social media policy & guidelines managing the risks and the conversation lance kissler director...
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Social Media Policy & Guidelines
Managing the risksand the conversation
Lance KisslerDirector of Marketing, Pacific University@lkissler
15 Oct 2010 via American Optometric Association | Lance Kissler, @lkissler
Who am I?
• Twitter• @pacificu• @prsapdxmetro• @pdxcommconf• @case8• @inhs• @CHERSpokane• @NWMedStar• @stlukesrehab
• Facebook• Pacific University• Portland PRSA• CASE District VIII• Inland Northwest
Health Service• CHERSpokane• Northwest MedStar• St. Luke’s
Rehabilitation Inst.
15 Oct 2010 via American Optometric Association | Lance Kissler, @lkissler
Why policies & guidelines?
• Protects the organization• Protects the employees, volunteers
and other constituents• Establishes criteria for evaluating and
engaging activity• Demonstrates commitment to social
media—focus on the positive
15 Oct 2010 via American Optometric Association | Lance Kissler, @lkissler
Recommendations
• Develop a policy• Gather input from various sources• Review policies from similar organizations
• Develop guidelines• Blend between the policy and the strategy
• Develop a strategy• Measure and revisit frequently
15 Oct 2010 via American Optometric Association | Lance Kissler, @lkissler
Policies
• Set parameters for employees who use social media at work• Personal use• Professional use
• Provide for disciplinary action if needed
15 Oct 2010 via American Optometric Association | Lance Kissler, @lkissler
Guidelines
• Provide more specific details for usage:• How to engage constituents• How often to post/update• What content is suitable for posting• Approval chain, if required• Conventions to be used• Consider HIPPA & other requirements
15 Oct 2010 via American Optometric Association | Lance Kissler, @lkissler
Best Practices
• Create at least two policies:• One policy that sets expectations and
boundaries for all employees, including any relevant limitations or suggestions for the personal use of social media.
• Operational guidelines for employees working in social media as part of their job.
• Create and post a social media use policy for the public
15 Oct 2010 via American Optometric Association | Lance Kissler, @lkissler
Best Practices
• Determine valuable opportunities to leverage your employees as ambassadors in your markets, then provide guidance that helps your employees to achieve greater impact and value in their social media interactions.
• It’s not just Twitter and Facebook…
15 Oct 2010 via American Optometric Association | Lance Kissler, @lkissler
Best Practices
• Support your employees and let them know where your boundaries are:• Can they use social media for personal or
professional use at work?• Can they identify themselves as being
with the organization?• Can they use logos, etc.?• Don’t leave them guessing.
15 Oct 2010 via American Optometric Association | Lance Kissler, @lkissler
Best Practices
• Provide the right information to the right people at the right times. Create distinct documents with specific purposes that your employees are likely to consume.• Help employees understand the benefits of the
document, then post the document where it can easily be found.
• Consider posting the policy publicly.
15 Oct 2010 via American Optometric Association | Lance Kissler, @lkissler
Best Practices
• Connect your social media policy to all relevant policies. Make it easy for your employees to find additional information as required:• Points of contact• Guidelines• Other resources
15 Oct 2010 via American Optometric Association | Lance Kissler, @lkissler
Motivations
• What are you focusing on?• Reactive/Risks• Neutral/Known• Proactive/Lead by Example
• Study: Only one-third of sampled organizations portray social media as a positive opportunity for their employees and their organization.
15 Oct 2010 via American Optometric Association | Lance Kissler, @lkissler
Social Media Policies
• Employee• Code of Conduct• Code of Conduct
Representing the Organization
• Blogging Disclosure• Facebook, Blog,
Twitter, LinkedIn and other Social Network
• Organizational• Blogging (use, post
approval, commenting)
• Facebook, Twitter, YouTube, etc.
• Passwords
15 Oct 2010 via American Optometric Association | Lance Kissler, @lkissler
Developing a Policy
1. Remind employees to familiarize themselves with the employment agreement and policies included in the employee handbook.
2. State that the policy applies to multi-media, social networking websites, blogs and wikis for both professional and personal use.
15 Oct 2010 via American Optometric Association | Lance Kissler, @lkissler
Developing a Policy
3. Internet postings should not disclose any information that is confidential or proprietary to the organization or to any third party that has disclosed information to the organization.
4. If an employee comments on any aspect of the organization’s business, they must clearly identify themselves as an employee and include a disclaimer.
15 Oct 2010 via American Optometric Association | Lance Kissler, @lkissler
Developing a Policy
5. Example disclaimer:The views expressed are mine alone and do not necessarily reflect the views of the American Optometric Association.
6. Internet postings should not include organizational logos or trademarks unless permission is asked for and granted.
15 Oct 2010 via American Optometric Association | Lance Kissler, @lkissler
Developing a Policy
7. Internet postings must respect copyright, privacy, fair use, financial disclosure, HIPPA and other applicable laws.
8. Employees should neither claim nor imply that they are speaking on the organization’s behalf.
15 Oct 2010 via American Optometric Association | Lance Kissler, @lkissler
Developing a Policy
9. Organizational blogs, Facebook pages, Twitter accounts, etc., could require approval when the employee is posting about the organization and the industry.
10. The organization reserves the right to request that certain subjects are avoided, certain posts withdrawn and remove inappropriate comments.
15 Oct 2010 via American Optometric Association | Lance Kissler, @lkissler
Next Steps
• Review policies and guidelines of similar organizations.
• Develop a policy that incorporates:• Best practices• Elements from other policies• The culture of the organization• Disciplinary action
15 Oct 2010 via American Optometric Association | Lance Kissler, @lkissler
Next Steps
• Develop guidelines that:• Establish a strong brand• Are easy to understand
• Provide training for your employees, volunteers and constituents
• Make the documents accessible
15 Oct 2010 via American Optometric Association | Lance Kissler, @lkissler
Sources
• http://socialmediagovernance.com/downloads/download-social-media-policy-study.shtml
• http://www.inc.com/guides/2010/05/writing-a-social-media-policy.html
15 Oct 2010 via American Optometric Association | Lance Kissler, @lkissler
Resources
• http://socialmediagovernance.com• Currently contains policies from 17
healthcare organizations
• http://blogs.cisco.com/news/comments/ciscos_internet_postings_policy/
• http://www.ibm.com/blogs/zz/en/guidelines.html
15 Oct 2010 via American Optometric Association | Lance Kissler, @lkissler
Resources
• http://www.intel.com/sites/sitewide/en_us/social-media.htm
• http://www.razorfish.com/img/content/RazorfishSIMguideWebJuly2009.pdf
• http://www.socialmediatoday.com/davefleet/151761/57-social-media-policy-examples-and-resources
15 Oct 2010 via American Optometric Association | Lance Kissler, @lkissler
Connect
• Lance Kissler• @lkissler / @someprtips• [email protected]• someprtips.wordpress.com• linkedin.com/in/lkissler• 503-329-9145