Excelsior College Webinar: Human Resources & Social Media Governance
Webinar: HR and Social Media Governance April 11, 2012
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
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 AdoptionIII. HR’s Role in Social Media Policy DevelopmentIV. Case Study: Cisco Systems
I. Accept the New Reality - Join theBandwagon Cultural shift pervaded personal and professional lives On Social, objective is to influence, not control
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.
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
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
II. Challenges to Adoption (andsolutions!) Corporate executives remain fearful of gaffes, compliance issues The prescription is training, guidelines, and governance
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 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
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.
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.
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”
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
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
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
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
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
Centralized One department acts as a gatekeeper for all social media activity Specific individuals act as voice, responsible for all engagement, content and strategy
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
Multiple Hub & Spoke Most often found in extremely large companies Multiple central units charged with education and empowerment who coordinate activities with each other
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: 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
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
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
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
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
Like More Info? View the entire Cisco Study at SCR.bi/Ciscostudy Find actual social media policy examples at bit.ly/SocialGov
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.
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.