Social media is viewed as major risk to organisations' reputations. How best mitigate the risks inherent in social media through smart business planning?

1. SAFEGUARDING
CORPORATE
REPUTATION
IN SOCIAL MEDIA
DUBAI | January 2014Charlie Pownall | CPC & Associates Ltd
CPC&

2. “It takes 20 years
to build a
reputation and
five minutes to
ruin it. If you think
about that, you'll
do things
differently.”

3. Reputation is the #1 business risk
Source: Deloitte, 2013© 2015 CPC & Associates Ltd. All rights reserved 3
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4. Source: Deloitte - 2012© 2015 CPC & Associates Ltd. All rights reserved 4
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Social media is a top 5 business risk

5. Source: Deloitte, 2013© 2015 CPC & Associates Ltd. All rights reserved 5
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Especially in emerging markets

6. Source: Altimeter, 2012© 2015 CPC & Associates Ltd. All rights reserved 6
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The #1 social media risk is reputation

7. STRATEGIC
TECHNOLOGICALOPERATIONAL
BEHAVIOURAL
LEGAL/
REGULATORY
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Types of social media risk

8. • Make social media a top business priority
• Ensure that social media is about communication,
collaboration and service
as much as marketing and promotion
• Focus on relationships, not numbers
• Align with broader reputation management
& communications activities
• Lead from the top, grow from the bottom
• Listen actively and be seen to respond
STRATEGIC _
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9. • Create multi-disciplinary social media
Steering Committee
• Build social media capabilities deep and wide
• Staff with experienced professionals,
not juniors and interns
• Focus on what customers/stakeholders want, not
what the company wants
• Strengthen crisis & issues management and
communications
OPERATIONAL _
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10. • Institute & champion social media governance
• Train all employees from induction to
departure
• Extol the importance of good employee
behaviour professionally and personally
• Closely manage external and employee online
behaviour, especially on owned channels
• Encourage employee listening & vigilantism
BEHAVIOURAL _
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11. • Control employee access to social media profiles and
management tools
• Track official, unauthorised and fake social media
profiles
• Develop social community and content guidelines and
ensure they are enforced
• Scan regularly for leaks or inappropriate sharing of
customer/stakeholder data
• Understand social platform complaint procedures
TECHNOLOGICAL_
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12. • Get lawyers involved in social media from
the start
• Understand, enforce and track existing
& emerging compliance issues
• Monitor for IP abuse regularly
• Use legal soft touch wherever possible
• Ensure official statements are user-friendly
LEGAL/
REGULATORY _
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13. QUESTIONS?
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14. 14
THANK YOU
CPC & Associates Ltd
3/F Nam Wo Hong Building
148 Wing Lok Street
Hong Kong
cp@charliepownall.com
+852 6013 6201
charliepownall.com
@cpownall
charliepownall.com© 2015 CPC & Associates Ltd. All rights reserved