Social Media for Utilities: Cheat Sheet
prepared by the Law Offices of Carolyn Elefant, Washington D.C. copyright 2012
www.carolynelefant.com carolyn@carolynelefant.com @nxtgenenergylaw
30 SM Mentions by Topic IN PUC DECISIONS 2009-11
Consumer Ed (DSM/EE, Green & Smart Grid) 19
20 21 3% Crisis Communication 5
6% Discovery/Litigation 3
10 10 6% 3% Customer Complaints 2
6% Consumer Ed: Low income options 2
0 4 Subject of Training 2
2009 2010 2011 9% 54% Rate Cases 1
Siting (to give warning) 1
Social Media Mentions in State Commission Decisions 14%
Social Media Policy
Regulatory TrendS LEGAL TRENDS Do’s & Don’ts
• SM for crisis communication & complaints: optional • NLRB & workplace condition v. griping
or required? • GINA regulations 1. DO lay out general guidelines
• Branding v. education • Employee recruitment practices and goals (transparency,
• Quality v. quantity as metric for success (# of fans v. • 3rd party SM background checks and FCRA engagement, civility, & WWIDIRL
“market transformation”) • Ownership of social media accounts standard)
• User-generated content issues: privacy and big $s in • FTC disclosure requirements 2. DO distinguish between personal
big data • Like-gating & professional use
• Universal service • Competitive intelligence 3. DO coordinate with existing
• Social media for stakeholder engagement & exparte • SEC, FINRA & Dodd-Frank policies on employment, affiliate
guidance • Information security code of conduct, privacy and
• Record-keeping and monitoring records retention
4. DO have legal counsel & risk
SOLUTIONS management review
• Get out in front 5. DO clarify that social media
policy applies to vendors
• Mobile apps - universal service 6. DO update and review policy as
• Collaborative best practices and metrics for law changes/clarifies
effectiveness 7. DON’T reinvent the wheel
• Internal coordination - social media czar? 8. DON’T forget, social media isn’t
• Goal-centric approach to social media Las Vegas!
• Social media policy, SM TOS & training
Samples: socialmediagovernance.com/
policies.php
Big picture trends
WHY social media poses • Search v. discovery
challenges for the regulated
utility industry • Post-PC era: mobile & apps
Third-party platforms + User-generated content • Ratings v. brand
=
LOSS OF CONTROL