Social networking strategy for business day 1


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Social Media Policy planning - Updated for Fall 2011
Covers creating a social media policy for your business.

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Social networking strategy for business day 1

  1. 1. By Chris Kieff<br />@ckieff<br />Social Media Strategy Day 1<br />
  2. 2. Social Media Strategy Course <br />Course Agenda<br />Day 1-Social Media Policy Overview<br />Day 2-Lab Day Drafting Your Policy<br />Day 3-Social Media Campaign Overview and Drafting<br />Day 4-Peer review of Policy and Campaign<br />
  3. 3. Social Media Strategy <br />Agenda Day 1<br />The elements of a social media policy<br />General Best Practices<br />Social Media Policy Overview<br />Compare and contrastvarious social media policies<br />
  4. 4. Special Instructions<br />Create a real social media policy for your company or <br />Create a company if you don’t have one<br />Choose a target you’d like to work for<br />Choose a client<br />Make one up<br />But stick with that company going forward.<br />
  5. 5. Elements of a social media policy?<br />FROM: Social Media Explorer by Jason Falls<br />Employee Code of Conduct for Online Communications<br />Employee Code of Conduct for Company Representation in Online Communications<br />Employee Blogging Disclosure Policy<br />Employee Facebook Usage Policy<br />Employee Personal Blog Policy<br />Employee Personal Social Network Policy<br />Employee Personal Twitter Policy<br />Employee LinkedIn Policy<br />Corporate Blogging Policy<br />Corporate Blog Use Policy<br />Corporate Blog Post Approval Process<br />Corporate Blog Commenting Policy<br />Corporate Facebook Brand Page Usage Policy<br />Corporate Facebook Public Comment/Messaging Policy<br />Corporate Twitter Account Policy<br />Corporate YouTube Policy<br />Corporate YouTube Public Comment Policy<br />Company Password Policy<br />
  6. 6. Elements of a social media policy<br />FROM: Chris Kieff (From Jason Falls original)<br />Employee Code of Conduct for Online Communications<br />Employee Code of Conduct for Company Representation in Online Communications<br />Employee Online Disclosure Policy<br />Employee Personal Social Network Policy<br />Employee Personal Blog Policy<br />Corporate Blogging Policy<br />Corporate Blog Use Policy<br />Corporate Blog Post Approval Process<br />Corporate Blog Commenting Policy<br />Company Password Policy<br />
  7. 7. IBM Social Computing Guidelines<br />Know and follow IBM's Business Conduct Guidelines.<br />IBMers are personally responsible for the content they publish on-line, whether in a blog, social computing site or any other form of user-generated media. Be mindful that what you publish will be public for a long time—protect your privacy and take care to understand a site's terms of service.<br />Identify yourself—name and, when relevant, role at IBM—when you discuss IBM or IBM-related matters, such as IBM products or services. You must make it clear that you are speaking for yourself and not on behalf of IBM.<br />If you publish content online relevant to IBM in your personal capacity use a disclaimer such as this: "The postings on this site are my own and don't necessarily represent IBM's positions, strategies or opinions."<br />Respect copyright, fair use and financial disclosure laws.<br />Don't provide IBM's or another's confidential or other proprietary information and never discuss IBM business performance or other sensitive matters publicly.<br />Don't cite or reference clients, partners or suppliers without their approval. When you do make a reference, link back to the source. Don't publish anything that might allow inferences to be drawn which could embarrass or damage a client.<br />Respect your audience. Don't use ethnic slurs, personal insults, obscenity, or engage in any conduct that would not be acceptable in IBM's workplace. You should also show proper consideration for others' privacy and for topics that may be considered objectionable or inflammatory—such as politics and religion.<br />Be aware of your association with IBM in online social networks. If you identify yourself as an IBMer, ensure your profile and related content is consistent with how you wish to present yourself with colleagues and clients.<br />Don't pick fights, be the first to correct your own mistakes.<br />Try to add value. Provide worthwhile information and perspective. IBM's brand is best represented by its people and what you publish may reflect on IBM's brand.<br />Don't use use IBM logos or trademarks unless approved to do so.<br />
  8. 8. Employee Code of Conduct for Online Communications<br />This needs to be company specific<br />Directs what should and should not be disclosed online<br />Protects customers privacy<br />Protects company trade secrets<br />Allows efficient communications<br />
  9. 9. Employee Code of Conduct for Company Representation in Online Communications<br />Reminds employees that they do represent the company online<br />Google has a long memory<br />Do not speak about competitors instead speak about what you offer<br />Remember investors, understand if you’re representing a publically traded company<br />
  10. 10. Employee Online Disclosure Policy<br />Disclose your company affiliation <br />Especially if it pertains to the discussion topic, even when you don’t work in that department<br />Consider it from the other’s perspective<br />Never hide or misrepresent your company affiliation<br />
  11. 11. Employee Personal Social Network Policy<br />NLRB Ruling – (being challenged in court) <br />Employees discussing work conditions online is protected speech and cannot be forbidden<br />Employees will discuss your business online<br />Provide a place for them to do it- Facebook Group<br />Keep them off of the Company pages with complaints about work<br />They are allowed to have social networks just be smart<br />
  12. 12. Employee Personal Blog Policy<br />Recommend they not blog about business related issues, except for management.<br />Find bloggers and promote them within the organization into places where they can contribute<br />Recommend they have a disclaimer (…not the opinions of my employer…)<br />Use it for the betterment of the business rather trying to fight it<br />
  13. 13. Corporate Blogging Policy<br />Who can write the corporate blogs?<br />Which departments will have blogs?<br />Ensure they are kept up- it worse to have abandoned blogs than it is to have none at all<br />Can employees comment?<br />Yes with questions that clarify or add to the discussion of the blog post<br />
  14. 14. Corporate Blog Post Approval Process<br />Streamlined and minimal<br />Avoid Legal Department approvals if possible<br />Blogs can be changed if they are not perfect<br />You don’t always have to be on message<br />
  15. 15. Corporate Blog Commenting Policy<br />Typically subject matter experts should be tasked with commenting on other blogs<br />Target people to become the company’s thought leaders in topics- frequent commenters<br />Be very wary of commenting on competitors blogs- better to write a post on your blog<br />
  16. 16. Social Media Policy Review<br /><br /><br /><br /><br /><br />
  17. 17. Lab Time<br />Looking at Corporate Social Media Policies posted online.<br />Sharing finds on the Facebook Group<br />