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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

Industry VS. T H
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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

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

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

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

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

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

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

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

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

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

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

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

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