Building Effective Social Media Policies
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Building Effective Social Media Policies

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Social iQ Networks and Altimeter Group presentation on Building & Enforcing Effective Social Media Policies to protect brand accounts.

Social iQ Networks and Altimeter Group presentation on Building & Enforcing Effective Social Media Policies to protect brand accounts.

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  • 1.5H x 10W10% transparency40 point font.1 indent
  • 1.5H x 10W10% transparency40 point font.1 indent
  • The Social Media Governance website has over 160 Social Media policy documents from a wide variety of companies
  • 1.5H x 10W10% transparency40 point font.1 indent
  • http://instoresnow.walmart.com/Community.aspxSo, it’s instructive to watch how SeaWorld is using social media to respond to a tragedy that they did not predict.1. First (as you might expect) SeaWorld suspended @Shamu’s twitter account.2. SeaWorld explained why they suspended the account.SeaWorld didn’t just quiet @Shamu; they shared their reasoning and offered alternative information options. From Sea World’s blog:About a year ago SeaWorld launched a Twitter account giving voice to Shamu. In part because of his worldwide celebrity and in part because of his ability to find humor in the world around him, @Shamu has gained a significant following on Twitter. Many of his most loyal followers have noted his absence from Twitter since the tragic events of Wednesday, February 24 at SeaWorld Orlando.4. SeaWorld is using social media to respond to negative as well as supportive comments about the tragedy. And, they are continuing to discuss issues related to the orcas and the employees of SeaWorld.

Building Effective Social Media Policies Building Effective Social Media Policies Presentation Transcript

  • Building & EnforcingEffective Social Media PoliciesPresented by:Alan Webber, Principal Analyst, Altimeter GroupDevin Redmond, CEO & Co-founder, Social iQ Networks Protecting Social Brands
  •  Introductions 2013 Finalist: Most Promising Start-up Why you need social media policies The role of training Why you need technology guardrails Conclusion “Social media is the modern Pandora’s box: It has had a meteoric rise as a tool to interact and engage with customers, but also a dark underside exposing companies to new types of risk.” “Guarding the Social Gates: The Imperative for Social Media Risk Management,” August 9, 2012 Confidential Slide 2
  • Weathering The Storm: Building and Enforcing Effective Social Media Policies Alan Webber, Principal Analyst @alanwebber | roninresearch.com January 30, 2013© 2012 Altimeter Group
  • CEOs now see “Leading Through Connections,” IBM, 2012 (n=1700 CEOs technology worldwide) change as the #1 factor impacting their organizations “Leading Through Connections,” IBM, 2012 (n=1700 CEOs worldwide) 4© 2012 Altimeter Group
  • Social media is a global phenomenon 5 Source: comScore Social Media Matrix, December 2012© 2012 Altimeter Group
  • CHAOS THE INHERENT UNPREDICTABILITY IN THE BEHAVIOR OF A COMPLEX SYSTEM 6© 2012 Altimeter Group
  • Errant Tweets 7© 2012 Altimeter Group
  • Errant Tweets 8© 2012 Altimeter Group
  • Saving Face© 2012 Altimeter Group
  • Sexist ASUS Tweet© 2012 Altimeter Group
  • Sexist ASUS Tweet© 2012 Altimeter Group
  • Just Jeans Hoax© 2012 Altimeter Group
  • Image by Mark Garbowski used with Attribution as directed by Creative Commons http://toomuchglass.net/2010/12/02/la-la-la-la We’re Tuning Out the Noise© 2012 Altimeter Group
  • Types Of Social Media Policies 1) Company Policies 2) Employee Guidelines 3) Customer and User Policies© 2012 Altimeter Group
  • Image by Coda2 used with Attribution as directed by Creative Commons http://www.flickr.com/photos/coda2/1464215675/ Company policies are about protecting the brand© 2012 Altimeter Group
  • Company Policies 1. Protect the brand by clearly laying out acceptable use on behalf of the brand 2. Identify responsibilities and channels 3. Identify issue and crisis processes and responses 16© 2012 Altimeter Group
  • IT’S ABOUT THE COMPANY CULTURE AND BRAND VALUES, NOT LEGALISTIC POLICIES 17© 2012 Altimeter Group
  • Zappos’ “Be real and use your best judgment” 18© 2012 Altimeter Group
  • FORD 1) Be honest about who you are 2) Make it clear the views expressed are yours 3) You speak for yourself, but your actions represent those of Ford 4) Use your common sense 5) Play nice 6) The Internet is a public space 7) The Internet remembers (i.e. “Whatever happens in Vegas…stays on Google) 8) An official response maybe needed 9) Respect the privacy of offline conversations 10) Same rules and laws apply: new medium, no surprise 11) When in doubt, ask 19© 2012 Altimeter Group
  • Could Happen To Anyone© 2012 Altimeter Group
  • Could Happen To Anyone© 2012 Altimeter Group
  • Company Policy Best Practices 1. One policy to govern them all 2. Cover scope, purpose, and responsibilities 3. What is good usage and inappropriate usage 4. Focus on providing examples 22© 2012 Altimeter Group
  • Image by Lilmsmrtas used with Attribution as directed by Creative Commons http://www.flickr.com/photos/lilmsmrtas/3737603903/ Employee guidelines are about finding balance© 2012 Altimeter Group
  • Employee Guidelines 1) What an employee can and cannot (or should and should not) say about the company on social media – NLRB guidelines 2) Best practices for protecting themselves (and the company) on social media 24© 2012 Altimeter Group
  • Define Expectations For Employees Examples of Social Media Guidelines created by Intel and Cisco 25© 2012 Altimeter Group
  • Personal Becomes Brand Quickly© 2012 Altimeter Group
  • Personal Becomes Brand Quickly© 2012 Altimeter Group
  • Employee Guidelines Best Practices 1) Have them 2) Cover both company and personal platforms 3) Be clear about the separation between company and personal 4) Train all employees on them 28© 2012 Altimeter Group
  • Image by Photolifer used with Attribution as directed by Creative Commons http://www.flickr.com/photos/marcgautier/5980224854 External guidelines provide guardrails for appropriate use© 2012 Altimeter Group
  • Customer And User Policies 1. Specific to the platform 2. Misuse of the brand 3. Incorrect, misleading, or false information 30© 2012 Altimeter Group
  • Protect With External Facing Policies Walmart published a SeaWorld defines community disclosure policy for its Moms expectations on its social media program. properties, e.g. blog.© 2012 Altimeter Group
  • Managing The Commons© 2012 Altimeter Group
  • Customer And User Policies Best Practices 1. Clearly establish your rules 2. Don’t delete all negative comments 3. Enforce the rules 4. Prepare for an issue or crisis 33© 2012 Altimeter Group
  • What It Means 1) Have a brand appropriate version of all three 2) Update and change for new platforms and shifting needs 3) Train employees on all three, but focus on building judgment 34© 2012 Altimeter Group
  • Three Areas to Apply Tech1. Employees using social networks2. Employees using company social accounts3. Audiences engaging on company social accounts Confidential Slide 35
  • Technologies1. Web gateways (company network / device) ◦ Productivity controls by network, app, or time quota ◦ Security controls to keep employees from bad places ◦ Data controls to keep sensitive data from leaving2. Listening platforms to detect bad / illegal conversations in PUBLIC forums3. Social iQ Networks SocialDiscover to find employee accounts that are intentionally and openly representing the brand Confidential Slide 36
  • Technologies1. Marketing Suites ◦ Workflow for publishing ◦ Quality campaign and content management ◦ Analytics and ROI measurement2. Social Account Level Controls3. Application control on the account itself4. Content and conversation compliance Confidential Slide 37
  • ① Symptom: • Poor admin access control causing a Rogue & Compromised Admins mess… • MLB admin not de-provisioned (pages MLB had admin rights to were also compromised in stunt) • Agency employee with admin access to Pfizer page was compromised allowing Pfizer to be compromised② Cause: SiQN Solution: ProfileLock detects • Admin provisioning is easy tampering and and not governed… remediates content Any Facebook user can be made admin anytime Slide 38
  • ① Symptom: • Accounts will have multiple apps, not managing that creates more mistakes Unmanaged App Access • One KitchenAid admin via a mobile app and compliance violations (authorized on work and personal accounts) • Agency employee with publishing app authorized on multiple work and personal accounts② Cause: SiQN solution: • Lack of awareness / management of Publishing App policies multiple apps • Workflows in a publishing app doesn’t manage your other apps… The app authorized on personal and private account Slide 39
  • ① Symptom: ASB Upholds Complaint Against • Increasing regulatory and Foster’s Facebook Comments compliance focus, fines, roadblocks Novartis Slapped • No proof of coverage (process, by the FDA remediate, discovery)① Cause: • Manually moderating content via outbound posts only (poor content coverage, low scale, doesn’t cover all vectors of content) SiQN Solution: • Missed accounts, publishing workflow Compliance and bypassed with other apps Archiving policies • Lack of common enterprise archiving of content with pre-built classification tags (smart archiving is import for usability and proof of coverage) Slide 40
  • 1. Have an Acceptable Content Use Policy2. Have the ability to respond to audiences via your marketing or engagement platform3. Have the ability to detect and automatically remove abuse, exploits, offensive content, and sensitive information that is commented, replied, messaged, and wall posted on your accounts Confidential Slide 41
  • ① Symptom: • Bad dialogue on pages causes social crises for the brand • Accidental brand post ignites a crisis • Exploitative, abusive, or inappropriate One Company – Two Very Different Brands and Audiences content creates liability • Social teams need to apply different moderation rules to create openness for some and protection for others② Cause: • Manually moderating spam, malware, pornography, profanity is taxing social teams / cannot scale and is bad resource usage • Missing just one tweet or post can SiQN Content Moderation Counter jeopardize a brand’s reputation, ignite a • The ability to see how removing crises, and result in significant cost security/inappropriate content saves a brand • Over 5% of Social traffic is now SPAM time and money and Malware (source: Sophos) Slide 42
  • 1. Set clear guidelines with real world examples2. Apply those guidelines to the appropriate channels and demographics3. Use technology as the guardrails to keep your guidelines on track Confidential Slide 43
  • 44 THANK YOU Alan Webber Devin Redmond alan@altimetergroup.com devin@socialiqnetworks.com roninresearch.org socialiqnetworks.com Twitter: alanewebber @SocialiQNet© 2012 Altimeter Group