This document provides an overview of social media and its use and challenges for organizations. Some key points:
1. Social media allows for two-way communication and engagement through sites like Facebook, Twitter, YouTube, etc. It can be used as part of marketing, customer service, and recruiting.
2. There are benefits like brand building, community engagement, and competitive intelligence gathering. However, there are also risks around data privacy, monitoring usage, and managing employee behavior both personally and professionally on social media.
3. Organizations need social media policies to educate employees on appropriate use and potential legal issues. This includes guidelines around personal vs professional use, protecting private information, and addressing potential disciplinary actions. Managing social
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Social Media Landscape
1. MESSAGES
SEARCH
community
news
forum
friends
photo
Networking blog
TAGGING search
communication
MESSAGES
status updates
community
forum
Photo
search
blog
To Social
MESSAGES
SEARCH
friends news
MESSAGING Media friends
TAGGING
forum
status updates
NEWS
forum TAGGING
communication networking
January 26, 2011
2. Social Media Landscape
Courtesy of youtube.com
http://www.youtube.com/watch?v=lFZ0z5Fm-Ng
SOCIAL MEDIA PRESENTATION 1
3. MESSAGES
SEARCH
community
news
forum
friends
photo
Networking blog
TAGGING search
communication
MESSAGES
status updates
community
forum
Photo
search
blog
MESSAGES
SEARCH
friends news
friends
MESSAGING
TAGGING
forum
status updates
NEWS
forum TAGGING
communication networking
4. Social Media Introduction
Online tools creating real-time, relevant, and targeted two-
way communication utilized by individuals and organizations
Examples of social media sites include:
Facebook
MySpace
LinkedIn
Twitter
You Tube
Digg
Stumble Upon
Blogs
SOCIAL MEDIA PRESENTATION 3
5. Value of Social Media
Integrated as part of your marketing and business plan
Part of the tools used to accomplish your business strategy
Building your brand and credibility
Establishing a community and serving as a resource
Attracting customers, caregivers, and staff
Gathering customer feedback
Differentiating from the competition
Identifying trends and issues
Building relationships with customers, prospects, and referral
sources
Keeping a pulse on your organization’s reputation
Improving web presence through SEO (search engine
optimization)
SOCIAL MEDIA PRESENTATION 4
6. Why It Helps Your Organization
Expands frequency and reach of your organization’s messages
and offerings
Leverages positive relationships of all employees and
customers to advance communication effectiveness
Circumvents filters, “gate keepers”, and clutter
Improves efficiency and cost effectiveness of advertising spend
Keeps your organization top of mind
Builds incremental “team spirit”
SOCIAL MEDIA PRESENTATION 5
7. How It Is Most Effective
Using as a platform for electronic networking
Staying up-to-date on changes within networks
Pushing company prepared messages and offerings to networks
Offering supportive comments and ideas to build credibility
Encouraging conversations to learn more about your customers
Helping recruit and retain human capital
Gaining competitive intelligence
SOCIAL MEDIA PRESENTATION 6
8. Keys To Your Success
Who is listening?
AUDIENCE REASON TO
FOLLOW
Build a
CONSISTENCY
Following
CONTENT
ENTHUSIASM
SOCIAL MEDIA PRESENTATION 7
9. Why People Should Follow You
CHASE JAX CAR
EXAMPLE WASH
SOCIAL MEDIA PRESENTATION 8
10. Senior Community Examples
Silverado Senior Living: Blog
http://silveradoblogs.com/news/
Providence Life Services: Blog
http://providencelife.wordpress.com/
Laguna Woods Village: Twitter
http://twitter.com/lagunawoodsvlg
Redstone Highlands: Twitter
http://twitter.com/RedstoneHghlnds
Somerby of Alpharetta: Facebook
http://www.facebook.com/pages/Somerby‐of‐Alpharetta/309298282404
Cedar Community: Facebook
http://www.facebook.com/cedarcommunity
Senior Lifestyle Corporation: Facebook
http://www.facebook.com/pages/Senior‐Lifestyle‐Corporation/79174831908
Somerby Senior Living: You Tube
http://www.youtube.com/user/SomerbySeniorLiving
SOCIAL MEDIA PRESENTATION 9
11. A Social Media Roadmap
Establish your overall goals and objective(s)
Determine success metrics (extent of reach, engagement, influence, etc.)
Determine how to measure (reverb, engagement, leads/sales, etc.)
Ensure resources are available to support the efforts
Research competitors and differentiate your organization
Determine the target audience (seniors and adults/children of seniors)
Identify the social media vehicle most appropriate for your target audience
Create the content strategy (page content, ads, etc.)
Monitor and manage information about you and your organization
icerocket.com | google.com/alerts | radian6.com | socialmention.com
Repair any disparaging commentary quickly
quickreprepair.com | socialmediareputation.com
Utilize resources to manage multiple social media sites
hootsuite.com | ping.fm | twitterfeed.com
Go slow and do it right (remember to measure)
Involve your compliance, legal, and risk officers
Conduct a lunch and learn session with your employees
SOCIAL MEDIA PRESENTATION 10
13. Advertising Rules
Advertising vs. Personal Profiles
Businesses: If the site is being used for professional use, social media presence
and communication can be considered to fall within the advertising rules.
Personal: Personal use and not intended to market or promote an
organization.
Guidelines to include in the policy to educate your
employees how not to create a professional site unless
intended.
Employees should not associate the organization’s name or email address with
the site unless it is intended for professional use. This includes stating they
are an employee of the organization.
Do not use the organization’s assets to update personal sites. This includes any
organization owned laptop or computer, I-Phone or blackberry, firm IP
address, and email address. Using the organization’s email address implies the
employee is acting on the organization’s behalf.
Create an advertising disclaimer to help employees specifically state their use
is personal or professional.
SOCIAL MEDIA PRESENTATION 12
14. MESSAGES
SEARCH
community
news
forum
friends
photo
Networking blog
TAGGING search
communication
MESSAGES
status updates
community
forum
Photo
search
blog
MESSAGES
SEARCH
friends news
friends
MESSAGING
TAGGING
forum
status updates
NEWS
forum TAGGING
communication networking
15. Risks & Concerns - Employees
• There is a lot of personal • Is the employee’s personal • How do you manage
information on social media – how image on social networking recruiters, who now have
will your employees react to sites going to reflect your good knowledge about
management seeing this? company? your employees?
• How will management react when • Do you want your customers
they see the personal seeing pictures of your
information? employees beach vacation
or potentially inappropriate
• Will an employee’s personal
behavior?
choices/beliefs effect how others
see them in the workplace?
• How do you handle inappropriate
behavior by employees on public
social networks?
SOCIAL MEDIA PRESENTATION 14
16. Using Social Networking
1. Finding the Candidate
2. Pre-employment Inquiries
3. During and post-employment
SOCIAL MEDIA PRESENTATION 15
17. Social Networking to Recruit
Build your networks
List open jobs in your status
Forward jobs to your network
LinkedIN
INMails
Join groups and post there
Facebook fan page
SOCIAL MEDIA PRESENTATION 16
18. Using Social Networking
1. Finding the candidate
2. Pre-employment inquiries
3. During and post-employment
SOCIAL MEDIA PRESENTATION 17
19. Pre-Employment Inquiries
CareerBuilder study found 20% of employers use sites such as
Twitter and Facebook to influence hiring decision
Can use lawful information you gather
You will learn things that are illegal to ask during an
interview
Don’t pass along what you learn
SOCIAL MEDIA PRESENTATION 18
20. Pre-Employment Inquiries
Are benefits worth the risk?
EEOC
FCRA
Need to be able to point to a legitimate,
nondiscriminatory reason for hiring decision
Don’t “friend” applicants
SOCIAL MEDIA PRESENTATION 19
21. Using Social Networking
1. Finding the candidate
2. Pre-employment inquiries
3. During and post-employment
SOCIAL MEDIA PRESENTATION 20
22. Friending
Laws are behind technology
May not be able to prohibit, but can blur lines
Possible workplace harassment
Recommendations are similar to an employment reference
SOCIAL MEDIA PRESENTATION 21
23. Granting Access
HR issue, not just IT
Privacy, confidentiality, time management, productivity
Double standard?
Employees will act the same regardless if they have
access or not
SOCIAL MEDIA PRESENTATION 22
24. Biggest Risk — External Misuse
Unauthorized disclosures of confidential information
Corporate embarrassment and public relations issues
Regulating activities on employee social media sites
SOCIAL MEDIA PRESENTATION 23
25. Risks & Concerns - Employees
Inappropriate Content
Distasteful/embarrassing posts and comments
Disparaging remarks about others
Disclosures
Endorsing products/services
SOCIAL MEDIA PRESENTATION 24
26. Risks & Concerns - Employees
HR decisions
Hiring decisions
Performance/promotions
Harassment
Disciplinary actions
For employee actions on personal social media sites?
For derogatory comments related to the company, customers,
or other employees?
Activity regulation
Should you regulate activities on social media sites?
Personal sites
Profiles that provide work related information – advertising
Personal profiles – sales literature
SOCIAL MEDIA PRESENTATION 25
27. A Social Media Policy
In addition to your Internet and e-mail policy, create a social media
policy for employees and supervisors
Cover all forms of social mediums Incorporate all aspects of social media
including marketing and security
Use broad language and update frequently
Include restrictions on usage (who, when, and why)
Do not create an expectation of privacy when online in work e-mails
Assign official spokespersons for the organization
Have all employees read, acknowledge, and sign off and be encouraged to
attend training and contact HR with any issues
Include HR-related polices, such as hiring and disciplinary practices
Clearly define disciplinary actions for violation of the policy
Include restrictions regarding use of organization name, logo, etc.
Based on the recent NLRB ruling, make sure it does not limit or chill
employees from communicating with each other around working
conditions, wages, supervisors, etc.
Understand it is an evolving policy and be judicious in how it is
enforced SOCIAL MEDIA PRESENTATION 26
28. Sample Policies
Air Force
http://www.af.mil/shared/media/document/AFD-090406-036.pdf
Best Buy
http://www.bby.com/2010/01/20/best-buy-social-media-guidelines/
Coca-Cola
http://www.viralblog.com/wp-content/uploads/2010/01/TCCC-Online-Social-Media-
Principles-12-2009.pdf
Additional links to numerous policies
http://socialmediagovernance.com/policies.php
SOCIAL MEDIA PRESENTATION 27
29. Common Policy Language
Use common sense. When in doubt, do not post it.
Identify yourself and organization. State that the opinions are your own.
Only post if a subject matter expert.
Avoid speaking on behalf of the organization and customers unless
authorized to do so.
Do not disclose confidential or proprietary information related to
clients/patients or the organization.
Respect copyrights, privacy, and intellectual property laws.
Enforce personal responsibility for posts and subject to liability and
disciplinary action if posts are obscene, libelous, abusive, hateful,
defamatory, harassing, threatening, create a hostile work environment,
and are in violation of any other law.
Anything posted on the Internet is permanent.
If a mistake happens, fix it.
Use of social media should not interfere with job performance.
Violation of the policy could result in disciplinary action up to and
including termination.
Include organization indemnification should an issue occur.
SOCIAL MEDIA PRESENTATION 28
30. MESSAGES
SEARCH
community
news
forum
friends
photo
Networking blog
TAGGING search
communication
MESSAGES
status updates
community
forum
Photo
search
blog
MESSAGES
SEARCH
friends news
friends
MESSAGING
TAGGING
forum
status updates
NEWS
forum TAGGING
communication networking
31. Challenges
Data security and privacy
Too much information
Information breach
Too much trust
Lack of security
Viral impact
Virus corruption
Resource commitment
Adequate monitoring
Communication
Misunderstanding or poor judgment
Rules and regulations
SOCIAL MEDIA PRESENTATION 30
32. Volume of Information Posted
Music Hometown
Books Phone Number
Movies Jobs
Pictures Education
Interests Birthdates
Daily schedules Sexual orientation
Likes Family and friends
E‐mail Political affiliations
Address
SOCIAL MEDIA PRESENTATION 31
33. What One Post Can Reveal
Where you live
Questionable behavior
Your profession
Your yearly income
Information about
others without consent
SOCIAL MEDIA PRESENTATION 32
34. Accessing Your Information
Your Customer Your Secret Admirer
Your Competitors A Stalker
Your Boss Your Ex
Your Staff Your Family
Your Peers A Hacker
The Mailroom Guy
SOCIAL MEDIA PRESENTATION 33
36. Customers
Privacy of their personal information
Posting on behalf of your organization
Voicing complaints or bad service
Doing nothing vs. being proactive
Competitive information
SOCIAL MEDIA PRESENTATION 35
37. Regulations
Security & Privacy
Disclosure requirements
Policies and agreements
Logos (FDIC, equal housing lender)
Links to external sources
Potential FTC regulations
Writing false business and product reviews
Other legal issues
Libel/Defamation
Federal securities laws against disclosure of corporate information
SOCIAL MEDIA PRESENTATION 36
38. Compliance & Legal
Privacy: HIPAA
Disclosure requirements: Reg. Z, Reg. DD, FDIC logos, Equal Housing
Logo, Insured products, Equal Credit Opportunity Acts & Reg.B, Fair
Debt Collection Practices Act, ADAP
Records Retentions: Reg Z & DD (2yrs), FINRA (3yrs), e-Discovery
FINRA: Separate insured and non-insured products
CRA: Comments, reviews, and ratings through social media sites
would qualify
SEC: Disclosure of financial information or performance
Defamation: Comments made by others can be attributed to the
organization (e.g., Cisco’s law suit)
Federal Communication Decency Act
Copyright or Trademark laws
Antitrust Laws: Whole Foods CEO’s anonymous posts of competitor
Wild Oats
SOCIAL MEDIA PRESENTATION 37
39. Keeping It Personal & Protected
Customize your privacy settings
Check privacy settings for each
post
Reduce the amount of personal
information shared
Be careful on who you befriend
online
Segment your friends into lists
Block Facebook applications
Remember to delete older posts
SOCIAL MEDIA PRESENTATION 38
40. Keeping It Personal & Protected
Customize your privacy settings
Check privacy settings for each post
Reduce the amount of personal
information shared
Be careful on who you befriend online
Segment your friends into lists
Block Facebook applications
Remember to delete older posts
SOCIAL MEDIA PRESENTATION 39
41. Keeping It Personal & Protected
Customize your privacy settings
Check privacy settings for each post
Reduce the amount of personal
information shared
Be careful on who you befriend online
Segment your friends into lists
Block Facebook applications
Remember to delete older posts
SOCIAL MEDIA PRESENTATION 40
42. Keeping It Personal & Protected
Customize your privacy settings
Check privacy settings for each post
Reduce the amount of personal
information shared
Be careful on who you befriend online
Segment your friends into lists
Block Facebook applications
Remember to delete older posts
SOCIAL MEDIA PRESENTATION 41
44. Recommendations
Education, awareness, and training
Security and risks
Security best practices
Personal vs. professional
Compliance requirements
Impact on organization’s reputation
Security policy development
SOCIAL MEDIA PRESENTATION 43
45. Elements of a Security Policy
Avoid using public machines or public WiFi
Create strong passwords (not “dictionary” words)
Do not use a single password across multiple sites
Keep username and passwords safeguarded to avoid breaches and
not allow others to impersonate you or the organization
Google your organization to make sure no one has stolen your
identify or posting on your behalf
Be careful of the amount of information that is shared that can be
used against you or the organization
Do not click on unknown links, from friends to avoid “clickjacking”
Do not download applications
Watch for phishing scams (posing as a reputable organization to
get confidential information)
Be cautious about emails from friends on social media sites (can be
hijacked and sent to another site)
Watch for rogue sites by paying attention to URLs (i.e., make sure
you are on facebook.com and not a similar but different domain)
SOCIAL MEDIA PRESENTATION 44