Who owns social media?

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The document discusses social media and corporate communications. It provides advice on developing social media strategies and governance for companies. Key points discussed include letting employees authentically represent companies on social media, developing social media "driver's licenses" to train employees, and moving from old public relations models that strictly control content to new models that facilitate and curate employee-generated content.

Leadership & Management

Stuart Bruce Chart.PR FCIPR
Who owns
social media?
@stuartbruce

@stuartbruce
media
relations
government
affairs
customer
service
marketing
sales
human
resources
legal
operations

@stuartbruce
Your stakeholders
don’t care

@stuartbruce
OBJECTIVES STRATEGY TACTICS

@stuartbruce
strategy
stories
ethics
transparency culture
content
authenticity
process
investment
people
structure

Public
relations?
Human
resources
Customer
service
Media
relations
Public
affairs
Marketing
Community
relations
@stuartbruce

Corporate and local accounts
@stuartbruce | www.stuartbruce.eu | Blog www.stuartbruce.biz

Human
resources
Public
relations?
Human
resources
Customer
service
Media
relations
Public
affairs
Marketing
Community
relations
Community
relations?
Media
relations
Customer
service
@stuartbruce | www.stuartbruce.eu | Blog www.stuartbruce.biz

@NHS
@stuartbruce | www.stuartbruce.eu | Blog www.stuartbruce.biz

@stuartbruce@stuartbruce | www.stuartbruce.eu | www.stuartbruce.eu
People

Who would you talk to?
@stuartbruce | www.stuartbruce.eu | Blog www.stuartbruce.biz

Public
relations?
Human
resources
Customer
service
Media
relations
Public
affairs
Marketing
Community
relations
@stuartbruce | www.stuartbruce.eu | Blog www.stuartbruce.biz

@stuartbruce | www.stuartbruce.eu | Blog www.stuartbruce.biz

@stuartbruce@stuartbruce | www.stuartbruce.eu | www.stuartbruce.eu
Is it safe?

Rolls-Royce nuclear programme
@stuartbruce | www.stuartbruce.eu | Blog www.stuartbruce.biz

@stuartbruce
“Guys, rules are
good! Rules help
control the fun!”

@stuartbruce
“We have given them a social media driver's
license, so they have the ability and the right to
represent the company." He said they have to
pass an exam, and the license can be taken
away "if they misbehave.””
Lars Silberbauer

@stuartbruce
Throw out
the old rule book

The new rules of public relations
Old world
• Create, write, approve, police,
control
• Set objectives
• Create content
• Distribute content
• Monitor
• Evaluate
New world
• Coach, mentor, police and
encourage
• Insight
• Set objectives
• Facilitate content
• Curate and share content
• Monitor
• Real-time analytics to improve
• Evaluate
@stuartbruce | www.stuartbruce.eu | Blog www.stuartbruce.biz

@stuartbruce
Always
on
Plan for
success
Prepare
for
problems
authentic
New
rules

@stuartbruce
Questions
Thank you
@stuartbruce
Twitter @stuartbruce
Blog www.stuartbruce.biz
Company www.stuartbruce.eu
Magazine sbpr.co/prfutures

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Who owns social media?

1. Stuart Bruce Chart.PR FCIPR Who owns social media? @stuartbruce

2. @stuartbruce media relations government affairs customer service marketing sales human resources legal operations

3. @stuartbruce Your stakeholders don’t care

4. @stuartbruce

5. @stuartbruce OBJECTIVES STRATEGY TACTICS

6. @stuartbruce

7. @stuartbruce strategy stories ethics transparency culture content authenticity process investment people structure

8. @stuartbruce

9. Public relations? Human resources Customer service Media relations Public affairs Marketing Community relations @stuartbruce

10. @stuartbruce

11. Corporate and local accounts @stuartbruce | www.stuartbruce.eu | Blog www.stuartbruce.biz

12. Human resources Public relations? Human resources Customer service Media relations Public affairs Marketing Community relations Community relations? Media relations Customer service @stuartbruce | www.stuartbruce.eu | Blog www.stuartbruce.biz

13. @NHS @stuartbruce | www.stuartbruce.eu | Blog www.stuartbruce.biz

14. We Are Cisco “We didn’t over-engineer what they could post. We let them be them, authentic and raw and wonderful.” Director of Culture and Talent Brand, Macy Andrews

15. @stuartbruce@stuartbruce | www.stuartbruce.eu | www.stuartbruce.eu People

16. Who would you talk to? @stuartbruce | www.stuartbruce.eu | Blog www.stuartbruce.biz

17. Public relations? Human resources Customer service Media relations Public affairs Marketing Community relations @stuartbruce | www.stuartbruce.eu | Blog www.stuartbruce.biz

18.

19. @stuartbruce | www.stuartbruce.eu | Blog www.stuartbruce.biz

20. @stuartbruce | www.stuartbruce.eu | Blog www.stuartbruce.biz

21. @stuartbruce | www.stuartbruce.eu | Blog www.stuartbruce.biz

22. @stuartbruce@stuartbruce | www.stuartbruce.eu | www.stuartbruce.eu Is it safe?

23. Rolls-Royce nuclear programme @stuartbruce | www.stuartbruce.eu | Blog www.stuartbruce.biz

24. @stuartbruce Governance

25. @stuartbruce “Guys, rules are good! Rules help control the fun!”

26. @stuartbruce “We have given them a social media driver's license, so they have the ability and the right to represent the company." He said they have to pass an exam, and the license can be taken away "if they misbehave.”” Lars Silberbauer

27. @stuartbruce

28.

29. @stuartbruce Throw out the old rule book

30. The new rules of public relations Old world • Create, write, approve, police, control • Set objectives • Create content • Distribute content • Monitor • Evaluate New world • Coach, mentor, police and encourage • Insight • Set objectives • Facilitate content • Curate and share content • Monitor • Real-time analytics to improve • Evaluate @stuartbruce | www.stuartbruce.eu | Blog www.stuartbruce.biz

31. @stuartbruce Always on Plan for success Prepare for problems authentic New rules

32. @stuartbruce Questions Thank you @stuartbruce Twitter @stuartbruce Blog www.stuartbruce.biz Company www.stuartbruce.eu Magazine sbpr.co/prfutures

Editor's Notes

Different member of staff or patient take over every week.
Different member of staff or patient take over every week.
Life at Cisco blog Sign employee social media policy Self organise – calendar to volunteer for themes, events, locations etc
Different member of staff or patient take over every week.
Should the board be on social media? Doug McMillon, president and CEO of Walmart
Governance, rules, policy, guidance?
Social media in regulated environents
Old rules don’t apply any

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