Webinar: HR and Social Media Governance       April 11, 2012
PresenterMike Lesczinski  Public Relations Manager,   Excelsior College Faculty Instructor, Excelsior’s   School of Busi...
Social Invasion
Taking the Social Plunge“Hey! Look at how hip our company is, we’re on The Facebook!”
The AgendaI. Accept the New Reality: Social Media is     Not a FadII. The Issues: Challenges to Social Media     AdoptionI...
I. Accept the New Reality - Join theBandwagon Cultural shift pervaded personal and professional lives On Social, objecti...
Social Media: The Big Picture                                                           54% of jobseekers are       80% fo...
Organizational Adoption Social media adoption for 47% of  organizations has occurred within past two  years 73% DO NOT p...
II. Social Media UseTo Ban or To Embrace?    44% of companies use social media for HR    31% track social media use by e...
II. Challenges to Adoption (andsolutions!) Corporate executives remain fearful of  gaffes, compliance issues The prescri...
Challenge: C-level Fear
Alleviating C-Level Fear
Overcoming Employee Concerns    Wait, what do you want me to do?
Challenge: The Law Legal concerns remain a major issue   Read Federal Trade Commission Guidelines,    2009     Advertis...
Protecting Your CompanyEmployer Protection Steps (Boudreaux, 2011) Update social media policies to reflect the FTC guide ...
Overcoming Inter-Generational Challenges “Millennial” Generation  has familiarity advantage     55% use instant messagin...
III. Demand a Seat at the Table Implementing a social media policy  demands input, decision-making and  commitment from a...
Policy Development Gather input, ideas, and ensure all  departments understand expectations Guidelines will include use ...
Anatomy of Social Media Plan I. Purpose – Why are we here   Tap into new markets?   Reach younger customers?   Provide...
Situational Analysis Set your goals Determine your company’s current digital  footprint Analyze the competition Establ...
Five Types of Policies   Decentralized (10.8%)   Centralized (28.8%)   Hub and Spoke (41%)   Multiple Hub and Spoke (1...
The Breakdown Decentralized   Defined by a lack of central coordination,    efforts “bubble up” from different points of...
Centralized One department acts as a gatekeeper for  all social media activity Specific individuals act as voice,  respo...
Hub and Spoke Most common Central unit educates,                 Marketing  trains and empowers  all employees to act  a...
Multiple Hub & Spoke Most often found in extremely large  companies Multiple central units charged with  education and e...
Honeycomb Very rare Hallmark of the Silicon Valley companies  we would expect
Three Stages of Policy Stage One: Mitigation    General guidelines    Focus on protecting organization Stage Two: Info...
Redesigning Structure Social media plans often  coincides with a  restructuring of the  organization Roles and responsib...
IV. Case Study: Cisco Systems
The Policy Offered training and required certification  of all employees intending to use social  media Code of Conduct ...
The Cisco Strategy
Guidelines Identify yourself as a Cisco employee Keep applicable policies in mind Do not commit Cisco to any action unl...
FAQ
Results“What we learned from our initial foray into the social mediaworld is that these tools provide an opportunity for u...
Like More Info? View the entire Cisco Study at  SCR.bi/Ciscostudy Find actual social media policy examples  at bit.ly/So...
Questions?Contact Information:     Social Connections: Michael.Lesczinski  (at) gmail.com         Michaellesczinski MLes...
References “Case Study: Cisco Systems, Inc. Open Social Media Policy,” Social  Media Today, March 2011.  http://socialmed...
References“Social Media Policies,“ Chapters 17, The Social Media ManagementHandbook, 2011.“Social Media Policy: Cisco,” Fu...
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Excelsior College Webinar: Human Resources & Social Media Governance

  1. 1. Webinar: HR and Social Media Governance April 11, 2012
  2. 2. PresenterMike Lesczinski Public Relations Manager, Excelsior College Faculty Instructor, Excelsior’s School of Business & Tech Vice President, PRSA Capital Region Blogger, www.HigherEdPR.comPast: PR & Social Media Manager, Portfolio PR Group Communications & Media Coordinator, NYS Assembly Political Campaign Management
  3. 3. Social Invasion
  4. 4. Taking the Social Plunge“Hey! Look at how hip our company is, we’re on The Facebook!”
  5. 5. The AgendaI. Accept the New Reality: Social Media is Not a FadII. The Issues: Challenges to Social Media AdoptionIII. HR’s Role in Social Media Policy DevelopmentIV. Case Study: Cisco Systems
  6. 6. I. Accept the New Reality - Join theBandwagon Cultural shift pervaded personal and professional lives On Social, objective is to influence, not control
  7. 7. Social Media: The Big Picture 54% of jobseekers are 80% for more likely to apply recruiting after following a company 74% want more opportunities posted on social Source: Q3 Trends Update: Social Recruiting, Career Builder, October, 2011.
  8. 8. Organizational Adoption Social media adoption for 47% of organizations has occurred within past two years 73% DO NOT provide training to employees who engage in social media on company’s behalf Window of opportunity for HR to shape policy
  9. 9. II. Social Media UseTo Ban or To Embrace?  44% of companies use social media for HR  31% track social media use by employees at work  43% block employee access to platforms  68% use their own employees to engage with external audiences on the company’s behalfSource: SHRM Survey Findings: Social Media in the Workplace
  10. 10. II. Challenges to Adoption (andsolutions!) Corporate executives remain fearful of gaffes, compliance issues The prescription is training, guidelines, and governance
  11. 11. Challenge: C-level Fear
  12. 12. Alleviating C-Level Fear
  13. 13. Overcoming Employee Concerns Wait, what do you want me to do?
  14. 14. Challenge: The Law Legal concerns remain a major issue  Read Federal Trade Commission Guidelines, 2009  Advertising, endorsements  Employer specific regulations  Do you know what your employees are tweeting about your products?  Has your employee been truthful? Disclosed their affiliation? http://1.usa.gov/SocialRules
  15. 15. Protecting Your CompanyEmployer Protection Steps (Boudreaux, 2011) Update social media policies to reflect the FTC guide revisions in order to proactively inform employees of their obligations Educate all your employees Monitor to ensure compliance and accuracy of information Correct inaccurate or misleading information Define and implement a process for handling employee statements that create liability for the company Document the company’s policies and how the company is communicating those policiesSource: “Staying Out of Trouble: Complying with FTC Disclosures,” Chapter 11, The Social Media Management Handbook, 2011.
  16. 16. Overcoming Inter-Generational Challenges “Millennial” Generation has familiarity advantage  55% use instant messaging  45% use social networking sites  31% use online collaborative toolsSource: “Jumping the Boundaries of Corporate IT: Accenture Global Research on Millenials’ Use of Technology,” Accenture, 2010.
  17. 17. III. Demand a Seat at the Table Implementing a social media policy demands input, decision-making and commitment from all levels of leadership HR must be there to ensure all voices are heard, all considerations taken into account  Break down department “silos”
  18. 18. Policy Development Gather input, ideas, and ensure all departments understand expectations Guidelines will include use of language, copyright materials, privacy standards, and the legal do’s and don’ts
  19. 19. Anatomy of Social Media Plan I. Purpose – Why are we here  Tap into new markets?  Reach younger customers?  Provide better customer service? II. Anticipated Challenges  Brand awareness  Oversaturated market
  20. 20. Situational Analysis Set your goals Determine your company’s current digital footprint Analyze the competition Establish your online persona  Core values & attributes  Market perception Last stages: Deciding on specific networks, strategies, adapting to feedback, and training all employees
  21. 21. Five Types of Policies Decentralized (10.8%) Centralized (28.8%) Hub and Spoke (41%) Multiple Hub and Spoke (18%) Honeycomb (1.4%)Source: Survey of 140 Corporate Social Strategists,Altimeter Group, November 2010
  22. 22. The Breakdown Decentralized  Defined by a lack of central coordination, efforts “bubble up” from different points of the company  Often found in local governments  Risk brand inconsistency
  23. 23. Centralized One department acts as a gatekeeper for all social media activity Specific individuals act as voice, responsible for all engagement, content and strategy
  24. 24. Hub and Spoke Most common Central unit educates, Marketing trains and empowers all employees to act as brand ambassadors Central Unit Monitor all activity, provide feedback Fundraising Customer Service
  25. 25. Multiple Hub & Spoke Most often found in extremely large companies Multiple central units charged with education and empowerment who coordinate activities with each other
  26. 26. Honeycomb Very rare Hallmark of the Silicon Valley companies we would expect
  27. 27. Three Stages of Policy Stage One: Mitigation  General guidelines  Focus on protecting organization Stage Two: Information  Guidelines adapted to institutional culture, values  Focus on protecting individual as well as company Stage Three: Differentiation  Empower employees to act as brand ambassadors  Focus on differentiating company from competition
  28. 28. Redesigning Structure Social media plans often coincides with a restructuring of the organization Roles and responsibilities change, new workers hired HR must provide support to existing changes while realigning processes to recruit and manage new positions
  29. 29. IV. Case Study: Cisco Systems
  30. 30. The Policy Offered training and required certification of all employees intending to use social media Code of Conduct a condition of employment Policy sections: Rules, Guidelines, FAQ and Best Practices
  31. 31. The Cisco Strategy
  32. 32. Guidelines Identify yourself as a Cisco employee Keep applicable policies in mind Do not commit Cisco to any action unless you have the authority to do so Protect the reputation of the company Do not post confidential or copyrighted information Do not engage in any inflammatory or inappropriate discussions about competitors Be authentic, factual and respectful Be honest Build relationships Add value
  33. 33. FAQ
  34. 34. Results“What we learned from our initial foray into the social mediaworld is that these tools provide an opportunity for us tolisten online, gather feedback, and learn from customerexperiences. We quickly realized that social media hadmore value than simply broadcasting brand messages orproviding thought leadership. Social media gave Cisco ameans to have open and honest conversations with abroader, global base of customers, potential customers,partners, and employees,” –Cisco Spokesperson
  35. 35. Like More Info? View the entire Cisco Study at SCR.bi/Ciscostudy Find actual social media policy examples at bit.ly/SocialGov
  36. 36. Questions?Contact Information: Social Connections: Michael.Lesczinski (at) gmail.com Michaellesczinski MLesczinski (at) excelsior.edu @MikeLesczinskiwww.HigherEdPR.comwww.MikeLesczinski.com Gplus.to/MikeLesczinski
  37. 37. References “Case Study: Cisco Systems, Inc. Open Social Media Policy,” Social Media Today, March 2011. http://socialmediatoday.com/lucasshaffer/280005/case-study-cisco- systems-inc-open-social-media-policy “Cisco Social Media Playbook: Best Practice Sharing,” Cisco Systems, June 2010. http://www.scribd.com/doc/33518678/Cisco- Social-Media-Playbook-Best-Practice-Sharing “Jumping the Boundaries of Corporate IT: Accenture Global Research on Millenials’ Use of Technology,” Accenture, 2010. “SHRM Survey Findings: An Examination of How Social Media is Embedded in Business Strategy & Operations,” Society for Human Resource Management, January 2012. “SHRM Survey in the Workplace,” Society for Human Resource Management, November, 2011.
  38. 38. References“Social Media Policies,“ Chapters 17, The Social Media ManagementHandbook, 2011.“Social Media Policy: Cisco,” Furlong PR, 2010.http://www.furlongpr.com/social-media-policy-case-study-cisco/“Staying Out of Trouble: Complying with FTC Disclosures,” Chapter 11,The Social Media Management Handbook, 2011.Survey of 140 Corporate Social Strategists, Altimeter Group, November2010“Q3 Trends Update: Social Recruiting,” Career Builder, October, 2011.

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