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The Social Media Guidelines
          X-Factor
                     Stuart Bruce
  Independent Communications Consultant and Trainer
                   Andrew Thomas
          Publisher, Communicate Magazine
                     Rebecca Pain
                  The Blueballroom
DO WE EVEN NEED SOCIAL MEDIA
        GUIDELINES?
WHY YOU NEED GUIDELINES
• People are doing it anyway – staff, suppliers,
  customers, competitors etc
• Reduce risk and enhance opportunity
VICTORIA DEPARTMENT OF JUSTICE
          AUSTRALIA
KEY PRINCIPLES
•   Empowering and enabling
•   Helpful
•   Opportunities and risks
•   Professional and personal
WHO HAS GOOD GUIDELINES?
•   Lots of technology companies:
     –   Sun, Microsoft etc... But what about Apple?
•   Some government/public sector:
     –   US Army and Navy, UK Civil Service
     –   Department of Justice, Victoria, Australia
•   The media:
     –   BBC
•   Others:
     –   KPMG
•   http://m.youtube.com/#/watch?v=8iQLkt5CG8I&desktop_uri=%2Fwatch%3Fv%3D8iQLkt5CG8I
•

•   http://m.youtube.com/#/watch?v=C7U-Qzn_FLo&desktop_uri=%2Fwatch%3Fv%3DC7U-Qzn_FLo
    http://m.youtube.com/#/watch?index=2&list=UUoqEgi6_GNQ-
    HjqLxvufWbg&feature=plcp&v=kfbV6FGix24&desktop_uri=%2Fwatch%3Fv%3DkfbV6FGix24%26list
    %3DUUoqEgi6_GNQ-HjqLxvufWbg%26index%3D2%26feature%3Dplcp

•   http://m.youtube.com/#/watch?v=gr34T2TIioo&desktop_uri=%2Fwatch%3Fv%3Dgr34T2TIioo
MY PERSONAL OPINION?
• “All tweets are in a personal capacity”
• “The views are expressed here are mine and
  don’t reflect the views of my employer”
NEED FOR MULTIPLE GUIDES
• Core principles for everyone
• Help and support for everyone
• Guidelines for ‘official’ spokespeople
OFFICIAL SPOKESPEOPLE
“If you can trust your CEO or a director to do a
   journalist interview or even a live broadcast
      interview, why can’t you trust them on
                      Twitter?”

Betony Taylor, Global Media Relations Manager
      Social Media, Digital Innovation & Brand
                                      HSBC plc

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Social Media Guidelines X-Factor, panel discussion at Social Media in a Corporate Context

  • 1. The Social Media Guidelines X-Factor Stuart Bruce Independent Communications Consultant and Trainer Andrew Thomas Publisher, Communicate Magazine Rebecca Pain The Blueballroom
  • 2. DO WE EVEN NEED SOCIAL MEDIA GUIDELINES?
  • 3. WHY YOU NEED GUIDELINES • People are doing it anyway – staff, suppliers, customers, competitors etc • Reduce risk and enhance opportunity
  • 4. VICTORIA DEPARTMENT OF JUSTICE AUSTRALIA
  • 5. KEY PRINCIPLES • Empowering and enabling • Helpful • Opportunities and risks • Professional and personal
  • 6. WHO HAS GOOD GUIDELINES? • Lots of technology companies: – Sun, Microsoft etc... But what about Apple? • Some government/public sector: – US Army and Navy, UK Civil Service – Department of Justice, Victoria, Australia • The media: – BBC • Others: – KPMG • http://m.youtube.com/#/watch?v=8iQLkt5CG8I&desktop_uri=%2Fwatch%3Fv%3D8iQLkt5CG8I • • http://m.youtube.com/#/watch?v=C7U-Qzn_FLo&desktop_uri=%2Fwatch%3Fv%3DC7U-Qzn_FLo http://m.youtube.com/#/watch?index=2&list=UUoqEgi6_GNQ- HjqLxvufWbg&feature=plcp&v=kfbV6FGix24&desktop_uri=%2Fwatch%3Fv%3DkfbV6FGix24%26list %3DUUoqEgi6_GNQ-HjqLxvufWbg%26index%3D2%26feature%3Dplcp • http://m.youtube.com/#/watch?v=gr34T2TIioo&desktop_uri=%2Fwatch%3Fv%3Dgr34T2TIioo
  • 7. MY PERSONAL OPINION? • “All tweets are in a personal capacity” • “The views are expressed here are mine and don’t reflect the views of my employer”
  • 8. NEED FOR MULTIPLE GUIDES • Core principles for everyone • Help and support for everyone • Guidelines for ‘official’ spokespeople
  • 9. OFFICIAL SPOKESPEOPLE “If you can trust your CEO or a director to do a journalist interview or even a live broadcast interview, why can’t you trust them on Twitter?” Betony Taylor, Global Media Relations Manager Social Media, Digital Innovation & Brand HSBC plc