidential information 3) No use of company logos/trademarks 4) No disrespectful/vulgar behavior
CREDIT UNION’S APPROACH1) Two subparts: Company vs. Personal pages2) Use definitions3) Designate a contact person4) Include contents5) Include disaster planning6) Explain security7) Detail employee use of social media
THE 6 OVERALL CONCEPTS: S.C.U.M.B.L. Strategy Company Culture Unified Voice vs. Multiple Voices Monitoring Business Use vs. Personal Use Legalities
STRATEGY An overall plan to achieve a specific goal; a general concept for a course of action.1) Creates clear and definite purpose2) Makes the policy cohesive and understandable3) Makes it easily applicable by employees4) Defines social media
STRATEGYEx. 1Strategy: Prohibit employee use of social media at workGoal: Increase productivityEx. 2Strategy: Allow communication employees to use social media;prohibit other departmentsGoal: Increase productivityEx. 3Strategy: Promote employee use of social mediaGoal: Increase brand awareness online
COMPANY CULTURE A company’s visions, values, and practices shared by employees; created internally and projected externally; open to interpretation by onlookers1) Dictates how a social media policy is written2) Allows employees to easily adapt to the policy rules3) Creates coherence by integration and enforcement of values
COMPANY CULTUREEx. 1Progressive Company CultureRelaxed format and contents; used as a guide, not a definitiveset of rulesEx. 2Cisco Study“Cisco allows people to connect locally and globally. That’s thehuman network, a place where everyone is connected.”Prohibits employees’ social media use at work to increaseproductivity.Tech-savvy employees reconfigure equipment.
UNIFIED VOICE VS. MULTIPLE VOICES Unified Voice- One voice acts on behalf of the company 1) One person owns the social media pages 2) Responsible for publishing online content 3) Controls the communication representing the company 4) Can shutdown inappropriate pagesMultiple Voices- Many employees act on behalf of the company 1) Employees contribute to online presence 2) Increases employee morale 3) Promotes conversation within and outside 4) Increases brand presence online
UNIFIED VOICE VS. MULTIPLE VOICES Key Points Unified Voice may make employees feel less valued. Multiple Voices is associated with more legal risks.
MONITORING Monitor pages on social media sites 1) Feedback is key 2) People talk to companies, not just about themMonitor employee use of social media sites 1) Non-intrusive 2) Only work-related 3) Overt
MONITORING Deputized employees1) Employees monitor each other2) Easily accessible3) Disclosure4) Everyone helps each other
BUSINESS USE VS. PERSONAL USERepresentative of a company: Any person who identifies himself as an employee of a company or uses a company email Employee should always indicate that his opinions are his own, not the company’s; makes him accountable “The postings on this site are my own and don’t necessarily represent the philosophy, strategies, or opinions of XYZ company.” Use first person
BUSINESS USE VS. PERSONAL USE Business pages should be free of personal conversation Grey areas exist Social media policy must be flexible
LEGALITIES Risks Compliance Problems Defamation Lawsuits Copyright InfringementEmployment Discrimination/Harassment Class-action Lawsuits Important Client Confidentiality Source Attribution Non-personal Discussions Use of Company Computers
LEGALITIES Freedom of Speech Protected Concerted Activity National Labor Relations ActNo complete ban on legitimate employee communication Disparaging comments about company/supervisor Listing company name, address, etc. Federal Electronic Communications Act Outlaws action against legal, constitutional activities