Stichting Marketing
Social Media Policies
Legale Aspecten
Vanguard Leadership - November 2010
2
Social media
Legal issues
Peter Van Dyck
3
Agenda
Risk
Some numbers
Legal framework
4
I. Risk
5
6
7
8
9
II. Some
numbers
10
Some numbers
Increasingly broad user base:
More than 41,7 million European users; expected to increase to 107,4 million...
11
III. Legal
framework
12
Overview of legal framework
No specific social media legislation
Impact of general legislation
Labour law
Privacy law
I...
13
Labour law
Social media in the recruitment phase
Social media during employment
Social media at the end of the employme...
14
Labour law – social media in the
recruitment phase
Increasing vetting via social media
CAO nr. 38, art. 2bis: « De werk...
15
Labour law – social media during
employment
Importance of clear rules (social media policy)!
Rule of thumb: occasional ...
16
Labour law – social media at the end of the
employment
Reasons for termination for urgent cause
Insults on social media...
17
Labour law – social media at the end of the
employment
Evidentiary value of social media
Lack of precedents in Belgium
...
18
19
20
21
22
Privacy act
Permissibility
Prior consent
Balance between employer’s and employee’s rights
Notification to the privacy c...
23
Other applicable legislation
Intellectual property law
Slander
Stalking
…
24
Questions?
peter.vandyck@allenovery.com
+32 2 780 2512These are presentation slides only. The information within these ...
How Social Media is thought to plug into a business
My Marketing
could use
some of that
social media!
Customer Support
Market Research
Online Reputation Management
Community Management
Consumer Insights
Recruiting
Business D...
Bron: Het Laatste Nieuws,
17 november 2010
Bron: Het Nieuwsblad,
17 maart 2011
Social Media in your company...
Social networks are being
blocked
Social networks are open
Guidelines/policies & Monitorin...
Process to implement a
Social media plan and policy
Awareness
Building
Inventory
Social Media
Policy
Training Monitoring
G...
Topics
• Policy or Guidelines?
• Why do you need a policy?
• Who makes the policy?
• Perspectives of the policy?
• How do ...
Guidelines or Policy
• Policy is official and enforceable
• Control legal burden
• Cover HR items
• Identify risk
• Guidel...
Why do you need a social media
policy?
• Brand damage
• Productivity loss
• Security issues
• Identity issues
• Conflict h...
Who makes the policy?
 Marketing
 HR
 IT
 Legal
 Mngt Team
 Employees
 Unions
So who makes the policy?
Vanguard Leadership - November 201...
Perspective
3 possible views
Different perspectives
• Employee Code of Conduct for Online
Communications
• Employee Code of Conduct for
Company Represe...
How to make a policy?
How to create a social media policy?
• Social media policy creation software
• http://socialmedia.policytool.net/
• http:/...
What is in the policy?
Areas to consider
Vanguard Leadership - November 2010
How to implement a policy?
How to distribute your Social Media
Policy?
Micro Social Media Policyaka the marketer’s version
A minimalistic version
(a) Physicians should be cognizant of standards of patient privacy and confidentiality that must be...
Value Driven Policy
The Corporate Policy
The Handbook Way
The Graphic Way
Multiple Perspective View
Which way are you going?
Stichting marketing on social media policy and legal aspects
Stichting marketing on social media policy and legal aspects
Stichting marketing on social media policy and legal aspects
Stichting marketing on social media policy and legal aspects
Stichting marketing on social media policy and legal aspects
Stichting marketing on social media policy and legal aspects
Stichting marketing on social media policy and legal aspects
Stichting marketing on social media policy and legal aspects
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  • Welcome

    Who am I?
    20 years of marketing (product and general marketing)
    10 years of international sales

    Me and social networking
    Marketing strategy no longer works
    Move towards face to face networking
    Move towards social media
  • 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 rules
    Setting up for disaster and discussions after the fact
  • Stichting marketing on social media policy and legal aspects

    1. 1. Stichting Marketing Social Media Policies Legale Aspecten Vanguard Leadership - November 2010
    2. 2. 2 Social media Legal issues Peter Van Dyck
    3. 3. 3 Agenda Risk Some numbers Legal framework
    4. 4. 4 I. Risk
    5. 5. 5
    6. 6. 6
    7. 7. 7
    8. 8. 8
    9. 9. 9 II. Some numbers
    10. 10. 10 Some numbers Increasingly broad user base: More than 41,7 million European users; expected to increase to 107,4 million European users by 2012 (European Commission; November 2010) More than 3,5 million Belgian Facebook members (Eurostat; June 2010) Used by 47% companies e.g. as recruitment tool (Stepstone; November 2010) 46% employees active on Facebook / Netlog during working hours (Vacature; 2008) 30 to 40% of the total time spent by employees on internet is for private purposes (International Data Corp), mainly for (i) finding a new job (37%), (ii) preparing holidays (45%) and (iii) playing online games (11%) (Vault.com)
    11. 11. 11 III. Legal framework
    12. 12. 12 Overview of legal framework No specific social media legislation Impact of general legislation Labour law Privacy law Intellectual property law Other laws (slander; stalking; etc.)
    13. 13. 13 Labour law Social media in the recruitment phase Social media during employment Social media at the end of the employment
    14. 14. 14 Labour law – social media in the recruitment phase Increasing vetting via social media CAO nr. 38, art. 2bis: « De werkgever moet tijdens de procedure alle sollicitanten gelijk behandelen. Daarbij mag hij geen onderscheid maken op grond van persoonlijke elementen, wanneer deze geen verband houden met de functie of met de aard van de onderneming, behalve indien zulks wettelijk wordt vereist of toegelaten. Zo mag de werkgever in principe geen onderscheid maken op grond van leeftijd, geslacht, burgerlijke stand, ziekteverleden, ras, huidskleur, afkomst of nationale of etnische afstamming, politieke of levensovertuiging en lidmaatschap van een vakbond of een andere organisatie, seksuele geaardheid, handicap. »
    15. 15. 15 Labour law – social media during employment Importance of clear rules (social media policy)! Rule of thumb: occasional private use of internet facilities >< intensive private use of internet facilities Control of employees’ use of internet facilities is subject to CAO 81: Finality Proportionality Anonymous monitoring Indirect individualisation Direct individualisation Transparency
    16. 16. 16 Labour law – social media at the end of the employment Reasons for termination for urgent cause Insults on social media Insults towards employer (relationship of trust broken?) Insults towards customers / suppliers / etc. Illness Cf. Employment Contract Act, art. 31§3: verification of illness by doctor
    17. 17. 17 Labour law – social media at the end of the employment Evidentiary value of social media Lack of precedents in Belgium France: Facebook evidence admissible as accessible to « friends » and « friends of friends » Rule of thumb: accessible by general public? Not: accessing private account of employee Not: pressuring colleagues to report on their colleague’s profile
    18. 18. 18
    19. 19. 19
    20. 20. 20
    21. 21. 21
    22. 22. 22 Privacy act Permissibility Prior consent Balance between employer’s and employee’s rights Notification to the privacy commission Exemption for personnel administration BUT only valid where data is not used for assessment purposes Notification to the data employees  importance of social media policy!
    23. 23. 23 Other applicable legislation Intellectual property law Slander Stalking …
    24. 24. 24 Questions? peter.vandyck@allenovery.com +32 2 780 2512These are presentation slides only. The information within these slides does not constitute definitive advice and should not be used as the basis for giving definitive advice without checking the primary sources. Allen & Overy means Allen & Overy LLP and/or its affiliated undertakings. The term partner is used to refer to a member of Allen & Overy LLP or an employee or consultant with equivalent standing and qualifications or an individual with equivalent status in one of Allen & Overy LLP's affiliated undertakings.
    25. 25. How Social Media is thought to plug into a business My Marketing could use some of that social media!
    26. 26. Customer Support Market Research Online Reputation Management Community Management Consumer Insights Recruiting Business Development Sales P.R. Business Measurement Marketing Education Thought Leadership Search/SEO Mobility How Social Media actually plugs into a business Customer Acquisition Lead Generation Crisis Management Internal collaboration Customer Retention Advertising Advocacy Event Management Fund-Raising Corporate Communications
    27. 27. Bron: Het Laatste Nieuws, 17 november 2010 Bron: Het Nieuwsblad, 17 maart 2011
    28. 28. Social Media in your company... Social networks are being blocked Social networks are open Guidelines/policies & Monitoring are needed! Vanguard Leadership – Januari 2011
    29. 29. 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 Vanguard Leadership - November 2010
    30. 30. Topics • Policy or Guidelines? • Why do you need a policy? • Who makes the policy? • Perspectives of the policy? • How do you make a policy? • What needs to be in the policy? • How do you implement a policy? • Examples
    31. 31. Guidelines or Policy • Policy is official and enforceable • Control legal burden • Cover HR items • Identify risk • Guideline is a suggestion and not enforceable • Communication piece • Motivate and inspire users (ambassadors) • Create positive frame of mind Vanguard Leadership – Januari 2011
    32. 32. Why do you need a social media policy? • Brand damage • Productivity loss • Security issues • Identity issues • Conflict handling • And many more...
    33. 33. Who makes the policy?
    34. 34.  Marketing  HR  IT  Legal  Mngt Team  Employees  Unions So who makes the policy? Vanguard Leadership - November 2010 Better question is Who contributes to the policy?
    35. 35. Perspective
    36. 36. 3 possible views
    37. 37. Different perspectives • 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
    38. 38. How to make a policy?
    39. 39. How to create a social media policy? • Social media policy creation software • http://socialmedia.policytool.net/ • http://socialpolicygenerator.com/ • Social media policy examples • http://socialmediagovernance.com/policies.php • Write one your own
    40. 40. What is in the policy?
    41. 41. Areas to consider Vanguard Leadership - November 2010
    42. 42. How to implement a policy?
    43. 43. How to distribute your Social Media Policy?
    44. 44. Micro Social Media Policyaka the marketer’s version
    45. 45. A minimalistic version (a) Physicians should be cognizant of standards of patient privacy and confidentiality that must be maintained in all environments, including online, and must refrain from posting identifiable patient information online. (b) When using the Internet for social networking, physicians should use privacy settings to safeguard personal information and content to the extent possible, but should realize that privacy settings are not absolute and that once on the Internet, content is likely there permanently. Thus, physicians should routinely monitor their own Internet presence to ensure that the personal and professional information on their own sites and, to the extent possible, content posted about them by others, is accurate and appropriate. (c) If they interact with patients on the Internet, physicians must maintain appropriate boundaries of the patient-physician relationship in accordance with professional ethical guidelines just, as they would in any other context. (d) To maintain appropriate professional boundaries physicians should consider separating personal and professional content online. (e) When physicians see content posted by colleagues that appears unprofessional they have a responsibility to bring that content to the attention of the individual, so that he or she can remove it and/or take other appropriate actions. If the behavior significantly violates professional norms and the individual does not take appropriate action to resolve the situation, the physician should report the matter to appropriate authorities. (f) Physicians must recognize that actions online and content posted may negatively affect their reputations among patients and colleagues, may have consequences for their medical careers (particularly for physicians-in-training and medical students), and can undermine public trust in the medical profession.
    46. 46. Value Driven Policy
    47. 47. The Corporate Policy
    48. 48. The Handbook Way
    49. 49. The Graphic Way
    50. 50. Multiple Perspective View
    51. 51. Which way are you going?

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