building effective social media policies
DESCRIPTION
Social iQ Networks and Altimeter Group presentation on Building & Enforcing Effective Social Media Policies to protect brand accounts.TRANSCRIPT
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Building & Enforcing Effective Social Media Policies
Presented by:Alan Webber, Principal Analyst, Altimeter GroupDevin Redmond, CEO & Co-founder, Social iQ Networks
Protecting Social Brands
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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
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© 2012 Altimeter Group
Weathering The Storm:Building and Enforcing Effective Social Media Policies
January 30, 2013
Alan Webber, Principal Analyst@alanwebber | roninresearch.com
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© 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
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© 2012 Altimeter Group
Social media is a global phenomenon
Source: comScore Social Media Matrix, December 20125
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© 2012 Altimeter Group
CHAOSTHE INHERENT UNPREDICTABILITY IN THE BEHAVIOR OF A COMPLEX SYSTEM
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© 2012 Altimeter Group
Errant Tweets
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© 2012 Altimeter Group
Errant Tweets
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© 2012 Altimeter Group
Saving Face
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© 2012 Altimeter Group
Sexist ASUS Tweet
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© 2012 Altimeter Group
Sexist ASUS Tweet
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© 2012 Altimeter Group
Just Jeans Hoax
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© 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
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© 2012 Altimeter Group
Types Of Social Media Policies
1) Company Policies
2) Employee Guidelines
3) Customer and User Policies
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© 2012 Altimeter Group
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
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© 2012 Altimeter Group
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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© 2012 Altimeter Group
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
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Could Happen To Anyone
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© 2012 Altimeter Group
Could Happen To Anyone
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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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© 2012 Altimeter Group
Image by Lilmsmrtas used with Attribution as directed by Creative Commons http://www.flickr.com/photos/lilmsmrtas/3737603903/
Employee guidelines are about finding balance
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© 2012 Altimeter Group
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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Define Expectations For Employees
Examples of Social Media Guidelines created by Intel and Cisco
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© 2012 Altimeter Group
Personal Becomes Brand Quickly
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Personal Becomes Brand Quickly
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© 2012 Altimeter Group
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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© 2012 Altimeter Group
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
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© 2012 Altimeter Group
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.
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© 2012 Altimeter Group
Managing The Commons
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© 2012 Altimeter Group
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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Slide 36
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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Slide 37
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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Slide 41
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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Slide 43
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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© 2012 Altimeter Group
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THANK YOU
Alan [email protected]
roninresearch.org
Twitter: alanewebber
Devin Redmond
socialiqnetworks.com
@SocialiQNet