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Organizational ImpactHow Social Media Impacts Human Resources, Legal, and the Role of Policy and Enterprise Services
#UImktg
@nickwestergaard
Where Are WE?
‣ Strategy — Planning the Work
‣ Execution — Working the Plan
‣ The Big Picture — The Digital Ecosystem
The organizational impact of social media
‣ BRACE FOR IMPACT!
‣ Legal Implications
‣ Human Resources & Employee Engagement
‣ Policy, Governance & Regulated Industries
‣ Continuing Education
BRACE FOR IMPACT
1
Remember, marketing involves everyone
Photo via Flickr user Wayne Large
the world is changing
Photo via Flickr user Kevin DooleyPhoto via Flickr user zeuxis.pixelsurgery
Remember the common obstacles
‣ Time
‣ Talent
‣ Terror
hr, legal, and it
Photo via Flickr user Tony Alter
TRUST
time, talent, & terror are opportunities to build
collaboration is key
Legal Implications
2
legal implications
‣ Copyright
‣ Contests
‣ Disclosures
‣ Defamation
©
copyright
copyright highlights
‣ Protects creative work, intellectual property
‣ Individual — Life + 70 years public domain
‣ Corporations and “work for hire” — 95 years
‣ Fair Use — Excerpting creative work; no fair use if you use it for
commercial purposes — besides, what’s “fair”?
blogger beware
safe image sources
‣ Stock Photos — iStock, Big Stock, stock.xchng
‣ Creative Commons — Watch crediting
‣ Take your own!
‣ NOT Google image search
copyright tips & tricks
‣ Creative Commons is safest for blog post images
‣ Facebook myth — You still own what you post but by posting you give
Facebook the right to use it commercially
‣ Always cite work and link back to source material
‣ Who owns content? The company NOT the employee
copyright your work
‣ Example: Copyright Nick Westergaard 2016; 

or Copr. Nick Westergaard 2016; 

or © Nick Westergaard 2016.
‣ More information: http://www.copyright.gov/
‣ The biggest benefit? Protection! You can sue if needed.
contests
Photo via Flickr user Glenn Fleishman
quick contest tips
‣ Avoid lotteries (Illegal!) — Can’t require purchases for game of chance.
“No purchase necessary” (contact info only) protects you.
‣ Use contests based on skill rather than games of chance. Be clear on
eligibility and state rules clearly. Explain clearly how winner will be chosen.
‣ Get release/consent from entrants up front to use winners’ names and
likenesses for promotion
‣ If the retail value of the prize is $600 or more, the sponsor must send
the winner an IRS 1099 form at the end of the tax year.
Source: kerrygorgone.com
disclosures
Photo via Flickr user Steve Snodgrass
kerry gorgone
Disclose a relationship anytime there’s a
connection that’s not immediately
apparent to the reader.”
“
the 4 ps of disclosure
‣ Placement – Place disclosures near the claim they’re qualifying.
‣ Proximity – Users shouldn’t have to scroll or zoom to see disclosure.
‣ Prominence – Make it pop.
‣ Presentation Order – Make it “unavoidable” that consumers see
disclosure before they can “Add to Shopping Cart.”
Source: kerrygorgone.com
aDt’s lack of disclosure = paid ad to the ftc
ADT + FTC fallout
‣ Prohibits ADT from misrepresenting that any discussion or demonstration of a
security or monitoring product or service is an independent review provided by an
impartial expert;
‣ Requires ADT to clearly and prominently disclose, in connection with the
advertising of a home security or monitoring product or service, a material
connection, if one exists, between an endorser and the company; and
‣ Requires the company to promptly remove reviews and endorsements that have
been misrepresented as independently provided by an impartial expert or that fail to
disclose a material connection between ADT and an endorser.
‣ Each violation of this order could result in a $16,000 fine.
Source: kerrygorgone.com
when in doubt, disclose
defamation
Photo via Flickr user eflon
defamation definitions
‣ Libel – Written or broadcast words that do damage to another person.
‣ Slander – Insults that are spoken aloud.
‣ NOTE: There are caveats for private vs. public personalities; corporations
are treated as public.
5 tests of libel
‣ Defamation — Exposing someone to hatred?
‣ Publication — Was it broadcast?
‣ Identification — Was the person singled out?
‣ Negligence — If a public figure, you have to prove malice by the defamer
‣ Damages — Will the person incur damages?
3 defenses against a libel charge
‣ Truth — You can’t argue with it
‣ Privilege — Reporters can report things
‣ Fair comment/criticism — “I have my right to my opinion”
horizon group vs. bonnen
‣ The Offending Tweet from Horizon Tenant Amanda Bonnen: 

“You should just come anyway. Who said sleeping in a moldy apartment
was bad for you. Horizon realty thinks it’s ok.”
‣ The Suit: Horizon Realty sues for $50,000 for alleged libel.
‣ The Decision: Judge dismissed the case for not meeting the test of libel.
Human Resources 

& Employee Engagement
3
understanding hr & employee impact
‣ Recruiting talent
‣ Monitoring impact factors that affect hiring
‣ Monitoring talent & competition
‣ Employees and social media — the good and the bad
social recruiting
Photo via Flickr user Roman Boed
monitoring impact factors
Photo via Flickr user Crow Bared
monitoring the competition
Photo via Flickr user Santiago Medem
what about employee impact?
‣ Internal communication and collaboration
‣ Brand ambassadors — Encourage a culture of engagement
‣ Impact and implementation
regular employees matter the most
Source: Edelman Trust Barometer
employee communication & collaboration
happy employees = happy customers
empowering brand ambassadors
employee impact
Source: Altimeter Group
“If only 1% of our current 34,000 employees 

participated and became ambassadors, 

we’d have an extended social media team of 340.”
cosmin ghiurau, director of social/digital strategy - radio shack
sound policyand employee education
what’s needed? how do we do this?
Policy, Governance

& Regulated Industries
4
85%of companies have a
corporate social media
policy in place
18%say that employees
knowledge is “good” 

or “very good”
Source: Altimeter Group
dara quakenbush
Laws are lagging behind today’s
technology.”
“
national labor relations act
‣ 180 years old (!) but …
‣ Protects employees social updates about work (“My boss is a jerk” =
protected)
‣ Used by the NLRB to rule on social policies at companies
‣ Workers fired have been reinstated and compensated for lost wages
RECENT

KEY RULINGS
2009
RAIN CITY CONTRACTORS
NLRB’s first move to protect
workers’ social media rights — a
construction contractor reinstated
workers fired for griping in a
YouTube clip about unsafe work
conditions. (NLRA lets workers
talk about conditions)
2011
AMERICAN MEDICAL
RESPONSE —The first Facebook
firing. An employee was fired for
calling her supervisor a “d#%k”
and “scumbag” on Facebook.
AMR settled.
YOU’RE
FIRED!
MARYLAND
Passes the first law protecting
employees’ social media profiles
and passwords 

— 25 other states follow suit;
federal law is in the works.
2012
NLRB UPHOLDS FIRING of
car salesman for mocking an
accident at a neighboring car
dealer on Facebook. Ruling?
Employers can discipline
workers for this type of speech.
2012
2013
NEW YORK CITY DEPT OF
EDUCATION —Appeals court
ruled the DOE couldn’t fire a
teacher who wrote on
Facebook that she hated her
students, calling them “devil’s
spawn.” Ruling? Post was
intended for friends —
considered “private venting” —
lesser penalty.
common policy mistakes to avoid
‣ Going “Too Broad” with Restrictions — Helps to include examples of
what is permissible.
‣ Muting Whistleblowers — Your employees can talk to the media and
federal agencies; don’t need manager’s approval, etc.
‣ Friending Subordinates — Rise in cases from employees’ noting a boss
taking action after seeing/reacting to a social update.
policy should include
‣ Philosophy & goals
‣ Transparency
‣ Common sense
‣ Confidential/proprietary guidelines
‣ Consequences
‣ Escalation rules
‣ Expectations during/outside work hours
‣ Examples/best practices
policy tips and tricks
‣ Social policy shouldn’t replace your code of conduct or handbook
‣ Shouldn’t be a detailed dictionary for use of every social network on the
planet — Hit the high points
‣ Be prescriptive — Again, examples!
‣ Outline consequences and who’s responsible
“Online & Off”to your employee handbook
policy tip: add the phrase
policy varies with culture
Social Media Policy: “Be smart.”
policy varies with industry
Policy: 

No tweeting before game
Policy: 

No tweeting 30 mins before game
Policy: 

No tweeting 90 mins before game
privileged information vs. professional advice
‣ Privileged — Hospital can’t respond to complaint about bill on Facebook as
doing so acknowledges they were a patient
‣ Professional — Accountant can’t dispense financial advice in response to
someone’s problems on Twitter
the challenge of regulated industries
‣ Examples – Financial Services, Pharmaceuticals, and Law
‣ What’s in a Like? Many financial firms view ‘likes’ as endorsements of
specific financial products.
‣ Adverse Effects — Pharma can’t tweet about their product and the disease
it helps without carrying the lengthy disclaimer on possible side effects.
‣ Digital or Die. Many are evolving. Slowly.
clear enforcement
Photo via Flickr user Emmanuel Huybrechts
violations are few and far between
Source: Altimeter Group
Continuing Education
5
mark w. schaefer, author of the content code
Culture is the number one predictor of
success. Not budget, not resources.”
“
62%of companies have no social media
education program, yet it’s a top priority
Source: Altimeter Group
how to structure a social education program
Source: Altimeter Group
social media education checklist
‣ Define learning objectives and roles — guided by your business objectives
‣ Formulate success metrics to benchmark and demonstrate program impact
‣ Engage executives and internal stakeholders during strategy and planning
‣ Dedicate education and training resources
‣ Audit existing resources to reduce duplication and integrate with corporate training
program and systems
‣ Determine if the curriculum will be built in-house and by whom, or by external partners
‣ Align curriculum with existing polices and governance
‣ Create an internal marketing strategy that creates incentives for participation
‣ Run pilots to manage resource constraints, get continued buy-in, and refine additional
tiers
‣ Create ongoing learning and opportunities to engage
Source: Altimeter Group
key take-aways
‣ Social media involves the entire organization — lead this discussion
otherwise you’ll end up responding to it
‣ Work to understanding legal implications and HR impact
‣ Employees can be effective brand ambassadors if empowered
‣ No BS: Trust everyone, but have a policy that deals with those who cannot
or do not comply
next up: advertising
Photo via Flickr user Craig Nagy
next up
‣ Strategy — Planning the Work
‣ Execution — Working the Plan
‣ The Big Picture — The Digital Ecosystem
#UImktg
@nickwestergaard
nick@WESTERGAARD.COM
Slides at Slideshare.net/nickwestergaard
@NickWestergaard on Twitter, Instagram, and more

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Organizational Impact of Social Media

  • 1. nick westergaard | branddrivendigital.com Organizational ImpactHow Social Media Impacts Human Resources, Legal, and the Role of Policy and Enterprise Services
  • 3. Where Are WE? ‣ Strategy — Planning the Work ‣ Execution — Working the Plan ‣ The Big Picture — The Digital Ecosystem
  • 4. The organizational impact of social media ‣ BRACE FOR IMPACT! ‣ Legal Implications ‣ Human Resources & Employee Engagement ‣ Policy, Governance & Regulated Industries ‣ Continuing Education
  • 6. Remember, marketing involves everyone Photo via Flickr user Wayne Large
  • 7. the world is changing Photo via Flickr user Kevin DooleyPhoto via Flickr user zeuxis.pixelsurgery
  • 8. Remember the common obstacles ‣ Time ‣ Talent ‣ Terror
  • 9. hr, legal, and it Photo via Flickr user Tony Alter
  • 10. TRUST time, talent, & terror are opportunities to build
  • 13. legal implications ‣ Copyright ‣ Contests ‣ Disclosures ‣ Defamation
  • 15. copyright highlights ‣ Protects creative work, intellectual property ‣ Individual — Life + 70 years public domain ‣ Corporations and “work for hire” — 95 years ‣ Fair Use — Excerpting creative work; no fair use if you use it for commercial purposes — besides, what’s “fair”?
  • 17. safe image sources ‣ Stock Photos — iStock, Big Stock, stock.xchng ‣ Creative Commons — Watch crediting ‣ Take your own! ‣ NOT Google image search
  • 18. copyright tips & tricks ‣ Creative Commons is safest for blog post images ‣ Facebook myth — You still own what you post but by posting you give Facebook the right to use it commercially ‣ Always cite work and link back to source material ‣ Who owns content? The company NOT the employee
  • 19. copyright your work ‣ Example: Copyright Nick Westergaard 2016; 
 or Copr. Nick Westergaard 2016; 
 or © Nick Westergaard 2016. ‣ More information: http://www.copyright.gov/ ‣ The biggest benefit? Protection! You can sue if needed.
  • 20. contests Photo via Flickr user Glenn Fleishman
  • 21. quick contest tips ‣ Avoid lotteries (Illegal!) — Can’t require purchases for game of chance. “No purchase necessary” (contact info only) protects you. ‣ Use contests based on skill rather than games of chance. Be clear on eligibility and state rules clearly. Explain clearly how winner will be chosen. ‣ Get release/consent from entrants up front to use winners’ names and likenesses for promotion ‣ If the retail value of the prize is $600 or more, the sponsor must send the winner an IRS 1099 form at the end of the tax year. Source: kerrygorgone.com
  • 22. disclosures Photo via Flickr user Steve Snodgrass
  • 23. kerry gorgone Disclose a relationship anytime there’s a connection that’s not immediately apparent to the reader.” “
  • 24. the 4 ps of disclosure ‣ Placement – Place disclosures near the claim they’re qualifying. ‣ Proximity – Users shouldn’t have to scroll or zoom to see disclosure. ‣ Prominence – Make it pop. ‣ Presentation Order – Make it “unavoidable” that consumers see disclosure before they can “Add to Shopping Cart.” Source: kerrygorgone.com
  • 25. aDt’s lack of disclosure = paid ad to the ftc
  • 26. ADT + FTC fallout ‣ Prohibits ADT from misrepresenting that any discussion or demonstration of a security or monitoring product or service is an independent review provided by an impartial expert; ‣ Requires ADT to clearly and prominently disclose, in connection with the advertising of a home security or monitoring product or service, a material connection, if one exists, between an endorser and the company; and ‣ Requires the company to promptly remove reviews and endorsements that have been misrepresented as independently provided by an impartial expert or that fail to disclose a material connection between ADT and an endorser. ‣ Each violation of this order could result in a $16,000 fine. Source: kerrygorgone.com
  • 27. when in doubt, disclose
  • 29. defamation definitions ‣ Libel – Written or broadcast words that do damage to another person. ‣ Slander – Insults that are spoken aloud. ‣ NOTE: There are caveats for private vs. public personalities; corporations are treated as public.
  • 30. 5 tests of libel ‣ Defamation — Exposing someone to hatred? ‣ Publication — Was it broadcast? ‣ Identification — Was the person singled out? ‣ Negligence — If a public figure, you have to prove malice by the defamer ‣ Damages — Will the person incur damages?
  • 31. 3 defenses against a libel charge ‣ Truth — You can’t argue with it ‣ Privilege — Reporters can report things ‣ Fair comment/criticism — “I have my right to my opinion”
  • 32. horizon group vs. bonnen ‣ The Offending Tweet from Horizon Tenant Amanda Bonnen: 
 “You should just come anyway. Who said sleeping in a moldy apartment was bad for you. Horizon realty thinks it’s ok.” ‣ The Suit: Horizon Realty sues for $50,000 for alleged libel. ‣ The Decision: Judge dismissed the case for not meeting the test of libel.
  • 33. Human Resources 
 & Employee Engagement 3
  • 34. understanding hr & employee impact ‣ Recruiting talent ‣ Monitoring impact factors that affect hiring ‣ Monitoring talent & competition ‣ Employees and social media — the good and the bad
  • 35. social recruiting Photo via Flickr user Roman Boed
  • 36. monitoring impact factors Photo via Flickr user Crow Bared
  • 37. monitoring the competition Photo via Flickr user Santiago Medem
  • 38. what about employee impact? ‣ Internal communication and collaboration ‣ Brand ambassadors — Encourage a culture of engagement ‣ Impact and implementation
  • 39. regular employees matter the most Source: Edelman Trust Barometer
  • 40. employee communication & collaboration
  • 41. happy employees = happy customers
  • 43. employee impact Source: Altimeter Group “If only 1% of our current 34,000 employees 
 participated and became ambassadors, 
 we’d have an extended social media team of 340.” cosmin ghiurau, director of social/digital strategy - radio shack
  • 44. sound policyand employee education what’s needed? how do we do this?
  • 46. 85%of companies have a corporate social media policy in place 18%say that employees knowledge is “good” 
 or “very good” Source: Altimeter Group
  • 47. dara quakenbush Laws are lagging behind today’s technology.” “
  • 48. national labor relations act ‣ 180 years old (!) but … ‣ Protects employees social updates about work (“My boss is a jerk” = protected) ‣ Used by the NLRB to rule on social policies at companies ‣ Workers fired have been reinstated and compensated for lost wages
  • 50. 2009 RAIN CITY CONTRACTORS NLRB’s first move to protect workers’ social media rights — a construction contractor reinstated workers fired for griping in a YouTube clip about unsafe work conditions. (NLRA lets workers talk about conditions)
  • 51. 2011 AMERICAN MEDICAL RESPONSE —The first Facebook firing. An employee was fired for calling her supervisor a “d#%k” and “scumbag” on Facebook. AMR settled. YOU’RE FIRED!
  • 52. MARYLAND Passes the first law protecting employees’ social media profiles and passwords 
 — 25 other states follow suit; federal law is in the works. 2012
  • 53. NLRB UPHOLDS FIRING of car salesman for mocking an accident at a neighboring car dealer on Facebook. Ruling? Employers can discipline workers for this type of speech. 2012
  • 54. 2013 NEW YORK CITY DEPT OF EDUCATION —Appeals court ruled the DOE couldn’t fire a teacher who wrote on Facebook that she hated her students, calling them “devil’s spawn.” Ruling? Post was intended for friends — considered “private venting” — lesser penalty.
  • 55. common policy mistakes to avoid ‣ Going “Too Broad” with Restrictions — Helps to include examples of what is permissible. ‣ Muting Whistleblowers — Your employees can talk to the media and federal agencies; don’t need manager’s approval, etc. ‣ Friending Subordinates — Rise in cases from employees’ noting a boss taking action after seeing/reacting to a social update.
  • 56. policy should include ‣ Philosophy & goals ‣ Transparency ‣ Common sense ‣ Confidential/proprietary guidelines ‣ Consequences ‣ Escalation rules ‣ Expectations during/outside work hours ‣ Examples/best practices
  • 57. policy tips and tricks ‣ Social policy shouldn’t replace your code of conduct or handbook ‣ Shouldn’t be a detailed dictionary for use of every social network on the planet — Hit the high points ‣ Be prescriptive — Again, examples! ‣ Outline consequences and who’s responsible
  • 58. “Online & Off”to your employee handbook policy tip: add the phrase
  • 59. policy varies with culture Social Media Policy: “Be smart.”
  • 60. policy varies with industry Policy: 
 No tweeting before game Policy: 
 No tweeting 30 mins before game Policy: 
 No tweeting 90 mins before game
  • 61. privileged information vs. professional advice ‣ Privileged — Hospital can’t respond to complaint about bill on Facebook as doing so acknowledges they were a patient ‣ Professional — Accountant can’t dispense financial advice in response to someone’s problems on Twitter
  • 62. the challenge of regulated industries ‣ Examples – Financial Services, Pharmaceuticals, and Law ‣ What’s in a Like? Many financial firms view ‘likes’ as endorsements of specific financial products. ‣ Adverse Effects — Pharma can’t tweet about their product and the disease it helps without carrying the lengthy disclaimer on possible side effects. ‣ Digital or Die. Many are evolving. Slowly.
  • 63. clear enforcement Photo via Flickr user Emmanuel Huybrechts
  • 64. violations are few and far between Source: Altimeter Group
  • 66. mark w. schaefer, author of the content code Culture is the number one predictor of success. Not budget, not resources.” “
  • 67. 62%of companies have no social media education program, yet it’s a top priority Source: Altimeter Group
  • 68. how to structure a social education program Source: Altimeter Group
  • 69. social media education checklist ‣ Define learning objectives and roles — guided by your business objectives ‣ Formulate success metrics to benchmark and demonstrate program impact ‣ Engage executives and internal stakeholders during strategy and planning ‣ Dedicate education and training resources ‣ Audit existing resources to reduce duplication and integrate with corporate training program and systems ‣ Determine if the curriculum will be built in-house and by whom, or by external partners ‣ Align curriculum with existing polices and governance ‣ Create an internal marketing strategy that creates incentives for participation ‣ Run pilots to manage resource constraints, get continued buy-in, and refine additional tiers ‣ Create ongoing learning and opportunities to engage Source: Altimeter Group
  • 70. key take-aways ‣ Social media involves the entire organization — lead this discussion otherwise you’ll end up responding to it ‣ Work to understanding legal implications and HR impact ‣ Employees can be effective brand ambassadors if empowered ‣ No BS: Trust everyone, but have a policy that deals with those who cannot or do not comply
  • 71. next up: advertising Photo via Flickr user Craig Nagy
  • 72. next up ‣ Strategy — Planning the Work ‣ Execution — Working the Plan ‣ The Big Picture — The Digital Ecosystem
  • 73.