In a free webinar hosted by i-Sight, Sharlyn Lauby, SPHR, CPLP and President at ITM Group shared 10 practical tips to consider in developing your social media policy. You can view the webinar recording by visiting: http://i-sight.com/webinar-10-things-to-include-in-every-social-media-policy/

1. 10 Things to Include in Every Social Media
Policy
Sharlyn J. Lauby, SPHR
ITM Group, Inc.
Ft. Lauderdale, FL
954.659.2237
slauby@itmgroupinc.com

2. Today’s Session
1. Understand the growing trend of social media in
the workplace
2. Learn the key elements to developing a social
media policy
3. Share workplace examples of companies using
social media

3. Social Media
What is social media?
Social Media = Conversations between
people over the internet.

4. Definitions view of social media?
Your
Social media recruiting vs. social media screening
Social Media Screening Social Media Recruiting
•Viewing social media profiles •Initiate search, source candidate
including LinkedIn and Facebook •Takes company brand, image into
•Reading candidate blogs consideration
•Googling a candidate •Promoting jobs via social media
including LinkedIn or Facebook
pages

5. It’s Not a Fad
From CFO Magazine: “The Cost of Social
Media Phobia”
•72% Positive impact on productivity
– Answers to questions
– Information to be successful
•86% Positive impact on brand reputation
•78% Positive impact on customer service

6. Case Study
• Company founded in 2002
• For 6 years, flat growth
• In 2007, started using YouTube for marketing
• Sales increased 40% in first year
• In 2008, sales increased 80%
• In 2009, profit increased 432%
• In 2010, profit increased 300%

7. Video

8. 10 Things to Include in Every Social
Media Policy
• Tell People the Purpose • Understand Community
• Agree Upon Ownership • Respect Information
• Value and Productivity
• Be Authentic
• Social isn’t Mobile
• Know Your Audience
• When Things Go Wrong
• Exercise Good
Judgment

9. #1 – Tell People the Purpose
“A blog is informal – a great way to get away from the
corporate thing and let people inside our heads.”
- Steve Ellis, EVP – Wells Fargo

10. Example: Wells Fargo
• First U.S. bank with a blog
• First bank with a student loan blog
• First bank with a business banking blog
• First bank with a Second Life presence
• First bank with a VP Social Media

12. #2 – Agree Upon Ownership
• Phonedog / Noah Kravitz
• Company accounts versus personal accounts
• Naming conventions
• Existing accounts versus new accounts

13. #3 – Be Authentic
• People buy from those they know and trust
• Use your name, company name and title
• Take responsibility
• Be willing to hear an alternative view
• And if you’re wrong…

14. Be Human

15. Comcast

16. Users say they’re more likely to buy if
a business answers their questions
on Twitter.
- NYTimes.com

17. #4 – Know Your Audience
• The audience is the world
- Current and potential clients
- Current, past and future employees
• Privacy settings
• Respect differences and diversity

18. Nearly twice as many men (63%) as
women (37%) use LinkedIn.
- Pew Internet

19. Respond and Communicate
You must do this!

20. My Starbucks Idea

21. #5 – Exercise Good Judgment
• The internet is full of different opinions
• Use common sense
• Think before you send
• No place for demeaning comments, slurs, negativity
• Questionable statements

22. Walt Disney World

23. #6 – Understand “Community”
• Supporting others
• Sharing and connecting
• Example: OPEN Forum by American Express
- Video
- Blogs
- Success Stories
- Advice

24. American Express OPEN Forum

25. AOL’s newsroom is now bigger than The
New York Times’.
- Business Insider

26. #7 – Respect Information
• Transparency doesn’t mean share everything
• Every state has laws governing trade secrets
• Employees need to understand what is confidential and proprietary
• Always give people proper credit
• Make sure you have authorization

27. YouTube on LinkedIn

28. Social Media accounts for one
out of every six minutes spent
online in the U.S.
- Journalism.co.uk

29. #8 – Value and Productivity
• Balance social media and work
• Hold people accountable for results
• Understand the impact of mobile technology

30. Google+ and Pinterest

31. Mobile web traffic will surpass
PC traffic by 2013.
- Google

32. #9 – Realize Social isn’t Mobile
• Equipment Ownership
• Maintenance
• WiFi Access

33. #10 – When Things Go Wrong
• Monitoring
• Job aids and/or decision trees
• Who, when, where and how to respond

34. Which one would you prefer?
Susan G. Komen Foundation Planned Parenthood
• 20 posts per minute to your • 1.3 million posts in
corporate page three days with 460,000
• 7,000 – 10,000 comments on occurring in one day
your Facebook posts plus • $3 million in revenue
400 shares each based on social media
• 130,000 views of your CEO’s activity
message on YouTube with
5,500 comments and 8,000
reactions
Source: Denise Graveline, Don’t Get Caught Communications 2012

35. 10 Things to Include in Every Social
Media Policy
• Tell People the Purpose • Understand Community
• Agree Upon Ownership • Respect Information
• Value and Productivity
• Be Authentic
• Social isn’t Mobile
• Know Your Audience
• When Things Go Wrong
• Exercise Good
Judgment

36. Thank You!
Connect:
Blog: www.hrbartender.com
Facebook: http://www.facebook.com/hrbartender
LinkedIn: http://www.linkedin.com/in/sharlynlauby
Twitter: @sharlyn_lauby and @hrbartender
YouTube: http://www.youtube.com/HRBartender

37. Resources
• CFO Magazine
- http://www.cfo.com/article.cfm/14508434/c_14508990?f=home_todayinfinance
• National Labor Relations Board
- First report (August 18, 2011) -
https://www.nlrb.gov/news/acting-general-counsel-releases-report-social-media
- Second report (January 25, 2012) -
https://www.nlrb.gov/news/acting-general-counsel-issues-second-social-media

38. Additional Resources
• Web Strategy
- Diagram: How the Air Force Responds to Blogs -
http://www.web-strategist.com/blog/2008/12/31/diagram-how-the-air-force-resp
• Social Media Revolution 3
- http://www.youtube.com/watch?v=nPYrbSUqr2k
• Mashable
- http://mashable.com/author/sharlyn-lauby/
• LinkedIn
- Social Media in Organizations group

39. Questions?
If you have any questions, please submit them now.
Thank you for taking the time to attend today’s webinar.
If you have any questions about the information covered in the webinar,
please contact:
Joe Gerard Sharlyn Lauby
jgerard@i-sight.com slauby@itmgroupinc.com