Social Media has changed the way we interact and communicate. If they did that in our personal environment, imagine how it can affect an organization and its business. Based on that, companies everyday stdudy how they can have a good presence in this environment. And when it comes how your employees must interact with your social media channels, do you have a policy established? In this presentation I showcase basic steps and considerations organizations need to take to create a policy for social media, engage internally and track the impacts to collect results and information from social media. It's on the way, fresh uploaded and posted!

1. Educating Employees to Mitigate Social Media Risks
on Organizations
DO YOU HAVE A SOCIAL MEDIA
POLICY ON YOUR ORGANIZATION?

2. Global Digital Snapshot 2015
No matter
where
people
are,
they’re
connected.
Source: We are Social – JAN/15

3. And Growing
Be sure,
your
employees
are part
of it.
Source: We are Social – JAN/15

4. What your organization is
doing to deal with this
scenario and educate your
employees?

5. Food for thoughts
¨ According the Altimeter Group, in 2013*:
43%
38%
of the companies put Social Media Education
as a top business priority.
had an educational program in place or in
progress.
BUT ONLY
* Based on qualitative and quantitative surveys

6. In this way
organizations may be
at risk in the social media world.
It’s necessary to
plan the journey with your employees.
BEFORE
RECEIVER
TODAY
CONTRIBUTOR
EMPLOYEES AND
INFORMATION INSIDE
ORGANIZATION

7. Basement
¨ Define who will be in charge of the social media
inside the organization and the roles of each
collateral partners.
¨ Prepare a plan for how you will address all
components of the educational framework.
¨ Set your targets and milestones to follow and track
the learning curve and its impacts over the business.

8. Mandatory Pillars
Establish the
Policy
Introduce
Social Media
Skills Across
the
Organization
Bring the
Board
on Board

9. Building the Policy
¨ Must start and be in charge of a team with high skills on
social media environment.
¨ It’s multidisciplinary: involves several areas of the
organization (HR, Communications, IT, Institutional
Relations, Marketing).
¨ Must take in to consideration different scenarios, dos
and don’ts.
¨ It provides guardrails and examples of best practices.
¨ Aims to diminish the “shadow areas” of how the
employees must behave in the social media environment
of the organization.

10. Examples of Scenarios and Policy
Guidance
BUSINESS TRIP
OWNER
GUIDANCE
DO
DON’T
EVENTS COMPLAINTS
Personal Organization Organization
Align the understanding of the reason
why the employee is there. It’s
business not vacations.
No matter if it’s a relationship event or a
product launch it’s a business perspective.
The organization handles the content.
The organization has a specific flow
inside its structure to support this task.
IF FAIL
Keep feeding your social media
channels with your content.
Feed your social media channels with
content related to the trip.
Like and Share the content produced by
the organization.
Post comments or emit opinions regarding
the event, product or people attending the
happening.
Inform the area responsible for
managing social media channels in
the organization.
Answer or say something on behalf
of the organization.
SCENARIO
Educate and Warn. If constant follow
HR policies of the organization.
Educate and Warn. If constant follow
HR policies of the organization.
Educate and Warn. If constant follow
HR policies of the organization.

11. Spreading the Skills
¨ After establishing a social media policy for your employees, it’s
important to spread the social media skills among the areas.
¨ The best way to make a policy successful is to educate the
employees the reason why the organization is going in this direction
to protect their assets and the employees are part important of it.
¨ It’s the second step: is necessary to promote social media inside the
organization and encourage the use of official channels by your
teams. The policy must not have the direction of prohibition, it must
educate.
¨ Set your targets and milestones to follow and track the learning
curve and its impacts over the business.
¨ Remember: a good use of social media channels can bring good
information for organizations regarding products, services, customer
care. It can drive increases in your sales and revenues also.
¨ It must be faced as a new business tool to support organizations’
strategy.

12. BEFORE
RECEIVER
TODAY
CONTRIBUTOR
EMPLOYEES AND
INFORMATION INSIDE
ORGANIZATION
FROM SOMETHING STRANGE
TO CHANNELS
TO SUPPORT AND INCREASE
BUSINEES GOALS

13. Bringing the Board on Board
¨ Executive support is crucial to the success of your policy
regarding social media. They’re the force inside the
organization to drive the impact deeply and widely.
¨ If the management is not familiar to social media, a
quick plan of training must be done. Focuses on key
topics from social media and elect “counselors” to
accompany them throughout the learning curve.
¨ Define what are the main targets you’ll follow with them
and how often it will be done.
¨ Create an executive dashboard in order to track the
impacts (positive and negative) and how these flags are
increasing the organization business environment.

14. Bringing the Board on Board
AVOIDS
* Souce: Dilbert Comic Strips

15. Key Takes
¨ Top management support is crucial to the success of this
work. Education through examples.
¨ No policy or guideline alone is enough to anticipate
potential social media risk.
¨ Employees need to be trained to use their “better judgment”
when engaging online.
¨ The policy needs to be clear to reduce the “shadow areas”
of the judgment. It is to educate not to prohibit.
¨ A good use od social media channels can impact over your
business in higher sales and revenues and knowledge of
products, services, customer care.
¨ Follow the targets established in the policy and show their
results (positive and negative) to all of the organization
according to the findings you’ll have.

16. Thanks
Rafael Torres
Marketing & Communications Executive
rafaelts5@gmail.com
br.linkedin.com/in/rafaelts/