Blurred LinesProfessionalism vs Personal

Opinions In The Social Media World © Victoria

McIntosh

Originally presented

for PDS 2016

Think you can ignore employee

use of social media? Think again.

Bad taste: after the video of two employee’s video went viral in 2009,

a study revealed 65% Domino’s customers would not order from them

again.

Different OutcomesChanging Careers

Justine Sacco, fired from IAC (The Daily Beast) in 2013 after racist tweet.

In the 2015 Canadian federal election, social media landed 24 candidates in hot water. 12 dropped from the election.

Kim vs International Triathlon Union

A Senior Manager of Communications was fired for posting inflammatory remarks about employers on Facebook.

She sued, and won.

Other NumbersA report by Nexgate on Fortune 100 companies’ social media compliance found:

✖ Average of incidents 69 per firm

✖ 12 by employees✖ 57 by commenters

Best practice social media compliance controls are inconsistently enforced.

What are the risks?

When CAN we take control?

Corporate Responsibility

✖ Office politics✖ Privileged information✖ Internal operations✖ Privacy expectations ✖ Legal grounds

What CAN’T we control?

Human Rights & Hot Topics

✖ Lifestyles, religious, racial or sexual orientation

✖ Political affiliations -esp. during elections

✖ Provincial vs Federal Policy✖ Some issues will always be worth

speaking up for!

Other Risk Factors

✖ Politicians, celebrities & easy marks✖ Not all have an social media voices

are equal ✖ Social media is documented

communication: it lasts FOREVER✖ Union vs Non- Union

Strategy

Strategy: Policy

Strategy: Policy

✖ Why a policy can help: lay out your expectations, consequences of action

✖ Best practices: plain language please!

✖ Regular review

Strategy: Education

Strategy: Education

✖ Why & when to train ✖ What training can do that policy

alone can’t

Strategy: Emergency Plans

Well that got ugly fast…

Strategy: Emergency Plans

✖ Regular risk management✖ Proactive plans for reaction✖ Company Social Media Access

Control✖ Keep your own records

BAD IDEA ALERT✖ What if an employee says something

inflammatory about my business behind a private Facebook post? As an employer, can I ask employees for their social media logins?

✖ Short answer: NO!

Whether or not privacy is protected by law or contract, fostering a workplace culture where privacy is valued and respected contributes to

morale and mutual trust, and makes good business sense. – Office of the Privacy

Commissioner of Canada

Risk Factor: Is social media really the

problem?

Sometimes Social Media Isn’t To Blame

✖ Take a good look at your corporate culture

✖ Pay attention to online trends✖ Social Media forces a new level of

transparency: do your business actions match your business values?

When everything

goes downhill…

Ouch I've Been Hit! Now What?

✖ You can’t control the conversation✖ Look at the situation: what must I

prepare to lose?✖ Know when to apologize✖ Accept: You might needs to work

harder or change objectives✖ Crash. Burn. Heal. Recover

Where Do I Go For Help?

✖ Lawyers & Law FirmsCanadian Law ListCanadian Legal Information InstituteProvincial Barristers’ Societies

✖ Public relations firmsCanadian Public Relations SocietyCanadian Council of Public Relations Firms

✖ Consultants – Social Media, Communications, Privacy & Risk Management

Other Useful References & Resources

Books✖ Dezenhall, Eric

(2014). Glass Jaw: A Manifesto for Defending Fragile Reputations in an Age of Instant Scandal.

✖ Duchatschek, Burns, Hanke, et al. (2014) Defeating an Internet Boogeyman: Simple Secrets of Reputation & Crisis Management.

Web

✖ The Canadian Charter of Rights and Freedoms:

✖ Canada Occupational Health and Safety Regulations

✖ The State of Social Media Infrastructure (by Nexgate): Part I, Part II, Part III

Articles

✖ How an online posting can cost you your job

✖ The Court Weighs In: Termination for Social Media Misconduct

✖ 5 Infamous Social Media PR Disasters and How to Avoid Them

Want To Learn More? Let’s Talk.

bloom@victoriamcintosh

@vmcntosh

www.victoriamcintosh.com