Building Effective Social Media Policies

Building & Enforcing
Effective Social Media Policies

Presented by:
Alan Webber, Principal Analyst, Altimeter Group
Devin Redmond, CEO & Co-founder, Social iQ Networks

Protecting Social Brands

 Introductions 2013 Finalist:
Most Promising Start-up

 Why you need social media policies

 The role of training

 Why you need technology guardrails

 Conclusion
“Social media is the modern Pandora’s box: It has had a meteoric rise
as a tool to interact and engage with customers, but also a dark
underside exposing companies to new types of risk.”

“Guarding the Social Gates: The Imperative for Social Media
Risk Management,” August 9, 2012

Confidential Slide 2

Weathering The Storm:
Building and Enforcing Effective Social Media Policies
Alan Webber, Principal Analyst
@alanwebber | roninresearch.com

January 30, 2013
© 2012 Altimeter Group

CEOs now see “Leading Through Connections,”
IBM, 2012 (n=1700 CEOs

technology worldwide)

change as the
#1 factor
impacting their
organizations
“Leading Through Connections,” IBM,
2012 (n=1700 CEOs worldwide)

4

Social media is a global phenomenon

5 Source: comScore Social Media Matrix, December 2012

CHAOS
THE INHERENT
UNPREDICTABILITY IN THE
BEHAVIOR OF A COMPLEX
SYSTEM

6

Errant Tweets

7

Errant Tweets

8

Saving Face


Sexist ASUS Tweet


Just Jeans Hoax


Image by Mark Garbowski used with Attribution as directed by Creative Commons http://toomuchglass.net/2010/12/02/la-la-la-la

We’re Tuning Out the Noise

Types Of Social Media Policies

1) Company Policies
2) Employee Guidelines
3) Customer and User Policies


Image by Coda2 used with Attribution as directed by Creative Commons http://www.flickr.com/photos/coda2/1464215675/

Company policies are about
protecting the brand

Company Policies

1. Protect the brand by clearly laying out acceptable
use on behalf of the brand
2. Identify responsibilities and channels
3. Identify issue and crisis processes and
responses

16

IT’S ABOUT THE
COMPANY CULTURE AND
BRAND VALUES, NOT
LEGALISTIC POLICIES

17

Zappos’
“Be real and use your best
judgment”

18

FORD
1) Be honest about who you are
2) Make it clear the views expressed are yours
3) You speak for yourself, but your actions represent those of Ford
4) Use your common sense
5) Play nice
6) The Internet is a public space
7) The Internet remembers (i.e. “Whatever happens in
Vegas…stays on Google)
8) An official response maybe needed
9) Respect the privacy of offline conversations
10) Same rules and laws apply: new medium, no surprise
11) When in doubt, ask

19

Could Happen To Anyone


Company Policy Best Practices

1. One policy to govern them all
2. Cover scope, purpose, and responsibilities
3. What is good usage and inappropriate usage
4. Focus on providing examples

22

Image by Lilmsmrtas used with Attribution as directed by Creative Commons http://www.flickr.com/photos/lilmsmrtas/3737603903/

Employee guidelines are about
finding balance

Employee Guidelines

1) What an employee can and cannot (or should
and should not) say about the company on social
media – NLRB guidelines
2) Best practices for protecting themselves (and the
company) on social media

24

Define Expectations For Employees

Examples of Social Media Guidelines created by
Intel and Cisco

25

Personal Becomes Brand Quickly


Employee Guidelines Best Practices

1) Have them
2) Cover both company and personal platforms
3) Be clear about the separation between company
and personal
4) Train all employees on them

28

Image by Photolifer used with Attribution as directed by Creative Commons http://www.flickr.com/photos/marcgautier/5980224854

External guidelines provide
guardrails for appropriate use

Customer And User Policies

1. Specific to the platform
2. Misuse of the brand
3. Incorrect, misleading, or false information

30

Protect With External Facing Policies

Walmart published a SeaWorld defines community
disclosure policy for its Moms expectations on its social media
program. properties, e.g. blog.


Managing The Commons


Customer And User Policies Best Practices

1. Clearly establish your rules
2. Don’t delete all negative comments
3. Enforce the rules
4. Prepare for an issue or crisis

33

What It Means

1) Have a brand appropriate version of all three
2) Update and change for new platforms and
shifting needs
3) Train employees on all three, but focus on
building judgment

34

Three Areas to Apply Tech
1. Employees using social networks

2. Employees using company social accounts

3. Audiences engaging on company social accounts


Technologies
1. Web gateways (company network / device)
◦ Productivity controls by network, app, or time quota
◦ Security controls to keep employees from bad places
◦ Data controls to keep sensitive data from leaving

2. Listening platforms to detect bad / illegal
conversations in PUBLIC forums

3. Social iQ Networks SocialDiscover to find
employee accounts that are intentionally and
openly representing the brand


Technologies
1. Marketing Suites
◦ Workflow for publishing
◦ Quality campaign and content management
◦ Analytics and ROI measurement

2. Social Account Level Controls

3. Application control on the account itself

4. Content and conversation compliance


① Symptom:
• Poor admin access
control causing a
Rogue & Compromised Admins
mess…
• MLB admin not de-provisioned (pages MLB had admin
rights to were also compromised in stunt)
• Agency employee with admin access to Pfizer page was
compromised allowing Pfizer to be compromised

② Cause: SiQN Solution:
ProfileLock detects
• Admin provisioning is easy tampering and
and not governed… remediates content

Any Facebook user can be made admin anytime

Slide 38

① Symptom:
• Accounts will have multiple apps, not
managing that creates more mistakes Unmanaged App Access
• One KitchenAid admin via a mobile app
and compliance violations (authorized on work and personal accounts)
• Agency employee with publishing app
authorized on multiple work and personal
accounts

② Cause:
SiQN solution:
• Lack of awareness / management of Publishing App policies

multiple apps
• Workflows in a publishing app doesn’t
manage your other apps…

The app authorized
on personal and
private account

Slide 39

① Symptom: ASB Upholds
Complaint Against
• Increasing regulatory and Foster’s Facebook
Comments
compliance focus, fines,
roadblocks
Novartis Slapped
• No proof of coverage (process, by the FDA

remediate, discovery)

① Cause:
• Manually moderating content via
outbound posts only (poor content
coverage, low scale, doesn’t cover all
vectors of content)
SiQN Solution:
• Missed accounts, publishing workflow Compliance and
bypassed with other apps Archiving policies

• Lack of common enterprise archiving of
content with pre-built classification tags
(smart archiving is import for usability
and proof of coverage) Slide 40

1. Have an Acceptable Content Use Policy

2. Have the ability to respond to audiences via your
marketing or engagement platform

3. Have the ability to detect and automatically remove
abuse, exploits, offensive content, and sensitive
information that is commented, replied, messaged,
and wall posted on your accounts


① Symptom:
• Bad dialogue on pages causes social
crises for the brand
• Accidental brand post ignites a crisis
• Exploitative, abusive, or inappropriate One Company – Two Very Different
Brands and Audiences
content creates liability • Social teams need to apply different
moderation rules to create openness for
some and protection for others

② Cause:
• Manually moderating spam, malware,
pornography, profanity is taxing social
teams / cannot scale and is bad
resource usage
• Missing just one tweet or post can
SiQN Content Moderation Counter
jeopardize a brand’s reputation, ignite a
• The ability to see how removing
crises, and result in significant cost security/inappropriate content saves a brand
• Over 5% of Social traffic is now SPAM time and money

and Malware (source: Sophos) Slide 42

1. Set clear guidelines with real world examples

2. Apply those guidelines to the appropriate channels and
demographics

3. Use technology as the guardrails to keep your
guidelines on track


44

THANK YOU

Alan Webber Devin Redmond
alan@altimetergroup.com devin@socialiqnetworks.com
roninresearch.org socialiqnetworks.com
Twitter: alanewebber @SocialiQNet


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