the importance of a social media policy [case history]

15 november 2010 DM10 conference holstebro, denmark

massimo burgio global search interactive / sempo

social media ethics + policies

why you need a social media policy

PART TWO

understanding

risksthe

Massimo Burgio, Global Search Interactive @ www.globalsearchinteractive.net More presentations available at www.slideshare.net/massimoburgio

http://www.globalsearchinteractive.net


http://www.slideshare.net/massimoburgio


digital rights vs. distribution• facebook TOS• RSS feeds• creative commons

privacy vs. communication• what privacy?• tone of communication• active participation

ethics vs. spam• transparency• opt-in / no spam• listen, don’t shout

the dark side of social media marketing






what if your company’s social media accounts gets disabled and you lose all yourinvestments?






it’s time to start thinking about getting a

policysocial media






communication on social media networks

ADVERTISING

COMMUNICATION

PRODUCTDEVELOPMENT

CUSTOMERCARE

SOCIALMEDIA

MARKETING

source: territorio creativo






you need a social media policy to protect your

• company + brand

• employees

• audience







• the new collaborative scenario changes the way you connect and work

• emerging technologies change quality of work and type of feedback

• users look for a frank conversation, not a commercial push

• this is a great opportunity to learn from customers







• social networks, blogs, forums, wikis

• privacy, data protection, copyright

• at work / at home

• your web team / all your employees

• your business partners and ecosystem

your social media policy should apply to






classic corporate social media policy






top corporate social media policies• IBM Social Computing Guidelines

• Intel Social Media Guidelines

• Kodak Social Media Guidelines

• New York City Social and Public Media Policy

• RightNow Social Media Rules of Engagement

• Coca-Cola Social Media Principles

• Oracle Social Media Participation Policy

• Sun Guidelines on Public Discourse

• Massachussets Government Web Communication Policies

• UK Cabinet Office Digital Engagement Guidelines

• BBC Staff Editorial Guidelines Personal use of Social Networking and other 3° party sites

• Electronic Frontier Foundation How to Blog Safely about Work

• Dell’s Online Communication Policy

• IOC Olympic Athletes Blogging Policy

• Yahoo’s Personal Blog Guidelines for staff

• ...






be nice, be honest, don't release proprietary info.

be real,use your best judgment.comply to all security policies.

inspiration: one-liner corporate policies

don’t be stupid.






case history

italyfrom






• transparency, privacy and data confidentiality.

• we are people, not computers.

• share your knowledge.

• add value to the conversation.

• in doubt, don’t publish.

• no polemics and fights on the web.

• destructured coordinated communication.

• the good, the bad, but not the ugly.

• it’s a collaborative web, share your best.

• have fun, but don’t forget about your day job.

telepass decalogue for employees’ activity online and within social media networks






• we commit to share value through our online activities.

• our content is on-topic, non polemic or offensive, and balanced with the other conversations (fair use, no spam).

• we commit to respond to all enquires in a kind and professional way and with a timing appropriated for the social web.

• we listen also to other conversations, participating and contributing always with an open, frank and friendly attitude.

telepass guidelines for employees’ engagement in online conversations






• when we don’t agree on other users’ point of view, we express it in an appropriate and educated way.

• we support anti-spam practices, and contribute to the social web with appropriate titles and descriptions for our web contributions, tagging all media in a relevant way.

• we respect other users’ intellectual property, copyright and privacy.

• we comply to all confidentiality, privacy and employees policies in use at Telepass.

telepass guidelines for employees’ engagement in online conversations






tak!www.globalsearchinteractive.net [email protected]/massimoburgiotwitter.com/massimoburgiolinkedin.com/in/massimoburgioslideshare.net/massimoburgio

massimo burgioglobal search interactive / sempo

the importance of a social media policy [case history]

Technology