COMMON SENSE & COMMUNITIES

TWO KEY INGREDIENTS TOSOCIAL GOVERNANCE

COMMON SENSE,UNCOMMON TIMES

COMMON SENSE, UNCOMMON TIMES

Context:

@Pat_Hirigoyen

COMMON SENSE, UNCOMMON TIMES

@Pat_Hirigoyen

COMMON SENSE, UNCOMMON TIMES

Ubiquity of social mediaImplications for responsibilities of employees, management

@Pat_Hirigoyen

COMMON SENSE, UNCOMMON TIMES

Ubiquity of social mediaImplications for responsibilities of employees, management; two views:1. Wonderful new era of promise and opportunity

@Pat_Hirigoyen

COMMON SENSE, UNCOMMON TIMES

Ubiquity of social mediaImplications for responsibilities of employees1. Wonderful new era of promise and opportunity2. Unforeseen, incalculable hazards and risks

@Pat_Hirigoyen

COMMON SENSE, UNCOMMON TIMES

@Pat_Hirigoyen

COMMON SENSE, UNCOMMON TIMES

@Pat_Hirigoyen

COMMON SENSE, UNCOMMON TIMES

@Pat_Hirigoyen

COMMON SENSE, UNCOMMON TIMES

@Pat_Hirigoyen

COMMON SENSE, UNCOMMON TIMES

@Pat_Hirigoyen

“We had two AOL-ers that had distressed babies that were born, that we paid a million dollars each to make sure those babies were OK in general.”

COMMON SENSE, UNCOMMON TIMES

@Pat_Hirigoyen

COMMON SENSE, UNCOMMON TIMES

Ubiquity of social mediaDramatic new changes in:• Relationship between brands, external

audiences• Line between corporate, personal reputations• Employer-employee relationship

@Pat_Hirigoyen

COMMON SENSE, UNCOMMON TIMES

HIRE CHARACTERTRAIN SKILL

@Pat_Hirigoyen

COMMON SENSE, UNCOMMON TIMES

corporatereputation

@Pat_Hirigoyen

personal reputation

www.socialmediagovernance.com/policies

COMMON SENSE, UNCOMMON TIMES

COMMON SENSE, UNCOMMON TIMES

Enlist employees as true “brand ambassadors”

@Pat_Hirigoyen

COMMON SENSE, UNCOMMON TIMES

Weber Shandwick research• Employees who are encouraged to share

about their companies online are more likely to:– Encourage others to buy products– Recommend company as good place to work– Defend company from criticism– Volunteer for causes important to employer

@Pat_Hirigoyen http://onforb.es/1nsQX4Y

COMMON SENSE, UNCOMMON TIMES

Weber Shandwick research• Employees who are encouraged to share

about their companies online are more likely to:– Encourage others to buy products– Recommend company as good place to

work– Defend company from criticism– Volunteer for causes important to employer

@Pat_Hirigoyen http://onforb.es/1nsQX4Y

COMMON SENSE, UNCOMMON TIMES

Weber Shandwick researchYet: socialization occurring among ill-informed employees- Only 4 in 10 can explain their company’s goals,

or what it does

@Pat_Hirigoyen http://onforb.es/1nsQX4Y

COMMON SENSE, UNCOMMON TIMES

Weber Shandwick researchRecommendations:1. Enlist engaged employees in communications

@Pat_Hirigoyen http://onforb.es/1nsQX4Y

COMMON SENSE, UNCOMMON TIMES

Weber Shandwick researchRecommendations:1. Enlist engaged employees in communications2. Equip employees with content

@Pat_Hirigoyen http://onforb.es/1nsQX4Y

COMMON SENSE, UNCOMMON TIMES

Weber Shandwick researchRecommendations:1. Enlist engaged employees in communications2. Equip employees with content3. Change processes (e.g., approvals) if needed

@Pat_Hirigoyen http://onforb.es/1nsQX4Y

COMMON SENSE, UNCOMMON TIMES

@Pat_Hirigoyen