Social networking strategy for business day 1

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Social Media Policy planning - Updated for Fall 2011 …

Social Media Policy planning - Updated for Fall 2011
Covers creating a social media policy for your business.

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  • 1. By Chris Kieff
    @ckieff
    Social Media Strategy Day 1
  • 2. Social Media Strategy Course
    Course Agenda
    Day 1-Social Media Policy Overview
    Day 2-Lab Day Drafting Your Policy
    Day 3-Social Media Campaign Overview and Drafting
    Day 4-Peer review of Policy and Campaign
  • 3. Social Media Strategy
    Agenda Day 1
    The elements of a social media policy
    General Best Practices
    Social Media Policy Overview
    Compare and contrastvarious social media policies
  • 4. Special Instructions
    Create a real social media policy for your company or
    Create a company if you don’t have one
    Choose a target you’d like to work for
    Choose a client
    Make one up
    But stick with that company going forward.
  • 5. Elements of a social media policy?
    FROM: Social Media Explorer by Jason Falls http://ow.ly/3M0pV
    Employee Code of Conduct for Online Communications
    Employee Code of Conduct for Company Representation in Online Communications
    Employee Blogging Disclosure Policy
    Employee Facebook Usage Policy
    Employee Personal Blog Policy
    Employee Personal Social Network Policy
    Employee Personal Twitter Policy
    Employee LinkedIn Policy
    Corporate Blogging Policy
    Corporate Blog Use Policy
    Corporate Blog Post Approval Process
    Corporate Blog Commenting Policy
    Corporate Facebook Brand Page Usage Policy
    Corporate Facebook Public Comment/Messaging Policy
    Corporate Twitter Account Policy
    Corporate YouTube Policy
    Corporate YouTube Public Comment Policy
    Company Password Policy
  • 6. Elements of a social media policy
    FROM: Chris Kieff (From Jason Falls original)
    Employee Code of Conduct for Online Communications
    Employee Code of Conduct for Company Representation in Online Communications
    Employee Online Disclosure Policy
    Employee Personal Social Network Policy
    Employee Personal Blog Policy
    Corporate Blogging Policy
    Corporate Blog Use Policy
    Corporate Blog Post Approval Process
    Corporate Blog Commenting Policy
    Company Password Policy
  • 7. IBM Social Computing Guidelines
    Know and follow IBM's Business Conduct Guidelines.
    IBMers are personally responsible for the content they publish on-line, whether in a blog, social computing site or any other form of user-generated media. Be mindful that what you publish will be public for a long time—protect your privacy and take care to understand a site's terms of service.
    Identify yourself—name and, when relevant, role at IBM—when you discuss IBM or IBM-related matters, such as IBM products or services. You must make it clear that you are speaking for yourself and not on behalf of IBM.
    If you publish content online relevant to IBM in your personal capacity use a disclaimer such as this: "The postings on this site are my own and don't necessarily represent IBM's positions, strategies or opinions."
    Respect copyright, fair use and financial disclosure laws.
    Don't provide IBM's or another's confidential or other proprietary information and never discuss IBM business performance or other sensitive matters publicly.
    Don't cite or reference clients, partners or suppliers without their approval. When you do make a reference, link back to the source. Don't publish anything that might allow inferences to be drawn which could embarrass or damage a client.
    Respect your audience. Don't use ethnic slurs, personal insults, obscenity, or engage in any conduct that would not be acceptable in IBM's workplace. You should also show proper consideration for others' privacy and for topics that may be considered objectionable or inflammatory—such as politics and religion.
    Be aware of your association with IBM in online social networks. If you identify yourself as an IBMer, ensure your profile and related content is consistent with how you wish to present yourself with colleagues and clients.
    Don't pick fights, be the first to correct your own mistakes.
    Try to add value. Provide worthwhile information and perspective. IBM's brand is best represented by its people and what you publish may reflect on IBM's brand.
    Don't use use IBM logos or trademarks unless approved to do so.
  • 8. Employee Code of Conduct for Online Communications
    This needs to be company specific
    Directs what should and should not be disclosed online
    Protects customers privacy
    Protects company trade secrets
    Allows efficient communications
  • 9. Employee Code of Conduct for Company Representation in Online Communications
    Reminds employees that they do represent the company online
    Google has a long memory
    Do not speak about competitors instead speak about what you offer
    Remember investors, understand if you’re representing a publically traded company
  • 10. Employee Online Disclosure Policy
    Disclose your company affiliation
    Especially if it pertains to the discussion topic, even when you don’t work in that department
    Consider it from the other’s perspective
    Never hide or misrepresent your company affiliation
  • 11. Employee Personal Social Network Policy
    NLRB Ruling – (being challenged in court)
    Employees discussing work conditions online is protected speech and cannot be forbidden
    Employees will discuss your business online
    Provide a place for them to do it- Facebook Group
    Keep them off of the Company pages with complaints about work
    They are allowed to have social networks just be smart
  • 12. Employee Personal Blog Policy
    Recommend they not blog about business related issues, except for management.
    Find bloggers and promote them within the organization into places where they can contribute
    Recommend they have a disclaimer (…not the opinions of my employer…)
    Use it for the betterment of the business rather trying to fight it
  • 13. Corporate Blogging Policy
    Who can write the corporate blogs?
    Which departments will have blogs?
    Ensure they are kept up- it worse to have abandoned blogs than it is to have none at all
    Can employees comment?
    Yes with questions that clarify or add to the discussion of the blog post
  • 14. Corporate Blog Post Approval Process
    Streamlined and minimal
    Avoid Legal Department approvals if possible
    Blogs can be changed if they are not perfect
    You don’t always have to be on message
  • 15. Corporate Blog Commenting Policy
    Typically subject matter experts should be tasked with commenting on other blogs
    Target people to become the company’s thought leaders in topics- frequent commenters
    Be very wary of commenting on competitors blogs- better to write a post on your blog
  • 16. Social Media Policy Review
    http://socialmediagovernance.com/policies.php
    http://www.bby.com/2010/01/20/best-buy-social-media-guidelines/
    http://www.intel.com/sites/sitewide/en_US/social-media.htm
    http://socialmediagovernance.com/MSFT_Social_Media_Policy.pdf
    http://blog.ogilvypr.com/2010/02/empowering-communicators-via-a-social-media-policy/
  • 17. Lab Time
    Looking at Corporate Social Media Policies posted online.
    Sharing finds on the Facebook Group