social media policies, procedures and governance part 1: employees
TRANSCRIPT
Social Media Policies, Proceduresand Governance
Nikki Van Dusen, MAPresident, NikComm Inc.
iMedia 2015 Breakout Sessions
You and your Employees Part 1
Being active on social media is risky. Your employees are part of that risk.
Reduce risk caused:
The organization
Employees
Your audience
Risk Mitigation Governance Toolkit
4
Externally
Internally{
Reducing Internal Risk
Internal governance audit
Policies
Procedures
Guidelines
5
Definitions
Policy
A course or principle of action adopted or proposed by a government, party, business, or individual.
Something that requires lots of approvals
6
Definitions
Procedure
An established or official way of doing something.
Something that requires only managerial approval.
7
Internal problem causers
https://www.youtube.com/watch?v=Ew_tdY0V4Zo&t=54
Let’s deal with everyone else, shall we? Employees
Internal Research
Existing policies & procedures
What are you doing already?
Internal stakeholders’ needs, wants, concerns
Photo credit
10
Do you need a social media policy?
No.
You don’t have a “hipster skinny jeans policy” separate from your dress code, right?
image via
Internal Expert Stakeholders
HR
IT
Security
Privacy
Legal
Communications
Marketing
...
12
Policies + procedures to examine
HR
ethics
conduct
IT
device/equipment usage
Communication
spokespersons
official channels
Record-keeping
13
Develop guidelines and clarify
How do the old rules apply to the new tools?
Work with internal experts to decide
14
Final step: Internal communication plan
Remember, you’re trying to change behaviour and culture
a list of rules in a memo won’t cut it.
How expensive will it be if it all goes sideways?
15
Case study
Reduce riskBuild momentumEmpower the team
Case study
Research
Social media audit
Audience research
Employee surveys
Analysis
3 Audiences:
“everyone else”
managers
Champions
17
Case study
Communicate
Goals & Objectives
staff know
managers empowered
no one screws up
champions advocate
Strategy
light touch
build momentum
18
Case study
Communicate
Tactics
“Everyone else”
Intranet articles (10)
Education section
Post-its
Stickers
19
Case study
Communicate
Tactics
Managers
emails, meetings
retreat presentation
toolkit
“swag heroes”
20
Case study
Communicate
Tactics
Champions
one-on-one
emails
“incentivised” with empowerment, training, eventual access
21
Case study
Evaluate
article reads
section views
employee indiscretions
likes, follows, etc. prior to public launch
rogue account creation
22
The organization can be part of the problem, too.
Social media and the workplace Common Craft video
Better security for spokespeople
Educate and train spokespeople
Centralize social media access
Protect passwords
sharing passwords is bad
fake accounts are wrong
Have an approval system
Prepare for the worst
25
Social Content Management
Do more with lessReduce risk
Social Content Managers
Tools that facilitate monitoring, posting & engaging on multiple social channels and/or by multiple content editors
27
Social Content Managers
Examples:
Hootsuite 0-$$$
Buffer 0-$
Sysomos Heartbeat $$$
Radian6 $$$
HeyOrca $
Hubspot $$$
...
28
Pros & Cons of Content Managers
Time
Money
Resources
Results
Cross-posting
Reporting
Security
29
Final questions
Contact me:@nikkivandusenca.linkedin.com/nikkivandusenfacebook.com/nikcommincnikcomm.ca