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SOCIALMEDIA.ORG/SUMMIT2014ORLANDOOCTOBER 27–29, 2014
How to integrate social media
with legal requirements
TRISH NETTLESHI...
How to integrate
social media with
legal requirements
10.28.2014
Trish Nettleship
Director, Social Media & Influence
UCB
The thoughts and opinions
represented in this presentation
reflect those of the presenter,
Trish Nettleship,
and not UCB.
...
Picture / Fun image
Legal,
Regulatory,
Compliance,
Oh My!
4
Don’t Allow Legal to lead
Lead with Business Objectives
• Legal is a participate NOT the lead
• Business Strategies/Objectives should be the driver
...
6
Education is Key
The key to internal engagement is EDUCATION!
People are not inherently anti-social media – they
simply don’t understand th...
1
Assess the Regulatory Environment
Regulatory Assessment
9
Ensure you understand the regulatory framework, and
very clearly position your activities against ...
10
Provide Risk Mitigation Plan
Is the problem the regulatory environment or
how it’s applied?
CHALLENGES
Regulations are not
always “black & white”
Digit...
Key Risks and Mitigation
RISK MITIGATION
Misleading Promotion
Policy on who manages, does
social media, rules of
engagemen...
Processes
Create a practical process
Don’t over engineer
Provides a comfort level to legal
14
• Legal Champions
• Early view
• Test ...
Questions?
15
Thanks!
SOCIALMEDIA.ORG/SUMMIT2014ORLANDOOCTOBER 27–29, 2014
Learn more about past and
upcoming events
SOCIALMEDIA.ORG/EVENTS
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How to integrate social media with legal requirements, presented by Trish Nettleship

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In her Brands-Only Summit presentation, UCB's Trish Nettleship teaches a class on how to integrate social media with legal requirements.

She explains how to make social work for teams facing complex legal, regulatory, and compliance issues.

Published in: Social Media
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How to integrate social media with legal requirements, presented by Trish Nettleship

  1. 1. SOCIALMEDIA.ORG/SUMMIT2014ORLANDOOCTOBER 27–29, 2014 How to integrate social media with legal requirements TRISH NETTLESHIP UCB
  2. 2. How to integrate social media with legal requirements 10.28.2014 Trish Nettleship Director, Social Media & Influence UCB
  3. 3. The thoughts and opinions represented in this presentation reflect those of the presenter, Trish Nettleship, and not UCB. Trish Nettleship Global Director Social Media & Influence UCB, Inc. trish.nettleship@ucb.com @trishnet
  4. 4. Picture / Fun image Legal, Regulatory, Compliance, Oh My!
  5. 5. 4 Don’t Allow Legal to lead
  6. 6. Lead with Business Objectives • Legal is a participate NOT the lead • Business Strategies/Objectives should be the driver • Make legal your partner rather than the blocker • Engage cross-functional teams early to avoid delays later in the process 5
  7. 7. 6 Education is Key
  8. 8. The key to internal engagement is EDUCATION! People are not inherently anti-social media – they simply don’t understand the opportunity All they see is the RISK since they don’t understand many of the underlying mechanics of what is possible Give broader context of what is social media Encourage creative thinking beyond the rules of Compliance and Regulatory bodies THEN reshape in context of what’s possible today Be positive – anyone can learn about Social Media with patience and a positive attitude Conversation Prism, provided for free by Brian Solis and JESS3
  9. 9. 1 Assess the Regulatory Environment
  10. 10. Regulatory Assessment 9 Ensure you understand the regulatory framework, and very clearly position your activities against it Build templates for each digital channel, include a clear templating strategy that will be signed off by legal as the “way of doing” Bench marketing to ensure you are keeping up Look at enforcement/ trends FTC Example – 100+ letters (Ebola)
  11. 11. 10 Provide Risk Mitigation Plan
  12. 12. Is the problem the regulatory environment or how it’s applied? CHALLENGES Regulations are not always “black & white” Digital is composed of many channels / types of touchpoint “Changing” digital assets post review can be costly Limited knowledge of social media by legal Need exhaustive review in “context” Significant variance across markets! RESULTINGIN FEAR and paralleization Suboptimal usage of digital channels (copy/past of other channels) Limited personalization of promotional digital assets Complex localization/adaptation processes needed Lack of leveraging new targeted advertising capabilites
  13. 13. Key Risks and Mitigation RISK MITIGATION Misleading Promotion Policy on who manages, does social media, rules of engagement User Generated content that gets into regulatory issues Investment: moderation, filtering, community management, content Low internal readiness Create Regulatory, Legal and Compliance champions: the right team that will find “The YES” Clear Understanding of Regulatory Environment Open lines of communication with regulatory officials and keep an eye on warnings Correcting Misinformation Lack of control of message
  14. 14. Processes
  15. 15. Create a practical process Don’t over engineer Provides a comfort level to legal 14 • Legal Champions • Early view • Test for potential roadblocks Concept Review • Create guidance • Trust your people Provide Guardrails • Have a simple review process, only needed reviewers via electronic system • Need to have SMEs that can review and response same day Review Process
  16. 16. Questions? 15
  17. 17. Thanks!
  18. 18. SOCIALMEDIA.ORG/SUMMIT2014ORLANDOOCTOBER 27–29, 2014 Learn more about past and upcoming events SOCIALMEDIA.ORG/EVENTS

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