The Fibonacci Design Group, LLC
Presentation on social media governance from the 2010 Ragan Social Media Conference in Atlanta, GA.
Design: Sloane Mann
International Business Environments and Operations 16th Global Edition test b...
Governing Social Media Participation in the Workplace
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)
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3. What Worries Companies
s
Moment
Big CNN
+ =
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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.
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6. And That’s Not All
Security
Productivity
Data Privacy
Company Brand
Return on Investment
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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
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9. So, Who is Right?
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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
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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
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12. Depends on Who You Ask
Role: Knowledge Worker
Possible Titles: Engineer, Product
Development Managers
Motivation: Innovation, connections,
knowledge-sharing, communities
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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
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14. Can’t I Just Ignore This?
Uh, no.
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15. The Hard Truth
IF
you allow social networking at work is no longer the issue
HOW
you manage it is
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16. The Smart Phone Factor
18.9% Mobile Market View
By The Kelsey Group
49.2%
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17. What to Do
Set clear expectations.
Articulate consequences.
In other words, have social
policy guidelines.
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18. Step One
Core Team Set Up
Privacy Officer/ IT Public Human Communications
Legal Relations Resources
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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
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20. Three Big Areas of Concern
Security Productivity Brand
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21. Security
Job #1: Protect the Company
Information Assets Behavior
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22. Securing the Information
Information Assets Behavior
• Intellectual property
• Competitive analysis
• Pricing
• Financials
• Data privacy
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23. Securing the Information
Information Assets Behavior
• Intellectual property • Viruses
• Competitive analysis • Hackers
• Pricing • Passwords
• Financials • People
• Data privacy • Physical property
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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
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25. Productivity
What Weighs More?
a) A pound of feathers
b) A pound of lead
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26. Productivity
What Wastes More Time?
a) An hour checking Facebook status
b) An hour wandering from office to
office in search of gossip
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27. Two Points
1. Performance management
2. Work/life balance
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28. Protecting the Brand
• Clear brand guidelines
• Clear public discourse guidelines
• Training
• Speaking for self, not for company
• Easily accessible brand materials
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29. Step Three
Know Thyself
• Business goals
• Industry
• Employee demographics
• Culture
• Current IT state
• Budget
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30. Business Goal Examples
• Customer contact
• Recruiting
• Brand awareness
• Community involvement
• Relationships with
external partners
• Internal community
building and collaboration
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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.”
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32. Industry
VS.
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33. Employee Demographics
• Location
• Tenure
• Social IQ
• Usage patterns
• Access to system
• Job requirements
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34. Culture
• Values
• Leadership
• Centralized vs. decentralized
• Open vs. closed
• Flexibility
• Job requirement
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35. Step Four
Set Up Guidelines
1. Start with Code of Conduct
2. Review communication policies
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36. Learn from the Best
You’ll find dozens of examples online.
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37. Common Themes
• Identification
• Accountability
• Protection of copyright and
proprietary information
• Respect
• Judgment
• Day job
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38. Consequences, Good and Bad
• Community equity™
• Community policing
• Manager involvement
• Office of Business Conduct
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39. Test with Audience
Best Practice
Allow input from
employees
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40. Step Five
Communicate and Commit
Educate, encourage…
and sign on the dotted line.
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41. Education
• Podcasts/videocasts
• Role models
• Orientation
• Social Media for Dummies
wiki
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42. Managing
• Community monitoring
• Legal insight
• Business conduct oversight
• Managerial responsibility
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43. Final Thoughts
• It’s very, very hard to contain
• Get ahead of the curve:
1. Team approach
2. Guidelines
3. Ongoing involvement
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44. Appendix
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45. Sources
• Stacey Wilson – Eloquor Consulting, Inc.
• Glen Mathison at Charles Schwab
• Robert Worrall - CIO, Sun Microsystems
• Shel Holz
• www.mashable.com
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