Web 2.0..Business Friend or Foe?

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Web 2.0..Business Friend or Foe?

  1. 1. Web 2.0…Business Friend or Foe Stephen Weyer Stites & Harbison PLLC
  2. 2. Traditional Business Development
  3. 3. Selling Your Company, Events and Projects
  4. 4. Web 2.0 <ul><li>Dynamic internet experience </li></ul><ul><li>Media – “re-creates” or “captures reality” </li></ul><ul><li>Sharing content among other users </li></ul><ul><ul><li>Pictures </li></ul></ul><ul><ul><li>Information </li></ul></ul><ul><ul><li>Likes/dislikes </li></ul></ul><ul><ul><li>News articles </li></ul></ul><ul><li>Social Media </li></ul>
  5. 5. Web Content <ul><li>Blogs </li></ul><ul><li>Forums, Q&A sites, membership-only sites </li></ul><ul><li>Collaborative intranet sites, such as Wiki’s, SharePoint, etc. </li></ul><ul><li>Social media, such as Facebook, Twitter, LinkedIn, YouTube, SlideShare, etc. </li></ul><ul><li>Any information delivered over HTTP </li></ul>
  6. 6. The Basics
  7. 7. What is Social Media? Local
  8. 8. Why Use Social Media? Engaging Effective Efficient Economical Everyone
  9. 9. In the News… <ul><li>Russia is the most “social” </li></ul><ul><ul><li>75% of its citizens spend at least 9.8 hours/week on social networking sites </li></ul></ul><ul><li>Role in Middle East revolutions </li></ul><ul><ul><li>Egypt </li></ul></ul><ul><ul><li>Libya </li></ul></ul><ul><li>Snowball fights in DuPont Circle </li></ul><ul><ul><li>Snowpocalypse and snowmageddon </li></ul></ul>
  10. 10. Statistics* <ul><li>250 million blogs </li></ul><ul><li>500 million Facebook users </li></ul><ul><li>27 million daily Tweets </li></ul><ul><li>1.2 billion daily YouTube views </li></ul>* March 2010
  11. 11. Who is Using Social Media?
  12. 12. What Should We Use?
  13. 13. Facebook | Retail
  14. 14. Facebook | Banking
  15. 15. Facebook | Health Care <ul><li>MD Anderson Cancer Clinic </li></ul>
  16. 16. Facebook | Healthcare <ul><li>Roswell Park Cancer Institute </li></ul>“ A simple response is all it takes to humanize the experience.”
  17. 17. LinkedIn
  18. 18. How Should We Use It? <ul><li>Will my audience relate to it? </li></ul><ul><li>Am I giving something of value to someone? </li></ul><ul><li>Does this make me look knowledgeable, a resource, an expert? </li></ul>
  19. 19. Facebook | LinkedIn
  20. 20. Making Connection
  21. 21. What is Twitter? <ul><li>“ Twitter is a social networking and microblogging service that enables its users to send and read messages known as tweets. Tweets are text-based posts of up to 140 characters displayed on the author's profile page and delivered to the author's subscribers who are known as followers.” </li></ul>
  22. 23. Linked Twitter Feed
  23. 24. Getting the word out…
  24. 25. 1. Become A Resource
  25. 26. 2. Access to Timely Information
  26. 27. 3. Gain Visibility
  27. 28. How Much Time? <ul><li><1 hr a day for Social Media </li></ul><ul><li>Read and research about 30 minutes </li></ul><ul><li>Blogging about 2-3 days per week </li></ul><ul><li>Average 5-10 tweets per day </li></ul><ul><ul><li>Assuming 30 seconds, 5 minutes per day </li></ul></ul><ul><ul><li>About 10 minutes scanning other tweets </li></ul></ul>
  28. 29. Computer Resources <ul><li>RSS = Really Simple Syndication </li></ul>
  29. 30. What Can’t Social Media Do 4U REPLACE A MARKETING STRATEGY DELIVER INSTANT SUCCESS GUARANTEE INFLUENCE SAVE A SINKING SHIP
  30. 31. Your Take-Aways!
  31. 32. 1. Marketing
  32. 33. 2. Connecting
  33. 34. 3. Supporting
  34. 35. 4. Educating
  35. 36. 5. Customer Support
  36. 37. 6. Communicating
  37. 38. 7. Recruiting
  38. 39. 8. Researching <ul><li>Would you hire and retain this person? </li></ul><ul><li>Would have the same response? </li></ul>
  39. 40. Making It Work Together
  40. 41. Pitfalls…. <ul><li>Lawsuits for: </li></ul><ul><ul><li>Tort (defamation, intentional infliction of emotional distress, negligence, etc.) </li></ul></ul><ul><ul><li>Copyright and trademark infringement </li></ul></ul><ul><ul><li>Breach of contract </li></ul></ul><ul><ul><li>Workplace harassment </li></ul></ul><ul><li>Regulatory and Compliancy Issues </li></ul><ul><ul><li>Document retention </li></ul></ul><ul><ul><li>Trade Secrecy/Confidentiality </li></ul></ul><ul><ul><li>Privacy </li></ul></ul><ul><ul><li>Cyber bullying </li></ul></ul>
  41. 42. Communications Decency Act (“CDA”) <ul><li>Protects Internet Service Providers (“ISPs”) and web hosts from liability (e.g., defamation) resulting from third party’s content/posts. </li></ul><ul><li>Does not protect employers from content posted by employees. </li></ul>
  42. 43. Regulations Impacting Social Media FDA21CFR202.1 Pharmaceuticals, Food, Supplements, Cosmetics HIPAA Healthcare FINRA Notice 10-06 SEC 17a-3, 17a-4, Sweep Letter NASD 2210, 2310, 3010, 3110 USDA Patriot Act Financial Sarbanes-Oxley Publicly Traded Companies Freedom of Information Act, State Regulations Government Agencies Federal Rules of Civil Procedure Everyone Regulations That May Apply Industry or Field
  43. 44. Employee Use <ul><li>Beneficial to company but at what cost? </li></ul><ul><ul><li>Productivity? </li></ul></ul><ul><li>Employer Monitoring </li></ul><ul><ul><li>2009 Study – 77% of employees who have a Facebook account use it during work hours. </li></ul></ul>
  44. 45. Cyberbullying <ul><li>Use of Internet to harass or torment by credible threatening or harassing message or postings </li></ul><ul><li>Cyberstalking - using the Internet in a pattern of threatening or malicious behaviors toward an individual that pose a credible threat of harm </li></ul><ul><ul><li>Megan Meier Story (MySpace) </li></ul></ul>
  45. 46. Disgruntled Employee Sites <ul><li>www.rantasaurus-rex.com </li></ul><ul><li>www.jobvent.com </li></ul><ul><li>www.hateboss.com </li></ul><ul><li>www.workrant.com </li></ul><ul><li>www.rateyourjob-rateyourboss.com </li></ul><ul><li>www.Glassdoor.com </li></ul>
  46. 47. Marketing Anonymity <ul><li>Who is the person or company behind the words? </li></ul><ul><ul><li>Employee’s personal view </li></ul></ul><ul><ul><li>Statements on behalf of Company </li></ul></ul><ul><ul><li>Third party/independent observer </li></ul></ul><ul><li>FTC Regulations </li></ul><ul><ul><li>Endorsement: “any advertising message that consumers are likely to believe reflects the opinions, beliefs, findings or experiences of a party other than the sponsoring advertiser….” </li></ul></ul><ul><ul><li>Disclosure of relationship of endorsees to the advertisers </li></ul></ul><ul><li>Examples of Abuse or Deception: </li></ul><ul><ul><li>Paid positive postings </li></ul></ul><ul><ul><li>Employees who hype employer’s products </li></ul></ul>
  47. 48. How To Proceed <ul><li>Determine how to meet regulatory obligations </li></ul><ul><li>Identify and understand all potential exposures </li></ul><ul><li>Document social media usage policies </li></ul><ul><li>Educate employees </li></ul><ul><li>Start small with a corporate presence </li></ul><ul><li>Control access and enforce compliance </li></ul><ul><li>Expand presence incrementally with caution </li></ul>
  48. 49. Key Social Media Considerations <ul><li>It is no longer a question of whether a social media policy is needed, it is more a matter of what that policy proscribes and how the risks associated with social media are to be managed. </li></ul><ul><li>Do you presently have a document retention and governance policy that includes social media? Consider that they should be part of the same document. </li></ul><ul><li>Do you have a plan for preservation and the collection of social media from a technical perspective? </li></ul><ul><li>Basic key considerations for constructing that policy are: </li></ul><ul><ul><li>Short and long term data storage strategies—What is being retained that does not need to be? </li></ul></ul><ul><ul><li>Audit processes—Is there a system to monitor social media, internal and external facing? </li></ul></ul><ul><ul><li>Enforcement Protocols—Is the appropriate access being granted or denied to websites, users and certain functionality? </li></ul></ul><ul><ul><li>Litigation Response Plans—When the duty to preserve kicks in, is there a plan to deploy litigation hold “in place” and to collect the data? How will it be reviewed? </li></ul></ul><ul><ul><li>Employee Education and Training Programs—Are employees aware of the guidelines surrounding social media use and have they been properly trained? </li></ul></ul>
  49. 50. Contact Information <ul><li>Phone: 703-837-3908 </li></ul><ul><li>Email: [email_address] </li></ul><ul><li>Facebook: facebook.com/stephen.weyer.esq </li></ul><ul><li>LinkedIn: www.linkedin.com/in/stephenweyer </li></ul><ul><li>Twitter: @weyer_esq </li></ul>
  50. 51. The End <ul><li>Questions? </li></ul>

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