Policies, pitfalls, dangers, how to avoid them and make positive use of social media in small business

2. ‘Socialnomics’ – it’s not a fad

3. SOCIAL MEDIA – what worries you?- worse case?- risks?- how managed?- DR (‘disaster recovery’)- what’s your policy on email, internet use, phone?

4. Recent Facebook controversies…- buyers agents felt attacked- tagging wrong agent deliberatelyTurning it round can make it even better…

6. Be aware, but not neurotic- check tweet streams- don’t hide head in sand- use opportunity to respond- manage PR/brand issues

7. SOCIAL MEDIA – what it can do- Connect you to many people- PR disasters are passed on…- addictive, time wasting for staff- inappropriate comments/images- unprofessionalism

8. Heather Armstrong, dooce.comIn February 2001, I launched dooce.com as a place to write about pop culture, music, and my life as a single woman. I never expected more than a couple of dozen people to read it. A year later I was fired from my job for this website because I had written stories that included people in my workplace. My advice to you is BE YE NOT SO STUPID. Never write about work on the internet unless your boss knows and sanctions the fact that YOU ARE WRITING ABOUT WORK ON THE INTERNET. If you are the boss, however, you should be aware that when you order Prada online and then talk about it out loud that you are making it very hard for those around you to take you seriously.

9. Ellen Simonetti- Queen of Sky blog“diary of a dysfunctional flight attendant”- after therapy, advised to talk about it - never mentioned company name- fired for suggestive poses in uniform=> companies need clear policies

10. Geoff Hutchison – Twitter While Mr Abbott appeared on the ABC's Q and A program on Monday night, Hutchison used his Twitter account @hutchabc to unleash several tweets criticising the Liberal leader.Hutchison made fun of Mr Abbott on Twitter, saying: "I have gay Muslim friends says Tony. But I don't really like them."He also wrote that Mr Abbott had said homosexuals were "morally dubious, but big tobacco is all right by me“.

11. 1. Fired for Facebooking - sickie2. Saying the job is boringthere’s a web site! … and of course a facebook group Hint to employees: If you say you're sick, don’t use Facebook. A Swiss woman was fired for doing just that, the BBC reports. She claimed her migraine prevented her from working on her computer and asked to lie in a darkened room—where she accessed Facebook through her iPhone. She asserted her innocence, and accused the company of creating a fake Facebook account to spy on her.

12. 3. Bagging clients on Facebookfired for venting her spleen…a couple came in for lunch and stayed for three hours - forcing her to work an hour past her quitting time.And they left her a tip she thought was pretty measly - $5.Johnson did what most folks who need a good rant do nowadays. When she got home, she went on Facebook. "Thanks for eating at Brixx," she wrote, "you cheap piece of ---- camper.”

13. How to avoid being fired for Facebook anything you write is ‘front page news’- get permission- careful posting, remove comments that could cause probs- don’t disclose personal info- monitor, be considerate- don’t discuss confidential info- be careful who you mix with

14. Other ethical dilemmas…?Sifting applicants by FB page profilesAsking staff to use their personal FB pages for business

16. Developing a Policy - process- What are you trying to achieve?- What are your concerns?- Involve - Enforce- Evolve

17. Developing a Policy - elements- who is responsible?- what platforms/why?- measured – how?

18. Developing a Policy – measurement 1- Marketing goals- fans, followers, interactions- PR, influencers - leads/enquiries - new/repeat business- others?

19. Developing a Policy – measurement 2- 63% online search -> offline purchases- CPM / CPC / CTR- other marketing activities

20. Developing a Policy – measurement 3- BUY IN from organisation- Outsource set up/ongoing?- Insource?

21. Developing a Policy – measurement 4- Facebook- insights, posts… - Blog – comments, SEO, … - SocialMention.com - Klout Score - Hootsuite Tools - Google Alerts - Radian6

22. Developing a Policy – fundamentals- COLLABORATIVE- POSITIVE (teaching)- PUBLIChttp://laurelpapworth.com/enterprise-list-of-40-social-media-staff-guidelines

23. Developing a Policy - examples- Sun Microsystems- LaurelPapworth.com- IBM’s guides- US Airforce guides http://laurelpapworth.com/enterprise-list-of-40-social-media-staff-guidelines

24. Developing a Policy – SUN / ORACLE- encourage interaction from staff- follow the code- protect confidential info- don’t comment on M+A- don’t discuss future offerings- nothing inflammatory/objectionable- don’t speak for Oracle- nothing anonymous- respect © www.sun.com/communities/guideliness.jsp

25. Developing a Policy – IBM- comprehensive- personally responsible- respect © and confidentiality- don’t cite clients- respect- no fighting- add value- use disclaimers- identify yourself etc etc….www.ibm.com/blogs/zz/en/guidelines.html

26. US Airforce ‘New Media Policy’ >>>

27. US Airforce ‘Blog Assessment >>>

28. Developing a Policy – let’s do it!- define the risk (the negative)- define the purpose (the positive)- what platforms? Who? When? How often?- what metrics? Control + review?

29. THANK YOU! - and all the best with policy!- for these slides, contact me…charlie@reiwa.com.au0411 092 669