SAFEGUARDING
CORPORATE
REPUTATION
IN SOCIAL MEDIA
DUBAI | January 2014Charlie Pownall | CPC & Associates Ltd
CPC&
“It takes 20 years
to build a
reputation and
five minutes to
ruin it. If you think
about that, you'll
do things
differentl...
Reputation is the #1 business risk
Source: Deloitte, 2013© 2015 CPC & Associates Ltd. All rights reserved 3
CPC&
Source: Deloitte - 2012© 2015 CPC & Associates Ltd. All rights reserved 4
CPC&
Social media is a top 5 business risk
Source: Deloitte, 2013© 2015 CPC & Associates Ltd. All rights reserved 5
CPC&
Especially in emerging markets
Source: Altimeter, 2012© 2015 CPC & Associates Ltd. All rights reserved 6
CPC&
The #1 social media risk is reputation
STRATEGIC
TECHNOLOGICALOPERATIONAL
BEHAVIOURAL
LEGAL/
REGULATORY
© 2015 CPC & Associates Ltd. All rights reserved 7
CPC&
T...
• Make social media a top business priority
• Ensure that social media is about communication,
collaboration and service
a...
• Create multi-disciplinary social media
Steering Committee
• Build social media capabilities deep and wide
• Staff with e...
• Institute & champion social media governance
• Train all employees from induction to
departure
• Extol the importance of...
• Control employee access to social media profiles and
management tools
• Track official, unauthorised and fake social med...
• Get lawyers involved in social media from
the start
• Understand, enforce and track existing
& emerging compliance issue...
QUESTIONS?
CPC&
14
THANK YOU
CPC & Associates Ltd
3/F Nam Wo Hong Building
148 Wing Lok Street
Hong Kong
cp@charliepownall.com
+852 6013 6...
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Safeguarding Corporate Reputation In Social Media

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Social media is viewed as major risk to organisations' reputations. How best mitigate the risks inherent in social media through smart business planning?

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Safeguarding Corporate Reputation In Social Media

  1. 1. SAFEGUARDING CORPORATE REPUTATION IN SOCIAL MEDIA DUBAI | January 2014Charlie Pownall | CPC & Associates Ltd CPC&
  2. 2. “It takes 20 years to build a reputation and five minutes to ruin it. If you think about that, you'll do things differently.”
  3. 3. Reputation is the #1 business risk Source: Deloitte, 2013© 2015 CPC & Associates Ltd. All rights reserved 3 CPC&
  4. 4. Source: Deloitte - 2012© 2015 CPC & Associates Ltd. All rights reserved 4 CPC& Social media is a top 5 business risk
  5. 5. Source: Deloitte, 2013© 2015 CPC & Associates Ltd. All rights reserved 5 CPC& Especially in emerging markets
  6. 6. Source: Altimeter, 2012© 2015 CPC & Associates Ltd. All rights reserved 6 CPC& The #1 social media risk is reputation
  7. 7. STRATEGIC TECHNOLOGICALOPERATIONAL BEHAVIOURAL LEGAL/ REGULATORY © 2015 CPC & Associates Ltd. All rights reserved 7 CPC& Types of social media risk
  8. 8. • Make social media a top business priority • Ensure that social media is about communication, collaboration and service as much as marketing and promotion • Focus on relationships, not numbers • Align with broader reputation management & communications activities • Lead from the top, grow from the bottom • Listen actively and be seen to respond STRATEGIC _ © 2015 CPC & Associates Ltd. All rights reserved 8 CPC&
  9. 9. • Create multi-disciplinary social media Steering Committee • Build social media capabilities deep and wide • Staff with experienced professionals, not juniors and interns • Focus on what customers/stakeholders want, not what the company wants • Strengthen crisis & issues management and communications OPERATIONAL _ © 2015 CPC & Associates Ltd. All rights reserved 9 CPC&
  10. 10. • Institute & champion social media governance • Train all employees from induction to departure • Extol the importance of good employee behaviour professionally and personally • Closely manage external and employee online behaviour, especially on owned channels • Encourage employee listening & vigilantism BEHAVIOURAL _ © 2015 CPC & Associates Ltd. All rights reserved 10 CPC&
  11. 11. • Control employee access to social media profiles and management tools • Track official, unauthorised and fake social media profiles • Develop social community and content guidelines and ensure they are enforced • Scan regularly for leaks or inappropriate sharing of customer/stakeholder data • Understand social platform complaint procedures TECHNOLOGICAL_ © 2015 CPC & Associates Ltd. All rights reserved 11 CPC&
  12. 12. • Get lawyers involved in social media from the start • Understand, enforce and track existing & emerging compliance issues • Monitor for IP abuse regularly • Use legal soft touch wherever possible • Ensure official statements are user-friendly LEGAL/ REGULATORY _ © 2015 CPC & Associates Ltd. All rights reserved 12 CPC&
  13. 13. QUESTIONS? CPC&
  14. 14. 14 THANK YOU CPC & Associates Ltd 3/F Nam Wo Hong Building 148 Wing Lok Street Hong Kong cp@charliepownall.com +852 6013 6201 charliepownall.com @cpownall charliepownall.com© 2015 CPC & Associates Ltd. All rights reserved

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