The document summarizes a workshop on managing risks and exploring potential with social media. The workshop covers an introduction, a tour of social media highlighting risks and examples, managing risks with policies and contracts, and tapping potential through collaboration, using the right tools, recruitment, community, and employee engagement. The presentation aims to help participants understand social media and set guidelines for acceptable use.
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In a meeting with Security specialists held at the University of Loughborough we discussed the risks of social media and how they can be managed. This is our contribution to the topic.
Should CEOs blog? and Tweet?
You will learn why the answer is yes and see examples of social media for learning, communicating and possibly changing our organizations in major ways. We are truly experiencing a social media revolution (Eric Qualman)
This preso is my latest on Social Media & the Role of the Chief Executive given to the CPA-SEA meeting of State Society CEOs and the AICPA at the mid-winter meeting 2012.
Full of links and resources, including the five steps to get started now, reading list, and videos to inspire you and provoke you to action!
Primer for Accounting Students on how CPAs are using social media to connect, collaborate, learn, and establish themselves as thought leaders.
Using examples from across the CPA Profession and business, Tom Hood provides guidance on tools, techniques, and people worth following.
Why is social media important for CPAs? and how can accounting students jumpstart their careers by developing their own brand and set of digital footprints? Tom Hood discusses the latest trends and uses with an accounting class at Loyola University (Baltimore).
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Presented at the Social Marketing course, Lugano, October 13, 2008. Social Media could be used for promoting social marketing campaigns. In the Web 2.0 it is important to understand WHAT tools use and HOW use them for reaching important goals. What about behavior change? There are lots of opportunities for research out there.
Presentation given on April 2nd 2011 at ABTOF Conference, St Malo, France. Focusing on Social media examples, challenges and opportunities in the travel industry; and presenting a framework for establishing Social Media ROI and Social Business.
Leveraging Social Media, PR and Internal Comms 2010 - Lars VoedischLars Voedisch
Session at the "PR & Media 2010 Congress" in Singapore: A new paradigm for communicators - Leveraging social media, PR and internal communications in the digital age
What do corporate communicators need to
know about social media and what does it
mean for your organisation
Linking PR efforts to business objectives
Managing strategic media relations in
times of continuous change and crisis
What do our internal stakeholders expect
Identifying and understanding the new
influencers
Leveraging on upcoming trends and
opportunities
The Parenting the Digital Generation workshop looks at the various activities kids love to do online and offers tips and strategies for everything from Facebook privacy settings, online shopping, cyberbullying, to protecting your computer from viruses.
Beth Harte's "Social Media from the Inside Out" presentation to the Philadelphia Chapter of the International Association of Business Communicators (IABC).
Presented at the Social Marketing course, Lugano, October 13, 2008. Social Media could be used for promoting social marketing campaigns. In the Web 2.0 it is important to understand WHAT tools use and HOW use them for reaching important goals. What about behavior change? There are lots of opportunities for research out there.
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Social media networks are rapidly changing the communications landscape for many businesses, including financial services. There is an explosion of new ways to connect and new places to do so online. Consumers are leading the way, armed with a dizzying array of new devices and tools - and businesses risk being left behind.
In this webinar, we will introduce Financial Advisors to the human and technological aspects of social media networks and how consumers are using them to find, research and engage with professional service providers. Emphasis will be placed on understanding the key elements of effective social media strategy and not on any specific tactics.
Jay Palter is a social media consultant with a career spanning two decades in financial services, software development and marketing. He writes a regular column for Advisor.ca on social media strategies.
Many organizations are currently using social media to connect with their customers and achieve marketing and sales goals. However, there are many risks and compliance issues that must be considered and managed to ensure that the social media strategy is aligned with the organization’s goals.
The presentation will allow the attendees to understand how to:
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Implicitly or explicitly all competing businesses employ a strategy to select a mix
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Sustainability has become an increasingly critical topic as the world recognizes the need to protect our planet and its resources for future generations. Sustainability means meeting our current needs without compromising the ability of future generations to meet theirs. It involves long-term planning and consideration of the consequences of our actions. The goal is to create strategies that ensure the long-term viability of People, Planet, and Profit.
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1. Develop a comprehensive understanding of the fundamental principles and concepts that form the foundation of sustainability within corporate environments.
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3. Identify and define best practices and critical success factors essential for achieving sustainability goals within organizations.
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2. Agenda
• About this workshop
• Why you’re here
• A quick tour of social media
• The bad news: risks
• Managing risks with policies and contracts
• Tapping social media’s potential
• Q&A/discussion
Social media: managing the risks, exploring the potential • Davis & Company 2
3. About this workshop
Objectives
You’ll learn how to:
– Make sense of the social media landscape
– Understand risks and benefits
– Define and set clear guidelines for acceptable use
– Tap into the potential of social media
Social media: managing the risks, exploring the potential • Davis & Company 3
4. About this workshop
Keep in mind
Me
Not a lawyer . . . . . . A communication
consultant
Social media: managing the risks, exploring the potential • Davis & Company 4
5. Why you’re here
How are you using social media?
Still in the
Using selectively Power user
thinking/planning stage
Social media: managing the risks, exploring the potential • Davis & Company 5
6. Why you’re here
What is your biggest Where do you
challenge/concern see social media’s
about social media? potential?
Social media: managing the risks, exploring the potential • Davis & Company 6
7. A quick tour of social media
Social media: managing the risks, exploring the potential • Davis & Company 7
8. A quick tour
What is social media?
Social media: managing the risks, exploring the potential • Davis & Company 8
10. A quick tour
Who uses social media?
18-29 30-39 40-49 50-64
2007 2009
70% 43% 29% 16%
67% 21% 11% 6%
4% 105% 164% 166%
increase increase increase increase
Source: Pew Research Center
Social media: managing the risks, exploring the potential • Davis & Company 10
11. A quick tour
What companies are doing
Of top 500 executives:
• 60% say social media is not • 75% admit that social
on their agenda media will be used
covertly
Key barriers:
Security 75%
Why? Senior apathy 57%
Fear of unproven technologies 58%
Source: Global IT consulting firm Avanade
Social media: managing the risks, exploring the potential • Davis & Company 11
12. A quick tour
What companies are doing
80% plan to use social networking to recruit talent.
95% 59% 42%
Source: Jobvite Social Recruitment Survey, May 2009
Social media: managing the risks, exploring the potential • Davis & Company 12
13. A quick tour
Companies and social networking
31% 23%
CEO is on Utilize social networking as
Facebook a tool to manage and build
our brand
23% 21%
Utilize social Utilize social networking
networking for to engage employees
recruiting purposes
Source: Deloitte
Social media: managing the risks, exploring the potential • Davis & Company 13
14. A quick tour
Employees’ views about social media
• 74% say it’s easy to damage a
company’s reputation on social
media
• 53% say social networking
pages are none of employers’
business
• 24% don’t know if their company
has a policy
• 49% say a policy wouldn’t
change how they behave online
Source: Deloitte
Social media: managing the risks, exploring the potential • Davis & Company 14
15. The bad news: risks
Social media: managing the risks, exploring the potential • Davis & Company 15
16. Risks
The source of social media’s risks
• We are human and imperfect.
• Social networking is quick, easy and intimate.
• Communications can spread virally and
publicly.
Social media: managing the risks, exploring the potential • Davis & Company 16
17. Risks
Dangers
Employment claims Legal risks
• Harrassment/bullying • Inadvertent disclosures
• Discrimination • HIPAA violations
• Defamation/slander • Corporate theft
• Invasion of privacy • Identity theft
• Minimum • Fraud and misleading
wage/overtime statements
• Copyright and trademark
infringement
• Violations of anti-spamming
laws
Social media: managing the risks, exploring the potential • Davis & Company 17
18. Risks
What can (and does) go wrong
example PR executive on Twitter:
“True confession but I’m in one of those towns
where I scratch my head and say ‘I would die
if I had to live here!’”
example Domino’s employees on YouTube:
Posted video showing them doing disgusting
things to customers’ food
Social media: managing the risks, exploring the potential • Davis & Company 18
21. Managing risks with
policies and contracts
Social media: managing the risks, exploring the potential • Davis & Company 21
22. Managing risks
Develop a proactive approach
Restrict
Acknowledge
employees to use
Encourage that employees
company electronic
employees to participate
resources only for
contribute? and outline
business-related
expectations?
matters?
Social media: managing the risks, exploring the potential • Davis & Company 22
23. Managing risks
Draft a brief written policy
Electronic communication
• All electronic resources are the property of the employer.
• The employer’s resources are to be used primarily for business purposes (or
business purposes only).
• Employees have no reasonable expectation of privacy in using company
resources.
• The employer has the right to monitor employee activity, pursuant to
applicable law, to ensure the resources are properly used.
• Employees are prohibited from downloading software without company
permission.
• Employees cannot spoof or hack another user’s system.
• Unauthorized, private encryption by an employee is prohibited.
Social media: managing the risks, exploring the potential • Davis & Company 23
24. Managing risks
Policy addresses social media
• The personal use of social networking web sites or systems must not
interfere with working time. (IF ACTUALLY ALLOWED.)
• Remember that written messages are, or can become, public.
Use common sense.
• Any messages that might act as the “voice” or position of the company must
be approved by the company.
• No communication should disclose any confidential or proprietary information
of the company without authorization from the company.
• No author can use logos, trademarks or other intellectual property of the
company without approval of the company.
Social media: managing the risks, exploring the potential • Davis & Company 24
25. Managing risks
ESPN’s social media policy
• Prior to engaging in any form of social networking dealing with sports,
you must receive permission from the supervisor as appointed by your
department head.
• Assume at all times you are representing ESPN.
• If you wouldn’t say it on the air or write it in your column, don’t tweet it.
• Exercise discretion, thoughtfulness and respect for your colleagues,
business associates and our fans.
• Be mindful that all posted content is subject to review in accordance with
ESPN’s employee policies and editorial guidelines.
Any violation of these guidelines could result in a range of
consequences, including but not limited to suspension or dismissal.
Social media: managing the risks, exploring the potential • Davis & Company 25
26. Managing risks
If you fire an employee
Your best defense:
A separation agreement
that ties severance
with conduct
Social media: managing the risks, exploring the potential • Davis & Company 26
27. Managing risks
Separation agreement #1
Non-disclosure:
Mr. Smith agrees not to discuss to anyone except
his immediate family, accountant(s), and
lawyer(s) any information relating to the subject
matter or existence of his agreement, including
the dollar amount set forth herein, except to the
extent required by the legal process.
Any disclosure to Mr. Smith’s immediate family,
accountant or lawyer shall be made upon their
agreement not to disclose these terms to another
person.
Social media: managing the risks, exploring the potential • Davis & Company 27
28. Managing risks
Separation agreement #2
Non-disparagement:
Mr. Smith agrees to refrain from making any
disparaging remarks now, and at any time in the
future, which could be detrimental in any way to
The Company or to individual owners, directors, or
employees of The Company, as well as The
Company’s customers, business partners,
sponsors and/or distributors, provided that this shall
not restrict Mr. Smith’s ability to respond to any
inquiry from applicable regulatory authorities or to
provide information pursuant to legal process.
Social media: managing the risks, exploring the potential • Davis & Company 28
29. Tapping social media’s potential
Social media: managing the risks, exploring the potential • Davis & Company 29
30. Tapping potential
Social media’s potential
Facilitates communication Allows sharing of ideas
Targets a wide audience Improves reputation
Social media: managing the risks, exploring the potential • Davis & Company 30
31. Tapping potential
Manage your story
“ Today, whatever you say will
end up on a blog. So you have a choice as
a company—either be proactive and take the offensive and say,
‘Here’s what’s going on,’
or you can let someone else write the story for you.
”
– Rusty Rueff, former HR exec at Electronic Arts and PepsiCo
Social media: managing the risks, exploring the potential • Davis & Company 31
32. Tapping potential
5 ways to leverage social media
1. Collaborate with other functions
2. Use the right tool for the right job
3. Recruit new hires
4. Create a sense of community
5. Engage employees in the business
Social media: managing the risks, exploring the potential • Davis & Company 32
33. 5 ways to leverage
1. Collaborate with other functions
• Monitor ongoing web activity
• Develop a response strategy
• Determine roles of senior
management, “spokespeople”
• Decide on stance:
– Fight back
– Respond positively
– Ignore
Social media: managing the risks, exploring the potential • Davis & Company 33
34. 5 ways to leverage
2. Use the right tool…
Social media: managing the risks, exploring the potential • Davis & Company 34
35. 5 ways to leverage
3. Recruit new hires…on Twitter
Social media: managing the risks, exploring the potential • Davis & Company 35
36. 5 ways to leverage
3. Recruit…Twitter example
Social media: managing the risks, exploring the potential • Davis & Company 36
37. 5 ways to leverage
3. Recruit new hires…on Facebook
Social media: managing the risks, exploring the potential • Davis & Company 37
38. 5 ways to leverage
3. Recruit…Facebook example
Social media: managing the risks, exploring the potential • Davis & Company 38
39. 5 ways to leverage
3. Recruit new hires…on LinkedIn
Social media: managing the risks, exploring the potential • Davis & Company 39
40. 5 ways to leverage
3. Recruit…LinkedIn example
Social media: managing the risks, exploring the potential • Davis & Company 40
41. 5 ways to leverage
4. Create a sense of community
Blue shirt nation
Social media: managing the risks, exploring the potential • Davis & Company 41
42. 5 ways to leverage
5. Engage employees in the business
• Give employees access to critical information
• A wiki (online user-generated encyclopedia)
called Pfizerpedia
• Contains more than 10,000 articles, videos
and other content
Social media: managing the risks, exploring the potential • Davis & Company 42
43. 5 ways to leverage
5. Engage employees in the business
Watch IBM for how social
media can:
• Engage employees in culture
(2003 ValuesJam)
• Share knowledge
• Create community
• Understand key issues
Social media: managing the risks, exploring the potential • Davis & Company 43
45. Contact
Alison Davis
(201) 445-5100
alison.davis@davisandco.com
Visit: www.davisandco.com
Find us on:
Social media: managing the risks, exploring the potential • Davis & Company 45