This year’s college freshmen...! • They’ve always lived in cyberspace! • If they miss The Daily Show, they can always get their news on YouTube ! • Robert De Niro is Greg Fockers father-in-law, not Vito Corleone or Jimmy Conway! • They have never seen an airplane “ticket”! • They can’t picture people actually carrying luggage through airports rather than rolling it! • There’s always been football in Jacksonville but never in Los Angeles! • There have always been blue M&Ms, but no tan ones! • Before they buy a textbook, they see if it’s available as an e-book! • History has always had its own channel!Beloit College, Mindset List: beloit.edu/mindset/2016/
Policy components!• Liability disclaimers*• General communications/behavior*• Internet & email policies*• Specific social media tool policiesslideshare.net/goldenm/social-‐media-‐policy-‐sample-‐policy
Your job = reassure!Am I making the right decision buying from you? ! Or investing in you?!• Helpfulness!• Accessibility!• Coolness factor!• “Get” them!• Synergy!• Evidence of knowledge!• Third party acknowledgment !
Pick Your Purpose!• Business development, growth!• Customer service, reputation enhancement!• Just to learn or play ! (passive, but OK without expectations)!
Pick Your Purpose!Business development, growth! • Build & strengthen business relationships! • Interact, share content! • Help & promote others (good citizen)! • Increase credibility! • Lead generation! • Build team (recruiting)!
Not why SM were created.!Image: rthakrar (ﬂickr)
Pick Your Purpose!Customer service, reputation! • Be accessible! • Create proactive fan base! • Public & investor relations! • Gather intelligence & monitor! • Make problems right!
Presenting yourself! • People are ALWAYS better than logos! • e.g., Twitter: other than marketing or ! cust svc rep, tweet under your own name! • Be friendly & helpful! • Promote others! • 10:1! photo!goldenpracLces.com 19
Skip the middleman! • Pay for space! • Pray for space! • Use your space!
Growth purpose?!Business development & growth Measure Build & strengthen business Number & depth relaLonships Interact, share content InteracLons, RTs, shares Help & promote others Who you promote, whether they (being a good ciLzen) noLce Increase credibility Target group’s responses, raLngs Lead generaLon Number of leads of the right type Build team (recruiLng) Engagement with prospecLve employees
Reputation purpose?!Customer service, reputa9on Measure Be accessible Number of menLons, number you respond to (and don’t) Create proacLve fan base Fan discussion/acLvity, do they independently defend/promote you? Public (and investor) relaLons Outbound & inbound communicaLons Gather intelligence MenLons of you & type, compeLtor and supplier menLons & type Make problems right Problems & resoluLons
Measuring engagement!• Where did it appear?!• Who said it?!• What was said? (categorize, clip file)!• Was it about particular dept or person?!• Was it positive, neutral, or negative?!• Did it include reference to page? Which?!• Who responded? How fast? (clip)!
Regulatory guidance!Public Companies (simplified):!• Reg FD, Reg G, “material,” “future-looking” !• Consistent, Credible, Accurate, Factual, Transparent, Timely!Advisors:!• SEC issued loose guidance Jan 2012!• FINRA says treat SM like “public appearance”!• NASD 2210 says blogs/web are like ads!• Tools (e.g., Arkovi, Socialware) capture (comply)!• Policies need specificity appropriate to you!• Employees need education !• Judgment seems to be the theme within the guidelines!Jan 4 2012 SEC guidance: sec.gov/about/oﬃces/ocie/riskalert-‐socialmedia.pdf
SEC/FINRA for inv. advisors!Advertisement!• Websites, banner ads, static content on blogs and social sites (including Twitter backgrounds, FB wall cover photos, LI or FB groups, bulletin boards) !Sales Literature!• Email or IMs to 25+ prospects (w/in 30 days)!• Password protected websites!Correspondence!• Email or IMs to any # of customers!• Email or IMs to less than 25 prospects (w/in 30 days)!Public Appearance!• Posts in chat rooms!• Blog comments!• Real-time interactions on SM (incl: Twitter, LI, FB)!Scripted Communication!• Webinar, seminar, podcast, videocast!
Clarity?!• Refining the message!• Location, location!• If Reg FD is to encourage disclosure, then CEOs and IR pros sharing real-time would be a good thing as investors probably have more access to SM than EDGAR. ! (Steven Davidoff, commenting on ZipCar)! http://dealbook.nytimes.com/2013/01/04/zipcar-makes-s-e-c-filing-after-executives- twitter-message/ !sec.gov/pdf/handbook.pdf
2 things:!1. Own your content!2. Own your message!
More Info:!firstname.lastname@example.org!goldenpracticesinc.com!goldenpractices.com (blog)!@michellegolden (twitter)!
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