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Developing a social media policy

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Six steps to develop a social media policy that works. Explains the consequences of employee misconduct and actions to take to minimise the chance of risk to reputation.

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Developing a social media policy

  1. 1. Social Media Governance Managing risk, protecting reputation and delivering results DARREN WHITELAW Digital & Social Media Communication Strategies in Government
  2. 2. @DarrenWhitelaw #SM4gov
  3. 3. Image © New Line Cinemas
  4. 4. What’s yourexposure?
  5. 5. I hate my boss and work sucks Everyone around me are a bunch of total fools I wanna kill my co-workers I am surrounded by incompetence and insanity! I just found out the greatest secret… How’s this for a massive scandal… F%*@! I really %#+*&^% these @!&%%$ Who cares?
  6. 6. I hate my boss and work sucks Everyone around me are a bunch of total fools I wanna kill my co-workers I am surrounded by incompetence and insanity! I just found out the greatest secret… How’s this for a massive scandal… F%*@! I really %#+*&^% these @!&%%$ Hey everyone! I’m Darren Whitelaw and I work for the Victorian Government
  7. 7. “Smith apologises for racism scandal” 25 March 2011
  8. 8. Herald Sun, p3 18 August 2011
  9. 9. That’s why you need a consistent social media governance framework
  10. 10. Six steps to having an awesome social media policy Listen to social media
  11. 11. Who said there’s no such thing as a free lunch?
  12. 12. And there’s plenty of paid services too…
  13. 13. Six steps to having an awesome social media policy Listen to social media Ask around
  14. 14. Public Service Commission
  15. 15. socialmediagovernance.com
  16. 16. Six steps to having an awesome social media policy Listen to social media Ask around Supplement existing policies
  17. 17.  Reinforce Code of Conduct  News media  Confidential, personal or classified info  Harassment and bullying  Official representation  Privacy. Don’t reinvent the wheel
  18. 18. Six steps to having an awesome social media policy Listen to social media Ask around Supplement existing policies Engage with others
  19. 19. Involve staff
  20. 20. Teach them what to do(not just what not to do) William Gottlieb via Flickr
  21. 21. Image by Tooleya Identify champions
  22. 22. Six steps to having an awesome social media policy Listen to social media Ask around Supplement existing policies Engage with others Ratify HR/Legal/C-suite
  23. 23. The consequence of misconduct… Image © www.indiedb.com
  24. 24. Listen to social media Ask around Supplement existing policies Engage with others Ratify HR/Legal/C-suite Share with staff Six steps to having an awesome social media policy
  25. 25. Listen to social media Ask around Supplement existing policies Engage with others Ratify HR/Legal/C-suite Share with staff Six steps to having an awesome social media policy
  26. 26. Listen to social media Ask around Supplement existing policies Engage with others Ratify HR/Legal/C-suite Share with staff Image©NewLineCinema
  27. 27. A policy on social media not only protects you, but your staff as well  Give staff permission to participate, and they’ll take ownership  Explain what TO do online, not what NOT to do  Your eyes and ears  Permission to take work home, and bring their life to work  Extends the reach of your messages  Passionate and engaged staff will help stick up for your brand.
  28. 28. UNDERSTAND You are NOT in control #1
  29. 29. Image via US Library of Congress
  30. 30. Image via Panoramio.com
  31. 31. Make the investment to listen Simon Krzic via Dreamstime.com #2
  32. 32. Have a clear plan for how you’ll respond #3
  33. 33. What kind of message? Positive Negative Policy Breach
  34. 34. UnclassifiedUnclassified v3.0 Consult #minefire taskforce community manager Politician Journalist 60+ Klout score / 500+ Facebook friends Pressure group Celebrity YES Advise PIO/CHO/EMJPIC as appropriate NO #MINEFIRE TASKFORCE 2014 CC BY-NC 4.0 You are free to copy, share,and adaptthis work for non-commercialpurposes. Credit: Departmentof Premier & Cabinet,State of Victoria2014 Monitor Didn’t know better Serial pest / provoker Unsure Consult community manager Concern/Question/Misinformation Why did they say it? Monitor YES NO YES NO UNSURE Worry / fear Trying to be funny Add to question register, monitor Respectfully correct facts and provide link. Use #mythbuster Is the problem being fixed? Explain what is being done to fix, provide link Are the facts correct? Find out more from SCC or CHO liaison UNSURE Is it worth sharing? Can you add value? Thank them for their post or RT Praise/Neutral YES Are the facts correct? NOYES NO YES Respectfully correct facts and provide link NO YES NO No further action Want to respond? Share, like or RT Respond with help, provide link Will doing something bring more attention than not? Has the community policed itself within 24 hours Remove/hide. Log. Explain why, and remind about our rules. Breach of our rules YES NO YES NO YES NO YES NO Will the community police itself? Are they a social influencer? What did they say? Who are they? Does it pose a legal risk? Monitor Resp nding t user c mments
  35. 35. Image © New Line Cinemas #4Follow the six steps
  36. 36. Time to wrap up…
  37. 37. Whew! That’s it… Questions?

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