Massimo Burgio Social Media Policy AfriTech Kenya Summit Nairobi


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My presentation on Social Media Policies for the AfriTech Summit Kenya recently held in Nairobi More Social Media Marketing news, articles and presentations are available at Global Search Interactive's blog

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Massimo Burgio Social Media Policy AfriTech Kenya Summit Nairobi

  1. 1. social media policiesethics + codes of conductsocial media don’ts massimo burgio global search interactive SEMPO board of directorsnairobi, kenya 16 june, 2011
  2. 2. who is massimo burgio? Global Search Interactive --- agency SEMPO Search Engine Marketing Professional Organization --- industry Burning Man community --- creative network iPad4Africa --- gift economy charity project ... traveler, artist, dj... --- =)
  3. 3. facebook account disabled anybody?
  4. 4. facebook disabled: you’re not alone
  5. 5. basic etiquette for facebook users
  6. 6. understanding risks the
  7. 7. how to get your account disabled on facebook • Not being human / using a fake name
  8. 8. how to get your account disabled on facebook • Personal profile to promote a business or organization
  9. 9. how to get your account disabled on facebook • Posting copyrighted material • Importing too many RSS feeds to Facebook notes
  10. 10. how to get your account disabled on facebook • Promoting business on walls / pages / groups
  11. 11. how to get your account disabled on facebook • Scraping information off Facebook
  12. 12. how to get your account disabled on facebook • Getting reported as abusive by other users
  13. 13. how to get your account disabled on facebook • Starting hate or obscene groups
  14. 14. how to get your account disabled on facebook • Adding too many friends at once • Joining too many groups
  15. 15. how to get your account disabled on facebook • Post the same message on too many walls • Sending out identical personal messages to several friends • Placing too many links (promotional or not) on posts or messages • Sending too many pokes at once
  16. 16. how to be a spammer on facebook ads • Keep placing Facebook ads that have been refused • Promoting spammy apps • Adult content, profanity, vulgarity, obscenity • Promoting illegal activities • Promoting liquor, beer, wine, tobacco, firearms, gambling • Defamatory or hate content / pages / groups • Religious fundamentalist content • political content for commercial use • Use of webcams/surveillance equipment for non legitimate use • Online non accredited educational institutions that offer degrees • Promoting content that requires credit card application
  17. 17. what if your company social media accounts gets disabled andyou lose all yourinvestment ?
  18. 18. it’s time to start thinking about getting asocial media policy
  19. 19. why you need a social media policy• New collaborative scenario changes the way you connect and work• Emerging technologies change quality of work and type of feedback• Users look for a frank conversation, not a commercial push• Opportunity to learn from your customers
  20. 20. why you need a social media policy• Your employees face this landscape as brand representatives and online customer care team, but cannot offer a prompt pre-set feedback to each request/approach.• Communication must be fluid, but your employees need guidelines.
  21. 21. why you need a social media policy• To protect your company and your brand• To protect your employees• To protect your audience
  22. 22. your social media policy should apply to• Social networks, blogs, forums, wikis• Privacy, data protection, copyright• At work but also at home• Your web team / all your employees• Your business partners and ecosystem
  23. 23. classic corporate social media policy
  24. 24. top corporate social media policies• IBM Social Computing Guidelines• Intel Social Media Guidelines• Kodak Social Media Guidelines• New York City Social and Public Media Policy• RightNow Social Media Rules of Engagement• Coca-Cola Social Media Principles• Oracle Social Media Participation Policy• Sun Guidelines on Public Discourse• Massachussets Government Web Communication Policies• UK Cabinet Office Digital Engagement Guidelines• BBC Staff Editorial Guidelines Personal Use of Social Networking and Other 3° party sites• Electronic Frontier Foundation How to Blog Safely about Work• Dell’s Online Communication Policy• IOC Olympic Athletes Blogging Policy• Yahoo’s Personal Blog Guidelines for staff• ...
  25. 25. inspiration: one-liner corporate policies Be nice, Be honest, Dont release proprietary info. Be real and use your best judgement. Comply to all security policies. Don’t be stupid.
  26. 26. inspiration: bloggers’ code of conduct• Responsibility for our own words• Nothing we wouldnt say in person• Connect privately first• Take action against attacks• No anonymous or pseudonymous comments• Ignore the trolls• Encourage enforcement of terms of service• Keep our sources private• Discretion to delete comments• Think twice - post once
  27. 27. inspiration: blog user etiquette (dont’s)• Don’t comment on blogs usingpseudonyms or as anonymous user,try to give an identity to your onlinecontributions.• Don’t use blog comments for linkbuilding It’s useless, as most blogcomments are nofollow, and it’s stillperceived as spam.• Don’t use content from other blogs orsite without giving source attribution. Itcould be a copyright violation and, evenin case of Creative Commons, it’s a goodpractice attributing/linking to the source.
  28. 28. inspiration: blog user etiquette (dont’s)• Don’t ask bloggers for link exchange,there are more natural ways to buildlink popularity in the blogosphere.• Don’t use a blog to crusade againstsomebody. Even if this is your goal, it’salways better to have a blog in favor ofthe opposite you want to fight, ratherthan having a blog with a negativeapproach on a topic or person.• Don’t forget the ethical code ofbloggers (bloggers’ code of conduct).
  29. 29. inspiration: social networks’ etiquette• Online conversations replicate real life conversations, and must be considered real.• There is no conversation without listening. Conversation is a two way process.• Online conversations are not “all about me”, and must focus on community values.
  30. 30. inspiration: social networks’ etiquette• In real life, would you follow somebody and claim to be his/her friend without a proper introduction?• Would you constantly talk about yourself and your business?• Would you repeatedly ask favors to somebody you barely know?• Would you introduce yourself as “john75” or “quality events”?
  31. 31. inspiration: facebook etiquette (dont’s)• Don’t use a user profile picture with brands or commercial info. FB is a network for real people, not a catalogue of classified ads.• Don’t be a virtual user. Besides of being against FB TOS and ground to lose the account, users are always diffident when interacting with avatars with fake / business names.• Don’t publish private conversations on users’ wall making them public. This is against the privacy. Use direct messages instead.
  32. 32. inspiration: facebook etiquette (dont’s)• Don’t ask for friendship if you represent a business. It sounds weird.• Don’t add friends without a proper introduction or a welcome message. Always say who you are and why / which topics you would like to discuss woth new friends.• Don’t abuse apps invitations – both for business apps and even worst with zombies/farms. This is spam.• Don’t abuse group invitations. if your friends think your event is worth, they’ll come. If they don’t answer, don’t bomb them with reminders.
  33. 33. inspiration: facebook etiquette (dont’s)• Don’t tag friends in embarrassing photos or videos. This is against their privacy.• Don’t post unnecessary comments on personal pictures that users upload, such as family pictures.• Don’t make it a drama if an user removes a comment or tag you posted.• Don’t use Facebook to create a professional network, Facebook is for personal connections. For business networking try other sites like LinkedIn or Xing instead.
  34. 34. inspiration: twitter etiquette (dont’s)• Don’t unfollow somebody without having had an exchange of tweets. Don’t unfollow users because they unfollwed you.• Don’t do “mass-following” just to make your profile numbers bigger.• Don’t use the Twitter stream for self- promotion. Twitter is a conversational channel, not a ads broadcasting one.• Don’t use Twitter just to stream your RSS feeds. Tweeps don’t like to follow automated profiles.• Don’t use your Twitter friend list for commercial spam via direct messages.
  35. 35. inspiration: twitter etiquette (dont’s)• Don’t use Twitter to communicatedirectly with other users. Use directmessages or email instead.• Don’t abuse @references just to bevisible on somebody else’s feed.• Don’t use Twitter for personal rantsand revenge. not well accepted by thecommunity, you’ll lose reputation.• Don’t leave your Twitter profileanonymous. Twitter is a relational channel,users want to know who you are. Pictureand profile info are a must.•Don’t abuse #hashtags and trendingtopics to start off-topic conversations.
  36. 36. inspiration: yahoo!answers etiquette (dont’s)• Don’t use Yahoo! Answers forcommercial communication. You could bereported for abuse by users, or get bannedby the Y!A Editorial team.• Don’t use answers to providecommercial information. The risks ofgetting reported by users are higher.• Don’t criticize other users for theiranswers, neither on your questions nor onother users’. Even if other users’ answersare not correct, go your expert way andoffer a detailed problem solving answer,complete with reference links.
  37. 37. inspiration: yahoo!answers etiquette (dont’s)•Don’t fight with other users and do notaccept provocations. If in your answer youwant to include a feedback to another userwho is attacking you, think before posting,and express your disagreement in a kindand professional way.•Don’t send personal messages withcommercial communications. You will beimmediately reported as spam.•Don’t forget that Yahoo! Answers is acommunity of experts and e-fluencers.Your only goal here should be being thetop expert of your field/business/brandalways offering knowledge and concretesupport in terms of problem solution.
  38. 38. inspiration: youtube etiquette (dont’s)• Don’t repeatedly ask other users towatch your videos. YouTube users love todiscover their own video, or to search fortheir favorite topics.• Don’t customize your YouTube channelwith interactive elements. YouTube is notMySpace, and it’s interactive enough.• Don’t post off-topics video in responseto successful ones.•Don’t abuse of comments, don’t postpolemic comments, and avoid commercialoff-topic links.
  39. 39. inspiration: social news etiquette (dont’s)Digg, StumbleUpon, Sphinn, Mixx...•Don’t ask to vote always only yournews. Social News communities supportknowledge sharing, not commercialbroadcasting.• Don’t ask other users to Digg yourarticles with direct messages. Start apublic conversation about the topicinstead, and get some relevant contentready that users will love to share.•Don’t post always the same article.This is spam.
  40. 40. inspiration: social news etiquette (dont’s)• Don’t post articles that are off-topic tothe news portal. If a moderator says thatyou are off-topic, apologize and don’tinsist on publishing the same content, oryou will be banned.• Don’t use comments for link building.• Don’t attack other users if they buryyour news. This is generally not againstyou, but to point out the fact that thecontent is commercial, spam or off-topic.Sometimes bury is used as a sign ofdisagreement on your content. Take it forwhat it is and don’t start a drama aboutit. Try to avoid it anyway by submittinggood content.
  41. 41. inspiration: friendfeed etiquette (dont’s)• Don’t integrate all your feeds onFriendFeed, each conversation belongs toits original network.• Don’t automate your FriendFeed profile.FF is an online service but also aprofessional community. Direct inputs onFF have more value than those importedvia RSS.• Don’t use FriendFeed if you are alreadyusing other feeds aggregators such or Hellotxt, or you will ping-pongspamming all networks with duplicatecontent.
  42. 42. etiquette: all social sites (dont’s)• Don’t invite all your friends everytime you discover a new socialnetwork, and most definitely not bysubmitting your Gmail address andinviting everybody you everexchanged an email with.Try to understand how the new siteand its community works first, theninvite just the friends who youthink would fit.• Don’t start relational and editorialactivities on social networks beforereviewing the site’s terms andconditions, and its communityguidelines.
  43. 43. inspiration: UNmarketing • Stop marketing. • Start engaging.
  44. 44. inspiration: aussie gov social media policy
  45. 45. last tips: about tones and consequences•Everytime you post online you leavea digital signature. It won’t always bepossible to cancel, modify or rectifyyour posts.•Bad content will be online forever,will get indexed by search engines,and will affect your online brandreputation.•Think how you content could bereceived before publishing it.Put logic before emotions when facingsituations you could repent later.
  46. 46. last tips: about tones and consequences•Being aggressive and arrogant don’twork in the real life, even less on theweb.•While in the real life one could alwaysapologize, online you can have anaccount revoked or banned in a matterof seconds.• Try to be always kind and professionalin online conversations. Fun is goodtoo. Be nice and enjoy what you aredoing, the conversation, the experienceand the business on social networkswill be better.• Don’t be stupid! =)
  47. 47. case history from italy
  48. 48. telepass decalogue for employees’ activityonline and within social media networks• Transparency, privacy and data confidentiality.• We are people, not computers.• Share your knowledge.• Add value to the conversation.• In doubt, don’t publish.• No polemics and fights on the web.• Destructured coordinated communication.• The Good, the Bad, but not the Ugly.• It’s a collaborative web, share your best.• Have fun, but don’t forget about your day job.
  49. 49. telepass guidelines for employees’engagement in online conversations• We commit to share value through our online activities.• Our content is on-topic, non polemic or offensive, and balanced with the other conversations (fair use, no spam).• We commit to respond to all enquires in a kind and professional way and in a timing that is apropriated for the social web.• We listen also to other conversations, participating and contributing always with an open, frank and friendly attitude.
  50. 50. telepass guidelines for employees’engagement in online conversations• When we don’t agree on other users’ point of view, we express it in an appropriate and educated way.• We support anti-spam practices, and contribute to the social web with appropriate titles and descriptions for our web contributions, tagging all media in a relevant way.• We respect other users’ intellectual property, copyright and privacy.• We comply to all confidentiality, privacy and employees policies in use at Telepass.
  51. 51. enjoy the onlineconversation
  52. 52. asante /shukrani!I’m ready for your questions! massimo burgio global search interactive / sempo