Avoiding Social Avoiding Social Media Landmines:Media Landmines:

Get the RIGHT Bang Get the RIGHT Bang for your buckfor your buck

Joel Campbell Joel Campbell

and and

Susan Balcom WaltonSusan Balcom Walton

Brigham Young UniversityBrigham Young University

How to use the How to use the clickers…clickers…

We will give a series of fascinating and We will give a series of fascinating and relevant “Social Media Landmine” quiz relevant “Social Media Landmine” quiz questions.questions.

When we say “start,” press the button When we say “start,” press the button corresponding to the answer you think is corresponding to the answer you think is correct.correct.

We’ll review the answers.We’ll review the answers.

Let’s practice! How Let’s practice! How many of you…many of you…

a.a. Publish blogs.Publish blogs.

b.b. Tweet.Tweet.

c.c. Participate in or moderate Participate in or moderate message boards.message boards.

d.d. Maintain or contribute to a web Maintain or contribute to a web site.site.

e.e. More than one of the above.More than one of the above.

Then this presentation Then this presentation is for you!is for you!

First, a disclaimer…First, a disclaimer…

The information appearing in this The information appearing in this presentation is for general presentation is for general informational and educational informational and educational purposes only and is not intended to purposes only and is not intended to provide legal advice to any individual provide legal advice to any individual or entity. We urge you to consult with or entity. We urge you to consult with your own legal advisor before taking your own legal advisor before taking any action based on information any action based on information appearing in this presentation.appearing in this presentation.

When it all heads south—When it all heads south—getting the getting the wrong wrong bang for bang for your buckyour buck

A few cautionary talesA few cautionary tales– Red Cross ExampleRed Cross Example

When it all heads south—When it all heads south—getting the getting the wrong wrong bang for bang for your buckyour buck

Utah attorney general announces execution via Twitter

When it all heads south—getting the When it all heads south—getting the When When wrong wrong bang for your buckbang for your buck

Kenneth Cole trying to capitalize on Egypt uprising using #Cairo hashtag

How journalists use How journalists use Twitter and FacebookTwitter and Facebook What every public relations What every public relations

person needs to know when person needs to know when “Going Social”“Going Social”

How journalists use How journalists use Twitter and FacebookTwitter and Facebook Follow officialsFollow officials Follow companiesFollow companies Use for background on storiesUse for background on stories Use to make connections with sourcesUse to make connections with sources Many have professional accounts Many have professional accounts

versus private accountsversus private accounts Most consider social media fair game Most consider social media fair game

for quotes without permission.for quotes without permission.

How journalists use How journalists use Twitter and FacebookTwitter and Facebook Build a personal brandBuild a personal brand Invite sources to speak about storyInvite sources to speak about story Create buzz about a story they are Create buzz about a story they are

coveringcovering Real time coverage of events Real time coverage of events

through Twitterthrough Twitter Creating networks among sourcesCreating networks among sources

How PR people think Twitter How PR people think Twitter and Facebook should be usedand Facebook should be used

There is a dichotomy..And the There is a dichotomy..And the implications for PR peopleimplications for PR people

(Joel: I have interviews on this (Joel: I have interviews on this set up with two Pr people for set up with two Pr people for Friday)Friday)

Finding sources:Finding sources:

Establishing relationships Establishing relationships with journalists through with journalists through social mediasocial media

Social media creates Social media creates new access to new access to journalistsjournalists New points of accessNew points of access

News journalists (such as News journalists (such as bloggers)bloggers)

The mic is always onThe mic is always on

Good Good mannersmanners, good , good sensesense and some and some good things to good things to avoidavoid……

What’s a PR professional to What’s a PR professional to do?do? Control your emotions! Control your emotions! Counsel your Counsel your

clients/managers to do the same.clients/managers to do the same.

Choose words Choose words carefully.carefully.

Be Be accurate and truthfulaccurate and truthful—truth is your —truth is your best defense.best defense.

Stick to the Stick to the factsfacts as often as possible—if as often as possible—if it’s your opinion, say so.it’s your opinion, say so.

The top “hot water” The top “hot water” tips…tips…

Remember the Remember the “in print or in court” “in print or in court” principle.principle.

Blogs, Tweets and Facebook Blogs, Tweets and Facebook entries entries are considered published material.are considered published material.

The The 24-hour24-hour rule. rule.

Just because Just because it’s on the Internet it’s on the Internet doesn’t mean you can use it.doesn’t mean you can use it.

The bottom lineThe bottom line

Behave as if what you write or Behave as if what you write or say can be published at any time, say can be published at any time, because it can be.because it can be.

The mic is always on. The mic is always on.

Planning—what journalists have Planning—what journalists have told us they want and needtold us they want and need

Preparation PLUS authenticityPreparation PLUS authenticity

Controlling emotional responsesControlling emotional responses

The “24-Hour Rule”…The “24-Hour Rule”…strategies to avoid saying strategies to avoid saying something you’ll regret latersomething you’ll regret later

• Physically leave Physically leave the computer area.the computer area.

• Before sending, Before sending, call someone you trust call someone you trust and and talk it through with them.talk it through with them.

• Save the draft Save the draft (or send it to yourself). (or send it to yourself).

Reread the next day.Reread the next day.

• Ask yourself: Would you say this face to face? Ask yourself: Would you say this face to face? Would you be comfortable seeing it in print or Would you be comfortable seeing it in print or in court?in court?

Pop Quiz: Online libelPop Quiz: Online libel

Am I protected from libel if Am I protected from libel if someone posts something someone posts something defamatory on my Web site?defamatory on my Web site?

a.a. There is no protection.There is no protection.

b.b. There is limited protection if I edit There is limited protection if I edit the libelthe libel

c.c. There is protection if I don’t edit There is protection if I don’t edit the content of posts.the content of posts.

But what if But what if otherother people people say it on say it on mymy site? site?

Remain calm Remain calm (see the 24-hour rule).(see the 24-hour rule).

Have a Have a blog moderation policy.blog moderation policy.

ISPs (but not those who post) ISPs (but not those who post) protected protected by Section 230 of the 1996 by Section 230 of the 1996 Communications Decency Act.Communications Decency Act.

Blog moderation Blog moderation policiespoliciesThe best blog disclaimers are—The best blog disclaimers are— clear,clear, noticed,noticed, read, andread, and reflect what’s actually occurring on the reflect what’s actually occurring on the blog.blog.

(From “Balance in the Blogosphere,” November (From “Balance in the Blogosphere,” November 2008 2008 TacticsTactics, used with permission of PRSA.), used with permission of PRSA.)

Use other peoples’ comments or not—Use other peoples’ comments or not—but don’t change or edit them.but don’t change or edit them.

Pop quiz: CopyrightPop quiz: Copyright

Which of the following could use Which of the following could use without violating copyright?without violating copyright?

a.a. A photo from any public websiteA photo from any public website

b.b. A photo from any news websiteA photo from any news website

c.c. A photo with Creative Commons A photo with Creative Commons licenselicense

d.d. A photo you have purchasedA photo you have purchased

Can you use copyrighted Can you use copyrighted materials?materials?

Answer: Answer: It depends.It depends.

How much can you use? How much can you use?

Answer: Answer: It depends.It depends.

A general rule of thumb is that A general rule of thumb is that there is no rule of thumb!there is no rule of thumb!

What kinds of works What kinds of works does copyright apply does copyright apply to?to? PlaysPlays MoviesMovies MusicMusic MimeMime BooksBooks PoetryPoetry Etc.Etc.

Caution! Copyright CaveatsCaution! Copyright Caveats

In promotional materials, you should In promotional materials, you should have permission/license to… have permission/license to…

Use photos, videos, etc., that clearly identify people.Use photos, videos, etc., that clearly identify people. Use quotes, testimonials, third-party statements Use quotes, testimonials, third-party statements

(implied endorsement).(implied endorsement). Use music.Use music. Link to sites (not a legal requirement, but an ethical Link to sites (not a legal requirement, but an ethical

protocol).protocol). Feature other identified brands and trademarks.Feature other identified brands and trademarks.

Using Social Media to Using Social Media to Pitch StoriesPitch Stories Susan will interview some PR Susan will interview some PR

folksfolks

The top “hot water” The top “hot water” tips…tips…

Remember the Remember the “in print or in court” “in print or in court” principle.principle.

Blogs, Tweets and Facebook Blogs, Tweets and Facebook entries entries are considered published material.are considered published material.

The The 24-hour24-hour rule. rule.

Just because Just because it’s on the Internet it’s on the Internet doesn’t mean you can use it.doesn’t mean you can use it.

You’re on your way!You’re on your way!

Good luck and “stay classy, and Good luck and “stay classy, and stay compliant”!stay compliant”!

Joel—what else do we Joel—what else do we need to add?need to add?