Do you really need a social media policy?


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This presentation focuses on 3 things needed when you engage in socila media: Social media awareness building for all employees, social media monitoring and a social media policy.

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  • WelcomeWho am I?20 years of marketing (product and general marketing)10 years of international salesMe and social networkingMarketing strategy no longer worksMove towards face to face networkingMove towards social media
  • Social media monitoring
  • We are seeing 2 types of behaviours of companies:Those who close down the access to social media (esp. Facebook, Twitter, Youtube, etc.)But sheep do escape... And then what.Thos who leave it open and have no rulesSetting up for disaster and discussions after the fact
  • Why have a policy?First, what is the purpose of the policy. Is your focus to prevent potential liability or are you more interested in harnessing the power of the web through the voice of your loyal employees?Focus on both: 1. What are you trying to achieve 2. What is the company trying to achieve 3. Security risk coverage 4. Guidelines for operational stuff – see below
  • Before you can develop a policy, you need to define the company’s overall attitude toward social networking. Is it something that you consider to be a strictly personal activity, which should be generally restricted — like personal phone calls and visits from family members — to the employee’s break and lunch times? Or is the company interested in encouraging employees to use social networking for business purposes and incorporate it into their working time?
  • There are different types of identity: 1. your name 2. Your affilitationsBe transparent. Your honesty—or dishonesty—will be quickly noticed in the social media environment. If you are blogging about your work at Intel, use your real name, identify that you work for Intel, and be clear about your role. If you have a vested interest in something you are discussing, be the first to point it out. Transparency is about your identity and relationship to Intel. You still need to keep confidentiality around proprietary information and content.
  • Ambassadors
  • Add Value
  • If you work for a corporation, nonprofit, or government agency, it’s always a good idea to be clear to your readers and network that the information you post is not reflective of the company you work for.Personal blogs should have clear disclaimers that the views expressed by the author in the blog is the author’s alone and do not represent the views of the company. Be clear and write in first person. Make your writing clear that you are speaking for yourself and not on behalf of the company.Use a disclaimer if you communicate electronically about fees, awards, recent cases or case outcomes.Managers and executives take note: The standard disclaimer does not by itself exempt managers and executives from a special responsibility when blogging. By virtue of their position, they must consider whether personal thoughts they publish may be misunderstood as expressing company positions. And a manager should assume that his or her team will read what is written. A public blog or social network is not the place to communicate company policies to employees.Even when you are talking as an individual, people may perceive you to be talking on behalf of Kodak. If you blog or discuss photography, printing or other topics related to a Kodak business, be upfront and explain that you work for Kodak; however, if you aren’t an official company spokesperson, add a disclaimer to the effect: “The opinions and positions expressed are my own and don’t necessarily reflect those of Eastman Kodak Company.”
  • Social media networking sites such as Facebook and Twitter are increasingly being blamed for poor writing, spelling and grammar. Sending text messages which have little or no grammar are at the foundation of this accusation. Without the necessary spell checks and mandatory character limits people, especially students, creatively shorten words and leave out punctuation to get their point across.Using emoticons and happy faces in emails to friends and families may be acceptable but for work situations grammar is essential. Poor punctuation, bad spelling and grammar can be a reflection of your professional knowhow.Peer reviews, especially for lengthy or complicated posts, should be encouraged, but not required. It’s always nice to have someone double check grammar and technical details before it goes out to the world.Remember, content does not disappear once it has been posted. Spell and grammar check everything. This is also true for CEOs who have ghostwriters running their blog or participating in social networking. I have seen places where the personal assistant (PA) enters the posts in the social network for the boss. Make sure the “management speak” is in line with your business and person.
  • It does happen you put something out there that is not correct. Be the first to respond to your own mistakes. Correct errors promptly. If you find that your blog entry contains an error or mistake, correct it. Since transparency is key, admit your mistake, apologize if necessary, correct it and move on.In a blog, if you choose to modify an earlier post, make it clear that you have done so.If you see unfavorable opinions, negative comments or criticism about yourself or the company, do not try to have the post removed or send a written reply that will escalate the situation.
  • Respect your audience and your co-workers. Your online presence reflects the company. Be aware that your actions captured via images, posts, or comments can reflect that of our company. So do not do anything that would hurt the company.It is always important to have an appropriate behavior and avoid values and points of view that may offend clients, as well as slurs, insults and obscenities.Stay positive. Avoid complaining about your manager and coworkers. Once you’ve hit submit or send, you can’t always take back your words -- and there’s a chance they could be read by the very people you’re criticizing.
  • “The Good, the Bad, but not the Ugly. If the content is positive or negative and in context to the conversation, then we approve the content, regardless of whether it’s favorable or unfavorable to Intel. However if the content is ugly, offensive, denigrating and completely out of context, then we reject the content.”
  • The use of company assets (computers, Internet access, email, etc.) is intended for purposes relevant to the responsibilities assigned to each associate. Social networking sites are not deemed a requirement for most positions, and certain job titles are not permitted to access these services over the Internet. For associates that are allowed to access these services, a reasonable and limited amount of use of company assets are permitted for social networking services.The company will not use or align with any organizations or Web sites that deploy the use of excessive tracking software, adware, malware or spyware.The use of social media at work is increasing with nearly 7% of all business Internet traffic going to Facebook, accordingto new analysis by managed security firm, Network Box.Google (3.4%), Yimg (2.8%), Yahoo (2.4%) and DoubleClick (1.7%) all make up the top five websites visited by businesses in the first quarter of 2010.1. YouTube - 10% of all bandwidth used2. Facebook - 4.5% of all bandwidth used3. Windows Update - 3.3% of all bandwidth used4. Yimg (Yahoo!'s image server) - 2.7% of all bandwidth used5. Google - 2.5% of all bandwidth used
  • The social networking policy needs to be monitored. It is obvious that the employees are told this will be monitored and possibly how. This does open the door to finding new means to avoid control and that is why employees are part of the steering group that thinks ups the policy.Monitoring starts with the person himself. Even if your employer has a liberal policy about social networking, limit the time you spend checking your Facebook page or reading other people’s tweets to avoid a productivity drain. Most people do not even Google themselves, but we need to remember that employers and potential employers certainly do. And it is safe to say that people are talking about you online as well as offline. So it is better to know what they know about you. As you create your personal brand on a variety of platforms, your name will start popping up in search engines and on social networks. This can be both beneficial to your brand or harmful depending on the context. The viral nature of social networks, as well as their new ubiquity, should encourage you to start listening in on what people are saying about you.Employees will be monitored and no expectation of privacy in the use of the Company Internet, Emails, any use of Blogs, instant messages, cellular phones and text messages on company-owned equipment under this policy. Every message leaves an electronic trail that's both traceable to a specific individual and accessible by the Company even if it is deleted.The company may monitor content out on the web and reserves the right to remove posts that violate this policy.
  • “Dooced” is an Internet expression that means to lose one’s job because of things one says on one’s website or blog. No one wants that to happen, of course, so using common sense and being responsible is important.To have teeth, a policy must include consequences for violations. The policy should spell out that violation of the policy can result in disciplinary action, up to and including termination, and reference other company policies that lay out the appeals process and other relevant information.Restrictions about who is allowed to participate and who is not. Assuming that you hire great people, you should be able to provide employees with guidelines to participate and trust them to do the right thing. If someone isn’t playing nicely with others online, it should be addressed as part of a broader performance management plan with that specific employee.Online communication can include but is not limited to: Company information or data leakage. Inaccurate, distasteful, or defamatory commentary about the company.Disciplinary action can include termination or other intervention deemed appropriate by Human Resources.
  • Do you really need a social media policy?

    1. 1. Mic Adam Social Networking Conference Paris -17/9/2010
    2. 2. What do these have in common?
    3. 3. It is not happening.... • Studies in UK (Wildfire Pr) and B (Vanguard Leadership) • Only 25% indicate on their website they have social media profiles • Only 45% of tweets @companies answered • Under 5% of customer Facebook posts answered
    4. 4. Social Media in your company... Social networks are being blocked Social networks are open Guidelines are needed!
    5. 5. Who is in charge?
    6. 6. What is your company’s philosophy
    7. 7. Handling Conflict
    8. 8.  Bandwidth  Security
    9. 9. Effectiveness of a policy Vanguard Leadership March,2010 (c)
    10. 10. Process to implement a Social media plan and policy Awareness Building Inventory Social Media Policy Training Monitoring Goals, Objectives, strategy Teams Ambassadors Project: define – roll-out
    11. 11. Connect with me! Vanguard Leadership (c) - September 2010
    12. 12. Want to know more? Contact me Mic Adam – Vanguard Leadership at Phone: +32 478 50 41 35 What can I deliver to you? • Social Networking Inventory Service • Social Networking Policy Creation • Social Networking Awareness Building • Social Networking Training and Education • Social Media Monitoring Outsourcing Vanguard Leadership (c) September 2010