You’re Telling Me
                                               WHAT?!


                                                ...
Robert Haft Technology Study




54% of the sample of 1,400 CIOs of                                                       ...
What Worries Companies



                                        s
                                 Moment
              ...
What Worries Companies




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  I	
  	
  	
  D	
  E	
  S	
...
What Worries Companies

       Tweet:	
  “True confession but I’m in one of
       those towns where I scratch my head and...
And That’s Not All

                                                                                                      ...
One Perspective	
  



Outlaw                                                                                             ...
And Another…	
  



No Business Value Myth                                                                                ...
So, Who is Right?	
  




    T	
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Depends on Who You Ask	
  


                                                                                             ...
Depends on Who You Ask	
  


                                                                                             ...
Depends on Who You Ask	
  


                                                                                             ...
Depends on Who You Ask	
  


                                                                                             ...
Can’t I Just Ignore This?	
  




                                           Uh, no.
        T	
  H	
  E	
  	
  	
  F	
  I...
The Hard Truth	
  




                                                                                 IF
you allow socia...
The Smart Phone Factor	
  

                                                                            18.9%             ...
What to Do	
  



Set clear expectations.
Articulate consequences.
In other words, have social
policy guidelines.




    ...
Step One	
  
                    Core Team Set Up




Privacy Officer/   IT                                               ...
Step Two	
  
                               Stakeholder Input
               Share ideas!
Protect the
                    ...
Three Big Areas of Concern	
  




 Security                       Productivity                                           ...
Security	
  
     Job #1: Protect the Company




Information                                                     Assets  ...
Securing the Information	
  


      Information                                                              Assets      ...
Securing the Information	
  


      Information                                                              Assets      ...
Securing the Information	
  


      Information                                                              Assets      ...
Productivity	
  
What Weighs More?




a)  A pound of feathers
b)  A pound of lead

   T	
  H	
  E	
  	
  	
  F	
  I	
  B	...
Productivity	
  
 What Wastes More Time?




a)  An hour checking Facebook status
b)  An hour wandering from office to
   ...
Two Points	
  




1.  Performance management
2.  Work/life balance
       T	
  H	
  E	
  	
  	
  F	
  I	
  B	
  O	
  N	
 ...
Protecting the Brand	
  

   •    Clear brand guidelines
   •    Clear public discourse guidelines
   •    Training
   •  ...
Step Three	
  
                  Know Thyself

•    Business goals
•    Industry
•    Employee demographics
•    Culture
•...
Business Goal Examples	
  

•  Customer contact
•  Recruiting
•  Brand awareness
•  Community involvement
•  Relationships...
Benefits Communication	
  
                    Short and Clear




  “Choosing a                                          ...
Industry	
  



                                                              VS.




T	
  H	
  E	
  	
  	
  F	
  I	
  B	
...
Employee Demographics	
  

•    Location
•    Tenure
•    Social IQ
•    Usage patterns
•    Access to system
•    Job req...
Culture	
  

•    Values
•    Leadership
•    Centralized vs. decentralized
•    Open vs. closed
•    Flexibility
•    Job...
Step Four	
  
      Set Up Guidelines




1.  Start with Code of Conduct
2.  Review communication policies
        T	
  H	...
Learn from the Best	
  




You’ll find dozens of examples online.

           T	
  H	
  E	
  	
  	
  F	
  I	
  B	
  O	
  ...
Common Themes	
  

                                                      •  Identification
                               ...
Consequences, Good and Bad	
  

                                                            •                   Community ...
Test with Audience	
  
           Best Practice




                                                   Allow input from
  ...
Step Five	
  
 Communicate and Commit




  Educate, encourage…
and sign on the dotted line.



       T	
  H	
  E	
  	
  ...
Education	
  

•    Podcasts/videocasts
•    Role models
•    Orientation
•    Social Media for Dummies
     wiki




    ...
Managing	
  

•    Community monitoring
•    Legal insight
•    Business conduct oversight
•    Managerial responsibility
...
Final Thoughts	
  


                       •  It’s very, very hard to contain
                       •  Get ahead of the ...
Appendix	
  




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  I	
  	
  	
  D	
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  S	
  I	
  G	
  N	
 ...
Sources	
  
•    Stacey Wilson – Eloquor Consulting, Inc.
•    Glen Mathison at Charles Schwab
•    Robert Worrall - CIO, ...
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Ragan Social Media Governance

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The Fibonacci Design Group, LLC
Presentation on social media governance from the 2010 Ragan Social Media Conference in Atlanta, GA.

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Ragan Social Media Governance

  1. You’re Telling Me WHAT?! Governing Social Media Participation in the Workplace   Ragan Social Media Conference| February 2010 Terry McKenzie | The Fibonacci Design Group Blog: tmacwords.wordpress.com E-mail: terry@fibonaccidesigngroup.com www.fibonaccidesigngroup.com
  2. Robert Haft Technology Study 54% of the sample of 1,400 CIOs of 54% companies with 100 or more employees block employees from accessing any social media at work (August 2009) T  H  E      F  I  B  O  N  A  C  C  I      D  E  S  I  G  N      G  R  O  U  P  ,      L  L  C  
  3. What Worries Companies s Moment Big CNN + = T  H  E      F  I  B  O  N  A  C  C  I      D  E  S  I  G  N      G  R  O  U  P  ,      L  L  C  
  4. What Worries Companies T  H  E      F  I  B  O  N  A  C  C  I      D  E  S  I  G  N      G  R  O  U  P  ,      L  L  C  
  5. What Worries Companies Tweet:  “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!’ ” The client was not amused.   The agency executive? Ketchum VP James Andrews. The client? FedEx based in Memphis. T  H  E      F  I  B  O  N  A  C  C  I      D  E  S  I  G  N      G  R  O  U  P  ,      L  L  C  
  6. And That’s Not All Security Productivity Data Privacy Company Brand Return on Investment T  H  E      F  I  B  O  N  A  C  C  I      D  E  S  I  G  N      G  R  O  U  P  ,      L  L  C  
  7. One Perspective   Outlaw Everything T  H  E      F  I  B  O  N  A  C  C  I      D  E  S  I  G  N      G  R  O  U  P  ,      L  L  C  
  8. And Another…   No Business Value Myth Productivity Myth Legal Issues Block Access to Block Abuse POV Shel Holtz, ABC, Principal of Holtz Communication + Technology T  H  E      F  I  B  O  N  A  C  C  I      D  E  S  I  G  N      G  R  O  U  P  ,      L  L  C  
  9. So, Who is Right?   T  H  E      F  I  B  O  N  A  C  C  I      D  E  S  I  G  N      G  R  O  U  P  ,      L  L  C  
  10. Depends on Who You Ask   Role: Adult in Charge Possible Titles: CIO, CFO, HR., General Counsel Motivation: Protect IP, protect systems, data privacy, no lawsuits, protect company assets T  H  E      F  I  B  O  N  A  C  C  I      D  E  S  I  G  N      G  R  O  U  P  ,      L  L  C  
  11. Depends on Who You Ask   Role: Company promoter Possible Titles: CMO, VP Corporate Communication Motivation: Protect and market company brand, spread word, create communities of support T  H  E      F  I  B  O  N  A  C  C  I      D  E  S  I  G  N      G  R  O  U  P  ,      L  L  C  
  12. Depends on Who You Ask   Role: Knowledge Worker Possible Titles: Engineer, Product Development Managers Motivation: Innovation, connections, knowledge-sharing, communities T  H  E      F  I  B  O  N  A  C  C  I      D  E  S  I  G  N      G  R  O  U  P  ,      L  L  C  
  13. Depends on Who You Ask   Role: Employees Possible Titles: You name it Good Motivations: Knowledge seeking, connections, ideas, research Nefarious Motivations: Play Scrabble, catch last week’s episode of Lost, shop, win Mafia Wars T  H  E      F  I  B  O  N  A  C  C  I      D  E  S  I  G  N      G  R  O  U  P  ,      L  L  C  
  14. Can’t I Just Ignore This?   Uh, no. T  H  E      F  I  B  O  N  A  C  C  I      D  E  S  I  G  N      G  R  O  U  P  ,      L  L  C  
  15. The Hard Truth   IF you allow social networking at work is no longer the issue HOW you manage it is T  H  E      F  I  B  O  N  A  C  C  I      D  E  S  I  G  N      G  R  O  U  P  ,      L  L  C  
  16. The Smart Phone Factor   18.9% Mobile Market View By The Kelsey Group 49.2% T  H  E      F  I  B  O  N  A  C  C  I      D  E  S  I  G  N      G  R  O  U  P  ,      L  L  C  
  17. What to Do   Set clear expectations. Articulate consequences. In other words, have social policy guidelines. T  H  E      F  I  B  O  N  A  C  C  I      D  E  S  I  G  N      G  R  O  U  P  ,      L  L  C  
  18. Step One   Core Team Set Up Privacy Officer/ IT Public Human Communications Legal Relations Resources T  H  E      F  I  B  O  N  A  C  C  I      D  E  S  I  G  N      G  R  O  U  P  ,      L  L  C   T  H  E      F  I  B  O  N  A  C  C  I      D  E  S  I  G  N      G  R  O  U  P  ,      L  L  C  
  19. Step Two   Stakeholder Input Share ideas! Protect the Interact with company! Slander and Make customers! Stay Stop wasting defamation! informed! time! Connections! Privacy Officer/ IT Public Human Communications Legal Relations Resources T  H  E      F  I  B  O  N  A  C  C  I      D  E  S  I  G  N      G  R  O  U  P  ,      L  L  C  
  20. Three Big Areas of Concern   Security Productivity Brand T  H  E      F  I  B  O  N  A  C  C  I      D  E  S  I  G  N      G  R  O  U  P  ,      L  L  C  
  21. Security   Job #1: Protect the Company Information Assets Behavior T  H  E      F  I  B  O  N  A  C  C  I      D  E  S  I  G  N      G  R  O  U  P  ,      L  L  C  
  22. Securing the Information   Information Assets Behavior •  Intellectual property •  Competitive analysis •  Pricing •  Financials •  Data privacy T  H  E      F  I  B  O  N  A  C  C  I      D  E  S  I  G  N      G  R  O  U  P  ,      L  L  C  
  23. Securing the Information   Information Assets Behavior •  Intellectual property •  Viruses •  Competitive analysis •  Hackers •  Pricing •  Passwords •  Financials •  People •  Data privacy •  Physical property T  H  E      F  I  B  O  N  A  C  C  I      D  E  S  I  G  N      G  R  O  U  P  ,      L  L  C  
  24. Securing the Information   Information Assets Behavior •  Intellectual property •  Viruses •  Slander •  Competitive analysis •  Hackers •  Dirty laundry •  Pricing •  Passwords •  Knock products •  Financials •  People •  Carelessness •  Data privacy •  Physical property •  Innocent mistakes •  Mischief •  Reputation damage T  H  E      F  I  B  O  N  A  C  C  I      D  E  S  I  G  N      G  R  O  U  P  ,      L  L  C  
  25. Productivity   What Weighs More? a)  A pound of feathers b)  A pound of lead T  H  E      F  I  B  O  N  A  C  C  I      D  E  S  I  G  N      G  R  O  U  P  ,      L  L  C  
  26. Productivity   What Wastes More Time? a)  An hour checking Facebook status b)  An hour wandering from office to office in search of gossip T  H  E      F  I  B  O  N  A  C  C  I      D  E  S  I  G  N      G  R  O  U  P  ,      L  L  C  
  27. Two Points   1.  Performance management 2.  Work/life balance T  H  E      F  I  B  O  N  A  C  C  I      D  E  S  I  G  N      G  R  O  U  P  ,      L  L  C  
  28. Protecting the Brand   •  Clear brand guidelines •  Clear public discourse guidelines •  Training •  Speaking for self, not for company •  Easily accessible brand materials T  H  E      F  I  B  O  N  A  C  C  I      D  E  S  I  G  N      G  R  O  U  P  ,      L  L  C  
  29. Step Three   Know Thyself •  Business goals •  Industry •  Employee demographics •  Culture •  Current IT state •  Budget T  H  E      F  I  B  O  N  A  C  C  I      D  E  S  I  G  N      G  R  O  U  P  ,      L  L  C  
  30. Business Goal Examples   •  Customer contact •  Recruiting •  Brand awareness •  Community involvement •  Relationships with external partners •  Internal community building and collaboration T  H  E      F  I  B  O  N  A  C  C  I      D  E  S  I  G  N      G  R  O  U  P  ,      L  L  C  
  31. Benefits Communication   Short and Clear “Choosing a “Choosing a medical plan? medical plan? You pay more for Costs are lower a PPO but you with an HMO, have flexibility but you’re to the providers restricted on the you want.” providers you can see.” T  H  E      F  I  B  O  N  A  C  C  I      D  E  S  I  G  N      G  R  O  U  P  ,      L  L  C  
  32. Industry   VS. T  H  E      F  I  B  O  N  A  C  C  I      D  E  S  I  G  N      G  R  O  U  P  ,      L  L  C  
  33. Employee Demographics   •  Location •  Tenure •  Social IQ •  Usage patterns •  Access to system •  Job requirements T  H  E      F  I  B  O  N  A  C  C  I      D  E  S  I  G  N      G  R  O  U  P  ,      L  L  C  
  34. Culture   •  Values •  Leadership •  Centralized vs. decentralized •  Open vs. closed •  Flexibility •  Job requirement T  H  E      F  I  B  O  N  A  C  C  I      D  E  S  I  G  N      G  R  O  U  P  ,      L  L  C  
  35. Step Four   Set Up Guidelines 1.  Start with Code of Conduct 2.  Review communication policies T  H  E      F  I  B  O  N  A  C  C  I      D  E  S  I  G  N      G  R  O  U  P  ,      L  L  C  
  36. Learn from the Best   You’ll find dozens of examples online. T  H  E      F  I  B  O  N  A  C  C  I      D  E  S  I  G  N      G  R  O  U  P  ,      L  L  C  
  37. Common Themes   •  Identification •  Accountability •  Protection of copyright and proprietary information •  Respect •  Judgment •  Day job T  H  E      F  I  B  O  N  A  C  C  I      D  E  S  I  G  N      G  R  O  U  P  ,      L  L  C  
  38. Consequences, Good and Bad   •  Community equity™ •  Community policing •  Manager involvement •  Office of Business Conduct T  H  E      F  I  B  O  N  A  C  C  I      D  E  S  I  G  N      G  R  O  U  P  ,      L  L  C  
  39. Test with Audience   Best Practice Allow input from employees T  H  E      F  I  B  O  N  A  C  C  I      D  E  S  I  G  N      G  R  O  U  P  ,      L  L  C  
  40. Step Five   Communicate and Commit Educate, encourage… and sign on the dotted line. T  H  E      F  I  B  O  N  A  C  C  I      D  E  S  I  G  N      G  R  O  U  P  ,      L  L  C  
  41. Education   •  Podcasts/videocasts •  Role models •  Orientation •  Social Media for Dummies wiki T  H  E      F  I  B  O  N  A  C  C  I      D  E  S  I  G  N      G  R  O  U  P  ,      L  L  C  
  42. Managing   •  Community monitoring •  Legal insight •  Business conduct oversight •  Managerial responsibility T  H  E      F  I  B  O  N  A  C  C  I      D  E  S  I  G  N      G  R  O  U  P  ,      L  L  C  
  43. Final Thoughts   •  It’s very, very hard to contain •  Get ahead of the curve: 1.  Team approach 2.  Guidelines 3.  Ongoing involvement T  H  E      F  I  B  O  N  A  C  C  I      D  E  S  I  G  N      G  R  O  U  P  ,      L  L  C  
  44. Appendix   T  H  E      F  I  B  O  N  A  C  C  I      D  E  S  I  G  N      G  R  O  U  P  ,      L  L  C  
  45. Sources   •  Stacey Wilson – Eloquor Consulting, Inc. •  Glen Mathison at Charles Schwab •  Robert Worrall - CIO, Sun Microsystems •  Shel Holz •  www.mashable.com T  H  E      F  I  B  O  N  A  C  C  I      D  E  S  I  G  N      G  R  O  U  P  ,      L  L  C  

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