use of social media in the workplace

8/6/2019 Use of Social Media in the Workplace

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DIGITAL REVOLUTION


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ofadults use

the Internet.

SOURCE: PEW INTERNET & AMERICAN LIFE PROJECT, MAY 2010

79%


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9 out of10 Internet users visited

a social networking site each month in 2010.

SOURCE: COMSCORE, FEBRUARY 2011


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1 out ofevery 8minutes online is spent on Facebook.


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Twitters active

user base generates

90 Milliontweets per day.


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74profiles with Elvis

impersonator listed as aposition


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4profiles with dog or cat

psychologist / psychiatristlisted as a position


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Ranching was the #3 growth industry with the

112% new member growth year-over-year


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Does Social Media Have a

Place in the workplace?


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Connect withCustomers, Prospects,

Candidates


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Percentage of Corporate Marketing

Departments using Social Media

LinkedIn

Facebook

Twitter

YouTube

60%

74%

63%

65%

*Association of National Advertisers Study


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Percentage of Companies using Social

Media

for Ba

ckground Checks

0%

10%

20%

30%

40%

50%

60%

70%

80%

LinkedIn Facebook Twitter

75%

48%

26%

*Jobvite Survery


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Percentage of Companies using Social

Media

for Recruit Tal

ent

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

LinkedIn Facebook Twitter

95%

59%52%

*Jobvite Survery


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now some scary statistics


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of companies

said the

number of

visits theiremployees

were making to

social

networking

sites had

increased over

the previous six

months.

75%


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thought this

had damaged

productivity60%


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believed

corporate

reputation

could beseriously

threatened if

staff posted

negative

comments

about their

organization

online

75%


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What to do?


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Ina

ction is NOTan option


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You Choose:

All Out Ban Embrace Wisely


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Examining the Fears


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http://thenextweb.com/2009/08/09/note-friend-boss-fb-bitch-job/


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Upside of

Social

Media

Engagement


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The Company

The Challenge

Solutions

Results


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The Company The Challenge

Solutions

Results


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The Company

The Challenge

Solutions

Results


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People are talking about you


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Dont ban it

Dont ignore itEmbrace

Engage


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Background Checks


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9 Steps ifConsidering Social Media in

Background Checks Screen in a consistent and uniform

Screen the same sites for everyone and maintain the list of sites youscreen

Pre define the types of information you are screening for and the criteria

used for screening If you dont plan to screen everyone, be clear and consistent about what

groups you are not screening

Have a neutral party do the screening to avoid hiring manager seeingprotected data (age, race, religion, health conditions, etc.)

DO NOT friend an applicant

View only publicly available information If you use social media data to reject an applicant, point to

clear, legitimate hiring requirements for reason to not hire (e.g. poorjudgment)

Gain applicants consent


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DRAFTING YOUR SOCIAL MEDIA

POLICY


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Step 1. Create Must Have CompanyPolicy Inclusions


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Protect confidentialand proprietary

information Non-public or unreleased

financial, operational or businessperformance data

Litigation and other legal matters

Company strategies and forecasts

Brand and trade secrets

Proprietary research findings

Product or campaign benchmarks

Unreleased advertising

Internal processes andmethodologies

Colleagues and clients personalinformation


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Guideline Excerpt From Gartner

Protect confidential information.

Protect Gartners and our clients confidential information. Information that we would notpublicly disclose in our research due to confidentiality concerns should not be disclosed or

discussed on the Web. Also, because we are a public company, dont disclose or discuss

Gartners revenues, future business plans or share price. If in doubt, gain permission prior to

posting on matters that might be private or internal to Gartner. Respect copyright, fair use

and financial disclosure laws.

Dont give away the farm.

Avoid posting the kind of information and advice for which clients pay Gartner. Gartner

wants clients to pay us for information, and associates want Gartner to get paid for

information. Associates also may want to participate in Web conversations about IT, which

means exchanging information and opinion about IT. To ensure you arent divulging too

much information, be thoughtful about what information you post and how you respond tofeedback. Ask yourself: Is this the kind of information that our clients normally pay us for?

If the answer is Yes or even Perhaps, then confer with other Gartner colleagues before

posting. Especially with IT subjects, focus on opening a dialog around topics to enhance

awareness of the topic, to gain constructive feedback from the broader IT community and to

build awareness of Gartner activities and research.


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Guideline Excerpt From Sun Microsystems

Other Peoples Information

Its simpleother peoples information belongs to them (be it intellectual property or

personal Information). Its their choice whether to share their material with the world, notyours. So, before posting someone elses material, check with the owner for permission to do

this. If youre unsure, Suns copyright experts or Suns privacy experts can offer guidance.


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Guideline Excerpt From Eastman Kodak

Protect confidential information and relationships. Online postings and conversations

are not private. Realize that what you post will be around for a long time, and could be

shared by others. Given that,

Avoid identifying and discussing othersincluding customers, suppliers, your

friends and co-workersunless you have their permissionObtain permission before posting pictures of others, or before posting copyrighted

information.


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Guideline Excerpt from IBM

Protect IBMs clients, business partners and suppliers.

Clients, partners or suppliers should not be cited or obviously referenced without theirapproval. Externally, never identify a client, partner or supplier by name without

permission, and never discuss confidential details of a client engagement. Internal

social computing platforms permit suppliers and business partners to participate, so be

sensitive to who will see your content. If a client hasnt given explicit permission for

their name to be used, think carefully about the content youre going to publish on any

internal social media and get the appropriate permission where necessary.

It is acceptable to discuss general details about kinds of projects and to use non-

identifying pseudonyms for a client (e.g., Client 123) so long as the information

provided does not make it easy for someone to identify the client or violate any non-

disclosure or intellectual property agreements that may be in place.


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Guideline Excerpt From Intel

If you want to write about the competition, make sure you know what you are talking

about and that you have the appropriate permission.


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Respect copyright and fair use laws.

For IBMs protection and well as your own, it is critical that you show proper respect for

the laws governing copyright and fair use of copyrighted material owned byothers, including IBMs own copyrights and brands. You should never quote more than

short excerpts of someone elses work. And it is good general blogging practice to link

to others work. Keep in mind that laws will be different depending on where you live

and work.


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Guideline Excerpt From LiveWorld

Be respectful.

We encourage you to express your opinions, but we ask that you dont resort to

personal attacks, harassment, cultural insensitivity, or discrimination in the process.


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Guideline Excerpt From Plaxo

Be respectful.

You may not post any material that is

obscene, defamatory, profane, libelous, threatening, harassing, abusive, hateful orembarrassing to any other person or entity. This includes, but is not limited

to, comments regarding Plaxo, Plaxo employees, Plaxos partners andPlaxos

competitors.


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Guideline Excerpt From The Washington Post

Be respectful.

Post journalists must refrain from writing, tweeting or posting anythingincluding

photographs or videothat could be perceived as reflectingpolitical, racial, sexist, religious or other bias or favoritism that could be used to tarnish

our journalistic credibility. This same caution should be used when joining, following or

friending any person or organization online.


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Personal

Responsibility


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Your responsibility.

What you write is ultimately your responsibility. Participation in social computing on

behalf of Intel is not a right but an opportunity, so please treat it seriously and with

respect. If you want to participate on behalf of Intel, take the Digital IQ training and

contact the Social Media Center of Excellence. Please know and follow the Intel Code of

Conduct. Failure to abide by these guidelines and the Intel Code of Conduct could put

your participation at risk. Contact [email protected] for more information. Pleasealso follow the terms and conditions for any third-party sites.


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Use your best judgment.

Remember that there are always consequences to what you publish. If youre about to

publish something that makes you even the slightest bit uncomfortable, review thesuggestions above and think about why that is. If youre still unsure, and it is related to

IBM business, feel free to discuss it with your manager. Ultimately, however, you have

sole responsibility for what you post to your blog or publish in any form of online social

media.


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Step 2. Create Add-ins and SupportingPolicies


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Online Presentations

Appearances

Joint participation

accounts

Transparency

Disclosures


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Whether in the actual or a virtual world, your interactions and discourse should be

respectful. For example, when you are in a virtual world as a Sun representative, your avatar

should dress and speak professionally. We all appreciate actual respect.


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Be who you are.

Remember that there are always consequences to what you publish. If youre about to

publish something that makes you even the slightest bit uncomfortable, review thesuggestions above and think about why that is. If youre still unsure, and it is related to

IBM business, feel free to discuss it with your manager. Ultimately, however, you have

sole responsibility for what you post to your blog or publish in any form of online social

media.


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Guideline Excerpt From

Eastm

an Ko

dak

Even when you are talking as an individual, people may perceive you to be talking on

behalf of Kodak. If you blog or discuss photography, printing or other topics related to a

Kodak business, be upfront and explain that you work for Kodak; however, if you arent

an official company spokesperson, add a disclaimer to the effect: The opinions and

positions expressed are my own and dont necessarily reflect those of Eastman Kodak

Company.


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Content Policy

Acceptable Content

Tone and voice

Engagement Strategy

Posting Frequency

Response to user

comments

How to handle mistakes


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Talk to your readers like you would talk to real people in professional situations. In other

words, avoid overly pedantic or composed language. Dont be afraid to bring in your

own personality, and say whats on your mind.


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Guideline Excerpt From Gartner

Web participation is about enjoying personal interactions, not delivering corporate

communications. Always identify yourself. Write in the first person. If your Web participation

(e.g., keeping up your blog) feels like work, youre probably doing too much of it, and its

likely to interfere with your work at Gartner. A big part of the Web experience is that it is

more playful than most other mediums. Your Web participation should reflect this

characteristic. The most successful blogs are those with an informal and humorous style. ItsOKsome might say mandatoryto poke fun in Web postings, but keep in mind that such

humor should always be appropriate and should stimulate discussion, not stifle it.


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Be interesting, but be honest.

Writing is hard work. Theres no point doing it if people dont read it. Fortunately, if yourewriting about a product that a lot of people are using, or are waiting for, and you know what

youre talking about, youre probably going to be interesting. And because of the magic of

linking and the Web, if youre interesting, youre going to be popular, at least among the

people who understand your specialty. Another way to be interesting is to expose your

personality; almost all of the successful online voices write about themselves, about families

or movies or books or games; or they post pictures. People like to know what kind of aperson is writing what theyre reading. Once again, balance is called for; a community site is

a public place and you should avoid embarrassing the company and community members.

One of Suns core values is integrity, so review and follow Suns Standards of Business

Conduct in your online community contributions.


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Consider content thats open-ended and invites response. Encourage comments. You

can also broaden the conversation by citing others who are blogging about the sametopic and allowing your content to be shared or syndicated.


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Guideline Excerpt From

Eastm

an Ko

dak

Keep your cool. One of the aims of social media is to create dialogue, and people wont

always agree on an issue. When confronted with a difference of opinion, stay cool.

Express your points in a clear, logical way. Dont pick fights, and correct mistakes when

needed. Sometimes, its best to ignore a comment and not give it credibility by

acknowledging it with a response.


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Did you screw up?

If you make a mistake, admit it. Be upfront, and be quick with your correction. If youre

posting to a blog, you may choose to modify an earlier postjust make it clear that you

have done so.


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Comments Policy


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Intel strives for a balanced online dialogue. When we do moderate content, we

moderate using three guiding principles. The Good, the Bad, but not the Ugly. If the

content is positive or negative and in context to the conversation, then we approve the

content, regardless of whether its favorable or unfavorable to Intel. However if thecontent is ugly, offensive, denigrating and completely out of context, then we reject the

content.


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Example From Fairfax County, Virginia (government)

Facebook Comments Policy

We welcome you and your comments to Fairfax Countys FacebookPage. The purpose

of this site is to present matters of public interest in Fairfax County, including its many

residents, businesses and visitors. We encourage you to submit your

questions, comments, and concerns, but please note this is a moderated online

discussion site and not a public forum.

Once posted, the County reserves the right to delete submissions that contain vulgar

language, personal attacks of any kind, or offensive comments that target or disparage

any ethnic, racial, or religious group. Further, the County also reserves the right to

delete comments that are: (i) spam or include links to other sites; (ii) clearly off topic;

(iii) advocate illegal activity; (iv) promote particular services, products, or political

organizations; or (v) infringe on copyrights or trademarks.

Please note that the comments expressed on this site do not reflect the opinions and

position of the Fairfax County government or its officers and employees. If you have any

questions concerning the operation of this online moderated discussion site, please

contact the Office ofPublic Affairs at [email protected].


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Guideline Excerpt FromCisco

Cisco reserves the right to remove any posted comment on Cisco Blog site(s) that is not

appropriate for the topic discussed or uses inappropriate language. Cisco also reserves

the right to post particular communications on a Cisco Blog.


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Step 3. Preparing Your Organization


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Require Initial Training

A social media primer

Company rules and

guidelines

Legal Considerations

Risk avoidance

techniques

Enga

gement Techniques Rundown of Resources


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Collective Conversation Code of ConductI will not criticize clients or colleagues.

I will disagree with others opinions respectfully.

I will not do anything that breaches my terms of employment.

I will acknowledge and correct any mistakes promptly.

I will preserve the original post, using formatting to show updates

where appropriate.

I will only delete comments that I deem to be spam, offensive to me or

my readers or unrelated to the topic of my post.

I will disclose conflicts of interest where I am able.

I will not knowingly post inaccurate information.

I will link to online references and original source materials directly.

P id O i G id d


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Provide Ongoing Guidance and

Resources Offering advanced education courses

and materials

Identifying who to go to for variousquestions and concerns

Establishing an internal community of

social media practitioners who canshare best practices and learn fromeach other

Developing guidebooks that includebest practices, research sources, sampleposts and acceptable responses to

common customer inquiries Circulating daily content messages for

staff to post

Including social media updates ininternal company communications.


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Training and Retaining Talent


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LeverageYour

Talent


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Define Your Companys Social Media Goals

Next define the threats

Create a Smart Social Media Policy &Engage Your Employees


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Questions?

use of social media in the workplace

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