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Policies and Structure for Social Media

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  • 1. Policies and Structure for Social Media PBRL 3150 Social Media for Strategic PR Jan. 24, 2012
  • 2. Getting Ready 80% of success is getting the company ready — only 20% is about the technology. Policies and Structure for Social Media PBRL 3150 Social Media for Strategic PR
  • 3. Organizational Models • Social media is only free if your time is worthless. • Effective social media campaigns never “just happen.” • Customers don’t care what department you are in. Policies and Structure for Social Media PBRL 3150 Social Media for Strategic PR
  • 4. Organizational Models Policies and Structure for Social Media PBRL 3150 Social Media for Strategic PR
  • 5. Organizational Models Policies and Structure for Social Media PBRL 3150 Social Media for Strategic PR
  • 6. Decentralized • Organic growth. • Authentic. • Experimental. • Not coordinated. Policies and Structure for Social Media PBRL 3150 Social Media for Strategic PR
  • 7. Centralized • One department controls all. • Consistent. • Not as authentic. Policies and Structure for Social Media PBRL 3150 Social Media for Strategic PR
  • 8. Hub and Spoke • Sets example. • Spreads widely. • Takes time. Policies and Structure for Social Media PBRL 3150 Social Media for Strategic PR
  • 9. Holistic • Everyone in a company uses social media safely and consistently across the board. Policies and Structure for Social Media PBRL 3150 Social Media for Strategic PR
  • 10. Rules, Policies and Guidelines Policies and Structure for Social Media PBRL 3150 Social Media for Strategic PR
  • 11. Why Do We Care? • Despite what some people say, rules still apply when it comes to social media. • Some of the rules may be similar to those already in place. • Policies provide structure. Policies and Structure for Social Media PBRL 3150 Social Media for Strategic PR
  • 12. What Does a Policy Entail? • What the company will and will not do online. • What employees can and cannot do online. • What the public can and cannot do on company properties. Policies and Structure for Social Media PBRL 3150 Social Media for Strategic PR
  • 13. Internal Questions to Ask • Are employees encouraged to engage in conversations regarding an organization? • Are employees required to identify themselves. • May employees discuss financial information? • Is social media permitted during work? Policies and Structure for Social Media PBRL 3150 Social Media for Strategic PR
  • 14. External Questions to Ask • Will you reject comments that include offensive or inappropriate language? • Will you allow personal attacks? • Will you allow comments that appear as spam? • Will you take action against repeat offenders? Policies and Structure for Social Media PBRL 3150 Social Media for Strategic PR
  • 15. Best Buy • Specialty retailer of consumer electronics. • 1,000+ stores around the world. • $16B/year in revenue. • 180,000 employees. Policies and Structure for Social Media PBRL 3150 Social Media for Strategic PR
  • 16. Policies and Structure for Social Media PBRL 3150 Social Media for Strategic PR
  • 17. Los Angeles Times • 4th most-distributed paper in the U.S. • 527,000 daily circulation. Policies and Structure for Social Media PBRL 3150 Social Media for Strategic PR
  • 18. Los Angeles Times Basic Principles • Integrity is our most important commodity: Avoid writing or posting anything that would embarrass The Times or compromise your ability to do your job. • Assume that your professional life and your personal life will merge online regardless of your care in separating them. • Even if you use privacy tools (determining who can view your page or profile, for instance), assume that everything you write, exchange or receive on a social media site is public. • Just as political bumper stickers and lawn signs are to be avoided in the offline world, so too are partisan expressions online. • Be aware of perceptions. If you “friend” a source or join a group on one side of a debate, do so with the other side as well. Also understand that readers may view your participation in a group as your acceptance of its views; be clear that you’re looking for story ideas or simply collecting information. Consider that you may be an observer of online content without actively participating. Policies and Structure for Social Media PBRL 3150 Social Media for Strategic PR
  • 19. “Cisco Fatty” Policies and Structure for Social Media PBRL 3150 Social Media for Strategic PR
  • 20. #MotorCity Policies and Structure for Social Media PBRL 3150 Social Media for Strategic PR
  • 21. #Cairo Policies and Structure for Social Media PBRL 3150 Social Media for Strategic PR
  • 22. Discussion Policies and Structure for Social Media PBRL 3150 Social Media for Strategic PR