Social media presents organisations with opportunities to engage with customers and communities through an open exchange of ideas amongst individuals and companies. Yet the very same opportunity brings about risks that can be significant if not managed properly.
Does your organisation have policies and practices in place that can protect you from reputational and legal risks? Do you know how to turn your employees into ambassadors for your organisation without inadvertently damaging its public image? Do members of staff know what they are allowed to say or what you would consider a breach of their employment and/or confidentiality agreements?
Social media is the new frontier of risk management and a lot of organisations have been caught out. Make sure you’re not one of them!
Case studies will be used throughout the course to allow participants to learn from real life examples of social media use gone wrong as well as success stories.
- Review social media practices at your company
- Gain awareness of all the areas where your social media presence can cause problems
- Mitigate the risks and maximise the opportunities of social media
- Understand the legal risks in using social media for commercial purposes and how to manage them
- Create a culture of knowledge sharing where each employee is a potential ambassador for the organisation
- Weighing the risks vs. opportunities
- Who owns social media?
- Current organisational practice
- Reality check - is social media too dangerous for your organisation?
Social media as a business tool
- How can employers use social media to their advantage?
- Using social networking sites to enhance recruitment practices
- Building employer brand through social media
- Engaging your workforce with appropriate social media tools
Employees’ use of social media
- Identifying risks of defamation, data protection and privacy
- Determining the private vs. professional boundary for employees engaging in social media activity
- Defining inappropriate activity
- How to deal with employee misuse of social media – during and after hours
Developing your company’s policy for social media
- Balancing company interests, sales and marketing and employee expression
- When to engage, who should engage and how to engage
- Knowing what people are saying and how do you control it?
- Setting up a legally compliant policy
- Policy enforcement mechanisms
- How to deal with groups, followers and friends of employees
Protecting your company’s identity in social media
- Monitoring and responding to positive and negative online comments regarding your business
- Dealing with Word of Blog: Employees, critics, disgruntled customers and the competition
- How to legally protect your company brand and image
- The status quo: public domain vs “all rights reserved”
- A lesser-known alternative: Creative Commons
- Best practices for using third party copyright material
Summing up: Creating a culture vs. drafting a policy
Ultimately social media is a living, fluid tool that enables a company’s culture to be seen online. Written guidelines and policies are essential but insufficient to completely mitigate risk and maximise opportunities.
To really succeed, an organisation needs to create a culture of knowledge sharing and shared purpose, where every employee is a potential ambassador of the business.
In this closing session, we share some of the pieces of the puzzle towards reaching this ideal state.
Simon is partner and connector at syENGAGE, a consultancy firm that creates value through engagement, and a co-author of the book “Social Media MBA”.
For over a decade Simon has helped business owners and managers see things differently, uncovering new possibilities for greater customer engagement. As a journalist for NZ Marketing, Idealog and other business publications, and as a consultant and speaker, Simon has connected the worlds of marketing, management, corporate culture and technology.
Simon is a frequent media commentator, with appearances on TV3, TVNZ, the NZ Herald and Radio NZ. As a Chinese language learner he has over 2000 followers on the Chinese version of Twitter, Sina Weibo, and has been featured on New Zealand’s most visited Chinese language website.
Simon Young is also facilitating:
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