PRSA Presentation

SOCIAL MEDIA RISK January 13 th , 2010 Eileen Moore – Ice Miller Taulbee Jackson – President / CEO – Raidious Jeremy Dearringer –Director, SEO R&D, Slingshot SEO Kevin Bailey – President, Slingshot SEO 30 things every PR Pro Should Know

SOCIAL MEDIA RISK 1-10 Legal issues in social media Eileen Moore - Associate Counsel, Ice Miller

1. What is the client’s employee use policy? ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Does your client even have one?

2. Are there any compliance requirements? ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],You have to know your industry.

3. What is the client’s defamation liability? ,[object Object],[object Object],[object Object],[object Object],Has your client protected itself against liability for defamation?

4. How are your clients using consumer data? ,[object Object],[object Object],[object Object],[object Object],What is your client’s privacy policy and does it address social media?

5. Who owns the content? ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Does your client understand the Terms of Use for other platforms?

6. What is your client’s Terms of Use policy? ,[object Object],[object Object],[object Object],[object Object],[object Object],Are your client’s Terms of Use for all of its digital platforms up to date?

7. Is your client’s content actually theirs? ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],What steps has your client taken to avoid IP infringement?

8. Is your client’s content protected? ,[object Object],[object Object],[object Object],[object Object],[object Object],Has your client taken any steps to protect its intellectual property?

9 . Does your client have consumer permission? ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Is your client complying with Federal laws regarding privacy?

10. Is your client disclosing endorsements? ,[object Object],[object Object],[object Object],[object Object],Are there any pay per post disclosure issues?

SOCIAL MEDIA RISK – 11-20 Marketing strategy and execution issues in social media Taulbee Jackson - President / CEO - Raidious

11. Is the client listening to their customers? ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],How will the client monitor dialog?

12. How will we prioritize conversations? ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],What metrics or indicators can we use to prioritize response?

13. Where is the conversation already happening? ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Have we identified pre-existing groups to engage with?

14. Have all the right people approved the message? ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],How will client content be governed / approved?

15. How will we react to individual conversations? ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],How will the brand respond to known issues?

16. Where should we route internally for a response? ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],How will the brand respond to unknown issues?

17. Has the brand defined its own voice? ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Has the client defined an “Official” Brand Voice in social media?

18. Is the brand taking this stuff seriously? ,[object Object],[object Object],[object Object],Does the brand fully comprehend what is at stake in social media?

19. What is the online crisis response plan? ,[object Object],[object Object],[object Object],How will the brand respond to an emergency or a crisis online?

20. Is there an off switch on your social program? ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Does your client understand the infinite nature of viral communications?

SOCIAL MEDIA RISK 21-30 Kevin Bailey - President, Slingshot SEO Jeremy Dearringer - Director of SEO Research & Development

21. How will we mitigate negative SEO results? ,[object Object],Negative impact of undesirable organic search engine results

22. Are we managing reputation in search? ,[object Object],[object Object],[object Object],Google sees reputation management and PR a little differently…

23. Have we established identity control? ,[object Object],[object Object],Does someone outside your company control your brand’s identity?

24. Have we identified the right platforms? ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Which social media networks have the highest probability of ranking?

25. Have we maximized our SM SEO Value? ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Have we properly set up our social media accounts to drive rank?

26. Is there a link building strategy in place? ,[object Object],[object Object],The critical nature of outside influence in SEO

27. Have we addressed vertical SEO? ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Managing risk in vertical search

28. Have we analyzed current search trends? ,[object Object],[object Object],[object Object],Minimize risk with keyword research

29. How will we produce the content? ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],What resources are in place to produce content for SM platforms?

30. How will we identify what’s working? ,[object Object],[object Object],[object Object],Interactive marketing is an ongoing science experiment.

… Whew!! ,[object Object],[object Object],[object Object],THAT was a lot of information. . . Everybody catch all that?

SOCIALMEDIARISK.COM ,[object Object],[object Object],[object Object],[object Object]

THANKS FOR YOUR TIME TODAY ,[object Object],[object Object],[object Object]

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