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Governing Social Media

Governing Social Media



presentation at Interact 210

presentation at Interact 210



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  • Growth in general, usage in corporate AmericaUser groups, user outreach
  • Healthcare and banking: patient privacyPharma: side effectsFTC blogging rules—last Dec
  • Include funny social gaffes on a slide—what were the consequences. You can do a lot damage with 140 characters.
  • Which ones are most social-media prone?
  • Forrester has just released its five-year forecast growth in showing social media will outpace all other forms of interactive marketing spending, with a compound annual growth rate of 34% (off a very small base). Mobile marketing will be the second-fastest-growing budget item. E-mail and display advertising will grow more slowly over the next two years but the forecast improves after that.

Governing Social Media Governing Social Media Presentation Transcript

  • Governing Social Media:
    How to Monitor, Manage and Make the Most of Employee Use of Social Media
    Interact 2010
    The Legal and Compliance Technology Forum
  • Our Panelists
    Doug Cornelius
    Chief Compliance Officer
    Kathleen Edmond
    Chief Ethics Officer
    Janice Innis-Thompson
    SVP & Chief Compliance Officer
    Scott Giordano
    Director of Product Marketing
  • Social Media Usage - Individuals
    Facebook statistics:
    400M active users worldwide
    35% of the U.S. are members
    100M log in via mobile devices
    3M active pages
    Average users have 130 friends and spend 55 minutes per day
    75M accounts; 10-15M active
    Growth peaked at about 7.8M per month
  • How Much Damage Can You Do With 140 Characters?
  • Poll
    How many have a Social Media policy?
    How many are planning on implementing one in the next year?
  • Social Media Usage – Companies
    Facebook: >1.5M local companies have an active fan page
    Social media adoption by small businesses doubled from 12% in 2008 to 24% in 2009.
    Source: MarketingVox.com
    LinkedIn: 45M users in 150 industries
    Source: TechCrunch
    By 2011, enterprise microblogging will be a standard feature of 80 percent of social software platforms on the market.
    Source: Gartner
  • Managing Compliance: Necessity
    Does your organization need a Social Media policy?
    Social Media is still media
    Communication via Social Media needs to be consistent with internal policies
    Need to apply compliance principles
    Industry examples: healthcare, pharmaceuticals, banking
    FTC blogging rules
  • Managing Compliance: Foundations
    How and where do you start the process of managing Social Media?
    Goals of the policy
    To whom does it apply?
    Implementation challenges
  • Working Together
    How do you get various stakeholders (such as Legal, HR, IT, Marketing and Compliance) to participate in crafting a social media policy?
    Some approaches:
    Discuss potential dangers from having no policy (Google “social media gaffes” for examples)
    Identify compliance requirements that are particularly susceptible to social media (privacy, discrimination, tax-exempt status)
    Identify potential advantages of the policy
  • Benefits vs. Drawbacks
    What benefits has your company received from Social Media?
    Low cost per thousand
    Recommendations by customers tend to be the most effective
  • Benefits vs. Drawbacks
    What have been the drawbacks?
    Easy to say the wrong thing
    Need to localize, especially for international use
    Need to save for use in litigation down the road
  • Balancing Evangelism and Compliance
    How do you balance employees’ evangelism of your company with the need to stay in compliance ?
    Department of Defense – security vs. getting the message out
    What happens when an employee’s SM activity becomes associated with their off-hours “persona”?
    Blowback from employee’s activities—how do you protect the company and your brands?
  • Instituting Controls Over Social Media
    How do you institute controls over Social Media?
    Policy: the driver
    Procedures: the checklist
    Guidelines: inform the process
    Training: educate the staff
    What role does technology play?
    So-called “data loss prevention” or DLP
    Brand protection
  • Sector-Specific Regulations
    How does Social Media affect compliance regulations in your sector?
    Financial Services
  • SOX, HR, and Other Regimes
    How do you address non-sector specific compliance, such at SOX, HR and other regimes?
    SOX: implied IT security controls; “whistleblower” protection
    HR: need to prevent discrimination; hostile work environments
    Privacy/Intellectual Property: very easy for data to “leak” out
    Litigation/FRCP: preserving Social Media data for future litigation
  • Some Final Thoughts
    By 2011, enterprise microblogging will be a standard feature of 80 percent of social software platforms on the market.
    Source: Gartner
    Social Media CAGR, 2009-2014: 34%
    Source: Forrester
  • Some Final Thoughts
  • Sample Policies
    Sample policies:
  • Questions and Answers