Moffatt ThomasZ Group PR

SOCIAL MEDIA . . . “THE BALANCING ACT”

Julia Zunich andPaul D. McFarlaneApril 12, 2011

What Is Social Networking?

Facebook, MySpace, LinkedIn, Twitter, YouTube Blogs

Definition

“Social networking” means communicating with others over the Internet for social, professional, or other purposes on sites such as Facebook, Twitter, LikendIn, YouTube, and MySpace. It can also occur on “media sites” that are offered by television networks, newspapers, and magazines, and permit readers to post comments. Social networking also includes participation on listservs and authoring or posting on Web logs (blogs).

By the Numbers

Facebook: 400 million users worldwide MySpace: 180 million users, 50 million

posts a day LinkedIn: 50 million users Windows Live Spaces: 120 million users

*Population of U.S. in June 2010 per Census Bureau: 309.5 million

The New Normal

How does the social media communications revolution affect the workplace and the work of HR? 

HR Leading the Charge

Set the social media "rules of engagement" within organizations

Social media is here to stay, what is the "happy medium"? 

Are Employers Using Social Networking?

79% of Global Fortune 100 Firms use at least one social media platform: 64% use Twitter 54% use Facebook 50% have a YouTube channel 33% use corporate blogs

Why Are Employers Using Social Networking?

Develop a corporate brand or image Launch new promotions Improve customer access Monitor competition Recruiting Learn what employees are doing away

from work and learn more about their background

Social Networking Policies

26% of Employees say their Employer has a social networking policy

* Wall Street Journal Survey 29% of Employers have a “formal policy

regarding employee use of social networking sites.”

* Manpower Survey

Planning Ahead

What are some of the potential landmines that organizations need to be aware of when it comes to social media? 

Laws That Impact Social Networking

Privacy Laws Off Duty Conduct Statutes Stored Communications Act National Labor Relations Act Title VII and other Anti-Discrimination

Laws Others

Privacy Laws

Invasion of privacy Must prove information obtained was

private If viewable by world at large, then not

private Invitation access may be “private”

Pietrylo v. Hillstone Restaurant Group, Civil Case No. 06- 5754 (DNJ 2008)

Reasonable expectation of privacy Stored Communications Act,

18 USC §§ 2701-11 Was there consent?

City of Bozeman

Heavy Internet Policy Bozeman required applicants to submit

user ID and passwords to social networking sites

Goal – Avoid negligent hire Did the City of Bozeman go too far?

Guidelines for Establishing a Social Networking Policy

Expect your employees to use these sites Many different federal and local state laws

apply Limit searches to professional sites Using what you find: be consistent Publish your policies Educate employees Train managers Monitor the Web about your company

Internet Screeningby the Numbers

79% of surveyed U.S. employees used the Internet to screen applicants

* Microsoft “Privacy Day” Survey, January 2010

75% of those employers had a screening policy in place

The C-Suite

HR teaching the C-suite how to lead enterprise social media engagement for their organizations

For Further Information or Questions, Please Contact:

Julia Zunich

Z Group PR, Inc.

950 West Bannock Street

Suite 1100

Boise, Idaho

83702

julia@zgrouppr.com

208.319.3554

Paul D. McFarlane

Moffatt, Thomas, Barrett, Rock & Fields, Chartered

101 S. Capitol Blvd., 10th Floor

Post Office Box 829

Boise, Idaho 83701

pdm@moffatt.com

208.385.5429

1.800.422.2889