social media management by dominic sparkes at smwf
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TRANSCRIPT
Dominic Sparkes, CEO & Founder
1,000,000’s messages moderated
60+ clients
50 platforms
15 languages
140 staff
24 / 7 / 365
We spend our time
managing social
media…
Since 2003, brands have entrusted their reputation to Tempero…
Explore the legal & ethical framework of SM marketing
Slight change to format today…
Joined by:
Kate Atkin, Partner, M Law
What legal and ethical issues should be considered?
Why consider them?
Recent changes to the ASA guidelines
Common pit-falls and how to avoid them
This is an open debate with free legal advice
Questions at any point please.
The next 30 mins…
Legal
- Copyright
- Contempt of Court
- Libel
- Trading laws
- Privacy
Industry Compliance
- ASA (Cap codes)
- DMA (Code of practise)
- Portman Group (Responsible marketing of Alcoholic
drinks in Digital Media)
- UKCISS (Moderation & social networking guidance)
Ethical & Practical
- Honesty & Transparency (Trust, Integrity, Respect,
Privacy)
- Moderation
- Resourcing
What needs to be
considered…
Legal
In UGC land you may be seen in law as a Publisher & Editor
-Copyright
- Video, brands or trademark characters as avatars risk
areas
- EU E-Commerce directive may protect you
- Quality not quantity is looked at. Tweets are not too
short to infringe copyright
-Contempt of Court
- Users often don’t realise they are in contempt
- Some purposefully try to sabotage court orders
- Notice & take down is vital
** Are these issues more or less of a risk on 3rd party sites
such as Facebook? **
What needs to be
considered…
Legal
- Libel
- New proposals aim to encourage freedom of speech
- Libel tourism hopefully reduced
- Claim only first publication (unless material difference)
- Non jury trials
- Trading laws
- OFT robust enforcement action
- Handpicked Media
- ‘The snow covered Lapland village’
- Consumer Protection from Unfair Trading Regulations
- Privacy
- Cookies and the new e-Privacy Directive
** Is our right to be forgotten a restriction of trade? **
What needs to be
considered…
Industry Compliance – ASA / CAP Codes
-Expanded to now encompass elements of UGC
-This means social media sharing features, user generated
content and marketing comms in non paid-for spaces fall
under the code
-Tweets should clearly state marketing intention (link to terms
and conditions for example)
-Inaccurate claims by users endorsed by brands fall foul
-Retweets of offers must be relevant and true
-Moderation must be sensitive to removing all negative
content
What needs to be
considered…
Ethical & Practical
-For outreach honesty & transparency are key
-Review WOMMA’s code - Trust, Integrity, Respect, Privacy
-Moderation is a useful if not essential layer of protection
-Consider resourcing early as managing social media
effectively needs skilled staff
What needs to be
considered…
It takes 20 years to build a reputation and five minutes to
ruin it.
If you think about that, you’ll do things differently.
Warren Buffet
Why consider these
issues?
Office of Fair Trading
- Hand Picked Media
Brand reputation
- DKNY
Ethical
- Kenneth Cole
Why consider these
issues…
Office of Fair Trading
- Hand Picked Media
Why consider these
issues…
“Please note that Drew
Brees is a paid endorser
for several companies
and promotes them
through his social
media. For a complete
list, please visit
www.drewbrees.com
and click on the
Disclaimer section. “
Thursday 3rd Feb
Thursday 3rd Feb
Thursday 3rd Feb
Be prepared
• Review the objectives
• Create guidelines for process, moderation & tone of
voice
• Review time and resource
Common pitfalls &
how to avoid them
Responding is vital
• This is customer service whether you like it or not
• Respond quickly
• Respond with care
Publishing
• Hijacking inappropriate topics is a big no no
• Publishing at inopportune times reduces value
• Over 90% of retweets and replies occur in the first hour after
a tweet is published)*
• Over publishing is annoying & a waste of resource (1 FB
update, 4 tweets a day is a good average to use)
*AccuraCast 10/10
Content
•Content needs to be viable (relevant, up to date, useful)
•Avoid spam dressed up content
•Check your facts (even the smallest detail can cause
problems)
•Don’t confuse quantity with quality (RQIV)
Common pitfalls &
how to avoid them
Managing Risk
•Carry out a risk assessment to evaluate the potential issues
•Be prepared to manage a social media crisis.
•Create your own internal guidelines for what is and isn’t
acceptable (keeping the (fuzzy) law in mind)
•Create and publish clear, non legalese terms & conditions so
your users know the rules
•Implement a robust notice and take-down procedure - robust
means it must stand up to scrutiny and actually work!
•Encourage users to highlight inappropriate material
•Don ’ t over moderate – you’ll kill your community (and
possibly fall foul of the cap codes)
Social Media
management 2 routes to providing Social Media management
In-house
• Recruit new staff or use your existing team
• CRB check them if the content is mainly for children
• Create the guidelines
• Define escalation procedures
• Create a moderation rota that considers sickness & tech
issues
• Train the staff on the guidelines and technology
• Ensure user comms are set up
• Create standard responses
• Have legal advice ready if needed
• Assign a manager that can make key decisions
• Ensure consistency between staff
• Regularly review guidelines and procedure
Social Media
management 1 easy solution…
Get someone else to do it!
Thank you for your time
For further information please contact:
@domsparkes / @ temperoUK
www.tempero.co.uk
20 7278 3222
www.mlaw.co.uk
020 7927 6240
The key elements of Social Media Management
The key elements of
Social Media
management
1. Preparation
2. Moderation
3. Management
4. Technology
5. Reporting
The key elements of
Social Media
management
Resources:
social-media-governance.com/policies.php
Preparation
• Objectives (Cost, impact and outcome)
• Risk Assessment (Content, users, technology, staff)
• Customer-facing Terms & Conditions / House rules
• Moderation guidelines
• Editorial guidelines / tone of voice
• Escalation paths
• Technology
• Risk mitigation & crisis plan (find the weakest link)
The key elements of
Social Media
management
Moderation
• As much about content curation as editing and deleting
• More skilled than many think
• 3 styles – pre, post and reactive
• Moderators need life-skills, attention to detail and patience
• Audit trail helps quality control
• Remit needs to be clear (user comms, admin rights etc)
• Support will be required
• Consistency is vital
The key elements of
Social Media
management
Resources:
Emint.org.uk
Management
Two key functions (although split differs from company to
company)
Community Administration
• Setting up the technology
• User and admin accounts
• Quantitative reporting
• Managing rotas
Community Management
• User comms
• Engagement
• Qualitative reporting
• Supplier management
• Central role for stakeholder contact
Technology
• Platform – what moderation and management tools
exist?
• Moderation plug-ins (Conversocial, Syncapse)
The key elements of
Social Media
management
Resources:
conversocial.com
profiler.conversocial.com
The key elements of
Social Media
management
Technology
• Publishing tools (e.g. for Twitter & Facebook)
• Bespoke
• Full Social CMS (Lithium, Scroon, Crisp Thinking)
• Monitoring (Brandwatch, Radian 6, Buzzmetrics)
Reporting
• What is really needed?
• Data for data’s sake
• Garbage in garbage out