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OrganizationalSocial Media Policies: Developments in
Practice andResearch
Melissa D. Dodd, Ph.D.
University of Central Flo...
Queen of theSky
• Year:2003
• Ellen Simonetti
• Filed suit against Delta in 2005 and settled for undisclosed amount
• Nati...
HMV
• Year:2013
• HMV lays off 200 employees, including their SM accountmanager
• “We’re tweeting live from HR wherewe’re ...
CorporateSocialMedia
• Manpower’s study (2010) found that 75% of employers (of the 34,400 responses
worldwide) say their o...
Public RelationsRole
• Strategiccommunicatorsquicklyrecognizedasthosemost capableofmanagingSM duetoexpertisein
communicati...
Primary Research
• Dodd, M.D. & Stacks, D.W. (2013). Organizationalsocial media policiesand best
practicesrecommendations....
Method
• In-depthreading and content analysisofexisting organizationalSM policiesaimed
at internalaudiences
• Random sampl...
Results
• SM policy themes
• PR concepts
• Best practices recommendations
MajorTakeaways
• What was included:
– Socialmedia defined(80%)
– Personalv.organizationalusedefined(84%)
– Prohibitedconte...
MajorTakeaways
• What was NOT included:
– Mission/vision/values/objectives (53%)
– Evaluation(76%)
– Empowerment(57%)
– On...
A BEST PRACTICES TEMPLATE
I. Summary& Introduction
• Collaborative effort:communication,legal,and IT departments
• One pagesummary letter from theCE...
• Scope (includingpersonal v. professional use) and who it applies
to
“In general, what you do on your own time is your af...
II. SM, Use,& Best Practices
• Defineand updateregularly
• Connecttoorganizationmission/goals/objectives
• Prohibitedconte...
III. SMManagement
• Content
• Frequency
• Moderation
• Evaluation
“Avoid public disputes. Avoid
sarcasm. Think before resp...
IV. BestPractices
• Concluding sectionwith bestpracticesper platform
• Collect digitalsignaturesthatread/understand
• SM P...
CurrentControversies& Future Forecasts
• U.S. National Labor Relations Board (2012)re: Hispanics United (see Myers, in-pre...
ThankYou!
Melissa D. Dodd, Ph.D.
Assistant Professor,Advertising-Public Relations
University of Central Florida
melissa.do...
Social Media Policies BledCom 2014
Social Media Policies BledCom 2014
Social Media Policies BledCom 2014
Social Media Policies BledCom 2014
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Social Media Policies BledCom 2014

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Social Media Policies BledCom 2014

  1. 1. OrganizationalSocial Media Policies: Developments in Practice andResearch Melissa D. Dodd, Ph.D. University of Central Florida @mellydodd melissa.dodd@ucf.edu
  2. 2. Queen of theSky • Year:2003 • Ellen Simonetti • Filed suit against Delta in 2005 and settled for undisclosed amount • National media attention; guest articles in New York Times, among others; book deal • Initiated blogger’s rights committee and petition
  3. 3. HMV • Year:2013 • HMV lays off 200 employees, including their SM accountmanager • “We’re tweeting live from HR wherewe’re all being fired! Exciting! #hmvXFactorFiring” • “Just overheard ourMarketing Director (he’s staying, folks) ask ‘How do I shut down Twitter?’” • Headlines in nearly everymajor newspaperon both sides of the Atlantic
  4. 4. CorporateSocialMedia • Manpower’s study (2010) found that 75% of employers (of the 34,400 responses worldwide) say their organizations do NOT have formal policies regardingSM • Yet, 73% of Fortune 500 companies have Twitter accounts, and SM is a staple corporate strategy, forecast to unlock some $1.3 trillion in value in the years ahead (Fast Company, 2013) • Why? Overnight, social media has gone from dorm room toy to boardroom tool.
  5. 5. Public RelationsRole • Strategiccommunicatorsquicklyrecognizedasthosemost capableofmanagingSM duetoexpertisein communication,public andmedia relations • Wright& Hinson (2009) foundthatagreement astowhetherornotSM affectedinternalcommunication grew from38% in 2008to 45%in 2009;andresearchandmeasurementofemployeeuseof socialmedia increased from3% in 2006to25% in 2009 • Supa& Kelly(2012) reviewed SM policies of26higher-edinstitutions,concluding that50%were administeredbystrategiccommunicatorsand12%byinterdepartmentaltaskforces • Elving(2005): “applicationsemerging fromthisnew technologyofferawide rangeofopportunitiesfor reaching twoofthemain goals ofinternalcommunication:(a) communicationtoinform and(b) communicationaimed atcreatingcommunity”
  6. 6. Primary Research • Dodd, M.D. & Stacks, D.W. (2013). Organizationalsocial media policiesand best practicesrecommendations. InAl-Deen, H. & Hendricks, J. (Eds). SocialMediaand StrategicCommunication. pp. 159-179. PalgraveMacmillanPublishers: London, England. • Despite emphasis onPR roleand legalramificationsdetailed inbothresearch (Terilli,Driscoll,& Stacks, 2008) and practice, littleactual guidance exists re: – Involvement by whom? – Details of policy content – Merging of strategic communication best practices with legal – Implementation by whom?
  7. 7. Method • In-depthreading and content analysisofexisting organizationalSM policiesaimed at internalaudiences • Random sample (n=45) oforganizationalpolicies fromexisting, freelyavailable onlinedirectory – Corporate (n=15) – Nonprofit (n=15) – Government (n=15) • Largeorganizationswithconservativelyestimated internalaudience forpolicies average= 50,031 and revenues/endowments/budgets allin the millions-billions
  8. 8. Results • SM policy themes • PR concepts • Best practices recommendations
  9. 9. MajorTakeaways • What was included: – Socialmedia defined(80%) – Personalv.organizationalusedefined(84%) – Prohibitedcontent(91%) – Privacy(89%) – Transparency(87%) – Reputation(82%) – Ethics(78%) • PR > legal re: policies • On the surface, it seems the ideas of best practices from extant PR literature are present, but we know from existing SM literature/practices that these may be more lip service than practice
  10. 10. MajorTakeaways • What was NOT included: – Mission/vision/values/objectives (53%) – Evaluation(76%) – Empowerment(57%) – On thejob usepolicy(58%) – Disciplinaryaction(58%) – How-to/bestpracticesapproachesperplatforms(67%) • Lack of strategy, links to objectives and evaluation • Focus on prohibitive versus empowering approach • Remains a lack of clear policy surrounding on the job use and disciplinary action
  11. 11. A BEST PRACTICES TEMPLATE
  12. 12. I. Summary& Introduction • Collaborative effort:communication,legal,and IT departments • One pagesummary letter from theCEO • Purpose of policy: not to stiflepersonal expression or limitrights, rather to empower “These online social media principles have been developed to help empower our associates to participate in this new frontier of communications, represent our Company, and share the optimistic and positive spirits of our brands” –Coca-Cola Co.
  13. 13. • Scope (includingpersonal v. professional use) and who it applies to “In general, what you do on your own time is your affair. However, activities in or outside of work that affect your IBM job performance, the performance of others, or IBM’s business interests are a proper focus for company policy … When the company wishes to communicate publicly as a company – whether to the marketplace or to the general public – it has well established means to do so. Only those officially designated by IBM have authorization to speak on behalf of the company” -IBM
  14. 14. II. SM, Use,& Best Practices • Defineand updateregularly • Connecttoorganizationmission/goals/objectives • Prohibitedcontent:(a) official representationofthe organization; copyright/trademark; (c) private information; and (d) content that is disparaging to the organization (Sears) • Process by which commentsand complaintscanbesubmittedtothe company Goal: To recruit potential Girl Scouts, volunteers, and donors, and retain current Girl Scout membership … To continue to strengthen the message that we are building girls of courage, confidence, and character who make the world a better place” -Girl Scouts of America “Loose tweets sink fleets” -U.S. Navy
  15. 15. III. SMManagement • Content • Frequency • Moderation • Evaluation “Avoid public disputes. Avoid sarcasm. Think before responding” -Xerox “We will moderate all comments and responses to Bread’s social media. We will ensure that no spam, profanity, defamatory, inappropriate or libelous language will be posted to our sites. Neither will we use such language when we post comments to other people’s sites” –Bread for the World
  16. 16. IV. BestPractices • Concluding sectionwith bestpracticesper platform • Collect digitalsignaturesthatread/understand • SM Policies foryour reference: – Kodak – Coca-Cola – BestBuy – IBM
  17. 17. CurrentControversies& Future Forecasts • U.S. National Labor Relations Board (2012)re: Hispanics United (see Myers, in-press PR Review) – prohibitsemployersfromfiring employees forsocial media poststhatcontainwork-related grievances. • Employer access to SM usernames/passwords for employees and potential employees – 16U.S. stateshaveenactedprohibitionsstatingthatemployerscannotretaliateagainstemployees orrefuse hirebasedonrefusalto provideSM access • A global trend: France, Germany, Spain, Switzerland, UK, Canada, China, Brazil, and South Africa • Beyond guidelines, strategy!
  18. 18. ThankYou! Melissa D. Dodd, Ph.D. Assistant Professor,Advertising-Public Relations University of Central Florida melissa.dodd@ucf.edu @mellydodd

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