Davis - Social Media: Managing the Risks, Exploring the Potential

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Davis - Social Media: Managing the Risks, Exploring the Potential

  1. 1. August 30, 2010 | Facilitated by Alison Davis
  2. 2. Agenda • About this workshop • Why you’re here • A quick tour of social media • The bad news: risks • Managing risks with policies and contracts • Tapping social media’s potential • Q&A/discussion Social media: managing the risks, exploring the potential • Davis & Company 2
  3. 3. About this workshop Objectives You’ll learn how to: – Make sense of the social media landscape – Understand risks and benefits – Define and set clear guidelines for acceptable use – Tap into the potential of social media Social media: managing the risks, exploring the potential • Davis & Company 3
  4. 4. About this workshop Keep in mind Me Not a lawyer . . . . . . A communication consultant Social media: managing the risks, exploring the potential • Davis & Company 4
  5. 5. Why you’re here How are you using social media? Still in the Using selectively Power user thinking/planning stage Social media: managing the risks, exploring the potential • Davis & Company 5
  6. 6. Why you’re here What is your biggest Where do you challenge/concern see social media’s about social media? potential? Social media: managing the risks, exploring the potential • Davis & Company 6
  7. 7. A quick tour of social media Social media: managing the risks, exploring the potential • Davis & Company 7
  8. 8. A quick tour What is social media? Social media: managing the risks, exploring the potential • Davis & Company 8
  9. 9. Source: www.briansolis.com 9
  10. 10. A quick tour Who uses social media? 18-29 30-39 40-49 50-64 2007 2009 70% 43% 29% 16% 67% 21% 11% 6% 4% 105% 164% 166% increase increase increase increase Source: Pew Research Center Social media: managing the risks, exploring the potential • Davis & Company 10
  11. 11. A quick tour What companies are doing Of top 500 executives: • 60% say social media is not • 75% admit that social on their agenda media will be used covertly Key barriers: Security 75% Why? Senior apathy 57% Fear of unproven technologies 58% Source: Global IT consulting firm Avanade Social media: managing the risks, exploring the potential • Davis & Company 11
  12. 12. A quick tour What companies are doing 80% plan to use social networking to recruit talent. 95% 59% 42% Source: Jobvite Social Recruitment Survey, May 2009 Social media: managing the risks, exploring the potential • Davis & Company 12
  13. 13. A quick tour Companies and social networking 31% 23% CEO is on Utilize social networking as Facebook a tool to manage and build our brand 23% 21% Utilize social Utilize social networking networking for to engage employees recruiting purposes Source: Deloitte Social media: managing the risks, exploring the potential • Davis & Company 13
  14. 14. A quick tour Employees’ views about social media • 74% say it’s easy to damage a company’s reputation on social media • 53% say social networking pages are none of employers’ business • 24% don’t know if their company has a policy • 49% say a policy wouldn’t change how they behave online Source: Deloitte Social media: managing the risks, exploring the potential • Davis & Company 14
  15. 15. The bad news: risks Social media: managing the risks, exploring the potential • Davis & Company 15
  16. 16. Risks The source of social media’s risks • We are human and imperfect. • Social networking is quick, easy and intimate. • Communications can spread virally and publicly. Social media: managing the risks, exploring the potential • Davis & Company 16
  17. 17. Risks Dangers Employment claims Legal risks • Harrassment/bullying • Inadvertent disclosures • Discrimination • HIPAA violations • Defamation/slander • Corporate theft • Invasion of privacy • Identity theft • Minimum • Fraud and misleading wage/overtime statements • Copyright and trademark infringement • Violations of anti-spamming laws Social media: managing the risks, exploring the potential • Davis & Company 17
  18. 18. Risks What can (and does) go wrong example PR executive on Twitter: “True confession but I’m in one of those towns where I scratch my head and say ‘I would die if I had to live here!’” example Domino’s employees on YouTube: Posted video showing them doing disgusting things to customers’ food Social media: managing the risks, exploring the potential • Davis & Company 18
  19. 19. Risks Gannett Social media: managing the risks, exploring the potential • Davis & Company 19
  20. 20. Risks The Star-Ledger Social media: managing the risks, exploring the potential • Davis & Company 20
  21. 21. Managing risks with policies and contracts Social media: managing the risks, exploring the potential • Davis & Company 21
  22. 22. Managing risks Develop a proactive approach Restrict Acknowledge employees to use Encourage that employees company electronic employees to participate resources only for contribute? and outline business-related expectations? matters? Social media: managing the risks, exploring the potential • Davis & Company 22
  23. 23. Managing risks Draft a brief written policy Electronic communication • All electronic resources are the property of the employer. • The employer’s resources are to be used primarily for business purposes (or business purposes only). • Employees have no reasonable expectation of privacy in using company resources. • The employer has the right to monitor employee activity, pursuant to applicable law, to ensure the resources are properly used. • Employees are prohibited from downloading software without company permission. • Employees cannot spoof or hack another user’s system. • Unauthorized, private encryption by an employee is prohibited. Social media: managing the risks, exploring the potential • Davis & Company 23
  24. 24. Managing risks Policy addresses social media • The personal use of social networking web sites or systems must not interfere with working time. (IF ACTUALLY ALLOWED.) • Remember that written messages are, or can become, public. Use common sense. • Any messages that might act as the “voice” or position of the company must be approved by the company. • No communication should disclose any confidential or proprietary information of the company without authorization from the company. • No author can use logos, trademarks or other intellectual property of the company without approval of the company. Social media: managing the risks, exploring the potential • Davis & Company 24
  25. 25. Managing risks ESPN’s social media policy • Prior to engaging in any form of social networking dealing with sports, you must receive permission from the supervisor as appointed by your department head. • Assume at all times you are representing ESPN. • If you wouldn’t say it on the air or write it in your column, don’t tweet it. • Exercise discretion, thoughtfulness and respect for your colleagues, business associates and our fans. • Be mindful that all posted content is subject to review in accordance with ESPN’s employee policies and editorial guidelines. Any violation of these guidelines could result in a range of consequences, including but not limited to suspension or dismissal. Social media: managing the risks, exploring the potential • Davis & Company 25
  26. 26. Managing risks If you fire an employee Your best defense: A separation agreement that ties severance with conduct Social media: managing the risks, exploring the potential • Davis & Company 26
  27. 27. Managing risks Separation agreement #1 Non-disclosure: Mr. Smith agrees not to discuss to anyone except his immediate family, accountant(s), and lawyer(s) any information relating to the subject matter or existence of his agreement, including the dollar amount set forth herein, except to the extent required by the legal process. Any disclosure to Mr. Smith’s immediate family, accountant or lawyer shall be made upon their agreement not to disclose these terms to another person. Social media: managing the risks, exploring the potential • Davis & Company 27
  28. 28. Managing risks Separation agreement #2 Non-disparagement: Mr. Smith agrees to refrain from making any disparaging remarks now, and at any time in the future, which could be detrimental in any way to The Company or to individual owners, directors, or employees of The Company, as well as The Company’s customers, business partners, sponsors and/or distributors, provided that this shall not restrict Mr. Smith’s ability to respond to any inquiry from applicable regulatory authorities or to provide information pursuant to legal process. Social media: managing the risks, exploring the potential • Davis & Company 28
  29. 29. Tapping social media’s potential Social media: managing the risks, exploring the potential • Davis & Company 29
  30. 30. Tapping potential Social media’s potential Facilitates communication Allows sharing of ideas Targets a wide audience Improves reputation Social media: managing the risks, exploring the potential • Davis & Company 30
  31. 31. Tapping potential Manage your story “ Today, whatever you say will end up on a blog. So you have a choice as a company—either be proactive and take the offensive and say, ‘Here’s what’s going on,’ or you can let someone else write the story for you. ” – Rusty Rueff, former HR exec at Electronic Arts and PepsiCo Social media: managing the risks, exploring the potential • Davis & Company 31
  32. 32. Tapping potential 5 ways to leverage social media 1. Collaborate with other functions 2. Use the right tool for the right job 3. Recruit new hires 4. Create a sense of community 5. Engage employees in the business Social media: managing the risks, exploring the potential • Davis & Company 32
  33. 33. 5 ways to leverage 1. Collaborate with other functions • Monitor ongoing web activity • Develop a response strategy • Determine roles of senior management, “spokespeople” • Decide on stance: – Fight back – Respond positively – Ignore Social media: managing the risks, exploring the potential • Davis & Company 33
  34. 34. 5 ways to leverage 2. Use the right tool… Social media: managing the risks, exploring the potential • Davis & Company 34
  35. 35. 5 ways to leverage 3. Recruit new hires…on Twitter Social media: managing the risks, exploring the potential • Davis & Company 35
  36. 36. 5 ways to leverage 3. Recruit…Twitter example Social media: managing the risks, exploring the potential • Davis & Company 36
  37. 37. 5 ways to leverage 3. Recruit new hires…on Facebook Social media: managing the risks, exploring the potential • Davis & Company 37
  38. 38. 5 ways to leverage 3. Recruit…Facebook example Social media: managing the risks, exploring the potential • Davis & Company 38
  39. 39. 5 ways to leverage 3. Recruit new hires…on LinkedIn Social media: managing the risks, exploring the potential • Davis & Company 39
  40. 40. 5 ways to leverage 3. Recruit…LinkedIn example Social media: managing the risks, exploring the potential • Davis & Company 40
  41. 41. 5 ways to leverage 4. Create a sense of community Blue shirt nation Social media: managing the risks, exploring the potential • Davis & Company 41
  42. 42. 5 ways to leverage 5. Engage employees in the business • Give employees access to critical information • A wiki (online user-generated encyclopedia) called Pfizerpedia • Contains more than 10,000 articles, videos and other content Social media: managing the risks, exploring the potential • Davis & Company 42
  43. 43. 5 ways to leverage 5. Engage employees in the business Watch IBM for how social media can: • Engage employees in culture (2003 ValuesJam) • Share knowledge • Create community • Understand key issues Social media: managing the risks, exploring the potential • Davis & Company 43
  44. 44. Q&A/discussion Social media: managing the risks, exploring the potential • Davis & Company 44
  45. 45. Contact Alison Davis (201) 445-5100 alison.davis@davisandco.com Visit: www.davisandco.com Find us on: Social media: managing the risks, exploring the potential • Davis & Company 45

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