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SHRM Keynote Presentation: Social Media - Benefits, Risks & Defenses

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  • Kat
  • The Team at Talent Revolution created a Social Media Guide for you that will take you through a lot of the basics. You’ll receive the guide for attending this webinar. Here are some of the guidelines from the guide that we recommend using in all SM communities:   Review Rules of Engagement below.   Always remember the “social” in Social Media. Be yourself. Unlike other media, it’s the personal interactions that set it apart, so your unique personality, your authenticity should shine through.   Also a good rule of thumb is to behave in any social, online interaction applying the same rules you would in a live social gathering.   Next … Remember that publishing content is literal. Your grandchildren will be able to view everything you’ve ever done online. Keep that in mind. Use good judgment.   Understand that you can’t approach SM like TM. Broadcasting your messages, advertisments in an online community will get you voted off of the island quick.   Remember, you must invest in giving and building relationships to have what we call Social Currency before you pursue real currency.   It’s a good idea before you begin to develop a Social Media strategy and guidelines. Then energize others to spread the word.
  • After you get a 16 year old mentor to help you establish your Personal Profile page, the first step to building a presence on FB for your company is to create a FB fan page.   A fan Page is a customizable presence for an organization, product, or public personality to interact with FB users. Pages are different from Personal profiles and Groups because they were designed to specifically help companies interact with their customers.   The success of any page relies on a steady stream of content posted by the page administrators as well as by offering continuous opp for fans to interact w/ the brand. One most important features of FP is that post made on the page appear in the Fan’s News Feed which is the first thing a user sees after logging into FB. One thing I’d like to point out is how the avatar they use is a smiling face with the company logo. People online will connect better to a face than just a logo… this is a great compromise to one vs the other.  
  • One thing I’d like to point out is how the avatar they use is a smiling face with the company logo. People online will connect better to a face than just a logo… this is a great compromise to one vs the other.  
  • Here is a great example of how Sodexo is using a FB fan page for Recruiting. Explain. Again part of it’s awesomeness is the fact that they have the faces of their recruiters here. So then when they respond below you recognize them immediately.
  • And when she says it’s on!  
  • Kat – ask Amanda to comment on Arie/Sodexo Amanda, you’ve connected with Arie and even interviewed her on Talent Revolution – what is so brand-significant about this page and Arie as a Sodexo Executive?
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  • Shrm Atlanta

    1. 1. Social Media Benefits, Risks & Defenses Metro Atlanta’s Most Active Resource for Advancing HR Professionals Kat Cole, VP Hooters of America, Inc. Clay Mingus, General Counsel Hooters of America, Inc. Stan Wilson, Elarbee, Thompson, Sapp and Wilson
    2. 2. <ul><li>Latest Trends Social Media </li></ul><ul><li>Growing Impact on HR </li></ul><ul><li>Inherent Legal Issues </li></ul><ul><li>Mitigating Risks </li></ul>
    3. 3. VIRTUAL PRESENCE <ul><ul><li>Google Search Results </li></ul></ul><ul><ul><li>Work-Related Articles </li></ul></ul><ul><ul><li>Self Published Articles/Blogs </li></ul></ul><ul><ul><li>Social Media Sites </li></ul></ul>Companies, potential guests & future employees will encounter you via the web before they do in person. What does your virtual presence say about you, your company, your current or potential employees?
    4. 4. Social Media Will Change Your Business Look past the yakkers, hobbyists, and political mobs. Your customers and rivals are figuring out blogs, Twitter, Facebook & more. Our advice: Catch up…or catch you later By Stephen Baker and Heather Green
    5. 5. Social Media IS Community
    6. 6. For All You #’s People <ul><li>96% of Gen Y (in the Developed World) are on Social Media Sites </li></ul><ul><li>Social Media has Overtaken Porn as the #1 Activity on the Web </li></ul><ul><li>Facebook added 100Million users in 9 months </li></ul><ul><li>If Facebook Were a Country, it would be the 3 rd Largest in the World </li></ul><ul><li>80% of Large Companies say LinkedIn is a Primary Recruiting Tool </li></ul><ul><li>80% of Twitter Use is From a Mobile Device (What does that Mean for Bad Customer or Employee Experiences?) </li></ul><ul><li>78% of Consumers Trust & Act On Peer Recommendations </li></ul><ul><li>Only 14% Typically Trust & Act On Advertisements </li></ul><ul><li>Social Media Revolution: Socialnomics @equalman </li></ul>
    7. 7. Benefits to the Organization and HR <ul><li>Connections: employees & leaders in various industries, potential hires, current & potential customers </li></ul><ul><li>Market Research: what is being said “about” the brand vs. to us </li></ul><ul><li>Learning/Information & Networking: free content, build your professional network </li></ul><ul><li>Drive Sales & Recruits; React to Customers & Potential </li></ul><ul><li>employees Real Time </li></ul><ul><li>Elevate others & build social currency by highlighting their content, ideas and links </li></ul>
    8. 8. FACEBOOK IS YOUR FRIEND…really!
    10. 10. RECRUITING
    11. 11. OPRAH TWEETS?!
    12. 12. Social Media @ Hooters
    13. 13. Engaging the Guest
    14. 14. Engaging the Potential Hire
    15. 15. Intercompany Interaction
    16. 16. TWEETDECK: Consolidation, Conversation & Research
    17. 17.
    18. 18. “ PART” OF THE NEW RESUME
    19. 19. Andy Sernovitz Interview: Coke's New Social Media Policy <ul><li>Can Be the Most Useful or Most Damaging </li></ul><ul><li>Leverage it For Updates, Training & More </li></ul><ul><li>Occasional Checks </li></ul><ul><li>Have Good Principles in Place </li></ul>
    20. 20. Guidelines on Public Discourse Advice By speaking directly to the world, without prior management approval, we are accepting higher risks in the interest of higher rewards. We don't want to micro-manage, but here is some advice that we expect you to follow to help you manage that risk. <ul><li>2 Way Street </li></ul><ul><li>Don’t Tell Secrets </li></ul><ul><li>No Comment </li></ul><ul><li>Policies Apply </li></ul><ul><li>Be Respectful </li></ul><ul><li>Be Interesting, But Honest </li></ul><ul><li>Write What You Know </li></ul><ul><li>Don’t Write Anonymously </li></ul><ul><li>Business Outlook Rules </li></ul><ul><li>Quality Matters </li></ul><ul><li>Think About Consequences </li></ul><ul><li>Moderating </li></ul><ul><li>Other People’s Information </li></ul><ul><li>Disclaimers </li></ul>
    21. 21. Legal Concerns <ul><ul><li>What you see/read may create legal or ethical dilemma </li></ul></ul><ul><ul><li>IP revealed? HIPAA breached? </li></ul></ul><ul><ul><li>“ Agency”: Who “represents the company” </li></ul></ul><ul><ul><li>What if we are misrepresented? </li></ul></ul><ul><ul><li>Domino’s …need we say more ? </li></ul></ul><ul><ul><li>Lack of strong precedent/case law </li></ul></ul>
    22. 22. Hypothetical #1 <ul><ul><li>A manager sends a private Facebook message (not on a public forum) to a subordinate employee, expressing concern that she may have a drug problem, and proceeding to detail his own controversial past. He purports to send the message out of concern for the employee, but she approaches you and says, “This makes me uncomfortable.” </li></ul></ul><ul><ul><li>What do you do? </li></ul></ul>
    23. 23. Hypothetical #2 <ul><ul><li>A group of employees are writing public messages on each other’s “walls” complaining about how poorly they are paid and how cold their office is due to the heating system malfunctioning. The bashing seems to be growing in popularity among your employees, with more joining in the mix daily. </li></ul></ul><ul><ul><li>What do you do? </li></ul></ul>
    24. 24. Hypothetical #3 <ul><ul><li>You run a restaurant company. One of your employees writes a public blog, in which he complains about a regular customer, even airing some private information that the customer told the employee in confidence. </li></ul></ul><ul><ul><li>What if that employee sends an email to the customer’s co-workers including negative information about the customer? </li></ul></ul>
    25. 25. Hypothetical #4 <ul><ul><li>You run a publicly-funded hospital. Several of your ER employees, having a slow night, pose in photos using medical equipment to stage risqué, but fake, emergency scenes. They post these photos on their personal </li></ul></ul><ul><ul><li>pages as a “joke”. </li></ul></ul><ul><ul><li>What if they uploaded a quick video of the photo being staged and shot to </li></ul></ul>
    26. 26. Hypothetical #5 <ul><ul><li>One of your managers graciously agrees to allow an employee to switch shifts, so one of them can make her child’s tee-ball game. The following day, the grateful employee posts “Thanks for last night” on the manager’s Twitter Feed. </li></ul></ul><ul><ul><li>Concerned? </li></ul></ul>
    27. 27. Legal Considerations <ul><ul><li>Agency </li></ul></ul><ul><ul><li>Unpredictable Acts of Employees </li></ul></ul><ul><ul><li>Defamation </li></ul></ul><ul><ul><li>Negligence – Could You/Should You Have Known? </li></ul></ul><ul><ul><li>Liability </li></ul></ul>
    28. 28. Mitigating Risk: Strong HR & Legal Practices <ul><ul><li>Positive Culture </li></ul></ul><ul><ul><li>Employee Friendly Environment </li></ul></ul><ul><ul><li>Social Principles (Coca Cola) </li></ul></ul><ul><ul><li>Set Standards on How to Respond </li></ul></ul><ul><ul><li>Experienced Legal Counsel </li></ul></ul>
    29. 29. Legal Framework Today : <ul><li>What We’re Seeing </li></ul><ul><li>How Social Media is Involved in Cases </li></ul><ul><li>Current Case Law/Precedent and How it Affects Employment Law </li></ul>
    30. 30. <ul><li>Importance of Virtual Presence </li></ul><ul><li>Understand Social Media </li></ul><ul><li>Learn Best Practices in Profiles & Sites </li></ul><ul><li>Set Clear Principles & Relevant Policies </li></ul><ul><li>Share Common Mistakes & Misconception </li></ul><ul><li>Be a Partner & Positive Change Agent </li></ul><ul><li>Leverage These Tools Safely! </li></ul>Recap
    31. 31. Social Media: Benefits, Risks & Defenses Kat Cole, Hooters of America, Inc. [email_address] Clay Mingus, Hooters of America, Inc. [email_address] Stan Wilson, Elarbee, Thompson, Sapp and Wilson [email_address]