Safeguarding Corporate Reputation In Social Media

SAFEGUARDING CORPORATE REPUTATION IN SOCIAL MEDIA

@cpownall | charliepownall.com DUBAI| January 2014

“It takes 20 years to build a reputation and five minutes to ruin it. If you think about that, you'll do things differently.”

Warren Buffett

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Reputation is the #1 business risk

Source: Deloitte, 2013 3© CPC & Associates

Social media is a top #5 business risk….

Source: Deloitte - 2012 4© CPC & Associates

Source: Deloitte, 2013

…especially in emerging markets

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Source: Altimeter, 2012

The #1 social media risk is reputation

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“The best battles are won before the fight has begun.”

Sun Tzu

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Types of social media reputation risk

STRATEGIC

TECHNOLOGICALOPERATIONAL

BEHAVIOURAL LEGAL/REGULATORY

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• Make social media a top business priority• Ensure that social media is about communication,

collaboration and serviceas much as marketing and promotion

• Focus on relationships, not numbers• Align with broader reputation management

& communications activities• Lead from the top, grow from the bottom• Listen actively and be seen to respond

STRATEGIC _

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• Create multi-disciplinary social media Steering Committee

• Build social media capabilities deep and wide• Staff with experienced professionals,

not juniors and interns• Focus on what customers/stakeholders want, not

what the company wants• Strengthen crisis & issues management and

communications

OPERATIONAL _

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• Institute & champion social media governance• Train all employees from induction to departure• Extol the importance of good employee

behaviour professionally and personally• Closely manage external and employee online

behaviour, especially on owned channels• Encourage employee listening & vigilantism

BEHAVIOURAL _

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• Control employee access to social media profiles and management tools

• Track official, unauthorised and fake social media profiles

• Develop social community and content guidelines and ensure they are enforced

• Scan regularly for leaks or inappropriate sharing of customer/stakeholder data

• Understand social platform complaint procedures

TECHNOLOGICAL_

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• Get lawyers involved in social media from the start

• Understand, enforce and track existing & emerging compliance issues

• Monitor for IP abuse regularly• Use legal soft touch wherever possible• Ensure official statements are user-friendly

LEGAL/REGULATORY _

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QUESTIONS?

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CONNECT WITH ME:@cpownallcharliepownall.com

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