6.17.14
DESCRIPTION
It’s the norm for employees to engage directly with clients on Facebook and Twitter as an expansion to its customer service and web presence. These staff members are usually the ones hired specifically to steer social media for the business, or it’s a part of their larger job role. But more companies are realizing enterprise social networking can boost their online reach, bringing competitive advantages—from keeping customers and gaining new ones to strengthening its brand and industry leadership. Yet social media engagement gets choppy shared across many departments, offices, and countries of a large, regulated organization. Do you allow every employee to post on behalf of your brand? How do you manage risk amidst a sea of posts, comments, and tweets while keeping it conversational? Can your regulated business benefit from going social? To answer these questions and more, we’ll explore an enterprise social media strategy for regulated businesses. We gathered a panel of experts who are captains of the social industry to discuss: -Aligning your social media strategy with your business goals -Educating the C-suite and partners on social enterprise opportunities, objectives, risk management, and implementation -Selecting the tools to monitor social exchanges and customer feedback -Assigning a team to own, manage, and train employees on the social program -Establishing a clear social media policy that incorporates existing company communications, HR guidelines, and industry regulationsTRANSCRIPT
Charting the Course for Enterprise Social Media in a Regulated Industry
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@Actiance actiance.com
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Our SpeakersJoanna Belbey As Social Media and Compliance Specialist for Actiance, Inc, Joanna Belbey helps regulated firms use social media effectively while complying with rules and regulations. Joanna is an enthusiastic user of social media and her background includes leading the development and delivery of more than 350 educational programs per year for Financial Industry Regulatory Authority (FINRA). Follow her on twitter: @Belbey
Tom Chernaik, CEO of CommandPost/CMPLY, Inc. For more than 20 years, Tom Chernaik has worked with leading brands focusing on innovation and insight in marketing, law, social media and entrepreneurship. With a vision for addressing marketer concerns regarding compliance, Tom initially launched CMP.LY in 2009. Since then, he has grown the company – rebranded as CommandPost – into a comprehensive social media solutions provider. @CMPLYTom
DeShelia Spann is Digital Marketing Manager at Eaton and directs their employee advocacy initiative. Through the Eaton Brand Advocacy Program employees are inspired to engage their networks with relevant content promoting Eaton’s business and the power management industry while gaining insight to company and departmental news. Follow her blog Life UnDoc’dand on twitter @DeSheliaSpann
Paul Gillin, moderator, is a writer, speaker and online media consultant who specializes in social media and content marketing. He is a prolific writer who has published five books and more than 300 articles since 2007, including the monthly New Channels column in BtoB magazine for 7 years. Paul is a veteran technology journalist with more than 25 years of editorial leadership experience. His website is gillin.com & he blogs at paulgillin.com & Newspaper Death Watch. Twitter: @pgillin
5
Wikis
Public Instant
Messaging
IndustryNetworks
WebUnified
Communication
Future
Social NetworksCollaboration
Today’s social business can’t use just one
collaborative technology to keep its
employees connected
– it needs to use them all.
@belbey #SMTLive
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Leads to Several Challenges
COMPLIANCE
• Regulations• Corporate Policies• Legal Hold
SECURITY
• Feature Control • Data Leakage• Incoming Threats
ENABLEMENT
• Complexity• Adoption• ROI
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1. Keep adequate records2. Have an appropriate use policy and
train employees3. Supervise and monitor
Your Action Plan for Social Media Compliance
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COMMON MYTHS
• We are regulated, therefore we can’t engage in social media
• Regulators have not given clear guidance
• I can’t enable my employees without creating unnecessary risk
• We can’t share interesting/relevant 3rd party content
• We can’t measure the ROI of social media
For More Information: www.GetCommandPost.com
REGULATOR ACTIVITY - WOM & SOCIAL• FTC Testimonial and Endorsement Guidelines (2009)• FTC .Com Disclosure Update (March 2013)• FINRA Regulatory Notice 10-06 (Jan 2010)• FINRA Regulatory Notice 11-39 (Aug 2011)• FFIEC Final Guidance (Dec 2013)• SEC Guidance Update (March 2013)• SEC Netflix Report (April 2013)• SEC JOBS Act related updates (Summer 2013)• SEC Hyperlinked Disclosures CDI (May 2014)• FDA Social Media Guidance Drafts (June 2014)• NLRB (ongoing)
For More Information: www.GetCommandPost.com
COMMON REGULATOR THEMES
• Social media is subject to the same rules that apply to traditional media
• Establish documented policies and procedures
• Train representatives and agencies - aware of responsibilities
• Disclose/disclaim to avoid entanglement & adoption
For More Information: www.GetCommandPost.com
Eaton is a leading power management company We help the world use
electrical, fluid and mechanical power more reliably, efficiently, safely and sustainably
We provide reliable, efficient, safe and sustainable power management for…
Buildings
Transportation
Industrial and Machinery
Information Technology
Infrastructure
Energy and Utilities
Pu
blic
an
d pr
iva
te s
ect
ors
Eaton and social media compliance• Through its focus on compliance, Eaton strives
to:– Adhere to the global guidelines for social media
rules and regulations– Protect intellectual property and privacy issues,
both internally and for third parties– Maintain financial disclosure for securities laws
and regulations, etc.– Educate employees on Eaton’s social media policy
Thanks to Our Sponsor
@Actiance actiance.com
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Our Summer Schedule is Up…
Join us every Tuesday starting July 8th for your weekly dose of #smtlive.
We’ll cover topics like:• Data: How to Gather Actionable Insights from Your Social Data • Content Marketing: Is 2014 Really Shaping Up to Be The Year of Video?• Customer Service is the New Marketing: Turning Satisfaction Into Sales• Allocating Resources Across the Marketing Mix: Where to Spend Socially
Reserve your spot here: socialmediatoday.com/best-thinkers-webinar-series
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