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Educating Employees to Mitigate Social Media Risks
on Organizations
DO YOU HAVE A SOCIAL MEDIA
POLICY ON YOUR ORGANIZATION?
Global Digital Snapshot 2015
No matter
where
people
are,
they’re
connected.
Source: We are Social – JAN/15
And Growing
Be sure,
your
employees
are part
of it.
Source: We are Social – JAN/15
What your organization is
doing to deal with this
scenario and educate your
employees?
Food for thoughts
¨  According the Altimeter Group, in 2013*:
43%
38%
of the companies put Social Media Education
as a top business priority.
had an educational program in place or in
progress.
BUT ONLY
* Based on qualitative and quantitative surveys
In this way
organizations may be
at risk in the social media world.
It’s necessary to
plan the journey with your employees.
BEFORE
RECEIVER
TODAY
CONTRIBUTOR
EMPLOYEES AND
INFORMATION INSIDE
ORGANIZATION
Basement
¨  Define who will be in charge of the social media
inside the organization and the roles of each
collateral partners.
¨  Prepare a plan for how you will address all
components of the educational framework.
¨  Set your targets and milestones to follow and track
the learning curve and its impacts over the business.
Mandatory Pillars
Establish the
Policy
Introduce
Social Media
Skills Across
the
Organization
Bring the
Board
on Board
Building the Policy
¨  Must start and be in charge of a team with high skills on
social media environment.
¨  It’s multidisciplinary: involves several areas of the
organization (HR, Communications, IT, Institutional
Relations, Marketing).
¨  Must take in to consideration different scenarios, dos
and don’ts.
¨  It provides guardrails and examples of best practices.
¨  Aims to diminish the “shadow areas” of how the
employees must behave in the social media environment
of the organization.
Examples of Scenarios and Policy
Guidance
BUSINESS TRIP
OWNER
GUIDANCE
DO
DON’T
EVENTS COMPLAINTS
Personal Organization Organization
Align the understanding of the reason
why the employee is there. It’s
business not vacations.
No matter if it’s a relationship event or a
product launch it’s a business perspective.
The organization handles the content.
The organization has a specific flow
inside its structure to support this task.
IF FAIL
Keep feeding your social media
channels with your content.
Feed your social media channels with
content related to the trip.
Like and Share the content produced by
the organization.
Post comments or emit opinions regarding
the event, product or people attending the
happening.
Inform the area responsible for
managing social media channels in
the organization.
Answer or say something on behalf
of the organization.
SCENARIO
Educate and Warn. If constant follow
HR policies of the organization.
Educate and Warn. If constant follow
HR policies of the organization.
Educate and Warn. If constant follow
HR policies of the organization.
Spreading the Skills
¨  After establishing a social media policy for your employees, it’s
important to spread the social media skills among the areas.
¨  The best way to make a policy successful is to educate the
employees the reason why the organization is going in this direction
to protect their assets and the employees are part important of it.
¨  It’s the second step: is necessary to promote social media inside the
organization and encourage the use of official channels by your
teams. The policy must not have the direction of prohibition, it must
educate.
¨  Set your targets and milestones to follow and track the learning
curve and its impacts over the business.
¨  Remember: a good use of social media channels can bring good
information for organizations regarding products, services, customer
care. It can drive increases in your sales and revenues also.
¨  It must be faced as a new business tool to support organizations’
strategy.
BEFORE
RECEIVER
TODAY
CONTRIBUTOR
EMPLOYEES AND
INFORMATION INSIDE
ORGANIZATION
FROM SOMETHING STRANGE
TO CHANNELS
TO SUPPORT AND INCREASE
BUSINEES GOALS
Bringing the Board on Board
¨  Executive support is crucial to the success of your policy
regarding social media. They’re the force inside the
organization to drive the impact deeply and widely.
¨  If the management is not familiar to social media, a
quick plan of training must be done. Focuses on key
topics from social media and elect “counselors” to
accompany them throughout the learning curve.
¨  Define what are the main targets you’ll follow with them
and how often it will be done.
¨  Create an executive dashboard in order to track the
impacts (positive and negative) and how these flags are
increasing the organization business environment.
Bringing the Board on Board
AVOIDS
* Souce: Dilbert Comic Strips
Key Takes
¨  Top management support is crucial to the success of this
work. Education through examples.
¨  No policy or guideline alone is enough to anticipate
potential social media risk.
¨  Employees need to be trained to use their “better judgment”
when engaging online.
¨  The policy needs to be clear to reduce the “shadow areas”
of the judgment. It is to educate not to prohibit.
¨  A good use od social media channels can impact over your
business in higher sales and revenues and knowledge of
products, services, customer care.
¨  Follow the targets established in the policy and show their
results (positive and negative) to all of the organization
according to the findings you’ll have.
Thanks
Rafael Torres
Marketing & Communications Executive
rafaelts5@gmail.com
br.linkedin.com/in/rafaelts/

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Social Media Policy on Organizations

  • 1. Educating Employees to Mitigate Social Media Risks on Organizations DO YOU HAVE A SOCIAL MEDIA POLICY ON YOUR ORGANIZATION?
  • 2. Global Digital Snapshot 2015 No matter where people are, they’re connected. Source: We are Social – JAN/15
  • 3. And Growing Be sure, your employees are part of it. Source: We are Social – JAN/15
  • 4. What your organization is doing to deal with this scenario and educate your employees?
  • 5. Food for thoughts ¨  According the Altimeter Group, in 2013*: 43% 38% of the companies put Social Media Education as a top business priority. had an educational program in place or in progress. BUT ONLY * Based on qualitative and quantitative surveys
  • 6. In this way organizations may be at risk in the social media world. It’s necessary to plan the journey with your employees. BEFORE RECEIVER TODAY CONTRIBUTOR EMPLOYEES AND INFORMATION INSIDE ORGANIZATION
  • 7. Basement ¨  Define who will be in charge of the social media inside the organization and the roles of each collateral partners. ¨  Prepare a plan for how you will address all components of the educational framework. ¨  Set your targets and milestones to follow and track the learning curve and its impacts over the business.
  • 8. Mandatory Pillars Establish the Policy Introduce Social Media Skills Across the Organization Bring the Board on Board
  • 9. Building the Policy ¨  Must start and be in charge of a team with high skills on social media environment. ¨  It’s multidisciplinary: involves several areas of the organization (HR, Communications, IT, Institutional Relations, Marketing). ¨  Must take in to consideration different scenarios, dos and don’ts. ¨  It provides guardrails and examples of best practices. ¨  Aims to diminish the “shadow areas” of how the employees must behave in the social media environment of the organization.
  • 10. Examples of Scenarios and Policy Guidance BUSINESS TRIP OWNER GUIDANCE DO DON’T EVENTS COMPLAINTS Personal Organization Organization Align the understanding of the reason why the employee is there. It’s business not vacations. No matter if it’s a relationship event or a product launch it’s a business perspective. The organization handles the content. The organization has a specific flow inside its structure to support this task. IF FAIL Keep feeding your social media channels with your content. Feed your social media channels with content related to the trip. Like and Share the content produced by the organization. Post comments or emit opinions regarding the event, product or people attending the happening. Inform the area responsible for managing social media channels in the organization. Answer or say something on behalf of the organization. SCENARIO Educate and Warn. If constant follow HR policies of the organization. Educate and Warn. If constant follow HR policies of the organization. Educate and Warn. If constant follow HR policies of the organization.
  • 11. Spreading the Skills ¨  After establishing a social media policy for your employees, it’s important to spread the social media skills among the areas. ¨  The best way to make a policy successful is to educate the employees the reason why the organization is going in this direction to protect their assets and the employees are part important of it. ¨  It’s the second step: is necessary to promote social media inside the organization and encourage the use of official channels by your teams. The policy must not have the direction of prohibition, it must educate. ¨  Set your targets and milestones to follow and track the learning curve and its impacts over the business. ¨  Remember: a good use of social media channels can bring good information for organizations regarding products, services, customer care. It can drive increases in your sales and revenues also. ¨  It must be faced as a new business tool to support organizations’ strategy.
  • 12. BEFORE RECEIVER TODAY CONTRIBUTOR EMPLOYEES AND INFORMATION INSIDE ORGANIZATION FROM SOMETHING STRANGE TO CHANNELS TO SUPPORT AND INCREASE BUSINEES GOALS
  • 13. Bringing the Board on Board ¨  Executive support is crucial to the success of your policy regarding social media. They’re the force inside the organization to drive the impact deeply and widely. ¨  If the management is not familiar to social media, a quick plan of training must be done. Focuses on key topics from social media and elect “counselors” to accompany them throughout the learning curve. ¨  Define what are the main targets you’ll follow with them and how often it will be done. ¨  Create an executive dashboard in order to track the impacts (positive and negative) and how these flags are increasing the organization business environment.
  • 14. Bringing the Board on Board AVOIDS * Souce: Dilbert Comic Strips
  • 15. Key Takes ¨  Top management support is crucial to the success of this work. Education through examples. ¨  No policy or guideline alone is enough to anticipate potential social media risk. ¨  Employees need to be trained to use their “better judgment” when engaging online. ¨  The policy needs to be clear to reduce the “shadow areas” of the judgment. It is to educate not to prohibit. ¨  A good use od social media channels can impact over your business in higher sales and revenues and knowledge of products, services, customer care. ¨  Follow the targets established in the policy and show their results (positive and negative) to all of the organization according to the findings you’ll have.
  • 16. Thanks Rafael Torres Marketing & Communications Executive rafaelts5@gmail.com br.linkedin.com/in/rafaelts/