davis - social media: managing the risks, exploring the potential

August 30, 2010 | Facilitated by Alison Davis

Social media: managing the risks, exploring the potential • Davis & Company 2

• About this workshop• Why you’re here• A quick tour of social media• The bad news: risks• Managing risks with policies and contracts• Tapping social media’s potential• Q&A/discussion

Agenda


You’ll learn how to:– Make sense of the social media landscape– Understand risks and benefits– Define and set clear guidelines for acceptable use– Tap into the potential of social media

About this workshop

Objectives


Not a lawyer . . .

About this workshop

Keep in mind

. . . A communicationconsultant

Me


Still in thethinking/planning stage Using selectively Power user

Why you’re here

How are you using social media?


Why you’re here

What is your biggestchallenge/concernabout social media?

Where do yousee social media’spotential?


A quick tour of social media


A quick tour

What is social media?

Source: www.briansolis.com 9


A quick tour

Who uses social media?

18-29 30-39 40-49 50-64

2009 70% 43% 29% 16%

2007 67% 21% 11% 6%

4%increase

105%increase

164%increase

166%increase

Source: Pew Research Center


A quick tour

What companies are doing

Of top 500 executives:

• 75% admit that socialmedia will be usedcovertly

• 60% say social media is noton their agenda

Key barriers:Security 75%Senior apathy 57%Fear of unproven technologies 58%

Source: Global IT consulting firm Avanade

Why?


A quick tour

What companies are doing

80% plan to use social networking to recruit talent.

Source: Jobvite Social Recruitment Survey, May 2009

95% 59% 42%


31%CEO is onFacebook

23%Utilize social networking asa tool to manage and build

our brand

21%Utilize social networkingto engage employees

23%Utilize social

networking forrecruiting purposes

Source: Deloitte

A quick tour

Companies and social networking


• 74% say it’s easy to damage acompany’s reputation on socialmedia

• 53% say social networkingpages are none of employers’business

• 24% don’t know if their companyhas a policy

• 49% say a policy wouldn’tchange how they behave online

Source: Deloitte

A quick tour

Employees’ views about social media


The bad news: risks


Risks

The source of social media’s risks

• We are human and imperfect.• Social networking is quick, easy and intimate.• Communications can spread virally and

publicly.


Risks

Dangers

• Harrassment/bullying• Discrimination• Defamation/slander• Invasion of privacy• Minimum

wage/overtime

• Inadvertent disclosures• HIPAA violations• Corporate theft• Identity theft• Fraud and misleading

statements• Copyright and trademark

infringement• Violations of anti-spamming

laws

Employment claims Legal risks


Risks

What can (and does) go wrong

PR executive on Twitter:“True confession but I’m in one of those towns where I scratch my head and say ‘I would die if I had to live here!’”

Domino’s employees on YouTube:Posted video showing them doing disgustingthings to customers’ food

example

example


Risks

Gannett


Risks

The Star-Ledger


Managing risks with

policies and contracts


Managing risks

Develop a proactive approach

Encourageemployees tocontribute?

Acknowledgethat employees

participateand outline

expectations?

Restrictemployees to use

company electronicresources only forbusiness-related

matters?


Managing risks

Draft a brief written policy

Electronic communication• All electronic resources are the property of the employer.

• The employer’s resources are to be used primarily for business purposes (orbusiness purposes only).

• Employees have no reasonable expectation of privacy in using companyresources.

• The employer has the right to monitor employee activity, pursuant toapplicable law, to ensure the resources are properly used.

• Employees are prohibited from downloading software without companypermission.

• Employees cannot spoof or hack another user’s system.

• Unauthorized, private encryption by an employee is prohibited.


Managing risks

Policy addresses social media

• The personal use of social networking web sites or systems must notinterfere with working time. (IF ACTUALLY ALLOWED.)

• Remember that written messages are, or can become, public.Use common sense.

• Any messages that might act as the “voice” or position of the company mustbe approved by the company.

• No communication should disclose any confidential or proprietary informationof the company without authorization from the company.

• No author can use logos, trademarks or other intellectual property of thecompany without approval of the company.


Managing risks

ESPN’s social media policy

• Prior to engaging in any form of social networking dealing with sports,you must receive permission from the supervisor as appointed by yourdepartment head.

• Assume at all times you are representing ESPN.• If you wouldn’t say it on the air or write it in your column, don’t tweet it.• Exercise discretion, thoughtfulness and respect for your colleagues,

business associates and our fans.• Be mindful that all posted content is subject to review in accordance with

ESPN’s employee policies and editorial guidelines.

Any violation of these guidelines could result in a range ofconsequences, including but not limited to suspension or dismissal.


Managing risks

If you fire an employee

Your best defense:

A separation agreementthat ties severancewith conduct


Managing risks

Separation agreement #1

Non-disclosure:

Mr. Smith agrees not to discuss to anyone excepthis immediate family, accountant(s), andlawyer(s) any information relating to the subjectmatter or existence of his agreement, includingthe dollar amount set forth herein, except to theextent required by the legal process.

Any disclosure to Mr. Smith’s immediate family,accountant or lawyer shall be made upon theiragreement not to disclose these terms to anotherperson.


Managing risks

Separation agreement #2

Non-disparagement:

Mr. Smith agrees to refrain from making anydisparaging remarks now, and at any time in thefuture, which could be detrimental in any way toThe Company or to individual owners, directors, oremployees of The Company, as well as TheCompany’s customers, business partners,sponsors and/or distributors, provided that this shallnot restrict Mr. Smith’s ability to respond to anyinquiry from applicable regulatory authorities or toprovide information pursuant to legal process.


Tapping social media’s potential


Tapping potential

Social media’s potential

Facilitates communication Allows sharing of ideas

Targets a wide audience Improves reputation


Tapping potential

Manage your story

Today, whatever you say willend up on a blog.

“

”‘Here’s what’s going on,’

So you have a choice as

or you can let someone else write the story for you.

a company—either be proactive and take the offensive and say,

– Rusty Rueff, former HR exec at Electronic Arts and PepsiCo


Collaborate with other functionsUse the right tool for the right jobRecruit new hiresCreate a sense of communityEngage employees in the business

Tapping potential

5 ways to leverage social media

1.

2.

3.

4.

5.


5 ways to leverage

Collaborate with other functions

• Monitor ongoing web activity• Develop a response strategy• Determine roles of senior

management, “spokespeople”• Decide on stance:

1.

– Fight back– Respond positively– Ignore


5 ways to leverage

Use the right tool…2.


5 ways to leverage

Recruit new hires…on Twitter3.


5 ways to leverage

Recruit…Twitter example3.


5 ways to leverage

Recruit new hires…on Facebook3.


5 ways to leverage

Recruit…Facebook example3.


5 ways to leverage

Recruit new hires…on LinkedIn3.


5 ways to leverage

Recruit…LinkedIn example3.


5 ways to leverage

Create a sense of community4.

Blue shirt nation


• Give employees access to critical information• A wiki (online user-generated encyclopedia)

called Pfizerpedia• Contains more than 10,000 articles, videos

and other content

5 ways to leverage

Engage employees in the business5.


Watch IBM for how socialmedia can:

• Engage employees in culture(2003 ValuesJam)

• Share knowledge• Create community• Understand key issues

5 ways to leverage

Engage employees in the business5.


Q&A/discussion


Contact

Alison Davis(201) [email protected]

www.davisandco.comVisit:

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davis - social media: managing the risks, exploring the potential

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