organizational impact of social media
DESCRIPTION
How Social Media Impacts Human Resources, Legal, and the Role of Policy and Enterprise ServicesTRANSCRIPT
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nick westergaard | branddrivendigital.com | 2015
BRAND DRIVEN digital
The Organizational Impact of Social MediaHow Social Media Impacts Human Resources, Legal, and the Role of Policy and Enterprise Services
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Conversation Reminder
@NickWestergaard
#UIMKTG
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Beyond Social Media Marketing: Organizational Impact
‣ Recap: Everyone’s a Marketer
‣ Legal + Social Media
‣ Human Resources + Social Media
‣ Your Employees + Social Media
‣ Policy 101
‣ Collaboration Tools for Enterprise Social Media
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1
Everyone’s a Marketer
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Photo via Flickr user Wayne Large
Everyone’s a Marketer
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Photo via Flickr user zeuxis.pixelsurgery
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The Biggest Obstacles to Internal Social Media Adoption
‣ Time
‣ Talent
‣ Terror
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HR, Legal, & IT
Photo via Flickr user Manuela
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TRUSTtime, talent, & terror are opportunities to build
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Collaboration Is Key!
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2
Legal + Social Media
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Why Legal Needs in the Loop on Social Media‣ Copyright
‣ Contests
‣ Disclosures
‣ Defamation
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Photo via Flickr user Horia Varlan
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Copyright Highlights
‣ Protects Creative Work, Intellectual Property
‣ Individual — Life + 70 years public domain
‣ Corporations & “Work for Hire” — 95 years
‣ Fair Use — Excerpting creative work; no fair use if you
use it for commercial purposes
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Blogger Beware
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Safe Image Sources
‣ Stock Photos — iStock, Big Stock, stock.xchng
‣ Creative Commons — Watch Crediting
‣ Take Your Own!
‣ NOT Google Image Search
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Copyright Tips & Tricks
‣ Creative Commons is safest for blog pics
‣ Facebook myth — You still own what you post but by
posting you give Facebook the right to use it
commercially
‣ Always cite work and link back to source material
‣ Who owns content? The company NOT the employee
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Copyright Your Work
‣ Example: Copyright Nick Westergaard 2014; or Copr. Nick Westergaard 2014; or © Nick Westergaard 2014.
‣ More information: http://www.copyright.gov/
‣ The biggest benefit? Protection! You can sue if needed.
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Photo via Flickr user Dicemanic
Contests, Sweepstakes, & Giveaways
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Quick Contest Tips
‣ Avoid lotteries (Illegal!) — Can’t require purchases for game of
chance. “No purchase necessary” (contact info only) protects you.
‣ Use contests based on skill rather than games of chance. Be clear
on eligibility and state rules clearly. Explain clearly how winner
will be chosen.
‣ Get release/consent from entrants up front to use winners’
names and likenesses for promotion
‣ If the retail value of the prize is $600 or more, the sponsor
must send the winner an IRS 1099 form. at the end of the tax year.
Source: kerrygorgone.com
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Disclose Everything (Even Online)
Photo via Flickr user Steve Snodgrass
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“– kerry o’shea gorgone, attorney/marketingprofs
“DISCLOSE A RELATIONSHIP anytime there’s a connection that’s not immediately apparent to the reader.”
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The 4 Ps of Disclosure:
‣ Placement – Place disclosures near the claim they’re
qualifying.
‣ Proximity – Users shouldn’t have to scroll or zoom to see
disclosure.
‣ Prominence – Make it pop.
‣ Presentation Order – Make it “unavoidable” that
consumers see disclosure before they can “Add to
Shopping Cart.”
Source: kerrygorgone.com
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ADT’s Lack of Disclosure = Paid Endorsements to the FTC
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FTC & ADT Home Security Fallout
‣ Prohibits ADT from misrepresenting that any discussion or demonstration of
a security or monitoring product or service is an independent review provided
by an impartial expert;
‣ Requires ADT to clearly and prominently disclose, in connection with the
advertising of a home security or monitoring product or service, a material
connection, if one exists, between an endorser and the company; and
‣ Requires the company to promptly remove reviews and endorsements that
have been misrepresented as independently provided by an impartial expert or
that fail to disclose a material connection between ADT and an endorser.
‣ Each violation of this order could result in a $16,000 fine.
Source: kerrygorgone.com
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When In Doubt, Disclose
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Defamation Definition
Photo via Flickr user eflon
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5 Tests of Libel
‣ Defamation — Exposing someone to hatred?
‣ Publication — Was it broadcast?
‣ Identification — Was the person singled out?
‣ Negligence — If a public figure, you have to prove malice
on the part of the defamer
‣ Damages — Will the person incur damages?
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3 Defenses of Libel
‣ Truth — You can’t argue with it
‣ Privilege — Reporters can report things
‣ Fair Comment/Criticism — “I have my right to my opinion”
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Horizon Group vs. Bonnen
‣ The Offending Tweet from Horizon Tenant Amanda
Bonnen: “You should just come anyway. Who said sleeping
in a moldy apartment was bad for you. Horizon realty
thinks it’s ok.”
‣ The Suit: Horizon Realty sues for $50,000 for alleged
libel.
‣ The Decision: Judge dismissed the case for not meeting
the test of libel
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3
Human Resources + Social Media
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Why HR Needs in the Loop on Social Media
‣ Recruiting Talent
‣ Monitoring Impact Factors That Affect Hiring
‣ Monitoring Talent & Competition
‣ Policy Creation
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Social Recruiting
Photo via Flickr user betsyweber
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Monitoring Impact Factors
Photo via Flickr user spettacolopuro
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Monitoring Competition
Photo via Flickr user psflannery
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4
Your Employees+ Social Media
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Employees’ Opportunities in a Social Organization
‣ Brand Ambassadors — Encourage a culture of
engagement
‣ Internal Collaboration via social tools like Chatter and
Yammer
‣ Fostered Through Sound Policy
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“Regular Employees” Matter
Source: Edelman Trust Barometer (2014)
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Fostering Social Collaboration
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Employee Communication
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5
Social Media Policy 101
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Only 33%of companies have a social media policy
Source: Grant Thornton
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Nearly 25%of companies with social media policies haven’t updated them in 18 months!
Source: Grant Thornton
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“Laws Are Lagging Behind the Technology ...”
– Dara Quackenbush @dquack
Photo via Flickr user wwarby
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National Labor Relations Act Is 80 Years Old But …‣ Protects employees social updates about work (“My boss
is a jerk” = protected)
‣ Used by the NLRB to rule on social policies at companies
‣ Workers fired have been reinstated and compensated for
lost wages
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2000
RECENT KEY RULINGS
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2009
RAIN CITY CONTRACTORS NLRB’s first move to protect workers’ social media rights — a construction contractor reinstated workers fired for griping in a YouTube clip about unsafe work conditions. (NLRA lets workers talk about conditions)
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2011
AMERICAN MEDICAL RESPONSE —The first Facebook firing. An employee was fired for calling her supervisor a “d#%k” and “scumbag” on Facebook. AMR settled.
YOU’RE FIRED!
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MARYLAND Passes the first law protecting employees’ social media profiles and passwords — 25 other states follow suit; federal law is in the works.
2012
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NLRB UPHOLDS FIRING of car salesman for mocking an accident at a neighboring car dealer on Facebook. Ruling? Employers can discipline workers for this type of speech.
2012
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2013
NEW YORK CITY DEPT OF EDUCATION —Appeals court ruled the DOE couldn’t fire a teacher who wrote on Facebook that she hated her students, calling them “devil’s spawn.” Ruling? Post was intended for friends — considered “private venting” — lesser penalty.
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Common Policy Mistakes to Avoid
‣ Going “Too Broad” with Restrictions — Helps to
include examples of what is permissible.
‣ Muting Whistleblowers — Your employees can talk to
the media and federal agencies; don’t need manager’s
approval, etc.
‣ Friending Subordinates — Rise in cases from
employees’ noting a boss taking action after seeing/
reacting to a social update.
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Policy Should Include
‣ Philosophy & goals
‣ Transparency
‣ Common sense
‣ Confidential/proprietary guidelines
‣ Consequences
‣ Escalation rules
‣ Expectations during/outside work hours
‣ Examples/best practices
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Policy Tips & Tricks
‣ Social policy shouldn’t replace your code of conduct or
handbook
‣ Shouldn’t be a detailed dictionary for use of every social
network on the planet — Hit the high points
‣ Be prescriptive — Again, examples!
‣ Outline consequences & who’s responsible
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Policy Tip — Add Phrase:
“Online & Offline ...”
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Privileged Information vs. Professional Advice
‣ Privileged — Hospital can’t respond to complaint about
bill on Facebook as doing so acknowledges they were a
patient
‣ Professional — Accountant can’t dispense legal advice
in response to someone’s problems on Twitter
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Policy: “Be Smart”
Photo via Flickr user theritters
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Policy Depends on Business & Industry
Photo via Flickr user Cupcakes & Dreams
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The Challenges Posed by Regulated Industries
‣ Examples – Financial Services, Pharmaceuticals, and Law
‣ What’s in a Like? Many financial firms view ‘likes’ as
endorsements of specific financial products.
‣ Adverse Effects — Pharma can’t tweet about their
product and the disease it helps without carrying the
lengthy disclaimer on possible side effects.
‣ Digital or Die. Many are evolving. Slowly.
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Clear Enforcement
Photo via Flickr user Manu_H
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6
In Conclusion
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Final Thoughts‣ Lead discussions with other departments — educate
both ways
‣ Empower your employees enterprise-wide
‣ No BS: Trust everyone, but have a policy that deals with
those who cannot or do not comply
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nick westergaard | branddrivendigital.com | 2015
BRAND DRIVEN digital
Questions?blog: branddrivendigital.com podcast: onbrandpodcast.comtwitter: @nickwestergaard