moffatt thomas z group pr social media... “the balancing act” julia zunich and paul d. mcfarlane...
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Moffatt ThomasZ Group PR
SOCIAL MEDIA . . . “THE BALANCING ACT”
Julia Zunich andPaul D. McFarlaneApril 12, 2011
What Is Social Networking?
Facebook, MySpace, LinkedIn, Twitter, YouTube Blogs
Definition
“Social networking” means communicating with others over the Internet for social, professional, or other purposes on sites such as Facebook, Twitter, LikendIn, YouTube, and MySpace. It can also occur on “media sites” that are offered by television networks, newspapers, and magazines, and permit readers to post comments. Social networking also includes participation on listservs and authoring or posting on Web logs (blogs).
By the Numbers
Facebook: 400 million users worldwide MySpace: 180 million users, 50 million
posts a day LinkedIn: 50 million users Windows Live Spaces: 120 million users
*Population of U.S. in June 2010 per Census Bureau: 309.5 million
The New Normal
How does the social media communications revolution affect the workplace and the work of HR?
HR Leading the Charge
Set the social media "rules of engagement" within organizations
Social media is here to stay, what is the "happy medium"?
Are Employers Using Social Networking?
79% of Global Fortune 100 Firms use at least one social media platform: 64% use Twitter 54% use Facebook 50% have a YouTube channel 33% use corporate blogs
Why Are Employers Using Social Networking?
Develop a corporate brand or image Launch new promotions Improve customer access Monitor competition Recruiting Learn what employees are doing away
from work and learn more about their background
Social Networking Policies
26% of Employees say their Employer has a social networking policy
* Wall Street Journal Survey 29% of Employers have a “formal policy
regarding employee use of social networking sites.”
* Manpower Survey
Planning Ahead
What are some of the potential landmines that organizations need to be aware of when it comes to social media?
Laws That Impact Social Networking
Privacy Laws Off Duty Conduct Statutes Stored Communications Act National Labor Relations Act Title VII and other Anti-Discrimination
Laws Others
Privacy Laws
Invasion of privacy Must prove information obtained was
private If viewable by world at large, then not
private Invitation access may be “private”
Pietrylo v. Hillstone Restaurant Group, Civil Case No. 06- 5754 (DNJ 2008)
Reasonable expectation of privacy Stored Communications Act,
18 USC §§ 2701-11 Was there consent?
City of Bozeman
Heavy Internet Policy Bozeman required applicants to submit
user ID and passwords to social networking sites
Goal – Avoid negligent hire Did the City of Bozeman go too far?
Guidelines for Establishing a Social Networking Policy
Expect your employees to use these sites Many different federal and local state laws
apply Limit searches to professional sites Using what you find: be consistent Publish your policies Educate employees Train managers Monitor the Web about your company
Internet Screeningby the Numbers
79% of surveyed U.S. employees used the Internet to screen applicants
* Microsoft “Privacy Day” Survey, January 2010
75% of those employers had a screening policy in place
The C-Suite
HR teaching the C-suite how to lead enterprise social media engagement for their organizations
For Further Information or Questions, Please Contact:
Julia Zunich
Z Group PR, Inc.
950 West Bannock Street
Suite 1100
Boise, Idaho
83702
208.319.3554
Paul D. McFarlane
Moffatt, Thomas, Barrett, Rock & Fields, Chartered
101 S. Capitol Blvd., 10th Floor
Post Office Box 829
Boise, Idaho 83701
208.385.5429
1.800.422.2889