Rutgers Ethical Leadership Conference

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This was a presentation I gave for Rutgers Ethical Leadership Conference on April 6, 2011.

This was a presentation I gave for Rutgers Ethical Leadership Conference on April 6, 2011.

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  • State the purposeState purpose of the policy, reference that employees need to look at employment agreements and other policies, state that this applies to multi-media, social networks, blogs, wikis, both personal and professional. 2. Be Authentic and responsible for what you writeYour organization and its representatives need to take responsibility for what they write, and exercise good judgment and common sense. Include your name and, when appropriate, your company name and your title. Do not disclose confidential or proprietary information. Add disclaimer when expressing views that are your own and not the company’s.3. Protect confidential and proprietary infoState that employees who share confidential or proprietary information do so at the risk of losing their job and possibly even ending up a defendant in a civil lawsuit. 4. State approval processIf you have a process in place to communicate in social media outlets, state it here.5. Sate company rightsState that the company reserves the right to request that certain subjects are avoided, posts withdrawn, and inappropriate comments removed.6. Exercise good judgmentYour employees should understand that companies can and will monitor employee use of social media and social networking web sites, even if they are engaging in social networking or social media use away from the office.*http://www.inc.com/guides/2010/05/writing-a-social-media-policy.html + http://mashable.com/2009/06/02/social-media-policy-musts/
  • Listen to your audienceMonitor the channels they are using. What are they saying about you? About your competitors? Identify potential issues2. Make it personalAssign passionate subject matter experts to run your community. Give the brand a voice. Let consumers know there is a person behind the brand3. Become familiarUnderstand the social channels you are using. Follow social media trends. Know the brand. Get to know the other teams working with the brand4. Dedicate resourcesSocial media is an opportunity cost. Dedicate time to strategic experimentation. Take the time to listen and develop your voice5. Minimize barriersMake participating in the community easy. Make it free –there should be no cost or lengthy registration process to contribute6. Stay organizedDevelop conversation calendars to keep track of activity, budget, events, etc. Communicate with brand teams to ensure messaging remains consistent7. Measure resultsTrack and measure your social media efforts to determine if they are working. Experiment and test new ways to measure

Transcript

  • 1. social media
  • 2.
  • 3.
  • 4.
  • 5. social media:
    what it is
    what it does
    ethics & effectiveness
  • 6. a social media marketing agency
  • 7. social media:what it is
  • 8.
  • 9.
  • 10. social media: what it is
  • 11. 600+ million users
  • 12. 140million tweets daily
  • 13. 100 million mobile views daily
  • 14. try this…
    follow & listen
    {
    {
    inspire
    @corybooker
    @deepakchopra
    @redcross
    @richardbranson
    @zappos
    @mayoclinic
    entertain
    @conanobrien
    @mindykalling
    @rainnwilson
    @theonion
    @stephenathome
    @johncleese
    learn
    @wired
    @nytimes
    @oprah
    @cnn
    @ted_talks
    @presssec
  • 15. social media:what it does
  • 16. {
    friends/family
    relationships
    jobs
    meetup
    brands/products
    connect
  • 17. trust
    research
    customer service
    recruiting
    decisions
  • 18. news
    fundraising
    environment
    travel
    history
  • 19. try this…
    mystarbucksidea.com
  • 20. social media:ethics & effectiveness
  • 21. WHY SOCIAL MEDIA?
  • 22. challenges
    careless or negligent employees
  • 23. challenges
    confidential information shared
  • 24. challenges
    employee distraction
  • 25. challenges
  • 26. challenges
  • 27. social media strategy
    1. establish ethical guidelines
    2. create social media policy
    3. abide by best practices
  • 28. WOMMA ethics code of conduct
    TRUST
    between brand and consumer
    INTEGRITY
    comply with laws, regulations, rules
    rules
    RESPECT
    focus on consumer welfare
  • 29. HONESTY
    consumers are entitled to their opinions
    RESPONSIBILITY
    sensitivity and care are a must
    PRIVACY
    encourage practices that promote privacy
  • 30. social media strategy
    1. establish ethical guidelines
    2. create social media policy
    3. abide by best practices
  • 31. social media policy
    STATE PURPOSE
    BE AUTHENTIC
    PROTECT CONFIDENTIALITY
    STATE APPROVAL PROCESS
    STATE COMPANY RIGHTS
    EXERCISE GOOD JUDGMENT
    https://www.socialmediagovernance.com/policies.php
  • 32. social media strategy
    1. establish ethical guidelines
    2. create social media policy
    3. abide by best practices
  • 33. listen to your audience
    make it personal
    become familiar
    dedicate resources
    minimize barriers
    stay organized
    measure results
  • 34. try this…
    read:
    intel’s social media policy
    http://intel.ly/intelpolicy
  • 35. the space
    pecha kucha
    innovations . brands . resources
  • 36. innovations
    Location-Based Social
  • 37. innovations
  • 38. innovations
  • 39. innovations
    mobile
  • 40. innovations
  • 41. innovations
  • 42. innovations
  • 43. innovations
  • 44. brands
  • 45. brands
  • 46. brands
  • 47. brands
  • 48. brands
  • 49. brands
  • 50. brands
    sales up
    106%
  • 51. resources
  • 52. resources
  • 53. resources
  • 54. resources
  • 55. breathe
  • 56. thank you
    larryw@fanscape.com
    www.larrywblog.com
    @lardog2000
  • 57. resources
    YouTube.com - social media revolution 2 (Refresh)
    mystarbucksidea.com
    www.womma.org – ethics guidelines
    socialmediagovernance.com – policies
    Intel.ly/intelpolicy
    www.doseofdigital.com
    http://bit.ly/pharmawiki
    http://bit.ly/fdapolicy
    http://bit.ly/fdapolicy2