Social Media Policies, Procedures and Governance part 1: Employees
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Social media opens your brand up to risk of reputation damage. You can’t just stick your head in the sand and ignore the risks, and you can’t not participate. What questions do you need to ask your organization to make sure you’re reducing the risk of participation? Do you need a social media policy? How should you deal with issues that arise? How do you make sure your employees aren’t damaging your brand? How do you handle detractors? In Part 1 of this two-part breakout session offered at the 2015 iMedia Conference we looked at how to reduce risk of damage caused by employees (either inadvertently or on purpose). Learn strategies to develop policies and procedures around getting your governance ducks in a row, and educating and coaching employees to reduce risk to your organization.
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Social Media Policies, Procedures and Governance part 1: Employees
- 1. Social Media Policies, Procedures and Governance Nikki Van Dusen, MA President, NikComm Inc. iMedia 2015 Breakout Sessions
- 2. You and your Employees Part 1
- 3. Being active on social media is risky. Your employees are part of that risk.
- 4. Reduce risk caused: The organization Employees Your audience Risk Mitigation Governance Toolkit 4 Externally Internally {
- 5. Reducing Internal Risk Internal governance audit Policies Procedures Guidelines 5
- 6. Definitions Policy A course or principle of action adopted or proposed by a government, party, business, or individual. Something that requires lots of approvals 6
- 7. Definitions Procedure An established or official way of doing something. Something that requires only managerial approval. 7
- 9. Let’s deal with everyone else, shall we? Employees
- 10. Internal Research Existing policies & procedures What are you doing already? Internal stakeholders’ needs, wants, concerns Photo credit 10
- 11. Do you need a social media policy? No. You don’t have a “hipster skinny jeans policy” separate from your dress code, right? image via
- 13. Policies + procedures to examine HR ethics conduct IT device/equipment usage Communication spokespersons official channels Record-keeping 13
- 14. Develop guidelines and clarify How do the old rules apply to the new tools? Work with internal experts to decide 14
- 15. Final step: Internal communication plan Remember, you’re trying to change behaviour and culture a list of rules in a memo won’t cut it. How expensive will it be if it all goes sideways? 15
- 16. Case study Reduce risk Build momentum Empower the team
- 17. Case study Research Social media audit Audience research Employee surveys Analysis 3 Audiences: “everyone else” managers Champions 17
- 18. Case study Communicate Goals & Objectives staff know managers empowered no one screws up champions advocate Strategy light touch build momentum 18
- 19. Case study Communicate Tactics “Everyone else” Intranet articles (10) Education section Post-its Stickers 19
- 20. Case study Communicate Tactics Managers emails, meetings retreat presentation toolkit “swag heroes” 20
- 21. Case study Communicate Tactics Champions one-on-one emails “incentivised” with empowerment, training, eventual access 21
- 22. Case study Evaluate article reads section views employee indiscretions likes, follows, etc. prior to public launch rogue account creation 22
- 23. The organization can be part of the problem, too.
- 24. Social media and the workplace Common Craft video
- 25. Better security for spokespeople Educate and train spokespeople Centralize social media access Protect passwords sharing passwords is bad fake accounts are wrong Have an approval system Prepare for the worst 25
- 26. Social Content Management Do more with less Reduce risk
- 27. Social Content Managers Tools that facilitate monitoring, posting & engaging on multiple social channels and/or by multiple content editors 27
- 28. Social Content Managers Examples: Hootsuite 0-$$$ Buffer 0-$ Sysomos Heartbeat $$$ Radian6 $$$ HeyOrca $ Hubspot $$$ ... 28
- 29. Pros & Cons of Content Managers Time Money Resources Results Cross-posting Reporting Security 29