It’s the norm for employees to engage directly with clients on Facebook and Twitter as an expansion to its customer service and web presence. These staff members are usually the ones hired specifically to steer social media for the business, or it’s a part of their larger job role. But more companies are realizing enterprise social networking can boost their online reach, bringing competitive advantages—from keeping customers and gaining new ones to strengthening its brand and industry leadership. Yet social media engagement gets choppy shared across many departments, offices, and countries of a large, regulated organization. Do you allow every employee to post on behalf of your brand? How do you manage risk amidst a sea of posts, comments, and tweets while keeping it conversational? Can your regulated business benefit from going social? To answer these questions and more, we’ll explore an enterprise social media strategy for regulated businesses. We gathered a panel of experts who are captains of the social industry to discuss: -Aligning your social media strategy with your business goals -Educating the C-suite and partners on social enterprise opportunities, objectives, risk management, and implementation -Selecting the tools to monitor social exchanges and customer feedback -Assigning a team to own, manage, and train employees on the social program -Establishing a clear social media policy that incorporates existing company communications, HR guidelines, and industry regulations

1. Charting the Course for Enterprise Social Media
in a Regulated Industry
#SMTLive

2. Thanks to Our Sponsor
@Actiance
actiance.com

3. Join the Conversation…
#SMTLive

4. #SMTLive
Our Speakers
Joanna Belbey As Social Media and Compliance Specialist for Actiance, Inc, Joanna Belbey helps
regulated firms use social media effectively while complying with rules and regulations. Joanna is an
enthusiastic user of social media and her background includes leading the development and delivery of
more than 350 educational programs per year for Financial Industry Regulatory Authority
(FINRA). Follow her on twitter: @Belbey
Tom Chernaik, CEO of CommandPost/CMPLY, Inc. For more than 20 years, Tom Chernaik has
worked with leading brands focusing on innovation and insight in marketing, law, social media and
entrepreneurship. With a vision for addressing marketer concerns regarding compliance, Tom initially
launched CMP.LY in 2009. Since then, he has grown the company – rebranded as CommandPost –
into a comprehensive social media solutions provider. @CMPLYTom
DeShelia Spann is Digital Marketing Manager at Eaton and directs their employee advocacy initiative.
Through the Eaton Brand Advocacy Program employees are inspired to engage their networks with
relevant content promoting Eaton’s business and the power management industry while gaining insight
to company and departmental news. Follow her blog Life UnDoc’d
and on twitter @DeSheliaSpann
Paul Gillin, moderator, is a writer, speaker and online media consultant who specializes in social
media and content marketing. He is a prolific writer who has published five books and more than 300
articles since 2007, including the monthly New Channels column in BtoB magazine for 7 years. Paul is
a veteran technology journalist with more than 25 years of editorial leadership experience. His website
is gillin.com & he blogs at paulgillin.com & Newspaper Death Watch. Twitter: @pgillin

5. 5
Wikis
Public
Instant
Messaging
Industry
Networks
Web
Unified
Communication
Future
Social NetworksCollaboration
Today’s social
business
can’t use
just one
collaborative
technology
to keep its
employees
connected
– it needs to
use them all.
@belbey #SMTLive

6. 6
Leads to Several Challenges
COMPLIANCE
• Regulations
• Corporate Policies
• Legal Hold
SECURITY
• Feature Control
• Data Leakage
• Incoming Threats
ENABLEMENT
• Complexity
• Adoption
• ROI
@belbey #SMTLive

7. 7
1. Keep adequate records
2. Have an appropriate use policy and
train employees
3. Supervise and monitor
Your Action Plan for Social Media Compliance
@belbey #SMTLive

8. COMMON MYTHS
• We are regulated, therefore we can’t engage in social media
• Regulators have not given clear guidance
• I can’t enable my employees without creating unnecessary risk
• We can’t share interesting/relevant 3rd party content
• We can’t measure the ROI of social media
For More Information: www.GetCommandPost.com

9. REGULATOR ACTIVITY - WOM & SOCIAL
• FTC Testimonial and Endorsement Guidelines
(2009)
• FTC .Com Disclosure Update (March 2013)
• FINRA Regulatory Notice 10-06 (Jan 2010)
• FINRA Regulatory Notice 11-39 (Aug 2011)
• FFIEC Final Guidance (Dec 2013)
• SEC Guidance Update (March 2013)
• SEC Netflix Report (April 2013)
• SEC JOBS Act related updates (Summer 2013)
• SEC Hyperlinked Disclosures CDI (May 2014)
• FDA Social Media Guidance Drafts (June 2014)
• NLRB (ongoing)
For More Information: www.GetCommandPost.com

10. COMMON REGULATOR THEMES
• Social media is subject to the same rules that apply to
traditional media
• Establish documented policies and procedures
• Train representatives and agencies - aware of responsibilities
• Disclose/disclaim to avoid entanglement & adoption
For More Information: www.GetCommandPost.com

11. Eaton is a leading
power management
company We help the world use
electrical, fluid and
mechanical power more
reliably, efficiently, safely
and sustainably

12. We provide reliable, efficient, safe
and sustainable power
management for…
Buildings
Transportation
Industrial and
Machinery
Information
Technology
Infrastructure
Energy and Utilities
Publicandprivatesectors

13. Eaton and social media compliance
• Through its focus on compliance, Eaton strives
to:
– Adhere to the global guidelines for social media
rules and regulations
– Protect intellectual property and privacy issues,
both internally and for third parties
– Maintain financial disclosure for securities laws
and regulations, etc.
– Educate employees on Eaton’s social media policy

14. Thanks to Our Sponsor
@Actiance
actiance.com

15. #SMTLive
Tweet Now For Your Chance to Win a
Free Ticket to The Social Shake-Up!
#SMTlive Audience: Tell us why you want to go
to The Social Shake-Up 2014 to be entered for a
chance to win. Tweet:
“I want to go to #socialshakeup because…”

16. Our Summer Schedule is Up…
Join us every Tuesday starting July 8th for your
weekly dose of #smtlive.
We’ll cover topics like:
• Data: How to Gather Actionable Insights from Your Social Data
• Content Marketing: Is 2014 Really Shaping Up to Be The Year of Video?
• Customer Service is the New Marketing: Turning Satisfaction Into Sales
• Allocating Resources Across the Marketing Mix: Where to Spend Socially
Reserve your spot here: socialmediatoday.com/best-thinkers-webinar-series
#SMTLive