Social Media - business Policy + guidelines

- SBDC, Sep 2010

Charlie GunninghamManager, reiwa.com

2Social Media Policy + Guidelines

‘Socialnomics’ – it’s not a fad

3Social Media Policy + Guidelines

SOCIAL MEDIA – what worries you?

- worse case?- risks?- how managed?- DR (‘disaster recovery’)- what’s your policy on email, internet use, phone?

4Social Media Policy + Guidelines

Recent Facebook controversies…

- buyers agents felt attacked- tagging wrong agent deliberately

Turning it round can make it even better…

5Social Media Policy + Guidelines

6Social Media Policy + Guidelines

Be aware, but not neurotic

- check tweet streams- don’t hide head in sand- use opportunity to respond- manage PR/brand issues

7Social Media Policy + Guidelines

SOCIAL MEDIA – what it can do

- Connect you to many people- PR disasters are passed on…- addictive, time wasting for staff- inappropriate comments/images- unprofessionalism

8Social Media Policy + Guidelines

Heather Armstrong, dooce.com

In February 2001, I launched dooce.com as a place to write about pop culture, music, and my life as a single woman. I never expected more than a couple of dozen people to read it. A year later I was fired from my job for this website because I had written stories that included people in my workplace. My advice to you is BE YE NOT SO STUPID. Never write about work on the internet unless your boss knows and sanctions the fact that YOU ARE WRITING ABOUT WORK ON THE INTERNET. If you are the boss, however, you should be aware that when you order Prada online and then talk about it out loud that you are making it very hard for those around you to

take you seriously.

9Social Media Policy + Guidelines

Ellen Simonetti

- Queen of Sky blog“diary of a dysfunctional flight attendant”

- after therapy, advised to talk about it - never mentioned company name- fired for suggestive poses in uniform

=> companies need clear policies

10Social Media Policy + Guidelines

Geoff Hutchison – Twitter

While Mr Abbott appeared on the ABC's Q and A program on Monday night, Hutchison used his Twitter account @hutchabc to unleash several tweets criticising the Liberal leader.Hutchison made fun of Mr Abbott on Twitter, saying: "I have gay Muslim friends says Tony. But I don't really like them."He also wrote that Mr Abbott had said homosexuals were "morally dubious, but big tobacco is all right by me“.

11Social Media Policy + Guidelines

1. Fired for Facebooking - sickie2. Saying the job is boring

there’s a web site! … and of course a facebook group

Hint to employees: If you say you're sick, don’t use Facebook. A Swiss woman was fired for doing just that, the BBC reports. She claimed her migraine prevented her from working on her computer and asked to lie in a darkened room—where she accessed Facebook through her iPhone. She asserted her innocence, and accused the company of creating a fake Facebook account to spy on her.

12Social Media Policy + Guidelines

3. Bagging clients on Facebook

fired for venting her spleen…

a couple came in for lunch and stayed for three hours - forcing her to work an hour past her quitting time.And they left her a tip she thought was pretty measly - $5.Johnson did what most folks who need a good rant do nowadays. When she got home, she went on Facebook. "Thanks for eating at Brixx," she wrote, "you cheap piece of ---- camper.”

13Social Media Policy + Guidelines

How to avoid being fired for Facebook

anything you write is ‘front page news’- get permission- careful posting, remove comments that could cause probs- don’t disclose personal info- monitor, be considerate- don’t discuss confidential info- be careful who you mix with

14Social Media Policy + Guidelines

Other ethical dilemmas…?

Sifting applicants by FB page profiles

Asking staff to use their personal FB pages for business

16Social Media Policy + Guidelines

Developing a Policy - process

- What are you trying to achieve?- What are your concerns?- Involve - Enforce- Evolve

17Social Media Policy + Guidelines

Developing a Policy - elements

- who is responsible?- what platforms/why?- measured – how?

18Social Media Policy + Guidelines

Developing a Policy – measurement 1

- Marketing goals- fans, followers, interactions- PR, influencers - leads/enquiries - new/repeat business- others?

19Social Media Policy + Guidelines

Developing a Policy – measurement 2

- 63% online search -> offline purchases- CPM / CPC / CTR- other marketing activities

20Social Media Policy + Guidelines

Developing a Policy – measurement 3

- BUY IN from organisation- Outsource set up/ongoing?- Insource?

21Social Media Policy + Guidelines

Developing a Policy – measurement 4

- Facebook - insights, posts…

- Blog – comments, SEO, …

- SocialMention.com - Klout Score - Hootsuite Tools - Google Alerts - Radian6

22Social Media Policy + Guidelines

Developing a Policy – fundamentals

- COLLABORATIVE- POSITIVE (teaching)- PUBLIC

http://laurelpapworth.com/enterprise-list-of-40-social-media-staff-guidelines

23Social Media Policy + Guidelines

Developing a Policy - examples

- Sun Microsystems- LaurelPapworth.com- IBM’s guides- US Airforce guides

http://laurelpapworth.com/enterprise-list-of-40-social-media-staff-guidelines

24Social Media Policy + Guidelines

Developing a Policy – SUN / ORACLE

- encourage interaction from staff- follow the code- protect confidential info- don’t comment on M+A- don’t discuss future offerings- nothing inflammatory/objectionable- don’t speak for Oracle- nothing anonymous- respect ©

www.sun.com/communities/guideliness.jsp

25Social Media Policy + Guidelines

Developing a Policy – IBM

- comprehensive- personally responsible- respect © and confidentiality- don’t cite clients- respect- no fighting- add value- use disclaimers

- identify yourself etc etc…. www.ibm.com/blogs/zz/en/guidelines.html

US Airforce‘New MediaPolicy’ >>>

US Airforce‘Blog Assessment >>>

28Social Media Policy + Guidelines

Developing a Policy – let’s do it!

- define the risk (the negative)- define the purpose (the positive)- what platforms? Who? When? How often?- what metrics? Control + review?

29Social Media Policy + Guidelines

THANK YOU!

- and all the best with policy!

- for these slides, contact me… charlie@reiwa.com.au 0411 092 669