While engaging with your audiences and stakeholders on social media channels seems like a very external activity, how you operate behind the scenes and function as an organization has major implications on your ultimate success and requires attention from the start. Engaging in the social media space often requires shifts within the organization including but not limited to the creation of new full-time positions, reporting structures, cross-functional teams and the development of new guidelines, policies and processes. Employees across all areas of an organization need to clearly understand their limitations and obligations when participating on social media channels both professionally and personally. In this session Mike Kujawski will cover the latest trends that show how organizations are structuring themselves, the types of positions they are creating and how they are building capacity for sustainable ongoing digital engagement.

1. Trends in Social Media Governance & HR
@mikekujawski
Partner & Senior Consultant, CEPSM

3. WHYis governance & HR important?

6. 3%
14%
26%
26%
25%
6%
In organizations with >1000 employees

7. Quick Poll

9. Quick Poll

12. New Resources

13. 21%
18%
14%
14%
13%
13%
7%
Community Management
Social Media Management
Business Unit Liasing
Content Strategy
Social Strategy
Social / Data Analysis
Education & TrainingManagement

21. WHYare guidelines, policies and terms of use important?

22. For your own
Protection

23. Key Golden Rules
1.Be responsible
2.Be respectful
3.Think twice before posting
4.All employees are liable for their posts

24. Uh oh!!!!

26. 87%
Of Canadians are online

27. 23%
Regularly create original content and share it

28. 15%
Share “everything” or “most things” online

29. However, EVERYONE now has a
Digital Footprint

30. EXAMPLESof digital footprints catching up with people

31. Example 1: Toronto Firefighters

32. Example 2: Hamilton City Worker

33. Example 3: Public Shaming

34. CONTEXTand key definitions surrounding usage

35. Work vs. Life
•1900’s: Work
•1950’s: Work-life separation
•1970’s: Work spills into life
•1980’s: Work-life balance
•2000’s: Life spills into work
•2010-Now: Work-life blending

38. Types of Usage
•Official:Approved and authorized use of social media for your organization’s delivery of operations and services
•Professional:Use of social media for professional purposes that comes from your own personal account rather than your organization’s official account(s)
•Personal:Use of social media that is not for organizational/professional purposes

40. Legal Issues
•So called “private” social media settings not protected by privacy law
•Contact list disputes
•Collective bargaining
•Preserving evidence

41. Legal Issues
•Unionized vs. non-unionized staff
•Grounds for off-duty conduct dismissal:
1.Conduct has direct impact on organization*
2.Conduct reveals character that is inconsistent with organization’s values

42. LEGALCanadian Case #1
EV Logistics v. Retail Wholesale Union, Local 580
Issue: Offensive remarks posted on employee’s personal blog
Verdict: Dismissal reduced to suspension

43. LEGALCanadian Case #2
LougheedImports Ltd.
Issue: Derogatory remarks about employer posted on Facebook
Verdict: Dismissal upheld

44. LEGALCanadian Case #3
Alberta v. Alberta Union of Provincial Employees of Alberta (R. Grievance)
Issue: Derogatory remarks about employer posted on blog
Verdict: Dismissal upheld

45. LEGALCanadian Case #4
Canada Post Corp. v. Canadian Union of Postal Workers
Issue: Derogatory remarks about employer posted on Facebook
Verdict: Worker was fired

46. LEGALCanadian Case #5
Frangionev. Verdongen
Issue: Plaintiff sough damages for personal injuries
Verdict: Plaintiff ordered to disclose all Facebook posts (including those that were set as “private”)

47. LEGALCanadian Case #6
Chatham-Kent v. National Automobile, Aerospace, Transportation and General Workers Union of Canada
Issue: Care-home employee blogged about residents
Verdict: Employee was terminated from her job

48. LEGALCanadian Case #7
International Union of Elevator Constructors, Local 50 v ThyssenKrupp Elevator (Canada) Ltd
Issue: Employee posted explicit video of his work related injury
Verdict: Employee dismissed

49. REMINDERSto keep your employees on track

50. Read and understand
Existing Policies

51. Be aware that employers can
Monitor You 24/7
•This is not limited to work

52. Your Posts are Public
Or will be soon if they aren’t already
•Employ this mindset when working online
•Understand that “private” settings don’t necessarily protect you in court

53. If you’re unsure,
Ask Before You Post
•Ask your Supervisor
•Ask your HR rep

54. Use caution and good judgment
We Trust You

57. Q & A

59. Mike Kujawski
Phone: 613.491.1348
E-mail: mikekujawski@cepsm.ca
Blog: mikekujawski.ca
Twitter: @mikekujawski
Website: cepsm.ca
Google: “mike kujawski”