Quality health plans & benefitsHealthier livingFinancial well-beingIntelligent solutionsTaming the Wild Westof Social Medi...
Leading Practice Policy ConsiderationsSocial Media Polices & Governance should have the followingattributes. It should:• I...
What Does it Mean for Aetna to Become Social?              Use of social technologies within the enterprise to create an  ...
Critical Elements to Social Success                                      Aetna Inc.   4
Creating the Social Sandbox                              Aetna Inc.   5
Define the sandbox andset clear rules for its use.                     Aetna Inc.   6
With the guardrails inplace, give direction.                         Aetna Inc.   7
Now prepare those             who will use the                 space.Education                        Aetna Inc.   8
The Enterprise Social Toolkit Social Media Standard    Community Manager           Community Manager Training          ...
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Taming the Wild West of Social Media

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Taming the Wild West of Social Media

  1. 1. Quality health plans & benefitsHealthier livingFinancial well-beingIntelligent solutionsTaming the Wild Westof Social MediaAetna Legal TeamJuly 2012 @Aetna @AetnaHelp
  2. 2. Leading Practice Policy ConsiderationsSocial Media Polices & Governance should have the followingattributes. It should:• Identify the behaviors the company wants to drive across the social media audience• Identify the internal players in terms of their roles and responsibilities• Monitor emerging Regulatory guidelines in these areas taking into consideration that social media is not geographically bound• Clearly define guidance with regard to how social media will be employed in terms of: ─ Alignment to corporate objectives: Marketing and Communications ─ Definition of measurable objectives: Employing social monitoring and business intelligence ─ Consideration of retention of data for legal and audit purposes Aetna Inc. 2
  3. 3. What Does it Mean for Aetna to Become Social? Use of social technologies within the enterprise to create an environment focused on collaboration and engagement around business objectives Use of public social channels (e.g., Twitter, Facebook) to communicate and engage with social customers while retrofitting traditional processes for new media Use of public/private online communities to engage and empower care providers, patients and consumers in their pursuit of health and wellbeingFoundational Components Process / Training / Social Center of Digital Policy Playbooks Education Listening Excellence Assets Aetna Inc. 3
  4. 4. Critical Elements to Social Success Aetna Inc. 4
  5. 5. Creating the Social Sandbox Aetna Inc. 5
  6. 6. Define the sandbox andset clear rules for its use. Aetna Inc. 6
  7. 7. With the guardrails inplace, give direction. Aetna Inc. 7
  8. 8. Now prepare those who will use the space.Education Aetna Inc. 8
  9. 9. The Enterprise Social Toolkit Social Media Standard  Community Manager  Community Manager Training Playbooks  Multiple Training Paths Community Manager Engagement Guidelines  Engagement Workflow Maps  Formal Social Media Aetna Community Pact  Resource Library Certification  Reverse Mentorship Aetna Inc. 9

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