ragan communications - policies we can live with
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DESCRIPTIONJason Falls's presentation to the Ragan Communications webinar on May 27, 2010.
Its Our PolicySocial Media Policies We Can All Live With
Ragan Communications Webinar
May 27, 2010
This Year GenY Will Out-Number Baby Boomers96% of them are on a social networkFacebook added 100 million users in 9 monthsIt took Television 13 years to do soIf Facebook were a country it would be the 4th largest in the world80% of Twitter updates happen outside of Twitter.com80% of all companies used LinkedIn to find employees2009 U.S. Dept. of Education Study: Online students out-perform those who learn face-to-face
Survey across industries72% Didnt attach revenue in 2009 but will in 201081% plan to link annual revenues to social media85% predict a 5-15% impact on their bottom line this year64% will increase social media budgetsFastest growing metrics tracked: REVENUE, CONVERSION, AVERAGE ORDER VALUE
Aides In Branding/Awareness Builds Community Around Your Brand Extends Customer Service Drives Leads/Sales Leads To Personal & Professional Opportunity Protects Your Reputation (On-Line)Photo: Courtesy of SXCH.hu
Photo by Stephen Aaron Rees on Shutterstock.com
Will Productivity Go Down?Image: Tomasz Trojanowski on Shutterstock.com Employees free to freely surf web are 9% MORE productive University of Melbourne study, 2009
Security Issues AboundImage: Brandon Bourdages i on Shutterstock.com
Something Has To GiveImage: courtesy SXCH.huMarketing & Communications Are Moving Online
Social Media Is Todays TelephoneImage: archana bhartia on Shutterstock.comWould You Deny Employees Access To The phone?
Where Do You Go?Photo: dieaugenwiede on Shutterstock.com
Types of PoliciesPhoto: Gunnar Pippel on Shutterstock.comInternal Employee PoliciesInternal Organization PoliciesExternal Audience PoliciesSpecial Network PoliciesSafety, Security & Regulation Policies
Internal Employee PoliciesPhoto: Media Baker 13 on Shutterstock.com
Internal Employee PoliciesPhoto: Media Baker 13 on Shutterstock.comEmployee Use PoliciesLiberal or ConservativePersonal Blogging PoliciesDisclosure (Employee to Company)Disclosure (Employee as Employee)
Some StandardsPhoto: Media Baker 13 on Shutterstock.comBe responsible for what you write.Be careful. Be smart.Be authentic and fully disclose.Protect confidential and proprietary informationRemember to be productive. Use good judgement.
Internal Organizational PoliciesPhoto: Courtesy of SXCH.hu
Internal Organizational PoliciesPhoto: Courtesy of SXCH.huCompany Blog ProcessSubmission, Proofing, Approvals, Posting, PromotingCompany Blog PolicyPassword PolicyHave Employees Sign Acknowledgement
External Audience PoliciesPhoto: Adisa on Shutterstock.com
External Audience PoliciesPhoto: Adisa on Shutterstock.comComment Policy For Company BlogsComment Policy For Facebook WallTerms Of Service (Website & Blogs)Policies For User-Generated Content
Social Network Specific PoliciesPhoto: Peter Mooij on Shutterstock.com
Social Network Specific PoliciesPhoto: Peter Mooij on Shutterstock.comCompany Facebook UsePersonal Facebook UseCompany Twitter UsePersonal Twitter UseLinkedIn/YouTube
Safety, Security, RegulationsPhoto: Zack Frank on Shutterstock.com
Safety, Security, RegulationsPhoto: Zack Frank on Shutterstock.comPrivacy PoliciesRegulatory ConsiderationsHIPPAAge LimitationsMarketing Documentation/Backup
Complaints About Social MediaKill productivity Confidential Information Employees Embarrass Company Use Structure; AccountabilityUse Structure; AccountabilityUse Structure; Accountability
Complaints About Social MediaInviting negative on our site Identity theft Control/Documentation Comment Policies; Response ProceduresPrivacy/Password PoliciesBackup Policy
What If You Dont Have One?Photo: Mike Baldwin on Shutterstock.com
Internal QuestionsDo you have an existing Employee Code of Conduct or Ethics Manual?What, if any, IT restrictions exist in your company?Is trusting employees to be productive while having access to social media websites an issue for your company?Do you have internal communications issues social media may address?Do you have existing policies in place for IT that might apply to Internet use?Do you have a policy on archiving or backing up company data/communications?Do you have existing policies for personal activity at work or compensation for work-related activity conducted during employee personal time?
External QuestionsWhat do you want to use social media for?Do you have existing procedures for external communications functions?Which employees will be performing/managing activity?Are you comfortable with employees representing the company when they communicate with others?What topics are off-limits for employees to discuss with external audiences?Do you have industry or governmental regulations for external or marketing communications to consider?
If You Need More HelpSocial Media Policies Toolkithttp://bit.ly/policieskitUSE SMEVIP for a discount
Thank You!Jason Falls
PrincipalSocial Media ExplorerEmail:email@example.com
No denying this: A screen like this kills morale.
But lots of companies are still saying this to social media.*Social media is bigger than you think. And growing.Your employees are accessing it whether you like it or not.*Business.com report: Social Media Marketing Best Practices: Question and Answer Forums
Revenue 42%; Web traffic 61%; Prospect lead volume 36%; lead quality 33%
Engagement entries are interesting (prospects 57%; customers 50%) Is this what the purists have been telling them, or do businesses really care about this?Bazaarvoice CMOs Plan For Higher Social Media Measurability in 2010By Sam Decker CMO Bazaarvoice
Whats the ROI of Social Media?
Dont know and no account for 45-60% of the answers in all except ratings and reviews.Social media is a wave coming ashore.Without adapting to the market place, youre not on the pier you are the pier.But you cant let chaos rule.*Facebook and Twitter can be a personal time suckChatting with friends is frowned upon on the phone, why not the web?
Not so fast!- Employees sharing proprietary information Sharing content brings about intellectual property concerns- If it takes place on company computers, the company could be at risk- Marketing and communications are taking place online. - Your company has to be involved - This is where people communicate. You cant afford to not be there.Social Media Is Today's TelephoneThis is where people go to communicateWould You Suggest Removing Your Phone System?Taking away the primary communications tool is corporate suicideOvercome uncertainty with a plan.Overcome fear with guidelines. *Lots of different audiences and perspectives you need to address in your policies.*Policy on Use of Social Media (Statement of Co. use, acceptable uses, guidelines for use)Liberal or ConservativePersonal Blog Policy (Connection, disclosures, clarify personal opinions, confidentiality, respect)Disclosures (to the company) Have Employees Sign Acknowledgement
*Policy on Use of Social Media (Statement of Co. use, acceptable uses, guidelines for use)Liberal or ConservativePersonal Blog Policy (Connection, disclosures, clarify personal opinions, confidentiality, respect)Disclosures (to the company) Have Employees Sign Acknowledgement
.*These are some standard policies youll want to consider off the top. Here are a few of them to consider.*ACCEPTABLE USE: Recruiting; Monitor public opinion; Create affinity groups; Support marketing goals - Branding/Awareness - Customer Service - Lead/Sales GenerationObtain testimonialsProfessional networking*- Company Blog process (submission, proofread, approvals, posting, linking, promoting)- Company Blog policy (Guidelines for use)- Password policy (Identity theft, Frequency of change, no sharing, tips for best use)- Have Employees Sign Acknowledgement*- Comment policy for company blogs (Moderation, criticism) - Comment policy for Facebook wall/pages (Removal, criticism)- Terms of Service (Ownership of content, conversation responsibility, privacy)- Blogging policy for company-provided blogs (Copyright, Conduct, Liability Limitations)*- Comment policy for company blogs (Moderation, criticism) - Comment policy for Facebook wall/pages (Removal, criticism)- Terms of Service (Ownership of content, conversation responsibility, privacy)- Blogging policy for company-provided blogs (Copyright, Conduct, Liability Limitations)*- Company Facebook use (disclosure, industry-related posts)- Personal Facebook use (overall - identifying company, guidelines for use; photos/videos)- Company Twitter use policy (follow back, customer service, company communications)- Personal Twitter use (% industry related, @ the company/co-workers, disclosure, time mgmt)- LinkedIn use policy (disclosure, share networks, recommendation rules)- YouTube use policy (events, extra care w/video