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Social Policies & Governance

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A presentation highlighting the best practices and common pitfalls in designing a social media policy. Also showcasing a series of recent social media FAILS.

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Page 1: SMSS San Francisco 2014: Keeping Current: Developing and Updating Your Company’s Social Media Policies & Guidelines

Social Policies & Governance

Page 2: SMSS San Francisco 2014: Keeping Current: Developing and Updating Your Company’s Social Media Policies & Guidelines

linkedin.com/in/jgibbard

Jeff GibbardPresident & Chief Strategist at True Voice Media Adjunct Professor, Speaker, Blogger & Podcaster

@jgibbard

google.com/+JeffGibbard

[email protected]

TRUE VOICE MEDIA // www.truevoicemedia.com // @truevoicemedia // 215-948-2012

Page 3: SMSS San Francisco 2014: Keeping Current: Developing and Updating Your Company’s Social Media Policies & Guidelines

TRUE VOICE MEDIA // www.truevoicemedia.com // @truevoicemedia // 215-948-2012

Page 4: SMSS San Francisco 2014: Keeping Current: Developing and Updating Your Company’s Social Media Policies & Guidelines

TRUE VOICE MEDIA // www.truevoicemedia.com // @truevoicemedia // 215-948-2012

Page 5: SMSS San Francisco 2014: Keeping Current: Developing and Updating Your Company’s Social Media Policies & Guidelines

TRUE VOICE MEDIA // www.truevoicemedia.com // @truevoicemedia // 215-948-2012

Page 6: SMSS San Francisco 2014: Keeping Current: Developing and Updating Your Company’s Social Media Policies & Guidelines

TRUE VOICE MEDIA // www.truevoicemedia.com // @truevoicemedia // 215-948-2012

Consulting Workshops Resources

March 2011More than 40 companies

Page 7: SMSS San Francisco 2014: Keeping Current: Developing and Updating Your Company’s Social Media Policies & Guidelines

TRUE VOICE MEDIA // www.truevoicemedia.com // @truevoicemedia // 215-948-2012

Consulting Workshops Resources

Page 8: SMSS San Francisco 2014: Keeping Current: Developing and Updating Your Company’s Social Media Policies & Guidelines

ResourcesSlides, Links and Tools Mentioned

!

!

truevoicemedia.com/notes

TRUE VOICE MEDIA // www.truevoicemedia.com // @truevoicemedia // 215-948-2012

Page 9: SMSS San Francisco 2014: Keeping Current: Developing and Updating Your Company’s Social Media Policies & Guidelines

TRUE VOICE MEDIAThe Social Business Agency

!www.truevoicemedia.com

!215.948.2012

!@truevoicemedia

TRUE VOICE MEDIA // www.truevoicemedia.com // @truevoicemedia // 215-948-2012

#SMSSummit

Page 10: SMSS San Francisco 2014: Keeping Current: Developing and Updating Your Company’s Social Media Policies & Guidelines

True Voice Media // www.truevoicemedia.com // twitter: @truevoicemedia // 215-948-2012

http://www.truevoicemedia.com
Page 11: SMSS San Francisco 2014: Keeping Current: Developing and Updating Your Company’s Social Media Policies & Guidelines

Death by Powerpoint

Page 12: SMSS San Francisco 2014: Keeping Current: Developing and Updating Your Company’s Social Media Policies & Guidelines

Death by Powerpoint

Page 13: SMSS San Francisco 2014: Keeping Current: Developing and Updating Your Company’s Social Media Policies & Guidelines

Death by Powerpoint

Page 14: SMSS San Francisco 2014: Keeping Current: Developing and Updating Your Company’s Social Media Policies & Guidelines

Stay engaged my friends

Page 15: SMSS San Francisco 2014: Keeping Current: Developing and Updating Your Company’s Social Media Policies & Guidelines

RULESInterrupt me Don’t fall asleep Tweet everything I say Tweet about how handsome I am Stay off Facebook Stay off email Call your mother (she worries)

Page 16: SMSS San Francisco 2014: Keeping Current: Developing and Updating Your Company’s Social Media Policies & Guidelines

Let’s Dive In

Page 17: SMSS San Francisco 2014: Keeping Current: Developing and Updating Your Company’s Social Media Policies & Guidelines

?TRUE VOICE MEDIA // www.truevoicemedia.com // @truevoicemedia // 215-948-2012

What Do You WantFrom Social

Page 18: SMSS San Francisco 2014: Keeping Current: Developing and Updating Your Company’s Social Media Policies & Guidelines

TRUE VOICE MEDIA // www.truevoicemedia.com // @truevoicemedia // 215-948-2012

Attention

Page 19: SMSS San Francisco 2014: Keeping Current: Developing and Updating Your Company’s Social Media Policies & Guidelines

TRUE VOICE MEDIA // www.truevoicemedia.com // @truevoicemedia // 215-948-2012

Engagement

Page 20: SMSS San Francisco 2014: Keeping Current: Developing and Updating Your Company’s Social Media Policies & Guidelines

TRUE VOICE MEDIA // www.truevoicemedia.com // @truevoicemedia // 215-948-2012

Sales

Page 21: SMSS San Francisco 2014: Keeping Current: Developing and Updating Your Company’s Social Media Policies & Guidelines

?TRUE VOICE MEDIA // www.truevoicemedia.com // @truevoicemedia // 215-948-2012

How Do You Go About Doing That?

Page 22: SMSS San Francisco 2014: Keeping Current: Developing and Updating Your Company’s Social Media Policies & Guidelines

TRUE VOICE MEDIA // www.truevoicemedia.com // @truevoicemedia // 215-948-2012

Content Marketing

Page 23: SMSS San Francisco 2014: Keeping Current: Developing and Updating Your Company’s Social Media Policies & Guidelines

TRUE VOICE MEDIA // www.truevoicemedia.com // @truevoicemedia // 215-948-2012

Community Management

Page 24: SMSS San Francisco 2014: Keeping Current: Developing and Updating Your Company’s Social Media Policies & Guidelines

TRUE VOICE MEDIA // www.truevoicemedia.com // @truevoicemedia // 215-948-2012

Advertising

Page 25: SMSS San Francisco 2014: Keeping Current: Developing and Updating Your Company’s Social Media Policies & Guidelines

TRUE VOICE MEDIA // www.truevoicemedia.com // @truevoicemedia // 215-948-2012

#Hashtags

Page 26: SMSS San Francisco 2014: Keeping Current: Developing and Updating Your Company’s Social Media Policies & Guidelines

TRUE VOICE MEDIA // www.truevoicemedia.com // @truevoicemedia // 215-948-2012

Campaigns

Page 27: SMSS San Francisco 2014: Keeping Current: Developing and Updating Your Company’s Social Media Policies & Guidelines

TRUE VOICE MEDIA // www.truevoicemedia.com // @truevoicemedia // 215-948-2012

Contests

Page 28: SMSS San Francisco 2014: Keeping Current: Developing and Updating Your Company’s Social Media Policies & Guidelines

Best Intentions

Page 29: SMSS San Francisco 2014: Keeping Current: Developing and Updating Your Company’s Social Media Policies & Guidelines

TRUE VOICE MEDIA // www.truevoicemedia.com // @truevoicemedia // 215-948-2012

What Happens If “It Hits The Fan”

Page 30: SMSS San Francisco 2014: Keeping Current: Developing and Updating Your Company’s Social Media Policies & Guidelines

TRUE VOICE MEDIA // www.truevoicemedia.com // @truevoicemedia // 215-948-2012

What Happens When “It Hits The Fan”

Page 31: SMSS San Francisco 2014: Keeping Current: Developing and Updating Your Company’s Social Media Policies & Guidelines

TRUE VOICE MEDIA // www.truevoicemedia.com // @truevoicemedia // 215-948-2012

Should I…?

Page 32: SMSS San Francisco 2014: Keeping Current: Developing and Updating Your Company’s Social Media Policies & Guidelines

TRUE VOICE MEDIA // www.truevoicemedia.com // @truevoicemedia // 215-948-2012

Page 33: SMSS San Francisco 2014: Keeping Current: Developing and Updating Your Company’s Social Media Policies & Guidelines

TRUE VOICE MEDIA // www.truevoicemedia.com // @truevoicemedia // 215-948-2012

This Is Why You Need Policies

Page 34: SMSS San Francisco 2014: Keeping Current: Developing and Updating Your Company’s Social Media Policies & Guidelines

TRUE VOICE MEDIA // www.truevoicemedia.com // @truevoicemedia // 215-948-2012

The Keys to Success★Awareness

★Buy-In

★Preparation

Page 35: SMSS San Francisco 2014: Keeping Current: Developing and Updating Your Company’s Social Media Policies & Guidelines

TRUE VOICE MEDIA // www.truevoicemedia.com // @truevoicemedia // 215-948-2012

Awareness

Page 36: SMSS San Francisco 2014: Keeping Current: Developing and Updating Your Company’s Social Media Policies & Guidelines

TRUE VOICE MEDIA // www.truevoicemedia.com // @truevoicemedia // 215-948-2012

The Internet Cannot Be Controlled

Page 37: SMSS San Francisco 2014: Keeping Current: Developing and Updating Your Company’s Social Media Policies & Guidelines

TRUE VOICE MEDIA // www.truevoicemedia.com // @truevoicemedia // 215-948-2012

The “Streisand Effect”

Page 38: SMSS San Francisco 2014: Keeping Current: Developing and Updating Your Company’s Social Media Policies & Guidelines

TRUE VOICE MEDIA // www.truevoicemedia.com // @truevoicemedia // 215-948-2012

09 F9 11 02 9D 74 E3 5B D8 41 56 C5 63 56 88 C0

Page 39: SMSS San Francisco 2014: Keeping Current: Developing and Updating Your Company’s Social Media Policies & Guidelines

TRUE VOICE MEDIA // www.truevoicemedia.com // @truevoicemedia // 215-948-2012

Page 40: SMSS San Francisco 2014: Keeping Current: Developing and Updating Your Company’s Social Media Policies & Guidelines
Page 41: SMSS San Francisco 2014: Keeping Current: Developing and Updating Your Company’s Social Media Policies & Guidelines

TRUE VOICE MEDIA // www.truevoicemedia.com // @truevoicemedia // 215-948-2012

Buy In

Page 42: SMSS San Francisco 2014: Keeping Current: Developing and Updating Your Company’s Social Media Policies & Guidelines

TRUE VOICE MEDIA // www.truevoicemedia.com // @truevoicemedia // 215-948-2012

The Most Effective Policies…

are more about empowering, than restricting.

Page 43: SMSS San Francisco 2014: Keeping Current: Developing and Updating Your Company’s Social Media Policies & Guidelines

TRUE VOICE MEDIA // www.truevoicemedia.com // @truevoicemedia // 215-948-2012

The Most Effective Policies…

are short, direct, and written in plain language.

Page 44: SMSS San Francisco 2014: Keeping Current: Developing and Updating Your Company’s Social Media Policies & Guidelines

TRUE VOICE MEDIA // www.truevoicemedia.com // @truevoicemedia // 215-948-2012

Even The Most Effective Policies…

can not protect you 100% of the time.

Page 45: SMSS San Francisco 2014: Keeping Current: Developing and Updating Your Company’s Social Media Policies & Guidelines

TRUE VOICE MEDIA // www.truevoicemedia.com // @truevoicemedia // 215-948-2012

Preparation

Page 46: SMSS San Francisco 2014: Keeping Current: Developing and Updating Your Company’s Social Media Policies & Guidelines

TRUE VOICE MEDIA // www.truevoicemedia.com // @truevoicemedia // 215-948-2012

Take a good look in the mirror★What’s the worst thing someone could find out about us?

★What are our industry compliance guidelines?

★What are our industry ethical codes of conduct?

★Are our people adequately prepared to address a situation?

Page 47: SMSS San Francisco 2014: Keeping Current: Developing and Updating Your Company’s Social Media Policies & Guidelines

TRUE VOICE MEDIA // www.truevoicemedia.com // @truevoicemedia // 215-948-2012It Could Go Horribly Wrong!

Some Examples Of How

Page 48: SMSS San Francisco 2014: Keeping Current: Developing and Updating Your Company’s Social Media Policies & Guidelines

TRUE VOICE MEDIA // www.truevoicemedia.com // @truevoicemedia // 215-948-2012Hijacking

Page 49: SMSS San Francisco 2014: Keeping Current: Developing and Updating Your Company’s Social Media Policies & Guidelines

TRUE VOICE MEDIA // www.truevoicemedia.com // @truevoicemedia // 215-948-2012#McDStories

Page 50: SMSS San Francisco 2014: Keeping Current: Developing and Updating Your Company’s Social Media Policies & Guidelines

TRUE VOICE MEDIA // www.truevoicemedia.com // @truevoicemedia // 215-948-2012

What They Wanted

Page 51: SMSS San Francisco 2014: Keeping Current: Developing and Updating Your Company’s Social Media Policies & Guidelines

TRUE VOICE MEDIA // www.truevoicemedia.com // @truevoicemedia // 215-948-2012

What Really Happened

Page 52: SMSS San Francisco 2014: Keeping Current: Developing and Updating Your Company’s Social Media Policies & Guidelines

#AskJPM

Page 53: SMSS San Francisco 2014: Keeping Current: Developing and Updating Your Company’s Social Media Policies & Guidelines

TRUE VOICE MEDIA // www.truevoicemedia.com // @truevoicemedia // 215-948-2012

What They Wanted

Page 54: SMSS San Francisco 2014: Keeping Current: Developing and Updating Your Company’s Social Media Policies & Guidelines

TRUE VOICE MEDIA // www.truevoicemedia.com // @truevoicemedia // 215-948-2012

What Really Happened

Page 55: SMSS San Francisco 2014: Keeping Current: Developing and Updating Your Company’s Social Media Policies & Guidelines

#MyNYPD

Page 56: SMSS San Francisco 2014: Keeping Current: Developing and Updating Your Company’s Social Media Policies & Guidelines

TRUE VOICE MEDIA // www.truevoicemedia.com // @truevoicemedia // 215-948-2012

What They Wanted

Page 57: SMSS San Francisco 2014: Keeping Current: Developing and Updating Your Company’s Social Media Policies & Guidelines

TRUE VOICE MEDIA // www.truevoicemedia.com // @truevoicemedia // 215-948-2012

What Really Happened

Page 58: SMSS San Francisco 2014: Keeping Current: Developing and Updating Your Company’s Social Media Policies & Guidelines

TRUE VOICE MEDIA // www.truevoicemedia.com // @truevoicemedia // 215-948-2012

Here’s What Happened Next…

Page 59: SMSS San Francisco 2014: Keeping Current: Developing and Updating Your Company’s Social Media Policies & Guidelines

TRUE VOICE MEDIA // www.truevoicemedia.com // @truevoicemedia // 215-948-2012

It Spread

Page 60: SMSS San Francisco 2014: Keeping Current: Developing and Updating Your Company’s Social Media Policies & Guidelines

TRUE VOICE MEDIA // www.truevoicemedia.com // @truevoicemedia // 215-948-2012

Los Angeles

Page 61: SMSS San Francisco 2014: Keeping Current: Developing and Updating Your Company’s Social Media Policies & Guidelines

TRUE VOICE MEDIA // www.truevoicemedia.com // @truevoicemedia // 215-948-2012

Chicago

Page 62: SMSS San Francisco 2014: Keeping Current: Developing and Updating Your Company’s Social Media Policies & Guidelines

TRUE VOICE MEDIA // www.truevoicemedia.com // @truevoicemedia // 215-948-2012

What’s The Worst Thing Someone Could Find Out

About Us?

Page 63: SMSS San Francisco 2014: Keeping Current: Developing and Updating Your Company’s Social Media Policies & Guidelines

TRUE VOICE MEDIA // www.truevoicemedia.com // @truevoicemedia // 215-948-2012

The Internet Cannot Be Controlled

Page 64: SMSS San Francisco 2014: Keeping Current: Developing and Updating Your Company’s Social Media Policies & Guidelines

TRUE VOICE MEDIA // www.truevoicemedia.com // @truevoicemedia // 215-948-2012

We Have A Twitter Problem

Page 65: SMSS San Francisco 2014: Keeping Current: Developing and Updating Your Company’s Social Media Policies & Guidelines

TRUE VOICE MEDIA // www.truevoicemedia.com // @truevoicemedia // 215-948-2012

Maybe You Just Suck

Page 66: SMSS San Francisco 2014: Keeping Current: Developing and Updating Your Company’s Social Media Policies & Guidelines

TRUE VOICE MEDIA // www.truevoicemedia.com // @truevoicemedia // 215-948-2012FAILImage Credit: http://www.flickr.com/photos/ateliertoepfer/5149382194/

http://www.flickr.com/photos/ateliertoepfer/5149382194/
Page 67: SMSS San Francisco 2014: Keeping Current: Developing and Updating Your Company’s Social Media Policies & Guidelines

TRUE VOICE MEDIA // www.truevoicemedia.com // @truevoicemedia // 215-948-2012

FAILThou Sucketh Greatly

Page 68: SMSS San Francisco 2014: Keeping Current: Developing and Updating Your Company’s Social Media Policies & Guidelines

TRUE VOICE MEDIA // www.truevoicemedia.com // @truevoicemedia // 215-948-2012

Unintentional -vs-

Stupid

Page 69: SMSS San Francisco 2014: Keeping Current: Developing and Updating Your Company’s Social Media Policies & Guidelines

TRUE VOICE MEDIA // www.truevoicemedia.com // @truevoicemedia // 215-948-2012

Beware The Scheduled Update

Page 70: SMSS San Francisco 2014: Keeping Current: Developing and Updating Your Company’s Social Media Policies & Guidelines

TRUE VOICE MEDIA // www.truevoicemedia.com // @truevoicemedia // 215-948-2012

Page 71: SMSS San Francisco 2014: Keeping Current: Developing and Updating Your Company’s Social Media Policies & Guidelines

TRUE VOICE MEDIA // www.truevoicemedia.com // @truevoicemedia // 215-948-2012

Page 72: SMSS San Francisco 2014: Keeping Current: Developing and Updating Your Company’s Social Media Policies & Guidelines

TRUE VOICE MEDIA // www.truevoicemedia.com // @truevoicemedia // 215-948-2012

Look Into WHY Something Is

#Trending

Page 73: SMSS San Francisco 2014: Keeping Current: Developing and Updating Your Company’s Social Media Policies & Guidelines

TRUE VOICE MEDIA // www.truevoicemedia.com // @truevoicemedia // 215-948-2012

Page 74: SMSS San Francisco 2014: Keeping Current: Developing and Updating Your Company’s Social Media Policies & Guidelines

TRUE VOICE MEDIA // www.truevoicemedia.com // @truevoicemedia // 215-948-2012

Page 75: SMSS San Francisco 2014: Keeping Current: Developing and Updating Your Company’s Social Media Policies & Guidelines

TRUE VOICE MEDIA // www.truevoicemedia.com // @truevoicemedia // 215-948-2012

Page 76: SMSS San Francisco 2014: Keeping Current: Developing and Updating Your Company’s Social Media Policies & Guidelines

TRUE VOICE MEDIA // www.truevoicemedia.com // @truevoicemedia // 215-948-2012

#WhyIStayed

Page 77: SMSS San Francisco 2014: Keeping Current: Developing and Updating Your Company’s Social Media Policies & Guidelines

TRUE VOICE MEDIA // www.truevoicemedia.com // @truevoicemedia // 215-948-2012

Some People Just Have Poor Judgement

Page 78: SMSS San Francisco 2014: Keeping Current: Developing and Updating Your Company’s Social Media Policies & Guidelines

TRUE VOICE MEDIA // www.truevoicemedia.com // @truevoicemedia // 215-948-2012

Page 79: SMSS San Francisco 2014: Keeping Current: Developing and Updating Your Company’s Social Media Policies & Guidelines

TRUE VOICE MEDIA // www.truevoicemedia.com // @truevoicemedia // 215-948-2012

Page 80: SMSS San Francisco 2014: Keeping Current: Developing and Updating Your Company’s Social Media Policies & Guidelines

TRUE VOICE MEDIA // www.truevoicemedia.com // @truevoicemedia // 215-948-2012

Page 81: SMSS San Francisco 2014: Keeping Current: Developing and Updating Your Company’s Social Media Policies & Guidelines

TRUE VOICE MEDIA // www.truevoicemedia.com // @truevoicemedia // 215-948-2012

Page 82: SMSS San Francisco 2014: Keeping Current: Developing and Updating Your Company’s Social Media Policies & Guidelines

TRUE VOICE MEDIA // www.truevoicemedia.com // @truevoicemedia // 215-948-2012

And Some People Are Just Dicks

Page 83: SMSS San Francisco 2014: Keeping Current: Developing and Updating Your Company’s Social Media Policies & Guidelines
Page 84: SMSS San Francisco 2014: Keeping Current: Developing and Updating Your Company’s Social Media Policies & Guidelines

TRUE VOICE MEDIA // www.truevoicemedia.com // @truevoicemedia // 215-948-2012

Page 85: SMSS San Francisco 2014: Keeping Current: Developing and Updating Your Company’s Social Media Policies & Guidelines

TRUE VOICE MEDIA // www.truevoicemedia.com // @truevoicemedia // 215-948-2012

The REALLY Bad Stuff

Page 86: SMSS San Francisco 2014: Keeping Current: Developing and Updating Your Company’s Social Media Policies & Guidelines

TRUE VOICE MEDIA // www.truevoicemedia.com // @truevoicemedia // 215-948-2012

Page 87: SMSS San Francisco 2014: Keeping Current: Developing and Updating Your Company’s Social Media Policies & Guidelines

TRUE VOICE MEDIA // www.truevoicemedia.com // @truevoicemedia // 215-948-2012Break Time!

Page 88: SMSS San Francisco 2014: Keeping Current: Developing and Updating Your Company’s Social Media Policies & Guidelines

TRUE VOICE MEDIA // www.truevoicemedia.com // @truevoicemedia // 215-948-2012Workshop Time!

Page 89: SMSS San Francisco 2014: Keeping Current: Developing and Updating Your Company’s Social Media Policies & Guidelines

TRUE VOICE MEDIA // www.truevoicemedia.com // @truevoicemedia // 215-948-2012

Writing Your Policy: Getting Started★What’s the worst thing someone could find out about us?

★What are our industry compliance guidelines?

★What are our industry ethical codes of conduct?

★What’s the most important thing someone should know not to do?

★What do you want people do to online?

★Who are you worried about getting you in hot water? What training do they need?

★In the event of emergency, who should be notified?

Page 90: SMSS San Francisco 2014: Keeping Current: Developing and Updating Your Company’s Social Media Policies & Guidelines

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