Social Media Policies, Procedures and Governance part 1: Employees

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

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Definitions

Procedure

An established or official way of doing something.

Something that requires only managerial approval.

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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

...

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Policies + procedures to examine

HR

ethics

conduct

IT

device/equipment usage

Communication

spokespersons

official channels

Record-keeping

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Develop guidelines and clarify

How do the old rules apply to the new tools?

Work with internal experts to decide

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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?

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Case study

Reduce riskBuild momentumEmpower the team

Case study

Research

Social media audit

Audience research

Employee surveys

Analysis

3 Audiences:

“everyone else”

managers

Champions

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Case study

Communicate

Goals & Objectives

staff know

managers empowered

no one screws up

champions advocate

Strategy

light touch

build momentum

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Case study

Communicate

Tactics

“Everyone else”

Intranet articles (10)

Education section

Post-its

Stickers

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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

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Case study

Evaluate

article reads

section views

employee indiscretions

likes, follows, etc. prior to public launch

rogue account creation

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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

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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

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Social Content Managers

Examples:

Hootsuite 0-$$$

Buffer 0-$

Sysomos Heartbeat $$$

Radian6 $$$

HeyOrca $

Hubspot $$$

...

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Pros & Cons of Content Managers

Time

Money

Resources

Results

Cross-posting

Reporting

Security

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Final questions

Contact me:@nikkivandusenca.linkedin.com/nikkivandusenfacebook.com/nikcommincnikcomm.ca