Social Media: A Holistic Approach

NetworkingTAGGINGcommunication

MESSAGES

friends

Photo blog

stat

us u

pdat

es

foru

m

MESSAGING

sear

ch

community

SEARCH

forum

MESSAGES

friendsphoto blog

foru

m

community

SEA

RC

Hne

ws

networkingTAGGING

status updatesforum

NEW

S

MES

SAG

ES

communication

TAGGINGfriends

sear

ch

newsTo Social

Media

January 26, 2011

1SOCIAL MEDIA PRESENTATION

Courtesy of youtube.comhttp://www.youtube.com/watch?v=lFZ0z5Fm-Ng

Social Media Landscape


MESSAGES

friends

Photo blog

stat

us u

pdat

es

foru

m

MESSAGING

sear

ch

community

SEARCH

forum

MESSAGES

friendsphoto blog

foru

m

community

SEA

RC

Hne

ws

networkingTAGGING

status updatesforum

NEW

S

MES

SAG

ES

communication

TAGGINGfriends

sear

ch

news


Social Media Introduction

Online tools creating real-time, relevant, and targeted two-way communication utilized by individuals and organizations

Examples of social media sites include: Facebook MySpace LinkedIn Twitter You Tube Digg Stumble Upon Blogs


Integrated as part of your marketing and business plan

Part of the tools used to accomplish your business strategy Building your brand and credibility Establishing a community and serving as a resource Attracting customers, caregivers, and staff Gathering customer feedback Differentiating from the competition Identifying trends and issues Building relationships with customers, prospects, and referral

sources Keeping a pulse on your organization’s reputation Improving web presence through SEO (search engine

optimization)

Value of Social Media


Expands frequency and reach of your organization’s messages and offerings

Leverages positive relationships of all employees and customers to advance communication effectiveness

Circumvents filters, “gate keepers”, and clutter

Improves efficiency and cost effectiveness of advertising spend

Keeps your organization top of mind

Builds incremental “team spirit”

Why It Helps Your Organization


Using as a platform for electronic networking

Staying up-to-date on changes within networks

Pushing company prepared messages and offerings to networks

Offering supportive comments and ideas to build credibility

Encouraging conversations to learn more about your customers

Helping recruit and retain human capital

Gaining competitive intelligence

How It Is Most Effective


Keys To Your Success

CONSISTENCY

AUDIENCE REASON TO FOLLOW

CONTENT

ENTHUSIASM

Who is listening?

Build a Following


Why People Should Follow You

CHASE EXAMPLE

JAX CAR WASH

SOCIAL MEDIA PRESENTATION


Senior Community Examples Silverado Senior Living: Blog

http://silveradoblogs.com/news/

Providence Life Services: Bloghttp://providencelife.wordpress.com/

Laguna Woods Village: Twitterhttp://twitter.com/lagunawoodsvlg

Redstone Highlands: Twitterhttp://twitter.com/RedstoneHghlnds

Somerby of Alpharetta: Facebookhttp://www.facebook.com/pages/Somerby‐of‐Alpharetta/309298282404

Cedar Community: Facebookhttp://www.facebook.com/cedarcommunity

Senior Lifestyle Corporation: Facebookhttp://www.facebook.com/pages/Senior‐Lifestyle‐Corporation/79174831908

Somerby Senior Living: You Tubehttp://www.youtube.com/user/SomerbySeniorLiving


A Social Media Roadmap Establish your overall goals and objective(s) Determine success metrics (extent of reach, engagement, influence, etc.) Determine how to measure (reverb, engagement, leads/sales, etc.) Ensure resources are available to support the efforts Research competitors and differentiate your organization Determine the target audience (seniors and adults/children of seniors) Identify the social media vehicle most appropriate for your target audience Create the content strategy (page content, ads, etc.) Monitor and manage information about you and your organization

icerocket.com | google.com/alerts | radian6.com | socialmention.com

Repair any disparaging commentary quickly quickreprepair.com | socialmediareputation.com

Utilize resources to manage multiple social media siteshootsuite.com | ping.fm | twitterfeed.com

Go slow and do it right (remember to measure) Involve your compliance, legal, and risk officers Conduct a lunch and learn session with your employees


Make a conscious decision whether you want to cross the personal and professional boundaries then act accordingly

Be mindful of Advertising Rules

Google yourself and your organization

Utilize disclaimers and terms of use

Protect your own intellectual property (use clear placement of appropriate symbols, such as ©, ®, ™)

Refrain from commenting on third-party posts

Register your company and C-level executives on common social media sites (manually or knowem.com)

For marketing services and products, provide links back to your website where all your compliance requirements are being met

Elements of a Marketing Policy


Advertising vs. Personal Profiles Businesses: If the site is being used for professional use, social media presence

and communication can be considered to fall within the advertising rules.

Personal: Personal use and not intended to market or promote an organization.

Guidelines to include in the policy to educate your employees how not to create a professional site unless intended. Employees should not associate the organization’s name or email address with

the site unless it is intended for professional use. This includes stating they are an employee of the organization.

Do not use the organization’s assets to update personal sites. This includes any organization owned laptop or computer, I-Phone or blackberry, firm IP address, and email address. Using the organization’s email address implies the employee is acting on the organization’s behalf.

Create an advertising disclaimer to help employees specifically state their use is personal or professional.

Advertising Rules


MESSAGES

friends

Photo blog

stat

us u

pdat

es

foru

m

MESSAGING

sear

ch

community

SEARCH

forum

MESSAGES

friendsphoto blog

foru

m

community

SEA

RC

Hne

ws

networkingTAGGING

status updatesforum

NEW

S

MES

SAG

ES

communication

TAGGINGfriends

sear

ch

news


Risks & Concerns - Employees

• How do you manage recruiters, who now have good knowledge about your employees?

• Is the employee’s personal image on social networking sites going to reflect your company?

• Do you want your customers seeing pictures of your employees beach vacation or potentially inappropriate behavior?

• There is a lot of personal information on social media – how will your employees react to management seeing this?

• How will management react when they see the personal information?

• Will an employee’s personal choices/beliefs effect how others see them in the workplace?

• How do you handle inappropriate behavior by employees on public social networks?


1. Finding the Candidate

Using Social Networking

2. Pre-employment Inquiries

3. During and post-employment


Build your networks

List open jobs in your status

Forward jobs to your network

LinkedIN INMails Join groups and post there

Facebook fan page

Social Networking to Recruit



1. Finding the candidate


2. Pre-employment inquiries


CareerBuilder study found 20% of employers use sites such as Twitter and Facebook to influence hiring decision

Can use lawful information you gather

You will learn things that are illegal to ask during an interview

Don’t pass along what you learn

Pre-Employment Inquiries


Are benefits worth the risk? EEOC FCRA

Need to be able to point to a legitimate, nondiscriminatory reason for hiring decision

Don’t “friend” applicants

Pre-Employment Inquiries



1. Finding the candidate

2. Pre-employment inquiries



Laws are behind technology

May not be able to prohibit, but can blur lines

Possible workplace harassment

Recommendations are similar to an employment reference

Friending


HR issue, not just IT Privacy, confidentiality, time management, productivity

Double standard?

Employees will act the same regardless if they have access or not

Granting Access


Unauthorized disclosures of confidential information

Corporate embarrassment and public relations issues

Regulating activities on employee social media sites

Biggest Risk — External Misuse


Inappropriate Content Distasteful/embarrassing posts and comments

Disparaging remarks about others

Disclosures Endorsing products/services



HR decisions Hiring decisions Performance/promotions Harassment

Disciplinary actions For employee actions on personal social media sites? For derogatory comments related to the company, customers,

or other employees?

Activity regulation Should you regulate activities on social media sites?

Personal sites Profiles that provide work related information – advertising Personal profiles – sales literature



In addition to your Internet and e-mail policy, create a social media policy for employees and supervisors Cover all forms of social mediums Incorporate all aspects of social media

including marketing and security Use broad language and update frequently Include restrictions on usage (who, when, and why) Do not create an expectation of privacy when online in work e-mails Assign official spokespersons for the organization Have all employees read, acknowledge, and sign off and be encouraged to

attend training and contact HR with any issues

Include HR-related polices, such as hiring and disciplinary practices

Clearly define disciplinary actions for violation of the policy

Include restrictions regarding use of organization name, logo, etc.

Based on the recent NLRB ruling, make sure it does not limit or chill employees from communicating with each other around working conditions, wages, supervisors, etc.

Understand it is an evolving policy and be judicious in how it is enforced

A Social Media Policy


Sample Policies

Air Forcehttp://www.af.mil/shared/media/document/AFD-090406-036.pdf

Best Buyhttp://www.bby.com/2010/01/20/best-buy-social-media-guidelines/

Coca-Colahttp://www.viralblog.com/wp-content/uploads/2010/01/TCCC-Online-Social-Media-Principles-12-2009.pdf

Additional links to numerous policieshttp://socialmediagovernance.com/policies.php


Common Policy Language Use common sense. When in doubt, do not post it. Identify yourself and organization. State that the opinions are your own. Only post if a subject matter expert. Avoid speaking on behalf of the organization and customers unless

authorized to do so. Do not disclose confidential or proprietary information related to

clients/patients or the organization. Respect copyrights, privacy, and intellectual property laws. Enforce personal responsibility for posts and subject to liability and

disciplinary action if posts are obscene, libelous, abusive, hateful, defamatory, harassing, threatening, create a hostile work environment, and are in violation of any other law.

Anything posted on the Internet is permanent. If a mistake happens, fix it. Use of social media should not interfere with job performance. Violation of the policy could result in disciplinary action up to and

including termination. Include organization indemnification should an issue occur.


MESSAGES

friends

Photo blog

stat

us u

pdat

es

foru

m

MESSAGING

sear

ch

community

SEARCH

forum

MESSAGES

friendsphoto blog

foru

m

community

SEA

RC

Hne

ws

networkingTAGGING

status updatesforum

NEW

S

MES

SAG

ES

communication

TAGGINGfriends

sear

ch

news


Challenges

Data security and privacy Too much information Information breach Too much trust Lack of security Viral impact Virus corruption

Resource commitment

Adequate monitoring

Communication

Misunderstanding or poor judgment

Rules and regulations


Volume of Information Posted

Music

Books

Movies

Pictures

Interests

Daily schedules

Likes

E‐mail

Address

Hometown

Phone Number

Jobs

Education

Birthdates

Sexual orientation

Family and friends

Political affiliations


What One Post Can Reveal

Where you live

Questionable behavior

Your profession

Your yearly income

Information about others without consent


Accessing Your Information

Your Customer

Your Competitors

Your Boss

Your Staff

Your Peers

The Mailroom Guy

Your Secret Admirer

A Stalker

Your Ex

Your Family

A Hacker


The Friends You Trust


Privacy of their personal information

Posting on behalf of your organization

Voicing complaints or bad service Doing nothing vs. being proactive

Competitive information

Customers


Security & Privacy

Disclosure requirements Policies and agreements Logos (FDIC, equal housing lender) Links to external sources

Potential FTC regulations Writing false business and product reviews

Other legal issues Libel/Defamation Federal securities laws against disclosure of corporate information

Regulations


Privacy: HIPAA Disclosure requirements: Reg. Z, Reg. DD, FDIC logos, Equal Housing

Logo, Insured products, Equal Credit Opportunity Acts & Reg.B, Fair Debt Collection Practices Act, ADAP

Records Retentions: Reg Z & DD (2yrs), FINRA (3yrs), e-Discovery FINRA: Separate insured and non-insured products CRA: Comments, reviews, and ratings through social media sites

would qualify SEC: Disclosure of financial information or performance Defamation: Comments made by others can be attributed to the

organization (e.g., Cisco’s law suit) Federal Communication Decency Act Copyright or Trademark laws Antitrust Laws: Whole Foods CEO’s anonymous posts of competitor

Wild Oats

Compliance & Legal


Customize your privacy settings

Check privacy settings for each post

Reduce the amount of personal information shared

Be careful on who you befriend online

Segment your friends into lists

Block Facebook applications

Remember to delete older posts

Keeping It Personal & Protected


Facebook Privacy Overview


Education, awareness, and training Security and risks Security best practices Personal vs. professional Compliance requirements Impact on organization’s reputation

Security policy development

Recommendations


Avoid using public machines or public WiFi Create strong passwords (not “dictionary” words) Do not use a single password across multiple sites Keep username and passwords safeguarded to avoid breaches and

not allow others to impersonate you or the organization Google your organization to make sure no one has stolen your

identify or posting on your behalf Be careful of the amount of information that is shared that can be

used against you or the organization Do not click on unknown links, from friends to avoid “clickjacking” Do not download applications Watch for phishing scams (posing as a reputable organization to

get confidential information) Be cautious about emails from friends on social media sites (can be

hijacked and sent to another site) Watch for rogue sites by paying attention to URLs (i.e., make sure

you are on facebook.com and not a similar but different domain)

Elements of a Security Policy


Questions

LAURA KOPSCH248.223.3479

[email protected]

ALEX BROWN216.274.6522

[email protected]

THANK YOU.

plantemoran.com

Social Media: A Holistic Approach

Business

Transcript of Social Media: A Holistic Approach