Why go on social media? People might say bad things. People are already talking about you, whether you like it or not. Would you rather address these questions or complaints head on or let your competitors do it for you?
Address regulated industries
Financial services, healthcare and law are particularly conservative industries and are susceptible to the notion that social media can’t work for them because there is too much risk. Our industry isn’t “sexy” enough to be online. Do you have customers? Yes. Are they interested in your company, products, services and expertise? Yes. Then you have an audience. Fill their need, not everyone else’s. How much does losing customers mean to you? Framing.
With any new opportunity comes risk. There are inherent threats that come along with unfamiliarity. The key is astute preparation to mitigate risk. Then — see rewards.
Conducting a risk assessment Identify threats Identify vulnerabilities Identify controls Magnitude Likelihood of occurrence Based on this formula, is it still worth it? You decide.
Threat, vulnerability, control, maybe even a column for other controls to put into place before beginning social media program, likelihood, impact, risk.
Other social media risks: employees slander another company, flame a conversation in a forum related to your industry, complaint threatens to tarnish reputation, etc.
Give me an example.
Let’s take a pizza company. Threat is that a cook might expose recipe of the secret tomato sauce.
Vulnerability – employees are not aware of the confidentiality clause in the company terms and conditions. Employee that was just disciplined decides to sabotage the company.
Control – sm training, social media policy, codes of conduct, etc.
Likelihood of it happening – low
Impact – huge. Competitive secret
Risk – low
Who else can come up with something. Let’s choose a healthcare industry.
Now that you have an idea of risk and specific threats, how can these be controlled by you? Through a SM policy, of course.
Definition: a social media policy is a control put into place to educate employees of a company on proper online conduct that will eliminate inherent threats involved with sharing information, customer service and conversation publicly and permanently.
Telling your employees what they can do, can’t do, should take caution and abide policy when responding and what they should defer to an authorized social media representative or their manager.
Let’s say you have a customer service rep monitoring online conversation and he comes across Michael Phelps having a serious problem with his McDonald’s chicken nuggets. Whereas you might have a standard procedure for typical customers, your social media manager might have a different protocol for others.
Caution – really angry customer
What’s included in a social media policy?
Controls for identified risks. Company’s approach and goal for social media? Are they giving it to you because they don’t want you to do anything? Or are they encouraging the employees to talk to customers as a representative of the brand? Some companies provide tips for using social media and the kinds of topics they encourage you to participate in.
Social media policy often complements organization’s codes of conduct or technology use policy.
Best Buy – straight to the point. Here’s what you do. Here’s what you shouldn’t do. If you don’t follow directions, you could get fired and permanently tarnish the brand.
After you’re done writing, have your lawyer review it. Medical companies need to be sure to tackle all the HIPAA guidelines, and guidelines unique to your industry.
Who is your team? These are people that need to buy in to the social media strategy and devote time to its successful enactment.
This is very basic, but you’ll notice that the social media manager is in touch with a variety of different departments. Social media, actually, blurs the lines of these different departments. Customers online will not approach marketing for one thing and customer service for another. To them, you are all one thing. It is the social media manager’s job, then, to integrate these services into one with a united response online. Though you might have to go through 6 people to get an answer, the customer should only see one response.
All different types of interactions online that require a response:
Compliment Complaint Confusion Untrue information Crisis Question Flaming – hostile interaction in community. Often with profanity. Trolling – someone looking to make trouble without possibility of peaceful outcome. There is no goal other than to piss people off. Instigators.
You need to first know they’re there, 2nd decide whether or not you need to respond, 3rd: decide who is best to answer question, and 4th, respond.
Discover: Monitoring Evaluate: Do I respond? How do I respond? Who will respond? Respond: What do I say?
This is going to vary based on the organization’s SM goals. If you have a very conservative company who is monitoring the space for big disasters, then there might be very few instances that they’re going to need to respond. If you’ve got a company that’s very keen on creating a relationship with good customers in order to extend the lifeline of that customer, then maybe they’ll respond to more of their communication.
Verizon – amplify influencers, poach competition, address customer questions, solve concerns, be a part of the community
Some train only the people on the social media team: more cost and time effective. Some choose to train the whole team…this occurs especially in situations in which the company is a big proponent of employee involvement in social media. Zappo’s – hate the example, but very social media-rich culture. “Be real and use your best judgment.” Support open conversation with customers on the clock, creating relationships that will spawn healthy customer-seller relationship. Sharing culture.
Not everyone is going to come to you. You need to keep your eye out on the conversation.
The big networks.
Gotta watch forums, message boards, review sites like Glassdoor, Judy’s Book, BBB, Google Places, Yelp, Yahoo Places, Angie’s List, Merchant Circle
Side Note – Google Places has just given way to Google Local, accessed via Maps or Plus or search
Who uses Google Reader or iGoogle? Same idea.
Dashboard organize RSS feeds & widgets.
Have used Twitter search feeds…have to use a workaround now. Dashboards allow you to manually monitor the internet, while monitoring software does it for you based on pre-defined search queries.
Some software allows you to respond immediately from the interface, assign customer service issues to other employees, evaluate Internet landscape, measure performance of your brand and designated keywords.
Switching gears. Things to know for business professionals.
Custom Privacy – friends of friends, everyone, custom, people tagged. (Also by post) How You Connect – who can send you requests and messages, email and phone Timeline and Tagging – who can see posts that you post or tagged in, who can write on your wall, review tags before posts. Ads, Apps & Websites – customizing how people can use your info when using an app Limit the Audience for Past Posts – Blocked People and Apps -
This means that Google can now use the content in your emails, in your Google Docs and in your calendar to customize ads for you.
If your Gmail is open all day, Google can also track which websites you visit. They claim that you own your own data, but also state in the same famed policy of March 1 that the policy is subject to change, as is its terms, at any time.
If you go to google.com/history, you can pause its data collection and delete all web history. This is just your search history though. Google would still have access to information from your other Google programs.
Google.com/ads/preferences to opt out of the ad customizer. But first, see if Google’s got you right.
Another funny thing about Google. They’re sending vans out with cameras for Google Earth or what’s visible on Google maps if you zoom in. There was a huge controversy because as the truck was going by was gaining access to data on unencrypted wifi networks. FCC fined Google $25K for interfering with investigation. Ultimately found Google not guilty of violating federal wiretapping act because not collecting encrypted information.
Breathe: Alleviating Security Privacy Concerns of Social Media
of Social Media
By: Taylor Hulyk
Social Media Director, re:group
Follow me! @taylorhulyk @regroupinc
You want me to what?
A couple of ounces of validity to that
With opportunity always comes risk. The key is proving the
following equation to upper management:
OPPORTUNITY > RISK
1) Conduct a risk assessment
2) Create a social media policy
3) Adopt a workflow/response strategy
4) Train competent people in social media management
Exposure to the chance of injury or
loss; a hazard or dangerous choice.
Risk is comprised of tangible threats
that will challenge the integrity of your
social media program.
Social Media Super Hero
SM Policy Contents
• What you can do
• What you can’t do
• When you can do it
• What you’re encouraged to do
• What you should defer to the social
• Organization’s perception of social
• Disciplinary actions if violation
For tons of social media policy examples, head to
Identify who will comprise your social media team. Even if they aren’t
actually the people who will be interacting with customers online, they will be
accountable for assisting the social media manager in issue remediation and
Who’s going to do what,
Your customers will keep you on your toes.
Every day, they’ll come up with a different issue,
a different compliment, a different way to shoot
the breeze. And, as a social media manager, it’s
your job to be ready for all of them.
ENTER: SOCIAL MEDIA
+ Air Force Social Media
You might have seen this before. That’s
because it’s probably the best visual social
media response diagram out there.
*Notice the shading in the background. Each
shade indicates a different phase of the
assessment: Discovery, Evaluate and
You’ve got everything in place. Your
policy, workflow and response strategy,
and you’re almost ready to start
building a content strategy. But before
you dig in deep, you need to tell
everyone how the heck they work this
thing called social media.
• Who’s talking about
• Who’s talking about
• Who’s talking about
These are aggregation tools that
organize all of your social media
subscriptions in one place.
Examples: iGoogle, NetVibes,
Google Reader, Bloglines, etc.
These are automated search
tools, in which the software
automatically performs preset
searches without the manual
search time. Some also include
social media management and
measurement. (Beware, these
can be pricey!)
Examples: Radian6, Sysomos,
Meltwater Buzz, Sprout, etc.
RSS Dashboards Monitoring Software
+ SWITCHING GEARS:
Social Media Privacy Tips for
Facebook privacy settings are
probably the trickiest of the
bunch…especially because they get
changed so frequently. To the left is
the page where you can control your
privacy to the extent that Facebook
allows you to.
Access by clicking the tiny arrow on
the upper right-hand portion of your
screen and then clicking “Privacy
Twitter Privacy Settings
Twitter privacy settings are rather straight
forward. You can access them by clicking the
person icon on the top right-hand side of your
screen and then selecting “Settings.”
In this menu, you have the option of “protecting
your tweets,” which means making them visible
only to people you give access to.
LinkedIn is very straight forward
in terms of tweaking privacy
settings. You can control which
people can see your profile
when they search, the visibility
of your activity feed, your public
You can access your privacy
settings in the top right-hand
menu labeled with your name.
Then select “Settings.”
Messages, or segments of data,
containing information about a user,
sent by a Web server to a browser and
sent back to the server each time the
browser requests a Web page.
Google & You
On March 1, Google combined 60 owned privacy policies into one.