use of social media in the workplace
TRANSCRIPT
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DIGITAL REVOLUTION
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ofadults use
the Internet.
SOURCE: PEW INTERNET & AMERICAN LIFE PROJECT, MAY 2010
79%
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9 out of10 Internet users visited
a social networking site each month in 2010.
SOURCE: COMSCORE, FEBRUARY 2011
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1 out ofevery 8minutes online is spent on Facebook.
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Twitters active
user base generates
90 Milliontweets per day.
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74profiles with Elvis
impersonator listed as aposition
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4profiles with dog or cat
psychologist / psychiatristlisted as a position
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Ranching was the #3 growth industry with the
112% new member growth year-over-year
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Does Social Media Have a
Place in the workplace?
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Connect withCustomers, Prospects,
Candidates
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Percentage of Corporate Marketing
Departments using Social Media
LinkedIn
Facebook
Twitter
YouTube
60%
74%
63%
65%
*Association of National Advertisers Study
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Percentage of Companies using Social
Media
for Ba
ckground Checks
0%
10%
20%
30%
40%
50%
60%
70%
80%
LinkedIn Facebook Twitter
75%
48%
26%
*Jobvite Survery
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Percentage of Companies using Social
Media
for Recruit Tal
ent
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
LinkedIn Facebook Twitter
95%
59%52%
*Jobvite Survery
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now some scary statistics
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of companies
said the
number of
visits theiremployees
were making to
social
networking
sites had
increased over
the previous six
months.
75%
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thought this
had damaged
productivity60%
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believed
corporate
reputation
could beseriously
threatened if
staff posted
negative
comments
about their
organization
online
75%
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What to do?
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Ina
ction is NOTan option
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You Choose:
All Out Ban Embrace Wisely
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Examining the Fears
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http://thenextweb.com/2009/08/09/note-friend-boss-fb-bitch-job/
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Upside of
Social
Media
Engagement
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The Company
The Challenge
Solutions
Results
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The Company The Challenge
Solutions
Results
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The Company
The Challenge
Solutions
Results
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People are talking about you
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Dont ban it
Dont ignore itEmbrace
Engage
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Background Checks
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9 Steps ifConsidering Social Media in
Background Checks Screen in a consistent and uniform
Screen the same sites for everyone and maintain the list of sites youscreen
Pre define the types of information you are screening for and the criteria
used for screening If you dont plan to screen everyone, be clear and consistent about what
groups you are not screening
Have a neutral party do the screening to avoid hiring manager seeingprotected data (age, race, religion, health conditions, etc.)
DO NOT friend an applicant
View only publicly available information If you use social media data to reject an applicant, point to
clear, legitimate hiring requirements for reason to not hire (e.g. poorjudgment)
Gain applicants consent
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DRAFTING YOUR SOCIAL MEDIA
POLICY
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Step 1. Create Must Have CompanyPolicy Inclusions
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Protect confidentialand proprietary
information Non-public or unreleased
financial, operational or businessperformance data
Litigation and other legal matters
Company strategies and forecasts
Brand and trade secrets
Proprietary research findings
Product or campaign benchmarks
Unreleased advertising
Internal processes andmethodologies
Colleagues and clients personalinformation
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Guideline Excerpt From Gartner
Protect confidential information.
Protect Gartners and our clients confidential information. Information that we would notpublicly disclose in our research due to confidentiality concerns should not be disclosed or
discussed on the Web. Also, because we are a public company, dont disclose or discuss
Gartners revenues, future business plans or share price. If in doubt, gain permission prior to
posting on matters that might be private or internal to Gartner. Respect copyright, fair use
and financial disclosure laws.
Dont give away the farm.
Avoid posting the kind of information and advice for which clients pay Gartner. Gartner
wants clients to pay us for information, and associates want Gartner to get paid for
information. Associates also may want to participate in Web conversations about IT, which
means exchanging information and opinion about IT. To ensure you arent divulging too
much information, be thoughtful about what information you post and how you respond tofeedback. Ask yourself: Is this the kind of information that our clients normally pay us for?
If the answer is Yes or even Perhaps, then confer with other Gartner colleagues before
posting. Especially with IT subjects, focus on opening a dialog around topics to enhance
awareness of the topic, to gain constructive feedback from the broader IT community and to
build awareness of Gartner activities and research.
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Guideline Excerpt From Sun Microsystems
Other Peoples Information
Its simpleother peoples information belongs to them (be it intellectual property or
personal Information). Its their choice whether to share their material with the world, notyours. So, before posting someone elses material, check with the owner for permission to do
this. If youre unsure, Suns copyright experts or Suns privacy experts can offer guidance.
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Guideline Excerpt From Eastman Kodak
Protect confidential information and relationships. Online postings and conversations
are not private. Realize that what you post will be around for a long time, and could be
shared by others. Given that,
Avoid identifying and discussing othersincluding customers, suppliers, your
friends and co-workersunless you have their permissionObtain permission before posting pictures of others, or before posting copyrighted
information.
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Guideline Excerpt from IBM
Protect IBMs clients, business partners and suppliers.
Clients, partners or suppliers should not be cited or obviously referenced without theirapproval. Externally, never identify a client, partner or supplier by name without
permission, and never discuss confidential details of a client engagement. Internal
social computing platforms permit suppliers and business partners to participate, so be
sensitive to who will see your content. If a client hasnt given explicit permission for
their name to be used, think carefully about the content youre going to publish on any
internal social media and get the appropriate permission where necessary.
It is acceptable to discuss general details about kinds of projects and to use non-
identifying pseudonyms for a client (e.g., Client 123) so long as the information
provided does not make it easy for someone to identify the client or violate any non-
disclosure or intellectual property agreements that may be in place.
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Guideline Excerpt From Intel
If you want to write about the competition, make sure you know what you are talking
about and that you have the appropriate permission.
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Guideline Excerpt from IBM
Respect copyright and fair use laws.
For IBMs protection and well as your own, it is critical that you show proper respect for
the laws governing copyright and fair use of copyrighted material owned byothers, including IBMs own copyrights and brands. You should never quote more than
short excerpts of someone elses work. And it is good general blogging practice to link
to others work. Keep in mind that laws will be different depending on where you live
and work.
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Guideline Excerpt From LiveWorld
Be respectful.
We encourage you to express your opinions, but we ask that you dont resort to
personal attacks, harassment, cultural insensitivity, or discrimination in the process.
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Guideline Excerpt From Plaxo
Be respectful.
You may not post any material that is
obscene, defamatory, profane, libelous, threatening, harassing, abusive, hateful orembarrassing to any other person or entity. This includes, but is not limited
to, comments regarding Plaxo, Plaxo employees, Plaxos partners andPlaxos
competitors.
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Guideline Excerpt From The Washington Post
Be respectful.
Post journalists must refrain from writing, tweeting or posting anythingincluding
photographs or videothat could be perceived as reflectingpolitical, racial, sexist, religious or other bias or favoritism that could be used to tarnish
our journalistic credibility. This same caution should be used when joining, following or
friending any person or organization online.
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Personal
Responsibility
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Guideline Excerpt From Intel
Your responsibility.
What you write is ultimately your responsibility. Participation in social computing on
behalf of Intel is not a right but an opportunity, so please treat it seriously and with
respect. If you want to participate on behalf of Intel, take the Digital IQ training and
contact the Social Media Center of Excellence. Please know and follow the Intel Code of
Conduct. Failure to abide by these guidelines and the Intel Code of Conduct could put
your participation at risk. Contact [email protected] for more information. Pleasealso follow the terms and conditions for any third-party sites.
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Guideline Excerpt from IBM
Use your best judgment.
Remember that there are always consequences to what you publish. If youre about to
publish something that makes you even the slightest bit uncomfortable, review thesuggestions above and think about why that is. If youre still unsure, and it is related to
IBM business, feel free to discuss it with your manager. Ultimately, however, you have
sole responsibility for what you post to your blog or publish in any form of online social
media.
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Step 2. Create Add-ins and SupportingPolicies
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Online Presentations
Appearances
Joint participation
accounts
Transparency
Disclosures
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Guideline Excerpt From Sun Microsystems
Whether in the actual or a virtual world, your interactions and discourse should be
respectful. For example, when you are in a virtual world as a Sun representative, your avatar
should dress and speak professionally. We all appreciate actual respect.
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Guideline Excerpt from IBM
Be who you are.
Remember that there are always consequences to what you publish. If youre about to
publish something that makes you even the slightest bit uncomfortable, review thesuggestions above and think about why that is. If youre still unsure, and it is related to
IBM business, feel free to discuss it with your manager. Ultimately, however, you have
sole responsibility for what you post to your blog or publish in any form of online social
media.
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Guideline Excerpt From
Eastm
an Ko
dak
Even when you are talking as an individual, people may perceive you to be talking on
behalf of Kodak. If you blog or discuss photography, printing or other topics related to a
Kodak business, be upfront and explain that you work for Kodak; however, if you arent
an official company spokesperson, add a disclaimer to the effect: The opinions and
positions expressed are my own and dont necessarily reflect those of Eastman Kodak
Company.
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Content Policy
Acceptable Content
Tone and voice
Engagement Strategy
Posting Frequency
Response to user
comments
How to handle mistakes
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Guideline Excerpt From Intel
Talk to your readers like you would talk to real people in professional situations. In other
words, avoid overly pedantic or composed language. Dont be afraid to bring in your
own personality, and say whats on your mind.
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Guideline Excerpt From Gartner
Web participation is about enjoying personal interactions, not delivering corporate
communications. Always identify yourself. Write in the first person. If your Web participation
(e.g., keeping up your blog) feels like work, youre probably doing too much of it, and its
likely to interfere with your work at Gartner. A big part of the Web experience is that it is
more playful than most other mediums. Your Web participation should reflect this
characteristic. The most successful blogs are those with an informal and humorous style. ItsOKsome might say mandatoryto poke fun in Web postings, but keep in mind that such
humor should always be appropriate and should stimulate discussion, not stifle it.
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Guideline Excerpt From Sun Microsystems
Be interesting, but be honest.
Writing is hard work. Theres no point doing it if people dont read it. Fortunately, if yourewriting about a product that a lot of people are using, or are waiting for, and you know what
youre talking about, youre probably going to be interesting. And because of the magic of
linking and the Web, if youre interesting, youre going to be popular, at least among the
people who understand your specialty. Another way to be interesting is to expose your
personality; almost all of the successful online voices write about themselves, about families
or movies or books or games; or they post pictures. People like to know what kind of aperson is writing what theyre reading. Once again, balance is called for; a community site is
a public place and you should avoid embarrassing the company and community members.
One of Suns core values is integrity, so review and follow Suns Standards of Business
Conduct in your online community contributions.
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Guideline Excerpt From Intel
Consider content thats open-ended and invites response. Encourage comments. You
can also broaden the conversation by citing others who are blogging about the sametopic and allowing your content to be shared or syndicated.
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Guideline Excerpt From
Eastm
an Ko
dak
Keep your cool. One of the aims of social media is to create dialogue, and people wont
always agree on an issue. When confronted with a difference of opinion, stay cool.
Express your points in a clear, logical way. Dont pick fights, and correct mistakes when
needed. Sometimes, its best to ignore a comment and not give it credibility by
acknowledging it with a response.
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Guideline Excerpt From Intel
Did you screw up?
If you make a mistake, admit it. Be upfront, and be quick with your correction. If youre
posting to a blog, you may choose to modify an earlier postjust make it clear that you
have done so.
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Comments Policy
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Guideline Excerpt From Intel
Intel strives for a balanced online dialogue. When we do moderate content, we
moderate using three guiding principles. The Good, the Bad, but not the Ugly. If the
content is positive or negative and in context to the conversation, then we approve the
content, regardless of whether its favorable or unfavorable to Intel. However if thecontent is ugly, offensive, denigrating and completely out of context, then we reject the
content.
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Example From Fairfax County, Virginia (government)
Facebook Comments Policy
We welcome you and your comments to Fairfax Countys FacebookPage. The purpose
of this site is to present matters of public interest in Fairfax County, including its many
residents, businesses and visitors. We encourage you to submit your
questions, comments, and concerns, but please note this is a moderated online
discussion site and not a public forum.
Once posted, the County reserves the right to delete submissions that contain vulgar
language, personal attacks of any kind, or offensive comments that target or disparage
any ethnic, racial, or religious group. Further, the County also reserves the right to
delete comments that are: (i) spam or include links to other sites; (ii) clearly off topic;
(iii) advocate illegal activity; (iv) promote particular services, products, or political
organizations; or (v) infringe on copyrights or trademarks.
Please note that the comments expressed on this site do not reflect the opinions and
position of the Fairfax County government or its officers and employees. If you have any
questions concerning the operation of this online moderated discussion site, please
contact the Office ofPublic Affairs at [email protected].
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Guideline Excerpt FromCisco
Cisco reserves the right to remove any posted comment on Cisco Blog site(s) that is not
appropriate for the topic discussed or uses inappropriate language. Cisco also reserves
the right to post particular communications on a Cisco Blog.
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Step 3. Preparing Your Organization
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Require Initial Training
A social media primer
Company rules and
guidelines
Legal Considerations
Risk avoidance
techniques
Enga
gement Techniques Rundown of Resources
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Collective Conversation Code of ConductI will not criticize clients or colleagues.
I will disagree with others opinions respectfully.
I will not do anything that breaches my terms of employment.
I will acknowledge and correct any mistakes promptly.
I will preserve the original post, using formatting to show updates
where appropriate.
I will only delete comments that I deem to be spam, offensive to me or
my readers or unrelated to the topic of my post.
I will disclose conflicts of interest where I am able.
I will not knowingly post inaccurate information.
I will link to online references and original source materials directly.
P id O i G id d
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Provide Ongoing Guidance and
Resources Offering advanced education courses
and materials
Identifying who to go to for variousquestions and concerns
Establishing an internal community of
social media practitioners who canshare best practices and learn fromeach other
Developing guidebooks that includebest practices, research sources, sampleposts and acceptable responses to
common customer inquiries Circulating daily content messages for
staff to post
Including social media updates ininternal company communications.
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Training and Retaining Talent
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LeverageYour
Talent
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Define Your Companys Social Media Goals
Next define the threats
Create a Smart Social Media Policy &Engage Your Employees
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Facebook.com/inboundsalesnetwork
(416) 238-1775
Questions?