“Social Media – The Good, The Bad And The Ugly”Presenter: Helen Levinson

Social Media Fears

• Lack of Knowledge & Understanding

• Brand Management & PR Concerns

• Lack of Time and Personnel

• It’s a Passing Fad

Most Common Reasons:

•96% of Millennials have joined a social network

•Facebook tops Google for weekly traffic in the U.S.

•50 million Tweets per day - 80% are outside of Twitter

•If Facebook were a country, it would be the world’s 3rd largest

•Over 200,000,000 Blogs

•80% of companies use LinkedIn as primary tool to find employees

Social Media Trends

2011 Stats:

Source Mashable.com &  Socialnomics.net

Source Socialnomics.net – Eric Qualman

Managing Your Brand

Positive Exposure

Negative Exposure

Source ‐ YouTube http://www.youtube.com/watch?v=5YGc4zOqozo 

Brand Protection

Source Deloitte Ethics & Workplace Survey, 2009

• 74% of employed Americans surveyed believe it is easy to damage a brand’s reputation via sites such as Facebook, Twitter and YouTube.

• 1/3rd of employed respondents say they never consider what their boss would think before posting materials online.

• 61% of employees say that even if employers are monitoring their social networking profiles or activities, they won’t change what they are doing online.

• 54% of employees say a company policy won’t change how they behave online.

Risk Management & Compliance

Source Deloitte Ethics & Workplace Survey & Robert Half Technology 2009

•27% of executives regularly discuss how to best leverage social networks while mitigating risks.

•54% of CIOs said their firms do not allow employees to visit social networking sites for any reason while at work.

Data Leakage

Source Twitter, Outbound email and data loss prevention in today’s enterprise, 2009

• 17% of US companies investigated the exposure of confidential, sensitive or private information via a posting to a social networking site

• 13% of US companies investigated the exposure of confidential, sensitive or private information via a an SMS text or micro-blogging service

What Should I Know? • Corporate Guidelines• Personal vs. Corporate?• Employee & Customer Interaction• Damage Control • Etiquette• Guard Your Information

Social Media Best Practices

Best Practice No. 1:Establish CorporateGuidelines

Protecting Your Image

IBM and Intel

Source Hutch Carpenter ‐ bhc3.wordpress.com/2008/12/

IBM and Intel each established guidelines for their employees who participate in social media.

These market leaders were essentially saying, “have at it out there on blogs, social networks, Twitter, etc. But make sure you know the company’s expectations.”

These guidelines represent a milestone in large enterprises’comfort with social media.

Source IBM ‐ http://www.ibm.com/blogs/zz/en/social_computing_guidelines.html

Source IBM ‐ http://www.ibm.com/blogs/zz/en/social_computing_guidelines.html

Source IBM ‐ http://www.ibm.com/blogs/zz/en/social_computing_guidelines.html

Source IBM ‐ http://www.ibm.com/blogs/zz/en/social_computing_guidelines.html

Intel Social Media Guidelines

Source Intel ‐ http://www.intel.com/sites/sitewide/en_US/social-media.htm

What happens with no guidelines in place? • PR Nightmares• Lawsuits• Loss of Time and Money

Consequences

Posting Information

Best Practice No. 2:Personal vs. Corporate

Keep it personal …or keep it strictly business

People Interaction

Best Practice No. 3:Employee and Customer Interaction

Managing Negative Feedback

Cover Your Risk

Best Practice No. 4:Think “Damage Control”

Domino’s ChallengeChallenge:

Domino’s Pizza was faced with the challenge of re-establishing their clients’ and investors’ trust

•Discredit the content of the video and its producers

•Respond fast and efficiently in order to stop the snowball effect

•Minimize the issue to avoid alarming investors, since the company’s share value had been dancing up and down with the lowest rates in the last 5 years.

Domino’s SolutionSolution:

•Utilize the same means of communication. Replied with a YouTube video message and created @dpzinfo an official Twitter account.

•Re-focused the attention of clients back to the product “pizza” by building alliances with bloggers and giving away free food in order to reconcile with the product.

•Showed enough pro-activity to investors to reach the highest share value in the last 6 months.

Rules of Engagement

Best Practice No. 5:Have some etiquette

Wal-Mart Concocts Fake Community Group to Gain Chicago Support

Rules of Engagement:• Establish a point of contact or team

• Be proactive in response

• Operate by a code of conduct

• Own up if you’ve screwed up

Create Your Rules

Stay In Control

Best Practice No. 6:Guard Your Information

Exposure over 12 months:•Email number 1 threat

• 35% leaked proprietary information

•Blog Breaches

• 25% data loss via blogs

•Video Exposure

• 21% disciplined employees

•Friends or Foes?

• 20% offenses made on Facebook & LinkedIn

Are You Exposed?

Source Marketwire.com

Popular Investigative Tools• Alerts

• Blog Posts

• Discussion Boards

• Tweets

• Fan Pages

• IP Blocking & Web Cloaking

• Sidejacking

• Auction Sites

Listen, Monitor & Track

Alerts

Google

Bing

Blog Posts

Discussion Boards

Tweets

Fan Pages

IP Blocking & Web Cloaking

Sidejacking

Firesheep

Auction Sites

Monitor Your Brand

Monitoring Tools:Social media provides a way to market yourself, your business, your products and services.

Tools such as Radian 6, Sprout Social, and Socialmention help you monitor your brand.

Remember…Be mindful of what you post.

Warren Buffett once famously said…

“It takes twenty years to build a reputation, and five minutes to ruin it.”

Who, What, Where, Now?What are the Next Steps?

Create a Social Media Strategy• Define Goals• Who Owns It?

Risk Management & Compliance• Establish Best Practices

• Create Response Teams• Damage Control Protocol

Listen & Respond• Adopt a 24 hour culture• Offer Hotline / Email

Questions

Connect, Join, FollowConnect with Helen LevinsonLinkedIn: http://www.linkedin.com/in/helenlevinsonTwitter: http://twitter.com/helenlevinsonQuora: http://www.quora.com/Helen-Levinson

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