Social Media Policy Guidelines

Document Sample
Social Media Policy Guidelines Powered By Docstoc
					  Social Media Policy &
       Guidelines
Managing the risks
and the conversation
  Lance Kissler
  Director of Marketing, Pacific University
  @lkissler
 15 Oct 2010 via American Optometric Association | Lance Kissler, @lkissler




                                      Who am I?
• Twitter                                                       • Facebook
   •    @pacificu                                                       • Pacific University
   •    @prsapdxmetro                                                   • Portland PRSA
   •    @pdxcommconf                                                    • CASE District VIII
   •    @case8
                                                                        • Inland Northwest
   •    @inhs                                                             Health Service
   •    @CHERSpokane
                                                                        • CHERSpokane
   •    @NWMedStar
                                                                        • Northwest MedStar
   •    @stlukesrehab
                                                                        • St. Luke’s
                                                                          Rehabilitation Inst.
15 Oct 2010 via American Optometric Association | Lance Kissler, @lkissler




  Why policies & guidelines?
• Protects the organization
• Protects the employees, volunteers
  and other constituents
• Establishes criteria for evaluating and
  engaging activity
• Demonstrates commitment to social
  media—focus on the positive
15 Oct 2010 via American Optometric Association | Lance Kissler, @lkissler




                    Recommendations
• Develop a policy
      • Gather input from various sources
      • Review policies from similar organizations
• Develop guidelines
      • Blend between the policy and the strategy
• Develop a strategy
• Measure and revisit frequently
15 Oct 2010 via American Optometric Association | Lance Kissler, @lkissler




                                            Policies

• Set parameters for employees who
  use social media at work
      • Personal use
      • Professional use
• Provide for disciplinary action if
  needed
15 Oct 2010 via American Optometric Association | Lance Kissler, @lkissler




                                     Guidelines
• Provide more specific details for usage:
      •    How to engage constituents
      •    How often to post/update
      •    What content is suitable for posting
      •    Approval chain, if required
      •    Conventions to be used
      •    Consider HIPPA & other requirements
15 Oct 2010 via American Optometric Association | Lance Kissler, @lkissler




                             Best Practices
• Create at least two policies:
      • One policy that sets expectations and
        boundaries for all employees, including any
        relevant limitations or suggestions for the
        personal use of social media.
      • Operational guidelines for employees working
        in social media as part of their job.
• Create and post a social media use
  policy for the public
15 Oct 2010 via American Optometric Association | Lance Kissler, @lkissler




                             Best Practices
• Determine valuable opportunities to
  leverage your employees as
  ambassadors in your markets, then
  provide guidance that helps your
  employees to achieve greater impact
  and value in their social media
  interactions.
• It’s not just Twitter and Facebook…
15 Oct 2010 via American Optometric Association | Lance Kissler, @lkissler




                             Best Practices

• Support your employees and let them
  know where your boundaries are:
      • Can they use social media for personal
        or professional use at work?
      • Can they identify themselves as being
        with the organization?
      • Can they use logos, etc.?
      • Don’t leave them guessing.
15 Oct 2010 via American Optometric Association | Lance Kissler, @lkissler




                             Best Practices
• Provide the right information to the right
  people at the right times. Create distinct
  documents with specific purposes that your
  employees are likely to consume.
      • Help employees understand the benefits of the
        document, then post the document where it
        can easily be found.
      • Consider posting the policy publicly.
15 Oct 2010 via American Optometric Association | Lance Kissler, @lkissler




                             Best Practices
• Connect your social media policy to all
  relevant policies. Make it easy for your
  employees to find additional information as
  required:
      • Points of contact
      • Guidelines
      • Other resources
15 Oct 2010 via American Optometric Association | Lance Kissler, @lkissler




                                    Motivations
• What are you focusing on?
      • Reactive/Risks
      • Neutral/Known
      • Proactive/Lead by Example

• Study: Only one-third of sampled
  organizations portray social media as a
  positive opportunity for their employees
  and their organization.
15 Oct 2010 via American Optometric Association | Lance Kissler, @lkissler




              Social Media Policies
• Employee                                                     • Organizational
      • Code of Conduct                                                • Blogging (use, post
      • Code of Conduct                                                  approval,
        Representing the                                                 commenting)
        Organization
                                                                       • Facebook, Twitter,
      • Blogging
                                                                         YouTube, etc.
        Disclosure
      • Facebook, Blog,                                                • Passwords
        Twitter, LinkedIn
        and other Social
        Network
15 Oct 2010 via American Optometric Association | Lance Kissler, @lkissler




                  Developing a Policy
1. Remind employees to familiarize
   themselves with the employment
   agreement and policies included in
   the employee handbook.
2. State that the policy applies to multi-
   media, social networking websites,
   blogs and wikis for both professional
   and personal use.
15 Oct 2010 via American Optometric Association | Lance Kissler, @lkissler




                  Developing a Policy
3. Internet postings should not disclose any
   information that is confidential or
   proprietary to the organization or to any
   third party that has disclosed information
   to the organization.
4. If an employee comments on any aspect
   of the organization’s business, they must
   clearly identify themselves as an
   employee and include a disclaimer.
15 Oct 2010 via American Optometric Association | Lance Kissler, @lkissler




                  Developing a Policy
5. Example disclaimer:
   The views expressed are mine alone and
   do not necessarily reflect the views of the
   American Optometric Association.
6. Internet postings should not include
   organizational logos or trademarks
   unless permission is asked for and
   granted.
15 Oct 2010 via American Optometric Association | Lance Kissler, @lkissler




                  Developing a Policy

7. Internet postings must respect
   copyright, privacy, fair use, financial
   disclosure, HIPPA and other
   applicable laws.
8. Employees should neither claim nor
   imply that they are speaking on the
   organization’s behalf.
15 Oct 2010 via American Optometric Association | Lance Kissler, @lkissler




                  Developing a Policy
9. Organizational blogs, Facebook pages,
    Twitter accounts, etc., could require
    approval when the employee is posting
    about the organization and the industry.
10. The organization reserves the right to
    request that certain subjects are avoided,
    certain posts withdrawn and remove
    inappropriate comments.
15 Oct 2010 via American Optometric Association | Lance Kissler, @lkissler




                                     Next Steps

• Review policies and guidelines of
  similar organizations.
• Develop a policy that incorporates:
      •    Best practices
      •    Elements from other policies
      •    The culture of the organization
      •    Disciplinary action
15 Oct 2010 via American Optometric Association | Lance Kissler, @lkissler




                                     Next Steps

• Develop guidelines that:
      • Establish a strong brand
      • Are easy to understand
• Provide training for your employees,
  volunteers and constituents
• Make the documents accessible
15 Oct 2010 via American Optometric Association | Lance Kissler, @lkissler




                                           Sources

• http://socialmediagovernance.com/do
  wnloads/download-social-media-
  policy-study.shtml
• http://www.inc.com/guides/2010/05/w
  riting-a-social-media-policy.html
15 Oct 2010 via American Optometric Association | Lance Kissler, @lkissler




                                     Resources

• http://socialmediagovernance.com
      • Currently contains policies from 17
        healthcare organizations
• http://blogs.cisco.com/news/comment
  s/ciscos_internet_postings_policy/
• http://www.ibm.com/blogs/zz/en/guide
  lines.html
15 Oct 2010 via American Optometric Association | Lance Kissler, @lkissler




                                     Resources

• http://www.intel.com/sites/sitewide/en
  _us/social-media.htm
• http://www.razorfish.com/img/content/
  RazorfishSIMguideWebJuly2009.pdf
• http://www.socialmediatoday.com/dav
  efleet/151761/57-social-media-policy-
  examples-and-resources
 15 Oct 2010 via American Optometric Association | Lance Kissler, @lkissler




                                           Connect
• Lance Kissler
   •    @lkissler / @someprtips
   •    lkissler@gmail.com
   •    someprtips.wordpress.com
   •    linkedin.com/in/lkissler
   •    503-329-9145

				
DOCUMENT INFO
Shared By:
Categories:
Tags:
Stats:
views:8
posted:9/22/2011
language:English
pages:24