Yorkshire mafia social media policies workshop 25.09.12
How to create a social media policythat embraces the opportunities (as well as manages the risks!)Yorkshire Mafia Festival of Business, 25 Sept 2012 Helen Standing, Director, ngage Comms
Why do you need a social media policy?• To block staff from using social networking sites at work?• To stop them from saying anything online that might damage your reputation?• To ensure they aren’t seen to be doing anything that isn’t in line with company policy?• To stop them talking about what they do in and out of work with the outside world?
The bigger picture• 1st rule of employee engagement – trust and autonomy• Making your organisation ‘fit for the future’• Getting ahead of the game• There’s a world out there………. see the Guardian #openjournalism advert on youtube
What are the REAL risks?• Lack of control = breaching confidentiality, reputation in the hands of others, opening yourself up to criticism… But that’s going to happen anyway!• The real risk is not being part of the conversation!
What are the REAL risks?Limiting staff use of social media with a ‘rule book’ will…• Seriously limit business development, growth and performance• Have a negative impact on employee engagement, morale and talent attraction/retention• Make your organisation seem ‘closed’ and ‘faceless and leave you open to criticism
How to write/pitch your policy• Start by understanding where your staff are currently at with social media personally and professionally – “My kids are on Facebook but I don’t get all this social media stuff” – “I’m on Facebook and Twitter but worried I might be saying the wrong thing” – “I’ve got a LinkedIn profile but don’t do anything with it”
How to write/pitch your policy• Make sure the policy is pitched at the right level – not full of jargon that people don’t understand• Make guidelines flexible but with detailed step-by- step guide to reassure people they are doing the right thing• Be clear about boundaries (in line with your existing employee code of conduct) but make sure people feel empowered and encourage about the business opportunities• Use ambassadors and real life case studies/examples to bring it to life
Keep it simple!!!• Mostly about common sense• Deloitte Australia’s three word social media policy – Empower And Trust “Remember not only to say the right thing in the right place, but far more difficult to leave unsaid the wrong thing at the tempting moment”
The policy/guide is written, what now?• Don’t just dump it on the intranet!• Find an engaging way of sharing it• Make sure line managers are bought in and it can be integrated into people’s roles eg through their personal objectives• Put mechanisms in place to constantly remind and support people with how it all works• Give ‘at desk’ training tailored to individual needs
Case study: Blacks Solicitors“isn’t it all just all “Twitter is free andabout people saying people have won what they’ve had business from it – for tea?!” ah, now I’m listening!” “Let’s give it a go with a mixture of legal stuff and friendly stuff and see if it works”
Case study: Blacks SolicitorsThe ‘organic’ social media policy• You can’t legislate for human error – and you have to trust your people to be professional• ‘Buddy scheme’ to sense check before putting it out• Everyone under Blacks brand but with own personalitiesResults• Media opportunities – much quicker and easier• Greater brand awareness• New relationships and real business opportunities
Let’s carry on the conversation about social media policies…. @engagecomms on Twitter The Yorkshire Mafia LinkedIn group www.engagecomms.co.uk/blog firstname.lastname@example.org