Building Effective Social Media Policies

Building & Enforcing Effective Social Media Policies

Presented by:Alan Webber, Principal Analyst, Altimeter GroupDevin Redmond, CEO & Co-founder, Social iQ Networks

Protecting Social Brands

Slide 2

Agenda

Confidential

Introductions

Why you need social media policies

The role of training

Why you need technology guardrails

Conclusion

2013 Finalist:Most Promising Start-up

“Social media is the modern Pandora’s box: It has had a meteoric rise as a tool to interact and engage with customers, but also a dark underside exposing companies to new types of risk.”

“Guarding the Social Gates: The Imperative for Social Media Risk Management,” August 9, 2012

© 2012 Altimeter Group

Weathering The Storm:Building and Enforcing Effective Social Media Policies

January 30, 2013

Alan Webber, Principal Analyst@alanwebber | roninresearch.com

© 2012 Altimeter Group4

“Leading Through Connections,” IBM, 2012 (n=1700 CEOs worldwide)

“Leading Through Connections,” IBM, 2012 (n=1700 CEOs worldwide)

CEOs now see technology change as the #1 factor impacting their organizations


Social media is a global phenomenon

Source: comScore Social Media Matrix, December 20125


CHAOSTHE INHERENT UNPREDICTABILITY IN THE BEHAVIOR OF A COMPLEX SYSTEM

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Errant Tweets

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Errant Tweets

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Saving Face


Sexist ASUS Tweet


Sexist ASUS Tweet


Just Jeans Hoax

© 2012 Altimeter Group© 2012 Altimeter Group

We’re Tuning Out the Noise

Image by Mark Garbowski used with Attribution as directed by Creative Commons http://toomuchglass.net/2010/12/02/la-la-la-la


Types Of Social Media Policies

1) Company Policies

2) Employee Guidelines

3) Customer and User Policies


Image by Coda2 used with Attribution as directed by Creative Commons http://www.flickr.com/photos/coda2/1464215675/

Company policies are about protecting the brand


Company Policies

1. Protect the brand by clearly laying out acceptable use on behalf of the brand

2. Identify responsibilities and channels

3. Identify issue and crisis processes and responses

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IT’S ABOUT THE COMPANY CULTURE AND BRAND VALUES, NOT LEGALISTIC POLICIES

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Zappos’“Be real and use your best judgment”

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FORD1) Be honest about who you are2) Make it clear the views expressed are yours3) You speak for yourself, but your actions represent

those of Ford4) Use your common sense5) Play nice6) The Internet is a public space7) The Internet remembers (i.e. “Whatever happens in

Vegas…stays on Google)8) An official response maybe needed9) Respect the privacy of offline conversations10) Same rules and laws apply: new medium, no

surprise11) When in doubt, ask19


Could Happen To Anyone


Could Happen To Anyone


Company Policy Best Practices

1. One policy to govern them all

2. Cover scope, purpose, and responsibilities

3. What is good usage and inappropriate usage

4. Focus on providing examples

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Image by Lilmsmrtas used with Attribution as directed by Creative Commons http://www.flickr.com/photos/lilmsmrtas/3737603903/

Employee guidelines are about finding balance


Employee Guidelines

1) What an employee can and cannot (or should and should not) say about the company on social media – NLRB guidelines

2) Best practices for protecting themselves (and the company) on social media

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© 2012 Altimeter Group25

Define Expectations For Employees

Examples of Social Media Guidelines created by Intel and Cisco


Personal Becomes Brand Quickly


Personal Becomes Brand Quickly


Employee Guidelines Best Practices

1) Have them

2) Cover both company and personal platforms

3) Be clear about the separation between company and personal

4) Train all employees on them

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Image by Photolifer used with Attribution as directed by Creative Commons http://www.flickr.com/photos/marcgautier/5980224854

External guidelines provide guardrails for appropriate use


Customer And User Policies

1. Specific to the platform

2. Misuse of the brand

3. Incorrect, misleading, or false information

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Protect With External Facing Policies

Walmart published a disclosure policy for its Moms

program.

SeaWorld defines community expectations on its social media

properties, e.g. blog.


Managing The Commons


Customer And User Policies Best Practices

1. Clearly establish your rules

2. Don’t delete all negative comments

3. Enforce the rules

4. Prepare for an issue or crisis

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What It Means

1) Have a brand appropriate version of all three

2) Update and change for new platforms and shifting needs

3) Train employees on all three, but focus on building judgment

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Where Technology Fits

Confidential

Three Areas to Apply Tech

1. Employees using social networks

2. Employees using company social accounts

3. Audiences engaging on company social accounts

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Employees Using Social Networks

Confidential

Technologies1. Web gateways (company network / device)

◦ Productivity controls by network, app, or time quota

◦ Security controls to keep employees from bad places

◦ Data controls to keep sensitive data from leaving

2. Listening platforms to detect bad / illegal conversations in PUBLIC forums

3. Social iQ Networks SocialDiscover to find employee accounts that are intentionally and openly representing the brand

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Employees Using Company Accounts

Confidential

Technologies1. Marketing Suites

◦ Workflow for publishing

◦ Quality campaign and content management

◦ Analytics and ROI measurement

2. Social Account Level Controls

3. Application control on the account itself

4. Content and conversation compliance

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① Symptom:• Poor admin access

control causing a mess…

② Cause:• Admin provisioning is easy

and not governed…

Use Case: Admin Access & Account Hacks

Rogue & Compromised Admins• MLB admin not de-provisioned (pages MLB had admin

rights to were also compromised in stunt)

• Agency employee with admin access to Pfizer page was compromised allowing Pfizer to be compromised

Any Facebook user can be made admin anytime

SiQN Solution: ProfileLock detects tampering and remediates content

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① Symptom:• Accounts will have multiple apps, not

managing that creates more mistakes and compliance violations

② Cause:• Lack of awareness / management of

multiple apps

• Workflows in a publishing app doesn’t manage your other apps…

Use Case: No App Compliance / Management

Unmanaged App Access• One KitchenAid admin via a mobile app

(authorized on work and personal accounts)

• Agency employee with publishing app authorized on multiple work and personal accounts

The app authorized on personal and private account

SiQN solution: Publishing App policies

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① Symptom:• Increasing regulatory and

compliance focus, fines, roadblocks

• No proof of coverage (process, remediate, discovery)

② Cause:• Manually moderating content via

outbound posts only (poor content coverage, low scale, doesn’t cover all vectors of content)

• Missed accounts, publishing workflow bypassed with other apps

• Lack of common enterprise archiving of content with pre-built classification tags (smart archiving is import for usability and proof of coverage)

Use Case: Regulations & Compliance

SiQN Solution: Compliance and Archiving policies

Tweets about earnings & BOD meetings cause

investor disclosure concerns AND CFO’s job

Novartis Slapped by the FDA

Content in app

deemed

misleading

ASB Upholds Complaint Against Foster’s Facebook Comments

Poor Conversation Moderation Triggers

‘Harmful Advertising’ Rules

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Audiences Engaging on Company Accounts

Confidential

1. Have an Acceptable Content Use Policy

2. Have the ability to respond to audiences via your marketing or engagement platform

3. Have the ability to detect and automatically remove abuse, exploits, offensive content, and sensitive information that is commented, replied, messaged, and wall posted on your accounts

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① Symptom:• Bad dialogue on pages causes social

crises for the brand

• Accidental brand post ignites a crisis

• Exploitative, abusive, or inappropriate content creates liability

② Cause:• Manually moderating spam, malware,

pornography, profanity is taxing social teams / cannot scale and is bad resource usage

• Missing just one tweet or post can jeopardize a brand’s reputation, ignite a crises, and result in significant cost

• Over 5% of Social traffic is now SPAM and Malware (source: Sophos)

Use Case: Inappropriate Content

SiQN Content Moderation Counter• The ability to see how removing

security/inappropriate content saves a brand time and money

One Company – Two Very Different Brands and Audiences• Social teams need to apply different

moderation rules to create openness for some and protection for others

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Conclusion

Confidential

1. Set clear guidelines with real world examples

2. Apply those guidelines to the appropriate channels and demographics

3. Use technology as the guardrails to keep your guidelines on track


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THANK YOU

Alan [email protected]

roninresearch.org

Twitter: alanewebber

Devin Redmond

[email protected]

socialiqnetworks.com

@SocialiQNet

mailto:[email protected]

mailto:[email protected]