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Social Media:
Ethics & Governance
Joel Mark, Manager, Ethics & Compliance


Northwest Ethics Network (NWEN)
August 2, 2012



© 2012 Cisco and/or its affiliates. All rights reserved.   Cisco Confidential   1
• The Changing Social Media Landscape


      • Social Media at Cisco


      • Managing Risks thru Policy and Education




© 2012 Cisco and/or its affiliates. All rights reserved.   Cisco Confidential   2
OF COLLEGE
                                                                       STUDENTS
      COLLEGE STUDENTS AND
      YOUNG PROFESSIONALS
                                                             AND

                                                                       OF YOUNG
                                                                       EMPLOYEES



      CONSIDER INTERNET A                                  SAY THEY COULD NOT LIVE
      FUNDAMENTAL                                                 WITHOUT
      HUMAN RESOURCE                                            THE INTERNET

© 2012 Cisco and/or its affiliates. All rights reserved.                     Cisco Confidential   3
“FRIENDED” THEIR MANAGERS AND/OR CO-
                                                            WORKERS ON FACEBOOK, INDICATING THE
    EMPLOYEES                                               DISSOLUTION OF BOUNDARIES SEPARATING WORK
                                                            AND PRIVATE LIFE


       IN FACT..…                                                FRIENDED        FRIENDED
                                                                 MANAGERS       CO-WORKERS
                                                              AND CO-WORKERS



       OF EMPLOYEES
       WHO USE…
                                                              FOLLOW THE                     PREFER TO KEEP
                                                           ACTIVITY OF EITHER   FOLLOW       THEIR PERSONAL
                                                            THEIR MANAGER
                                                            OR COLLEAGUES
                                                                                 BOTH         LIVES PRIVATE


© 2012 Cisco and/or its affiliates. All rights reserved.                                            Cisco Confidential   4
© 2012 Cisco and/or its affiliates. All rights reserved.   Cisco Confidential   5
© 2012 Cisco and/or its affiliates. All rights reserved.   Cisco Confidential   6
External Platforms                                        #      Internal Platforms                    #
   Communities/Forums                                       60+     Communities:                       1,600
   (ex: LinkedIn, etc.)                                             open and restricted
                                                                    (Integrated Workforce
                                                                    Experience or “IWE”)
   Blogs                                                    37      Blogs & Wikis:                 thousands
                                                                    functional/team or
                                                                    personal (CEC* & IWE)
   Facebook pages                                           80+     Discussion Forums                  1,100
                                                                    on CEC* intranet
   YouTube – Cisco channel                                 1,100+   Show and Share                    2,400+
   (videos)                                                         (videos)
   Twitter handles                                         100+     Chirp                               155
                                                                    (formerly used Yammer)
   SlideShare channels                                       8      shared servers/EDM             thousands
                                                                    *CEC – Cisco Employee Connection ( intranet )

© 2012 Cisco and/or its affiliates. All rights reserved.                                                 Cisco Confidential   7
Available Externally on Our Social Media Hub




                                                           Located at bottom of
                                                           http://socialmedia.cisco.com




© 2010 Cisco and/or its affiliates. All rights reserved.                       Cisco Confidential   8
• Social media policies and guidelines should be adhered to in conjunction
      with Cisco’s Code of Business Conduct
• Cisco’s fundamental social media principles include:
      • Cisco employees may use social networking sites while at work and to conduct
        business
      • Cisco does not block employees’ access to social networking sites as the company
        believes in empowering its workforce and instills trust in employees to work
        responsibly and adhere to the Cisco Code of Business Conduct
              Fundamentally, if it is okay to do something offline as a part of your job, it is okay to
              do it online
              And, the opposite is also true: if it isn’t a part of your job offline, you should not do it
              online
      • Though Cisco encourages the use of social media, employees must adhere to these
        policies and guidelines when using social media




© 2012 Cisco and/or its affiliates. All rights reserved.                                          Cisco Confidential   9
• Cisco encourages the use of social media to communicate
      •        When using social media, you are representing yourself and not Cisco
      •        If you are participating in social media as a Cisco representative, you must get your
               manager’s approval

• When participating in social networking sites, be transparent that your
      thoughts are your own if discussing Cisco’s business or related topics
        • For transparency, please provide a disclaimer if using a non-Cisco sponsored tool.
          Here are examples:
             • Twitter disclaimer: “These tweets are my own, not Cisco’s.”
             • Cisco-sponsored blog disclaimer: “Some of the individuals posting to this site, [including the
               moderators,] work for Cisco. Opinions expressed here and in any corresponding comments are
               the personal opinions of the original authors, not those of Cisco.”
             • Third-party blog disclaimer: “The opinions expressed in this blog are my own views and not
               those of Cisco.”




© 2012 Cisco and/or its affiliates. All rights reserved.                                             Cisco Confidential   10
• When engaging online to communicate anything related to Cisco, you must
      read, understand and abide by this policy
• Do not commit Cisco to any action unless you have authority to do so

• Protect Cisco and your reputation

• Do not post any confidential, internal-use only or copyrighted information
      belonging to Cisco or third parties without written permission
• Do not make statements about Cisco’s financial performance

• Maintain confidentiality of “internal only” information




© 2012 Cisco and/or its affiliates. All rights reserved.                   Cisco Confidential   11
• For social networking sites such as LinkedIn where personal and
      professional references are the focus:
      • If representing yourself as a Cisco employee, do not provide professional references.
        You may provide a personal reference or recommendation for current or former Cisco
        employees, contractors, vendors and contingent workers provided:
             • Statements made and information provided in the reference are factually accurate;
             • You include the disclaimer below:
                    • “This reference is being made by me in a personal capacity. It is not intended and should not
                      be construed as a reference from Cisco Systems Inc. or any of its affiliated entities.”

• Do not post anything that is defamatory, offensive, harassing, or in violation of
      any applicable law or any Cisco policy
• Do not engage with news media or industry analysts to discuss Cisco strategy
      and/or business without PR and AR consultation and approval




© 2012 Cisco and/or its affiliates. All rights reserved.                                                  Cisco Confidential   12
Thank you.

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Social Media: Ethics and Governance

  • 1. Social Media: Ethics & Governance Joel Mark, Manager, Ethics & Compliance Northwest Ethics Network (NWEN) August 2, 2012 © 2012 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 1
  • 2. • The Changing Social Media Landscape • Social Media at Cisco • Managing Risks thru Policy and Education © 2012 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 2
  • 3. OF COLLEGE STUDENTS COLLEGE STUDENTS AND YOUNG PROFESSIONALS AND OF YOUNG EMPLOYEES CONSIDER INTERNET A SAY THEY COULD NOT LIVE FUNDAMENTAL WITHOUT HUMAN RESOURCE THE INTERNET © 2012 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 3
  • 4. “FRIENDED” THEIR MANAGERS AND/OR CO- WORKERS ON FACEBOOK, INDICATING THE EMPLOYEES DISSOLUTION OF BOUNDARIES SEPARATING WORK AND PRIVATE LIFE IN FACT..… FRIENDED FRIENDED MANAGERS CO-WORKERS AND CO-WORKERS OF EMPLOYEES WHO USE… FOLLOW THE PREFER TO KEEP ACTIVITY OF EITHER FOLLOW THEIR PERSONAL THEIR MANAGER OR COLLEAGUES BOTH LIVES PRIVATE © 2012 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 4
  • 5. © 2012 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 5
  • 6. © 2012 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 6
  • 7. External Platforms # Internal Platforms # Communities/Forums 60+ Communities: 1,600 (ex: LinkedIn, etc.) open and restricted (Integrated Workforce Experience or “IWE”) Blogs 37 Blogs & Wikis: thousands functional/team or personal (CEC* & IWE) Facebook pages 80+ Discussion Forums 1,100 on CEC* intranet YouTube – Cisco channel 1,100+ Show and Share 2,400+ (videos) (videos) Twitter handles 100+ Chirp 155 (formerly used Yammer) SlideShare channels 8 shared servers/EDM thousands *CEC – Cisco Employee Connection ( intranet ) © 2012 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 7
  • 8. Available Externally on Our Social Media Hub Located at bottom of http://socialmedia.cisco.com © 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 8
  • 9. • Social media policies and guidelines should be adhered to in conjunction with Cisco’s Code of Business Conduct • Cisco’s fundamental social media principles include: • Cisco employees may use social networking sites while at work and to conduct business • Cisco does not block employees’ access to social networking sites as the company believes in empowering its workforce and instills trust in employees to work responsibly and adhere to the Cisco Code of Business Conduct Fundamentally, if it is okay to do something offline as a part of your job, it is okay to do it online And, the opposite is also true: if it isn’t a part of your job offline, you should not do it online • Though Cisco encourages the use of social media, employees must adhere to these policies and guidelines when using social media © 2012 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 9
  • 10. • Cisco encourages the use of social media to communicate • When using social media, you are representing yourself and not Cisco • If you are participating in social media as a Cisco representative, you must get your manager’s approval • When participating in social networking sites, be transparent that your thoughts are your own if discussing Cisco’s business or related topics • For transparency, please provide a disclaimer if using a non-Cisco sponsored tool. Here are examples: • Twitter disclaimer: “These tweets are my own, not Cisco’s.” • Cisco-sponsored blog disclaimer: “Some of the individuals posting to this site, [including the moderators,] work for Cisco. Opinions expressed here and in any corresponding comments are the personal opinions of the original authors, not those of Cisco.” • Third-party blog disclaimer: “The opinions expressed in this blog are my own views and not those of Cisco.” © 2012 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 10
  • 11. • When engaging online to communicate anything related to Cisco, you must read, understand and abide by this policy • Do not commit Cisco to any action unless you have authority to do so • Protect Cisco and your reputation • Do not post any confidential, internal-use only or copyrighted information belonging to Cisco or third parties without written permission • Do not make statements about Cisco’s financial performance • Maintain confidentiality of “internal only” information © 2012 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 11
  • 12. • For social networking sites such as LinkedIn where personal and professional references are the focus: • If representing yourself as a Cisco employee, do not provide professional references. You may provide a personal reference or recommendation for current or former Cisco employees, contractors, vendors and contingent workers provided: • Statements made and information provided in the reference are factually accurate; • You include the disclaimer below: • “This reference is being made by me in a personal capacity. It is not intended and should not be construed as a reference from Cisco Systems Inc. or any of its affiliated entities.” • Do not post anything that is defamatory, offensive, harassing, or in violation of any applicable law or any Cisco policy • Do not engage with news media or industry analysts to discuss Cisco strategy and/or business without PR and AR consultation and approval © 2012 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 12

Editor's Notes

  1. GovernanceIWE page: http://iwe.cisco.com/html/index.html#url=/web/socialmedia/governance - please read this page, it will tell you who needs to know our policy, the fact it now must be accepted each year (this is new! So not only has this been integrated into COBC which also must be accepted each year, but now the social policy must be accepted each year as well as a standalone item). We are now able to track who has accepted (i.e., electronically signed) the social policy – I used myself as an example to illustrate what it looks like. Please use the attached screen shot and do not alter it. As you can see, parts of the description have been whited out.
  2. 623rd
  3. Cisco employees may use social networking sites while at work and to conduct business. Cisco does not block employees’ access to social networking sites as the company believes in empowering its workforce and instills trust in employees to work responsibly and adhere to the Cisco Code of Business Conduct. Fundamentally, if it is okay to do something in the offline world as a part of your job, it is okay to do it in the online world. And, the opposite is also true: if it isn’t a part of your job in the offline world, you should not do it in the online world.Though Cisco encourages the use of social media, employees must adhere to these policies and guidelines when using social media.
  4. We have smart employees and we encourage them to use social media to communicate. It is important to know that when you use social media, you are representing yourself and not Cisco. However, if you are participating in social media as a Cisco representative, you must get your manager’s approval. When you are participating in social networking sites, be transparent that your thoughts are your own if discussing Cisco’s business or related industry topics. Use your real identity—no aliases— and your real voice, and disclose your affiliation with Cisco. The anonymity of the Web sometimes encourages carelessness, and being upfront about your identity can avoid problems. For transparency, please provide a disclaimer if using a non-Cisco sponsored tool.  Twitter disclaimer: “My tweets are my own and do no represent Cisco, my employer.“ Cisco-sponsored blog disclaimer:“Some of the individuals posting to this site, [including the moderators,] work for Cisco. Opinions expressed here and in any corresponding comments are the personal opinions of the original authors, not those of Cisco.”Third party blog disclaimer:“The opinions expressed in this blog are my own views and not those of Cisco.”
  5. When engaging online to communicate anything related to Cisco business, you must read, understand and abide by this policy. Keep applicable policies in mind that can be found in the related policy section.Do not commit Cisco to any action unless you have authority to do so. Protect Cisco and your reputation. Avoid any statement or comment that might harm Cisco’s reputation. You represent Cisco and the Cisco brand. As an employee and possibly a shareholder, your actions both on- and offline can affect perceptions about the Company and shareholder return. Do not post any confidential, internal-use only or copyrighted information belonging to Cisco or third parties without written permission. Information to be protected includes music, videos, text and photographs. Please refer to the Proprietary Information and Inventions Agreement and the Data Classification Policy for more information. See also the “Frequently Asked Questions” section of this document to obtain more information “Proprietary and Confidential Information” and “Copyrights, Trademarks, Photos and Logos.” Do not make statements about Cisco’s financial performance. Refer any questions to a Cisco Investor Relations representative. Maintain confidentiality of “internal only” information. Do not share any information marked “For Internal Use Only.”
  6. For social networking sites such as LinkedIn where personal and professional references are the focus: If you are representing yourself as a Cisco employee, you may not provide professional references about any current or former employee, contactor, vendor or contingent worker.You may provide a personal reference or recommendation for current or former Cisco employees, contractors, vendors and contingent workers provided a) the statements made and information provided in the reference are factually accurate; and b) you include the disclaimer below.“This reference is being made by me in a personal capacity. It is not intended and should not be construed as a reference from Cisco Systems Inc. or any of its affiliated entities.” Do not post anything that is defamatory, offensive, harassing, or in violation of any applicable law or any Cisco policy.Do not engage with the news media or industry analysts (e.g., Wall Street Journal, InformationWeek, Gartner, Forrester) to discuss Cisco strategy and/or business without PR and AR consultation and approval.If you are contacted by a member of the news media or similar outlets, consult your PR representative or AR representative before responding.