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BUILDING A SOCIAL MEDIA POLICY
@EricSchwartzmanNew Comm ForumApril 21, 2010
Practices, Principles and Politics
Session Overview
Business Case for Social Media Policy Dovetailing with Existing Policies Basics of Corp. Policymaking Policy Anatomy DoD Case Study Other Considerations Follow Up Resources
Do You Need a SM Policy?
Marco Belluci
Scalabilitycenteredgesworld
Discoverability
Why Not Use Existing Policies?• Unique Requirements
Transparency Confidentiality Security
• Risks Dilutes Focus Confuses Ownership Marshall Ast
or
Updating Existing Policies• Code of Conduct Updates
Update public disclosure definition
Loosen “personal gain” restrictions
Updating Existing Policies
• IT Policy Updates Confidential vs. public information Extend protection mandates to social
media Restrict “inappropriate solicitations” Assign password management to IS Add password security to IS policy Permit personal links in emails
Corporate PolicymakingAssembling the Stakeholders
Generation Gap
Building a Stakeholder CoalitionDept. Risk Opportunity
HR Existing policy violations; policing
Goodwill with work force; recruiting
IT Information security; data loss
Reduce network and desktop support requests
Legal Copyright, free speech, libel and audit trails
Better corp. oversight; tighter controls
Marketing Aggravate brand fracture
Enable market to self-educate
Customer Service Perceived productivity loss
Reduce call center demand
PR Negligible Unfiltered communications
PA Negligible ID opposition points
IR Selective disclosure Better shareholder communications
Sequencing
Consensus on objectives Stakeholder assembly
InfluenceSocial media aptitudeCommunication skills
Draft review order
greg westfall
Clarity
SM Policy Anatomy
Policy Statement
Definitions Objectives Guiding
Principles Policy Elements Penalties
Policy Statement
• That employees have the right to use social media• That social media is changing the way people communicate• That existing policies apply to social media• That your company respects the legal rights of its employees• That this policy applies to activities outside of work as well, if
those activities impact job performance or any other corporate business interests
Objectives
Establish practical, reasonable and enforceable guidelines by which employees can conduct responsible, constructive social media engagement in official and unofficial capacities.
Prepare the organization and its employees to utilize social media channels to help each other and the communities it serves, particularly during a crisis, disaster or emergency.
Protect the organization and its employees from violating Municipal, State or Federal rules, regulations or laws through social media channels.
Guiding Principles
EXAMPLES:
• …trusts and expects employees to exercise personal responsibility…
• …never use social media for covert advocacy…• …clearly identify themselves as employees when communicating
on behalf of the organization…
Source: IBM Social Computing Guidelines
Disclosure & Transparency
Disclaimers
SAMPLE DISCLAIMERS:
• "I work for <ORGANIZATION NAME HERE> and this is my personal opinion."
• "I am not an official <ORGANIZATION NAME HERE> spokesperson but my personal opinion is..."
• "The postings on this site are my own and don't necessarily represent <ORGANIZATION NAME HERE>’s positions, strategies or opinions.“
sources: Social Media Business Council and IBM
Compensation & Incentives
The revised Guides also add new examples to illustrate the long standing principle that “material connections” (sometimes payments or free products) between advertisers and endorsers – connections that consumers would not expect – must be disclosed.
Source: FTC
Legal Matters
mecredis
• Employees may share links that transit users to works hosted by rightful copyright owners or their resellers without obtaining permission first, and include an original text description of that link.
• Employees may share an excerpt of up to 140 characters with spaces without obtaining the copyright holder’s permission, so long as the work being shared is publicly available on a rightful copyright holder’s website and provided the sharing is not being done to blatantly undermine the financial objectives of the copyright owner.
• Employees may embed copyrighted content in social media channels without obtaining the permission of the copyright owner, so long as the embed code has been provided by a rightful copyright owner.
Case Study: DoD
Challenges:• Competing Agendas• Disengaged Command• Operational Security• Blocking Access U.S. Navy Adm. Mike Mullen,
chairman of the Joint Chiefs of Staff
Case Study: DoD
Approach:• Stop Blocking• Initiate a Thawing Effect• Self Educate DoD via
Access• Follow Up with Additional
Policy Development
Source: DoD Social Media Policy [PDF]
Case Study: DoD
Irony:• Trust and Confiden
ce• No More Wars on A
bstract Concepts• Every Service Me
mber a Spokesperson
Other Issues: Multiple Policies
Public Affairs
CustomerRelations
Investor Relations
Labor Relations
Community Relations
Industry Relations
Marketing/PR
Analyst Relations
Stakeholder Relations
Other Issues: Training
Follow Up Resources
• Social Media Policy Podcast• Index of Social Media Poli
cies• Social Media Boot Camp• Social Media Master Class
Eric Schwartzman
(310) 455-4000 Phone
eric[at]ericschwartzman[dot]com Email
ericschwartzman.com Website
socialmediabootcamp.com Training
ontherecordpodcast.com Podcast
spinfluencer.com Blog
@ericschwartzmanTwitter
facebook.com/ericschwartzmanFacebook
linkedin.com/in/schwartzman Linkedin
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