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?

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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  • 1. SAFEGUARDING CORPORATE REPUTATION IN SOCIAL MEDIA @cpownall | charliepownall.com DUBAI| January 2014
  • 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.” Warren Buffett © CPC & Associates 2
  • 3. Reputation is the #1 business risk © CPC & Associates 3 Source: Deloitte, 2013
  • 4. Social media is a top #5 business risk…. © CPC & Associates 4 Source: Deloitte - 2012
  • 5. …especially in emerging markets © CPC & Associates 5 Source: Deloitte, 2013
  • 6. The #1 social media risk is reputation © CPC & Associates 6 Source: Altimeter, 2012
  • 7. “The best battles are won before the fight has begun.” Sun Tzu © CPC & Associates 7
  • 8. Types of social media reputation risk OPERATIONAL TECHNOLOGICAL STRATEGIC BEHAVIOURAL LEGAL/ REGULATORY © CPC & Associates 8
  • 9. STRATEGIC _ • 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 © CPC & Associates 9
  • 10. OPERATIONAL _ • 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 © CPC & Associates 10
  • 11. BEHAVIOURAL _ • 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 © CPC & Associates 11
  • 12. TECHNOLOGICAL_ • 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 © CPC & Associates 12
  • 13. LEGAL/ REGULATORY _ • 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 © CPC & Associates 13
  • 14. QUESTIONS? © CPC & Associates 14
  • 15. CONNECT WITH ME: @cpownall charliepownall.com © CPC & Associates 15