Presentation from 2013 Contingency Planners of Ohio Conference, October. We cover social media statistics and usage in enterprises and some examples of enterprises using social media successfully. We discuss challenges businesses face using social media along with regulations and compliance information.

1. SOCIAL MEDIA IN ENTERPRISES
2013 Contingency Planners of Ohio Conference, October 2013
By Holly Solomon, Expand Socially

2. SOCIAL
MEDIA
IN
ENTERPRISES
Agenda
Tweet
co
m
@expand ments
today
to:
so
#socialm cially
ediawith
holly
• Social
Media
Today
• Social
Media
in
Enterprises
• Examples
of
Enterprises
using
Social
Media
• Top
10
Challenges
of
using
Social
Media
in
Enterprises
• Regula=ons
and
Compliance
• Future
Outlook
of
Social
Media

3. SOCIAL
MEDIA
CURRENT
STATISTICS
• Most
large
organiza=ons
maintain
at
least
10
Facebook
accounts
(many
have
more
than
200)
• 90%
have
a
presence
on
TwiMer
• 65%
of
employers
encourage
the
use
of
social
media
for
work
related
ac=vi=es
• Only
25%
of
businesses
have
a
stand-­‐alone,
dedicated
social
media
policy
Your
customers
are
likely
using
social
media!
For
those
choosing
not
to
are
siTng
on
the
sidelines
and
missing
out
on
opportuni=es
to
brand
your
company
further
and/or
defend
your
brand.

4. SOCIAL
MEDIA
CURRENT
STATISTICS

5. WHY
BUSINESSES
SHOULD
CARE
ABOUT
SOCIAL
MEDIA
-­‐ Improve
Customer
Rela=onships:
Customers
want
to
have
conversa=ons
with
the
brands
they
buy
from
-­‐ Increase
Media
Coverage
-­‐ Tell
your
story/Rumor
control
-­‐ Funnel
people
to
helpful
resources
-­‐ Influence
Sales:
Network
with
prospects
through
exis=ng
customers-­‐
AMract
new
clients
-­‐ Find
Top
Talent
through
your
employee’s
networks/
recommenda=ons
-­‐ Communicate
with
a
larger
audience
The
greatest
barrier
to
success
in
social
media
outreach
is
a
lack
of
knowledge.*
B2B
communica6on
is
changing…don’t
be
the
last
to
connect.
Get
informed,
get
involved,
get
SOCIAL!

6. WHAT
ARE
COMPANIES
SHARING
ON
SOCIAL
SITES?
•
•
•
•
•
•
•
•
•
Product
info
Promo=ons
or
special
offers
Offer
feedback
Influence
product
direc=on
Open
posi=ons/Why
you
would
want
to
work
for
them
News
related
to
the
company
Tips
and
advice
Informa=on
that
is
easily
accessible
Info
people
will
engage
with
that
they
can
share
with
their
followers
The
key
to
unlocking
social
media
value,
is
aligning
your
viewers
needs/wants
with
your
business
goals!

7. NATIONWIDE
INSURANCE
RESPONDS
WITH
CONTACT
INFO
s
-­‐
wish
thi
**Wow
d
happene
always
I
me
when
for
!
complain
need
to

8. HUMANA
GOT
26K
EMPLOYEES
ON
AN
INTERNAL
SOCIAL
NETWORK
Humana
says…..
-­‐
Over
26K
of
the
firm's
40K
employees
are
on
the
company's
social
network.
-­‐ More
than
200
addi=onal
employees
a
week
are
joining.
-­‐ They
are
inves=ng
in
this
to
“Accomplish
business
objec=ves”
and
”develop
posi=ve
personal
rela=onships
around
areas
of
mutual
interests.”
hMp://www.citeworld.com/social/21922/enterprise-­‐social-­‐networking-­‐success-­‐
story-­‐socialcast-­‐humana

9. OTHER
ENTERPRISE
SOCIAL
MEDIA
EXAMPLES
Enga
ging
with
que
sOon
s
Because
they
asked….
Got
their
customers
to
post
photos
of
their
products!

10. BIG
LOTS
USING
SOCIAL
MEDIA
TO
ATTRACT
TALENT
LINKEDIN
• 28 likes
• 4 comments

11. VERIZON
SUCCEEDS
WITH
PINTEREST
PINTEREST
• 5209 People following
• 73 People like their pins
• They have 10 boards with 105 Pins

12. LINKEDIN
• 12 likes
• 3 comments
10TV
GETS
VIEWERS
TWITTER
• 4 Retweets
• 1 Person
favorited the
tweet

13. SEDGWICK
BUILDS
FOLLOWERS
WHILE
GIVING
BACK
FACEBOOK
• # of likes
• 40 comments
• 262 shared to
their network

14. MAYO
CLINIC
USES
SOCIAL
MEDIA
FOR
EMPLOYEES
• Facebook
Page
for
just
for
their
employees:
hMps://www.facebook.com/pages/Employees-­‐at-­‐Mayo-­‐Clinic/
126340460797126
• YouTube
for
“New
Employee
Orienta=on”
that
shares
social
media
guidelines
and
best
prac=ces
for
their
employees.
hMp://youtu.be/pjocDhlicJs
• They
publish
their
social
guidelines
on
their
website:
hMp://sharing.mayoclinic.org/guidelines/for-­‐mayo-­‐clinic-­‐
employees/

15. EXPAND
SOCIALLY’S
TOP
10
COUNTDOWN
OF
CHALLENGES
IN
USING
SOCIAL
MEDIA
IN
ENTERPRISES
1.
Enterprises
typically
prohibit
use
of
social
media
in
the
workplace
2.
Employees
or
customers
sharing
nega=ve
feedback
publically
3.
Too
many
hands
in
the
social
media
pot
4.
GeTng
organiza=onal
commitment
5.
Social
Media
policies
&
procedures
are
struggling
to
keep
up
6.
Jus=fying
the
cost
of
social
media
because
ROI
is
difficult
to
produce
7.
The
nature
of
social
media
has
built
up
expecta=ons
for
a
speedy
response
from
organiza=ons
8.
Enterprises
face
complicated
ques=ons
concerning
how
they
can
control
social
media
usage
9.
Organiza=ons
are
challenged
with
knowing
what
tools
they
should
use
And………
10.
Compliance
Fears:
Many
regula=ons
are
not
clear
how
they
pertain
to
social
media

16. EXAMPLES
OF
SOCIAL
MEDIA
GONE
WRONG
Poten=al
hires
need
to
be
careful
what
they
post:
• 2009
a
person
tweeted:
"Cisco
just
offered
me
a
job!
Now
I
have
to
weigh
the
u=lity
of
a
faMy
paycheck
against
the
daily
commute
to
San
Jose
and
ha=ng
the
work.”
• A
Cisco
employee
saw
this
and
contacted
the
person
who
hired
him.
• Cisco
revoked
the
offer.
Employees
need
to
be
careful
what
they
post:
• Someone
tweeted
they
were
going
to
a
big
sales
mee=ng
in
Bentonville,
Arkansas.
• Because
Bentonville
happens
to
be
the
HQ
for
Wal-­‐Mart,
compe=tors
-­‐
as
well
as
Wal-­‐
Mart
(client)
-­‐-­‐
learned
about
the
disclosure.
• Wal-­‐Mart
became
so
angry,
they
canceled
the
mee=ng.
Employee
violated
non-­‐compete:
• In
2009,
a
technical
recruiter,
leu
IT
staffing
firm
TEKsystems
Inc.
but
con=nued
to
send
messages
to
members
of
their
LinkedIn
network
who
worked
for
the
firm.
• TEKsystems
filed
a
lawsuit
with
the
employee
and
their
new
employers.
• The
Court
entered
a
Consent
Order
for
Permanent
Injunc=on
prohibi=ng
the
former
employee
from
solici=ng
or
contac=ng
the
company’s
customers
for
a
period
of
12
months.

17. REGULATIONS
AND
SOCIAL
MEDIA
Forrester
Research
has
iden=fied
more
than
a
dozen
regula=ons
in
North
America
and
Europe
that
have
direct
implica=ons
for
how
organiza=ons
manage
social
media:
-­‐ Na=onal
Labor
Rela=ons
Act
-­‐ Financial
Industry
Regulatory
Authority's
(FINRA)
Regulatory
No=ces
10-­‐06
and
11-­‐39
-­‐ Federal
Trade
Commission's
(FTC)
updated
.com
Disclosures
guidance
-­‐
Federal
Financial
Ins=tu=ons
Examina=on
Council's
(FFIEC)
proposed
"Social
Media:
Consumer
Compliance
Risk
Management
Guidance”
-­‐ Proposed
European
Union
General
Data
Protec=on
Regula=on.
-­‐ New
rules
from
the
U.S.
Food
and
Drug
Administra=on
and
other
regulatory
agencies
are
likely
on
the
way.

18. COMPLIANCE
AND
SOCIAL
MEDIA
• Data
ProtecOon
and
Privacy:
Organiza=ons
should
evaluate
how
they
collect
social
media
data
and
work
to
clearly
address
their
inten=ons
in
a
public
way,
such
as
through
their
websites'
public
privacy
policy
statements.
• Employee
rights:
To
address
these
concerns,
organiza=ons
can
adopt
policies
to
guide
employee
use
of
social
media
but
must
be
careful
that
they
do
not
conflict
with
country
or
state
privacy
laws/labor
laws.
Be
careful
how
you
monitor
employees,
restrict
behavior
and/or
gather
informa=on
from
social
channels
for
hiring
purposes.
• Disclosure
and
third-­‐party
endorsement:
Your
social
media
messages
should
meet
your
industry’s
regula=ons.
For
example,
some
social
posts
can
be
considered
endorsements
as
they
remain
live
for
a
long
period
of
=me
on
the
internet.
• Governance
and
oversight:
Since
more
enterprises
and
specific
groups
within
those
organiza=ons
(HR)
are
using
social
media,
regulators
in
some
industries,
such
as
FINRA
and
FFIEC,
now
want
to
see
organiza=ons
to
develop
proper
internal
procedures
and
controls
to
ensure
they
manage
associated
risks
effec=vely.
• InformaOon
archiving
and
retenOon:
There
are
great
challenges
with
archiving
your
content
since
content
creators
can
edit
or
delete
posts
auer
they
are
published.
You
should
determine
what
your
context
of
business
communica=ons
is
first
and
then
decide
how
to
manage
to
it.

19. WHAT
SHOULD
YOUR
ENTERPRISE
DO
TODAY?
Social
Media
is
not
going
away-­‐
it’s
only
increasing
Don’t
shy
away
from
Social
Media
because
of
the
unknown-­‐
the
benefits
are
too
great!
Enterprises
should…..
Take
precau1ons
by
focusing
on
the
regula1ons
you
need
to
comply
with
and
put
in
a
governance
process
to
comply
with
them.

20. QUESTIONS
TO
ASK
YOUR
COMPANY
What
regula=ons
does
our
company
need
to
follow?
What/how
are
we
monitoring
the
social
world?
Who
is
accountable
for
monitoring?
How
are
we
tracking
and
managing
nega=ve
feedback?
Is
there
currently
an
inventory
of
the
various
social
accounts
we
have?
And
does
this
include
any
leaders
in
the
organiza=on?
• Do
we
have
any
specific
social
media
policy
in
place
for
the
employees?
• When
was
the
social
media
policy
updated
last?
•
•
•
•
•

21. FUTURE
OULOOK
IN
SOCIAL
MEDIA
• Social
media
will
become
a
daily
rou=ne
for
those
not
already
using
it.
• Companies
will
be
asking
more
how
they
can
integrate
social
media
into
their
mix
of
communica=ons.
• New
social
playorms
will
become
known
and
u=lized;
Some
exis=ng
will
go
away.
• E-­‐mail
and
instant
messengers
have
constantly
been
dropping
in
popularity.
• The
media
budgets
will
shiu
to
content
crea=on,
monitoring
&
management.
• Social
media
will
share
more
sensi=ve
topics
&
serious
discussions.
• More
companies
will
be
monitoring
their
brand
due
to
the
increase
in
bad
press
seen
in
the
public.
• Mobile
marke=ng
will
con=nue
to
grow
deeper.
• Social
media
insights
(business
intelligence)
will
be
used
by
companies
more
to
be
proac=ve.
• Social
tools
will
become
companies’
most
effec=ve
tool
for
customer
service.
• Customer’s
opinions
will
con=nue
to
be
shared
at
a
growing
rate.
• Social
ac=vi=es
will
be
easier
to
measure.

22. THANK
YOU
What
are
you
going
to
do
tomorrow
to
find
out
more
about
Social
Media
in
your
Enterprise?
Do
you
have
ques=ons?
Holly
Solomon
Expand
Socially
(614)440-­‐7988
holly@expandsocially.com
www.expandsocially.com

23. RESOURCES
SearchSecurity.com:
Social
media
regula=ons
and
compliance:
What
enterprises
should
know”:
hMp://searchsecurity.techtarget.com/=p/Social-­‐media-­‐regula=ons-­‐and-­‐compliance-­‐What-­‐enterprises-­‐should-­‐
know?vgnexymt=print
Restric=ve-­‐covenant
federal
lawsuit
over
social
media
conduct
raises
novel,
far-­‐reaching
ques=ons
for
employers
hMp://www.nixonpeabody.com/118469
Mayo
Clinic:
hMp://sharing.mayoclinic.org/guidelines/for-­‐mayo-­‐clinic-­‐employees/
“New
Employee
Orienta=on”
that
shares
social
media
guidelines
and
best
prac=ces
for
their
employees.
hMp://youtu.be/pjocDhlicJs
Humana:
hMp://www.citeworld.com/social/21922/enterprise-­‐social-­‐networking-­‐success-­‐story-­‐socialcast-­‐humana