![The legal perspective: “…having the
employee and employer agree upon
[social media] ownership
beforehand is infinitely better than
going to court to determine it later.”
— Huffington Post
An inside view on the outside world](https://image.slidesharecdn.com/shrapresentation-121015144432-phpapp02/85/SHRA-presentation-36-320.jpg)
Uploaded byMilena Regos
SHRA presentation
This document summarizes a workshop on social media for HR professionals. The workshop covers developing a social media strategy and policy, recent court rulings regarding social media use by employees, using social media for internal communication and recruitment, and corporate social responsibility on social media. It provides examples of social media strategies and policies from different companies. It also discusses legal issues around monitoring and terminating employees for social media posts.
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SHRA presentation
- 1. Social Media forHR Professionals Developed for: Sierra Human Resources Association Milena Regos Out&About Marketing Oct 15, 2012 An inside view on the outside world
- 2. Workshop Agenda: • Social Media Strategy • Social Media Policy • Recent Court Rulings • Internal Employee Communication • Who owns social media? • Using Social Media to Recruit & Engage • Corporate Social Responsibility • Q&A An inside view on the outside world
- 3. Do you havea social media strategy in place for your organization? 50% 50% 37.5% 25% 25% 25% 12.5% 0% Yes No We are working on it An inside view on the outside world Source: Out&About Marketing Survey, HR Professionals
- 4. Social Media Strategy HumanResources Marketing Showcase your organization Brand Showcase your work Reputation Monitoring Showcase your employees Reach Recruit & Reward Audience Internal communication Content Training Engagement Community Involvement Promotions Social Media Policy Lead generation Legal Measurements/ROI An inside view on the outside world
- 5. HR should have their own social media strategy Image courtesy of: GetEntrepreneurial.com An inside view on the outside world
- 6. Workshop Agenda: • SocialMedia Strategy • Social Media Policy • Recent Court Rulings • Internal Employee Communication • Who owns social media? • Using Social Media to Recruit & Engage • Corporate Social Responsibility • Q&A An inside view on the outside world
- 7. Do you havea social media policy for your employees? 50% 37.5% 25% 12.5% 0% Yes No We are working on it An inside view on the outside world Source: Out&About Marketing Survey, HR Professionals
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- 9. 2 Good Reasonsfor a social media policy: 1. Crisis Management 2. Brand Opportunity An inside view on the outside world
- 10. Key elements ofa social media policy: • Explain what social media is • State what social networks the policy covers • Consider creating one or multiple policies • Create guidelines: Do’s and Dont’s • Speak to confidential and proprietary information • Who can act on behalf of the company on social networks • Disclaimers and identities • Copyright, trademark, privacy, financial disclosure and other laws • Use common sense, be responsible, respectful & humble • Know that the Internet is permanent • What to do if you make a mistake An inside view on the outside world
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- 13. To create aSocial Media Policy: • Involve employees active with social media. • Work with Marketing, IT, Legal. • Make sure it works with your corporate culture. Find the right balance. • Research existing policies. 217 policy examples: http://socialmediagovernance.com/policies.php An inside view on the outside world
- 14. Social Media PolicyExample (Key points) - Intel • Stick to your area of expertise and provide unique, individual perspectives on what's going on at Intel and in the world. • Post meaningful, respectful comments—in other words, no spam and no remarks that are off-topic or offensive. • Always pause and think before posting. That said, reply to comments in a timely manner, when a response is appropriate. • Respect proprietary information and content, and confidentiality. • When disagreeing with others' opinions, keep it appropriate and polite. • Know and follow the Intel Code of Conduct and the Intel Privacy Policy An inside view on the outside world
- 15. Social Media Policy(Dont’s examples) - Best Buy • The numbers: Non-public financial or operational information. This includes strategies, forecasts and most anything with a dollar-figure attached to it. If it’s not already public information, it’s not your job to make it so. • Promotions: Internal communication regarding drive times, promotional activities or inventory allocations. Including: advance ads, drive time playbooks, holiday strategies and Retail Insider editions. • Personal information: Never share personal information regarding other employees or customers. See the Customer Information Policies for more information. • Legal information: Anything to do with a legal issue, legal case, or attorneys. • Anything that belongs to someone else: Let them post their own stuff; you stick to posting your own creations. This includes illegal music sharing, copyrighted publications, and all logos or other images that are trademarked by Best Buy. • Confidential information: Do not publish, post, or release information that is considered confidential or top secret. An inside view on the outside world
- 16. Social Media Policyin 7 words: Zappos.com Be real and use your best judgment. An inside view on the outside world
- 17. Should employees beallowed to use social media at work? An inside view on the outside world
- 18. Almost half ofyoung professionals and college students would choose unrestricted access to social media at work over a higher salary Source: Cisco’s 2011 Connected World Technology Report An inside view on the outside world
- 19. Workshop Agenda: • SocialMedia Strategy • Social Media Policy • Recent Court Rulings • Internal Employee Communication • Who owns social media? • Using Social Media to Recruit & Engage • Corporate Social Responsibility • Q&A An inside view on the outside world
- 20. Source: ThinkStock An inside view on the outside world
- 21. How Not toget Hired An inside view on the outside world
- 22. You are fired! • An employee complained on Facebook about their work conditions • A bartender complained on Facebook that their boss messed up their tax withholdings • Car salesman complained about the cheap food • 6 sheriff's deputies were fired for liking the political opponent of their boss • A “Chilli” server complained about her tip • Teacher’s aide was fired for refusing to hand over Facebook password An inside view on the outside world
- 23. Michigan’s House Bill 5523 A bill to prohibit employers and educational institutions from requiring certain individuals to grant access to, allow observation of, or disclose information that allows access to or observation of personal internet accounts; to prohibit employers and educational institutions from taking certain actions for failure to allow access to, observation of, or disclosure of information that allows access to personal internet accounts; and to provide sanctions and remedies. An inside view on the outside world
- 24. What constitutes rightful termination? • National Labor Relations Act may consider these these incidents protected concerted activity • First Amendment right? • Difference between a “like” and a comment? An inside view on the outside world
- 25. “Employer Use ofSocial Media” Law California's new law, entitled "Employer Use of Social Media," broadly prohibits employers' access to applicants' and employees' personal social media content. Employers cannot request or require that applicants or employees: (a) disclose social media log-in credentials; (b) access personal social media in the employer's presence, i.e., allow the employer to "shoulder surf;" or (c) "divulge any personal social media content." An inside view on the outside world
- 26. Workshop Agenda: • SocialMedia Strategy • Social Media Policy • Recent Court Rulings • Internal Employee Communication • Who owns social media? • Using Social Media to Recruit & Engage • Corporate Social Responsibility • Q&A An inside view on the outside world
- 27. Does your organizationuse an internal social network for communication? Yes 9% No 91% Source: Out&About Marketing Survey, HR Professionals An inside view on the outside world
- 28. • Email is not social • Various platform options from free to low cost or enterprise solutions • Internal social networks are good for communication • 36% of knowledge workers’ wasted time was spent trying to contact people, find information and schedule meetings — all functions admirably filled by internal social networks. An Source: 2011 Report on UC and Cloud-Based Services for SMBs inside view on the outside world
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- 34. Workshop Agenda: • SocialMedia Strategy • Social Media Policy • Recent Court Rulings • Internal Employee Communication • Who owns social media? • Using Social Media to Recruit & Engage • Corporate Social Responsibility • Q&A An inside view on the outside world
- 35. “The customer doesn’tsee, nor do they care about, who owns social media. They see one company and they simply need an informed and empathetic response.” Brian Solis An inside view on the outside world
- 36. The legal perspective:“…having the employee and employer agree upon [social media] ownership beforehand is infinitely better than going to court to determine it later.” — Huffington Post An inside view on the outside world
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- 38. An inside viewon the outside world
- 39. Workshop Agenda: • SocialMedia Strategy • Social Media Policy • Recent Court Rulings • Internal Employee Communication • Who owns social media? • Using Social Media to Recruit & Engage • Corporate Social Responsibility • Q&A An inside view on the outside world
- 40. In 2010, only6% of companies were using social media for recruiting. Today, that’s exploded to 89%. An inside view on the outside world Source: Radian6
- 41. Do you currentlyuse social networks to recruit talent? No 75% Yes 25% An inside view on the outside world Source: Out&About Marketing Survey, HR Professionals
- 42. Source: Jobvite socialjob seeker survey 2012, Social Recruiting Survey 2012 An inside view on the outside world
- 43. Source: Jobvite socialjob seeker survey 2012, Social Recruiting Survey 2012 An inside view on the outside world
- 44. LinkedIn • LinkedIn is the world’s largest professional network, with over 160 million members (as of March 31, 2012) and rising fast. • Only 21% of working professionals around the world are looking for a new job. The other 79% are considered passive candidates. Source: Radian6 An inside view on the outside world
- 45. LinkedIn Recruiter An inside view on the outside world
- 46. Facebook • Facebook’s 1billion active users makes it by far the largest network available to any recruiter. • 48% of all job seekers did use Facebook for job hunting • Showcase your culture, your people, your work • Use targeted Facebook ads An inside view on the outside world
- 47. Twitter “a Twitter follower is almost 3 times more likely to apply to a job posting than a LinkedIn connection and 8 times more likely to apply than a Facebook friend.” An inside view on the outside world Source: 2012 Social Recruiting Activity Report
- 48. Provide ongoing training • Social Media Policy • How do I engage with our community? • Brand’s overall social media strategy • How different departments use social media • Social Media Crisis • Social Business • Internal collaboration using social networks An inside view on the outside world
- 49. Workshop Agenda: • SocialMedia Strategy • Social Media Policy • Recent Court Rulings • Internal Employee Communication • Who owns social media? • Using Social Media to Recruit & Engage • Corporate Social Responsibility • Q&A An inside view on the outside world
- 50. Source: Advertising Age An inside view on the outside world
- 51. Source: Advertising Age An inside view on the outside world
- 52. Source: SocialBrite An inside view on the outside world
- 53. Source: SocialBrite An inside view on the outside world
- 54. Questions? Milena Regos Out&About Marketing milena@outandaboutmarketing.com Twitter: @milenaregos An inside view on the outside world