Davis - Social Media: Managing the Risks, Exploring the Potential
-
Upload
hr-florida-state-council-inc -
Category
Business
-
view
1.902 -
download
1
Transcript of Davis - Social Media: Managing the Risks, Exploring the Potential
Social media: managing the risks, exploring the potential • Davis & Company 2
• About this workshop• Why you’re here• A quick tour of social media• The bad news: risks• Managing risks with policies and contracts• Tapping social media’s potential• Q&A/discussion
Agenda
Social media: managing the risks, exploring the potential • Davis & Company 3
You’ll learn how to:– Make sense of the social media landscape– Understand risks and benefits– Define and set clear guidelines for acceptable use– Tap into the potential of social media
About this workshop
Objectives
Social media: managing the risks, exploring the potential • Davis & Company 4
Not a lawyer . . .
About this workshop
Keep in mind
. . . A communicationconsultant
Me
Social media: managing the risks, exploring the potential • Davis & Company 5
Still in thethinking/planning stage Using selectively Power user
Why you’re here
How are you using social media?
Social media: managing the risks, exploring the potential • Davis & Company 6
Why you’re here
What is your biggestchallenge/concernabout social media?
Where do yousee social media’spotential?
Social media: managing the risks, exploring the potential • Davis & Company 7
A quick tour of social media
Social media: managing the risks, exploring the potential • Davis & Company 8
A quick tour
What is social media?
Social media: managing the risks, exploring the potential • Davis & Company 10
A quick tour
Who uses social media?
18-29 30-39 40-49 50-64
2009 70% 43% 29% 16%
2007 67% 21% 11% 6%
4%increase
105%increase
164%increase
166%increase
Source: Pew Research Center
Social media: managing the risks, exploring the potential • Davis & Company 11
A quick tour
What companies are doing
Of top 500 executives:
• 75% admit that socialmedia will be usedcovertly
• 60% say social media is noton their agenda
Key barriers:Security 75%Senior apathy 57%Fear of unproven technologies 58%
Source: Global IT consulting firm Avanade
Why?
Social media: managing the risks, exploring the potential • Davis & Company 12
A quick tour
What companies are doing
80% plan to use social networking to recruit talent.
Source: Jobvite Social Recruitment Survey, May 2009
95% 59% 42%
Social media: managing the risks, exploring the potential • Davis & Company 13
31%CEO is onFacebook
23%Utilize social networking asa tool to manage and build
our brand
21%Utilize social networkingto engage employees
23%Utilize social
networking forrecruiting purposes
Source: Deloitte
A quick tour
Companies and social networking
Social media: managing the risks, exploring the potential • Davis & Company 14
• 74% say it’s easy to damage acompany’s reputation on socialmedia
• 53% say social networkingpages are none of employers’business
• 24% don’t know if their companyhas a policy
• 49% say a policy wouldn’tchange how they behave online
Source: Deloitte
A quick tour
Employees’ views about social media
Social media: managing the risks, exploring the potential • Davis & Company 16
Risks
The source of social media’s risks
• We are human and imperfect.• Social networking is quick, easy and intimate.• Communications can spread virally and
publicly.
Social media: managing the risks, exploring the potential • Davis & Company 17
Risks
Dangers
• Harrassment/bullying• Discrimination• Defamation/slander• Invasion of privacy• Minimum
wage/overtime
• Inadvertent disclosures• HIPAA violations• Corporate theft• Identity theft• Fraud and misleading
statements• Copyright and trademark
infringement• Violations of anti-spamming
laws
Employment claims Legal risks
Social media: managing the risks, exploring the potential • Davis & Company 18
Risks
What can (and does) go wrong
PR executive on Twitter:“True confession but I’m in one of those towns where I scratch my head and say ‘I would die if I had to live here!’”
Domino’s employees on YouTube:Posted video showing them doing disgustingthings to customers’ food
example
example
Social media: managing the risks, exploring the potential • Davis & Company 20
Risks
The Star-Ledger
Social media: managing the risks, exploring the potential • Davis & Company 21
Managing risks with
policies and contracts
Social media: managing the risks, exploring the potential • Davis & Company 22
Managing risks
Develop a proactive approach
Encourageemployees tocontribute?
Acknowledgethat employees
participateand outline
expectations?
Restrictemployees to use
company electronicresources only forbusiness-related
matters?
Social media: managing the risks, exploring the potential • Davis & Company 23
Managing risks
Draft a brief written policy
Electronic communication• All electronic resources are the property of the employer.
• The employer’s resources are to be used primarily for business purposes (orbusiness purposes only).
• Employees have no reasonable expectation of privacy in using companyresources.
• The employer has the right to monitor employee activity, pursuant toapplicable law, to ensure the resources are properly used.
• Employees are prohibited from downloading software without companypermission.
• Employees cannot spoof or hack another user’s system.
• Unauthorized, private encryption by an employee is prohibited.
Social media: managing the risks, exploring the potential • Davis & Company 24
Managing risks
Policy addresses social media
• The personal use of social networking web sites or systems must notinterfere with working time. (IF ACTUALLY ALLOWED.)
• Remember that written messages are, or can become, public.Use common sense.
• Any messages that might act as the “voice” or position of the company mustbe approved by the company.
• No communication should disclose any confidential or proprietary informationof the company without authorization from the company.
• No author can use logos, trademarks or other intellectual property of thecompany without approval of the company.
Social media: managing the risks, exploring the potential • Davis & Company 25
Managing risks
ESPN’s social media policy
• Prior to engaging in any form of social networking dealing with sports,you must receive permission from the supervisor as appointed by yourdepartment head.
• Assume at all times you are representing ESPN.• If you wouldn’t say it on the air or write it in your column, don’t tweet it.• Exercise discretion, thoughtfulness and respect for your colleagues,
business associates and our fans.• Be mindful that all posted content is subject to review in accordance with
ESPN’s employee policies and editorial guidelines.
Any violation of these guidelines could result in a range ofconsequences, including but not limited to suspension or dismissal.
Social media: managing the risks, exploring the potential • Davis & Company 26
Managing risks
If you fire an employee
Your best defense:
A separation agreementthat ties severancewith conduct
Social media: managing the risks, exploring the potential • Davis & Company 27
Managing risks
Separation agreement #1
Non-disclosure:
Mr. Smith agrees not to discuss to anyone excepthis immediate family, accountant(s), andlawyer(s) any information relating to the subjectmatter or existence of his agreement, includingthe dollar amount set forth herein, except to theextent required by the legal process.
Any disclosure to Mr. Smith’s immediate family,accountant or lawyer shall be made upon theiragreement not to disclose these terms to anotherperson.
Social media: managing the risks, exploring the potential • Davis & Company 28
Managing risks
Separation agreement #2
Non-disparagement:
Mr. Smith agrees to refrain from making anydisparaging remarks now, and at any time in thefuture, which could be detrimental in any way toThe Company or to individual owners, directors, oremployees of The Company, as well as TheCompany’s customers, business partners,sponsors and/or distributors, provided that this shallnot restrict Mr. Smith’s ability to respond to anyinquiry from applicable regulatory authorities or toprovide information pursuant to legal process.
Social media: managing the risks, exploring the potential • Davis & Company 29
Tapping social media’s potential
Social media: managing the risks, exploring the potential • Davis & Company 30
Tapping potential
Social media’s potential
Facilitates communication Allows sharing of ideas
Targets a wide audience Improves reputation
Social media: managing the risks, exploring the potential • Davis & Company 31
Tapping potential
Manage your story
Today, whatever you say willend up on a blog.
“
”‘Here’s what’s going on,’
So you have a choice as
or you can let someone else write the story for you.
a company—either be proactive and take the offensive and say,
– Rusty Rueff, former HR exec at Electronic Arts and PepsiCo
Social media: managing the risks, exploring the potential • Davis & Company 32
Collaborate with other functionsUse the right tool for the right jobRecruit new hiresCreate a sense of communityEngage employees in the business
Tapping potential
5 ways to leverage social media
1.
2.
3.
4.
5.
Social media: managing the risks, exploring the potential • Davis & Company 33
5 ways to leverage
Collaborate with other functions
• Monitor ongoing web activity• Develop a response strategy• Determine roles of senior
management, “spokespeople”• Decide on stance:
1.
– Fight back– Respond positively– Ignore
Social media: managing the risks, exploring the potential • Davis & Company 34
5 ways to leverage
Use the right tool…2.
Social media: managing the risks, exploring the potential • Davis & Company 35
5 ways to leverage
Recruit new hires…on Twitter3.
Social media: managing the risks, exploring the potential • Davis & Company 36
5 ways to leverage
Recruit…Twitter example3.
Social media: managing the risks, exploring the potential • Davis & Company 37
5 ways to leverage
Recruit new hires…on Facebook3.
Social media: managing the risks, exploring the potential • Davis & Company 38
5 ways to leverage
Recruit…Facebook example3.
Social media: managing the risks, exploring the potential • Davis & Company 39
5 ways to leverage
Recruit new hires…on LinkedIn3.
Social media: managing the risks, exploring the potential • Davis & Company 40
5 ways to leverage
Recruit…LinkedIn example3.
Social media: managing the risks, exploring the potential • Davis & Company 41
5 ways to leverage
Create a sense of community4.
Blue shirt nation
Social media: managing the risks, exploring the potential • Davis & Company 42
• Give employees access to critical information• A wiki (online user-generated encyclopedia)
called Pfizerpedia• Contains more than 10,000 articles, videos
and other content
5 ways to leverage
Engage employees in the business5.
Social media: managing the risks, exploring the potential • Davis & Company 43
Watch IBM for how socialmedia can:
• Engage employees in culture(2003 ValuesJam)
• Share knowledge• Create community• Understand key issues
5 ways to leverage
Engage employees in the business5.
Social media: managing the risks, exploring the potential • Davis & Company 45
Contact
Alison Davis(201) [email protected]
www.davisandco.comVisit:
Find us on: