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2.0 social media-policy


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International Search Summit in London , Oct-2010

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2.0 social media-policy

  1. 1. massimo burgio global search interactive SEMPO board of directors ethics + codes of conduct social media don’ts london, 28 october 2010 social media policies
  2. 2. facebook account disabled anybody?
  3. 3. facebook disabled: you’re not alone
  4. 4. understanding risksthe
  5. 5. how to get your account disabled on facebook • Not being human / using a fake name
  6. 6. how to get your account disabled on facebook • Using a personal profile to promote a business or organization
  7. 7. how to get your account disabled on facebook • Posting copyrighted material • Importing too many RSS feeds to Facebook notes
  8. 8. how to get your account disabled on facebook • Promoting business on walls / pages / groups
  9. 9. how to get your account disabled on facebook • Scraping information off Facebook
  10. 10. how to get your account disabled on facebook • Getting reported as abusive by other users
  11. 11. how to get your account disabled on facebook • Starting hate or obscene groups
  12. 12. how to get your account disabled on facebook • Adding too many friends at once • Joining too many groups
  13. 13. how to get your account disabled on facebook • Post the same message on too many walls • Sending out identical personal messages to several friends • Placing too many links (promotional or not) on posts or messages • Sending too many pokes at once
  14. 14. how to be a spammer on facebook ads • Keep placing Facebook ads that have been refused • Promoting spammy apps • Adult content, profanity, vulgarity, obscenity • Promoting illegal activities • Promoting liquor, beer, wine, tobacco, firearms, gambling • Defamatory or hate content / pages / groups • Religious fundamentalist content • political content for commercial use • Use of webcams/surveillance equipment for non legitimate use • Online non accredited educational institutions that offer degrees • Promoting content that requires credit card application
  15. 15. what if your company social media accounts gets disabled and investment? you lose all your
  16. 16. it’s time to start thinking about getting a policy social media
  17. 17. • New collaborative scenario changes the way you connect and work • Emerging technologies change quality of work / type of feedback • Users look for a frank conversation, not a commercial push • Opportunity to learn from your customers why you need a social media policy • Your employees face this landscape as brand representatives and online customer care team, but cannot offer a prompt pre-set feedback to each request/approach. Communication must be fluid, but your employees need guidelines.
  18. 18. • To protect your company and brand • To protect your employees • To protect your audience why you need a social media policy
  19. 19. • Social networks, blogs, forums, wikis • Privacy, data protection, copyright • At work / at home • Your web team / all your employees • Your business partners and ecosystem your social media policy should apply to
  20. 20. classic corporate social media policy
  21. 21. top corporate social media policies • IBM Social Computing Guidelines • Intel Social Media Guidelines • Kodak Social Media Guidelines • New York City Social and Public Media Policy • RightNow Social Media Rules of Engagement • Coca-Cola Social Media Principles • Oracle Social Media Participation Policy • Sun Guidelines on Public Discourse • Massachussets Government Web Communication Policies • UK Cabinet Office Digital Engagement Guidelines • BBC Staff Editorial Guidelines Personal use of Social Networking and other 3° party sites • Electronic Frontier Foundation How to Blog Safely about Work • Dell’s Online Communication Policy • IOC Olympic Athletes Blogging Policy • Yahoo’s Personal Blog Guidelines for staff • ...
  22. 22. Be nice, Be honest, Don't release proprietary info. Be real and use your best judgement. Comply to all security policies. Don’t be stupid. inspiration: one-liner corporate policies
  23. 23. • Responsibility for our own words • Nothing we wouldn't say in person • Connect privately first • Take action against attacks • No anonymous or pseudonymous comments • Ignore the trolls • Encourage enforcement of terms of service • Keep our sources private • Discretion to delete comments • Think twice - post once inspiration: bloggers’ code of conduct
  24. 24. •Don’t comment on blogs using pseudonyms or as anonymous user, try to give an identity to your online contributions. •Don’t use blog comments for link building It’s useless, as most blog comments are nofollow, and it’s still perceived as spam. •Don’t use content from other blogs or site without giving source attribution. It could be a copyright violation and, even in case of Creative Commons, it’s still a good practice to attribute and link to the source. inspiration: blog user etiquette (dont’s)
  25. 25. •Don’t ask bloggers for link exchange, there are more natural ways to build link popularity in the blogosphere. •Don’t use a blog to crusade against somebody. Even if this is your goal, it’s always better to have a blog in favor of the opposite you want to fight, rather than having a blog with a negative approach on a topic or person. •Don’t forget the ethical code of bloggers (bloggers’ code of conduct). inspiration: blog user etiquette (dont’s)
  26. 26. inspiration: social networks’ etiquette • Online conversations replicate real life conversations, and must be considered real. • There is no conversation without listening. Conversation is a two way process. • Online conversations are not “all about me”, and must focus on community values.
  27. 27. inspiration: social networks’ etiquette • In real life, would you follow somebody and claim to be his/her friend without a proper introduction? • Would you constantly talk about yourself and your business? • Would you repeatedly ask favors to somebody you barely know? • Would you introduce yourself as “john75” or “quality events”?
  28. 28. • Don’t ask for friendship if you represent a business. It sounds weird. • Don’t add friends without a proper introduction or a welcome message. Always say who you are and why / which topics you would like to discuss woth new friends. • Don’t abuse apps invitations – both for business apps and even worst with zombies/farms. This is spam. • Don’t abuse group invitations. if your friends think your event is worth, they’ll come. If they don’t answer, don’t bomb them with reminders. inspiration: facebook etiquette (dont’s)
  29. 29. • Don’t use a user profile picture with brands or commercial info. FB is a network for real people, not a catalogue of classified ads. • Don’t be a virtual user. Besides of being against FB TOS and ground to lose the account, users are always diffident when interacting with avatars with fake / business names. • Don’t publish private conversations on users’ wall making them public. This is against the privacy. Use direct messages instead. inspiration: facebook etiquette (dont’s)
  30. 30. • Don’t tag friends in embarrassing photos or videos. This is against their privacy. • Don’t post unnecessary comments on personal pictures that users upload, such as family pictures. • Don’t make it a drama if an user removes a comment or tag you posted. • Don’t use Facebook to create a professional network, Facebook is for personal connections. For business networking try other sites like LinkedIn or Xing instead. inspiration: facebook etiquette (dont’s)
  31. 31. • Don’t unfollow somebody without having had an exchange of tweets. Don’t unfollow users because they unfollwed you. • Don’t do “mass-following” just to make your profile numbers bigger. • Don’t use the Twitter stream for self- promotion. Twitter is a conversational channel, not a ads broadcasting one. • Don’t use Twitter just to stream your RSS feeds. Tweeps don’t like to follow automated profiles. • Don’t use your Twitter friend list for commercial spam via direct messages. inspiration: twitter etiquette (dont’s)
  32. 32. •Don’t use Twitter to communicate directly with other users. Use direct messages or email instead. •Don’t abuse @references just to be visible on somebody else’s feed. •Don’t use Twitter for personal rants and revenge. not well accepted by the community, you’ll lose reputation. •Don’t leave your Twitter profile anonymous. Twitter is a relational channel, users want to know who you are. Picture and profile info are a must. •Don’t abuse #hashtags and trending topics to start off-topic conversations. inspiration: twitter etiquette (dont’s)
  33. 33. •Don’t use Yahoo! Answers for commercial communication. You could be reported for abuse by users, or get banned by the Y!A Editorial team. •Don’t use answers to provide commercial information. The risks of getting reported by users are higher. •Don’t criticize other users for their answers, neither on your questions nor on other users’. Even if other users’ answers are not correct, go your expert way and offer a detailed problem solving answer, complete with reference links. inspiration: yahoo!answers etiquette (dont’s)
  34. 34. • Don’t fight with other users and do not accept provocations. If in your answer you want to include a feedback to another user who is attacking you, think before posting, and express your disagreement in a kind and professional way. • Don’t send personal messages with commercial communications. You will be immediately reported as spam. • Don’t forget that Yahoo! Answers is a community of experts and e-fluencers. Your only goal here should be being the top expert of your field/business/brand always offering knowledge and concrete support in terms of problem solution. inspiration: yahoo!answers etiquette (dont’s)
  35. 35. •Don’t repeatedly ask other users to watch your videos. YouTube users love to discover their own video, or to search for their favorite topics. •Don’t customize your YouTube channel with interactive elements. YouTube is not MySpace, and it’s interactive enough. •Don’t post off-topics video in response to successful ones. • Don’t abuse of comments, don’t post polemic comments, and avoid commercial off-topic links. inspiration: youtube etiquette (dont’s)
  36. 36. Digg, StumbleUpon, Sphinn, Mixx... • Don’t ask to vote always only your news. Social News communities support knowledge sharing, not commercial broadcasting. • Don’t ask other users to Digg your articles with direct messages. Start a public conversation about the topic instead, and get some relevant content ready that users will love to share. • Don’t post always the same article. This is spam. inspiration: social news etiquette (dont’s)
  37. 37. • Don’t post articles that are off-topic to the news portal. If a moderator says that you are off-topic, apologize and don’t insist on publishing the same content, or you will be banned. • Don’t use comments for link building. • Don’t attack other users if they bury your news. This is generally not against you, but to point out the fact that the content is commercial, spam or off-topic. Sometimes bury is used as a sign of disagreement on your content. Take it for what it is and don’t start a drama about it. Try to avoid it anyway by submitting good content. inspiration: social news etiquette (dont’s)
  38. 38. •Don’t integrate all your feeds on FriendFeed, each conversation belongs to its original network. •Don’t automate your FriendFeed profile. FF is an online service but also a professional community. Direct inputs on FF have more value than those imported via RSS. •Don’t use FriendFeed if you are already using other feeds aggregators such as or Hellotxt, or you will ping-pong spamming all networks with duplicate content. inspiration: friendfeed etiquette (dont’s)
  39. 39. •Don’t invite all your friends every time you discover a new social network, and most definitely not by submitting your Gmail address and inviting everybody you ever exchanged an email with. Try to understand how the new site and its community works first, then invite just the friends who you think would fit. •Don’t start relational and editorial activities on social networks before reviewing the site’s terms and conditions, and its community guidelines. etiquette: all social sites (dont’s)
  40. 40. •Stop marketing. •Start engaging. inspiration: UNmarketing
  41. 41. last tips: about tones and consequences •Everytime you post online you leave a digital signature. It won’t always be possible to cancel, modify or rectify your posts. •Bad content will be online forever, will get indexed by search engines, and will affect your online brand reputation. •Think how you content could be received before publishing it. Put logic before emotions when facing situations you could repent later.
  42. 42. last tips: about tones and consequences •Being aggressive and arrogant don’t work in the real life, even less on the web. •While in the real life one could always apologize, online you can have an account revoked or banned in a matter of seconds. •Try to be always kind and professional in online conversations. Fun is good too. Be nice and enjoy what you are doing, the conversation, the experience and the business on social networks will be better. •Don’t be stupid! =)
  43. 43. case history italyfrom
  44. 44. • Transparency, privacy and data confidentiality. • We are people, not computers. • Share your knowledge. • Add value to the conversation. • In doubt, don’t publish. • No polemics and fights on the web. • Destructured coordinated communication. • The Good, the Bad, but not the Ugly. • It’s a collaborative web, share your best. • Have fun, but don’t forget about your day job. telepass decalogue for employees’ activity online and within social media networks
  45. 45. • We commit to share value through our online activities. • Our content is on-topic, non polemic or offensive, and balanced with the other conversations (fair use, no spam). • We commit to respond to all enquires in a kind and professional way and in a a tutte le richieste dirette and in a timing apropriated for the social web. • We listen also to other conversations, participating and contributing always with an open, frank and friendly attitude. telepass guidelines for employees’ engagement in online conversations
  46. 46. • When we don’t agree on other users’ point of view, we express it in an appropriate and educated way. • We support anti-spam practices, and contribute to the social web with appropriate titles and descriptions for our web contributions, tagging all media in a relevant way. • We respect other users’ intellectual property, copyright and privacy. • We comply to all confidentiality, privacy and employees policies in use at Telepass. telepass guidelines for employees’ engagement in online conversations
  47. 47. conversation enjoy the
  48. 48. massimo burgio global search interactive / sempo thank you!ready for your questions!