Crafting a Social Media Policy: Ensuring Online Ethical Practices

1. Novemeber 5, 2009 SETTING SOCIAL MEDIA POLICY

2. WHAT WILL WE ACCOMPLISH TODAY? • What is a social media policy/guidelines? • Why do we need one? • Who owns the process? • Recommended approach

3. WHAT IS A SOCIAL MEDIA POLICY/GUIDELINES? • Guidance for employees’ use of social media both personally and professionally.

4. WHY DO WE NEED A POLICY/GUIDELINES? • A recent social media survey conducted by Travelers Insurance indicates that: • One out of eight employees post work-related information on social media sites.

5. WHY DO WE NEED A POLICY/GUIDELINES? • 30 percent feel it is acceptable to post information online about their employer as long as they believe it is true.

6. WHY DO WE NEED A POLICY/GUIDELINES? • 75 percent of those who post anything personal online said they were “not at all” or “not very concerned” about information posted online causing professional damage.

7. WHY DO WE NEED A POLICY/GUIDELINES? • 11 percent of people surveyed know someone who has job-vented online.

8. WHY DO WE NEED A POLICY/GUIDELINES? • More concerning than possible negative posts: • 42 percent of people who post about their company post something that they think reflects positively.

9. WHY DO WE NEED A POLICY/GUIDELINES? • Employees may: • Discuss a new product • Answer a question from a consumer online • Defend the brand • Post information on what they’re working on • Release news without knowing when and how • information should be shared • Tweet about a business function • Answer a product questions

10. WHY DO WE NEED A POLICY/GUIDELINES? • FTC recently announced new guidelines that will affect brands in the social media landscape. • Brands need to: • Require disclosure and truthfulness in social media outreach

11. WHY DO WE NEED A POLICY/GUIDELINES? • FTC recently announced new guidelines that will affect brands in the social media landscape. • Brands need to: • Require disclosure and truthfulness in social media outreach • Monitor conversations and correct misstatements (when involved in sparking conversation)

12. WHY DO WE NEED A POLICY/GUIDELINES? • FTC recently announced new guidelines that will affect brands in the social media landscape. • Brands need to: • Require disclosure and truthfulness in social media outreach • Monitor conversations and correct misstatements (when involved in sparking conversation) • Create social media policies and training programs

13. WHY DO WE NEED A POLICY/GUIDELINES? • A policy/employee guidelines will: • Reduce employee confusion and set specific standards • Make the current ethical policies apply directly to social media • Protect you against reputation damage online • Supply employees with ways to benefit the company while remaining • ethical

14. WHO OWNS THE PROCESS?

15. WHO OWNS THE PROCESS? • Collaboration is key • Marketing • Public relations • Customer service • Human resources • Internal communications • Legal counsel • Interactive team

16. WHO OWNS THE PROCESS? • Build a social media task force • Choose a task force leader • Download considerations • Use experts

17. RECOMMENDED APPROACH

18. OUR APPROACH • ISSUE: Ethical uncertainty • Personal vs. professional use

19. OUR APPROACH • ISSUE: Ethical uncertainty • Personal vs. professional use • CONSIDERATIONS: • Gray areas in current ethics codes • Too much risk to “hope”

20. OUR APPROACH • ISSUE: Ethical uncertainty • Personal vs. professional use • CONSIDERATIONS: • Gray areas in current ethics codes • Too much risk to “hope” • SOLUTION: • Easy-to-read, specific guidelines • Break them out by use

21. OUR APPROACH • ISSUE: So many technologies • Policy specificity

22. OUR APPROACH • ISSUE: So many technologies • Policy specificity • CONSIDERATIONS: • Managers not equipped • Many tactical questions

23. OUR APPROACH • ISSUE: So many technologies • Policy specificity • CONSIDERATIONS: • Managers not equipped • Many tactical questions • SOLUTION: • Resources by medium

24. OUR APPROACH • ISSUE: Employees desire involvement • Employee involvement

25. OUR APPROACH • ISSUE: Employees desire involvement • Employee involvement • CONSIDERATIONS: • Marketing • Expertise • Reference job

26. OUR APPROACH • ISSUE: Employees desire involvement • Employee involvement • CONSIDERATIONS: • Marketing • Expertise • Reference job • SOLUTION: • Rapid response plan

27. GENERAL POLICY RECOMMENDATION • Employees SHOULD NOT speak on behalf of of your brand online unless authorized. • Employees SHOULD be empowered to help address online issues by submitting a rapid response form when applicable.

28. GENERAL POLICY RECOMMENDATION • Employees SHOULD NOT post comments or news about your brand without being asked to help cross-promote something. • When asked to participate employees SHOULD follow ethical disclosure guidelines. • Employees SHOULD feel comfortable participating in their own social networks but should be mindful that anything they say or do could reflect on the brand, just like in offline life.

29. QUESTIONS