Social media provides opportunities for research and development, human resources, and risks and concerns. It allows understanding customers and competitors through networks. However, risks include privacy issues from oversharing personal information online and impacts to productivity from excessive social media use at work. Companies should have social media policies to manage these risks.

1. Nuts & Bolts
of Social Media
1

2. Social Media
Courtesy of youtube.com
http://www.youtube.com/watch?v=lFZ0z5Fm-Ng
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3. Agenda
 Social media landscape and value
 R&D with social media
10 minute break
 HR considerations and policies
 Risks and concerns
10 minute break
 Hands‐on workshop using social media tools
3

4. Why Social Media Now?
SPEAKER — JEFF ANTAYA

5. Social Media Landscape
 Online tools creating real‐time, relevant, and targeted two‐way
communication utilized by individuals and organizations
5

6. Value of Social Media
Integrated as part of your marketing and business plan.
6

7. Value of Social Media
 Part of the tools used to accomplish your business
strategy
 Attract business customers
 Attain customer feedback
 Gather research on target and competition
 Recruit staff
 Train staff
 Identify trends
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8. Why It Helps Your Organization
 Expands frequency and reach of your organization’s messages
and offerings
 Leverages positive relationships of all employees and
customers to advance communication effectiveness
 Circumvents filters, “gate keepers”, and clutter
 Improves efficiency and cost effectiveness of advertising
spend
 Keeps your company top of mind
 Builds incremental “team spirit”
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9. How It Is Most Effective
 Using as a platform for electronic networking
 Pushing company prepared messages and offerings to
network
 Offering supportive comments to build credibility
 Gaining competitive intelligence
 Helping recruit and retain human capital
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10. When It Is Most Effective
 Integrated into everyday routine
 Personal and business mix
 Controls in place to identify challenges for constructive
conversations
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11. Speaking the Language
 Search engines dictate who finds you
 Need to speak in terms used by public and your
competitors
 Use descriptive words
 Repeat terms
 Use variations
 Link terms to geography
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12. Terms to Describe You
Exercise:
 What terms describe products or
services you sell?
 Are there terms for products you
consider “proprietary”?
 Will people use them to find you?
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13. The Audience You Want To Reach
 Media
 Households
 Businesses
 Community organizations
 Referral sources
 Internal
 Facebook followers  Twitter followers
 LinkedIn groups  YouTube
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14. Audience You Would Like to Reach
Exercise:
 Take two minutes and list all of the
people that you try to reach today
through your marketing efforts
 Are there other audiences you would like
to reach, but you don’t focus on today?
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15. Keys to Your Success
Who is listening?
AUDIENCE REASON TO
FOLLOW
Build a
CONSISTENCY
Following
CONTENT
ENTHUSIASM
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16. What Content Do You Need?
Trends Newsletters Expression Offers
Share original Create a forum What are people Reference to
ideas or links for ideas, thinking? other sites
to relevant announce‐ “Today I …” and activities
content ments, offers
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17. Why Should People Follow You?
CHASE JAX CAR
EXAMPLE WASH
17

18. Questions?
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19. R&D With Social Media
SPEAKER — ALEX BROWN

20. Research and Development
 Marketing
 Understanding existing and potential customer base
 Networking through prior connections
 Understanding competitive environment
 Industry trends
 Resources
20

21. Getting to Know Your Customers
 Key contacts in companies – Advanced People Search
http://www.linkedin.com/search?goback=.cps_1262911765239_1
 Select location
 Select industry
 Title
 Vice president
 CEO
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22. Networking ‐ Prior Connections
Search connections to existing
contacts:
 Search or select one key
contact using People Search
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23. Researching Connections
Exercise:
 Using LinkedIn, try to target an industry with
significant presence in your community.
 Locate one or more of your customer
contacts or other acquaintances and see if
they may be connected to others of
influence in need of your organization’s
services.
 Identify key contacts through them and ask
for an introduction through LinkedIn.
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24. Industry Trends and Social Media
Exercise:
 Using LinkedIn, try to find three groups
that may provide information of interest to
you and your organization.
 Search questions and answers for
information related to a current issue
impacting your organization.
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25. The Competitive Environment
 Facebook
 Blogs – What are people saying about your organization?
 Surveys – Ask people questions:
 “When you want to get X, where would you go?”
 “Who do you think offers the best quality at the lowest
price?”
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26. Facebook Blogs
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27. Facebook Surveys
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28. Twitter Search
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29. Social Seek
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30. Questions?
30

31. Social Networking & HR
SPEAKER — PAULA FRERICHS

32. Risks & Concerns ‐ Employees
Personal Image Recruiters
• There is a lot of personal • Is the employee’s personal • How do you manage
information on social media – how image on social networking recruiters, who now have
will your employees react to sites going to reflect your good knowledge about your
management seeing this? company? employees?
• How will management react when • Do you want your customers
they see the personal seeing pictures of your
information? employees beach vacation or
potentially inappropriate
• Will an employee’s personal
behavior?
choices/beliefs effect how others
see them in the workplace?
• How do you handle inappropriate
behavior by employees on public
social networks?
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33. Using Social Networking
1. Finding the Candidate
2. Pre-employment Inquiries
3. During and Post-employment
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34. Using Social Networking
1. Finding the Candidate
2. Pre-employment Inquiries
3. During and Post-employment
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35. Blogging
 Everyday 70,000 new blogs appear on the Internet, yet
few emerge from the office
 Fortune 500 company blogs only account for about 5%
 Know yourself
 Know the audience
 Engage your audience
 Stay current
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36. Using Social Networking to Recruit
 Build your networks
 List open jobs in your status
 Forward jobs to your network
 LinkedIN
 INMails
 Join groups
and post there
 Facebook fan page
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37. Using Social Networking
1. Finding the Candidate
2. Pre-employment Inquiries
3. During and Post-employment
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38. Pre‐Employment Inquiries
 CareerBuilder study found 20% of employers
use sites such as Twitter and Facebook to
influence hiring decision
 Can use lawful information you gather
 You WILL learn things that are illegal to ask
during an interview
 Don’t pass along what you learn
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39. Pre‐Employment Inquiries
 Are benefits worth the risk?
 EEOC
 FCRA
 Need to be able to point to a legitimate,
nondiscriminatory reason for hiring decision
 Don’t “friend” applicants
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40. Using Social Networking
1. Finding the Candidate
2. Pre-employment Inquiries
3. During and Post-employment
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41. Can You Still Be Friends?
 Laws are behind technology
 May not be able to prohibit, but can blur lines
 Possible workplace harassment
 Recommendations are similar to an employment
reference
41

42. Networking vs. NOTworking
Social NOTworking:
The practice of spending time unproductively on social
networking websites, especially when one should be
working.
— Urban Dictionary.com
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43. Granting Access
 HR issue, not just IT
 Privacy, confidentiality, time management,
productivity
 Double standard?
 Employees will act the same regardless if they have
access or not
43

44. … Or Not Granting Access
 Nucleus survey of 237 office workers
 47% regularly log on to Facebook during working hours
 87% can’t define a clear business reason for doing so
 Results in 1.5% in lost production across the entire office
 One survey showed employees spend from 30 minutes to 3
hours/day on sites.
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45. Startling Internet Statistics
 37% of employees surf the web constantly while at work
 86% use office e‐mail for personal reasons
 30% of American workers watch sports online while at work
 24% of American workers shop online while at work
 70% of Internet porn traffic occurs during the 9‐5 workday
 64% of employees have received offensive e‐mails at work
Source: employee‐network‐moniotoring.com/statistics
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46. Biggest Risk — External Misuse
 Unauthorized disclosures of confidential information
 Corporate embarrassment and public relations issues
 Regulating activities on employee social media sites
46

47. Risks & Concerns ‐ Employees
 Inappropriate Content
 Distasteful/embarrassing
posts and comments
 Disparaging remarks about
others
 Disclosures
 Endorsing products/services
47

48. Have a Social Networking Policy
 In addition to your Internet and e‐mail policy
 Address social networking sites, blogs, and virtual
worlds
 Use broad language and update frequently
 Include restrictions on usage (who, when, and
why)
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49. Have a Social Networking Policy
No expectation of privacy
when online in work e-mails.
Have employees sign off,
possibly go through training.
49

50. Sample Policies
CISCO
http://blogs.cisco.com/news/ciscos_internet_postings_policy/
Intel
http://www.intel.com/sites/sitewide/en_US/social‐media.htm
Air Force
http://www.af.mil/shared/media/document/AFD‐090406‐036.pdf
General with links to multitudes of site
http://socialmediagovernance.com/policies.php
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51. Questions?
51

52. Risks & Concerns
SPEAKER — RAJ PATEL

53. Challenges
 Data security and privacy
 Too much information
 Too much trust
 Lack of security
 Viral impact
 Virus corruption
 Resource commitment
 Adequate monitoring
 Communication
 Misunderstanding and poor judgment
 Rules and regulations
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54. Volume of Information Posted
 Music  Hometown
 Books  Phone Number
 Movies  Jobs
 Pictures  Education
 Interests  Birthdates
 Daily schedules  Sexual orientation
 Likes  Family and friends
 E‐mail  Political affiliations
 Address
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55. What One Post Can Reveal
 Where you live
 Questionable
behavior
 Your profession
 Your yearly income
 Information about
others without
consent
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56. Who Is Accessing The Information
 Your Customer  A Stalker
 Your Competitors  Your Ex
 Your Boss  Your Family
 Your Staff  A Hacker
 Your Peers
 The Mailroom Guy
 Your Secret
Admirer
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57. The Friends You Trust
57

58. Customers
 Privacy of their personal
information
 Posting on behalf of your
organization
 Voicing complaints or bad
service The video made a splash online,
getting links from all kinds of
 Doing nothing vs. being venues and garnering over 96,000
views as of Monday morning (5 days
proactive later) and over 500,000 in months
following
 Competitive information
Good news for community banks –
she switched from B of A to a
community bank.
58

59. Regulations
 Security & Privacy
 Disclosure requirements
 Policies & agreements
 Logos (FDIC, equal housing lender)
 Links to external
sources
 Etc.
59

60. Regulations
 Potential FTC regulations
 Writing false business and product reviews
 Other legal issues
 Libel/Defamation
 Federal securities laws against disclosure of corporate
information
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61. Compliance & Legal
 Disclosure requirements: Reg. Z, Reg. DD, FDIC logos, Equal Housing Logo,
Insured products, Equal Credit Opportunity Acts & Reg.B, Fair Debt Collection
Practices Act, ADAP
 Records Retentions: Reg Z & DD (2yrs), FINRA (3yrs), e‐Discovery
 FINRA: Separate insured and non‐insured products
 CRA: Comments, reviews, and ratings through social media sites would qualify
 SEC: Disclosure of financial information or performance
 Defamation: Comments made by others can be attributed to the organization
(e.g., Cisco’s law suit)
 Federal Communication Decency Act
 Copyright or Trademark laws
 Antitrust Laws: Whole Foods CEO’s anonymous posts of competitor Wild Oats
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62. Advertising Rules
 Advertising vs. Personal Profiles
 Businesses – If the site is being used for professional
use, social media presence and communication can be
considered to fall within the advertising rules.
 Personal ‐ Personal use and not intended to market
or promote a company.
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63. Advertising Rules
 Guidelines to include in the policy to educate your
employees how not to create a professional site unless
intended.
 Employees should not associate the company’s name or
email address with the site unless it is intended for
professional use. This includes stating they are an
employee of the company.
 Do not use the company’s assets to update personal sites.
This includes any company owned laptop or computer, I‐
Phone or blackberry, firm IP address, and email
address. Using the company’s email address implies the
employee is acting on the company’s behalf.
 Create an advertising disclaimer to help employees
specifically state their use is personal or professional.
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64. Company Data
 What others are saying about your company
 Wikipedia: Are you monitoring the updates to
your page and who is updating it?
 Blogs (yours and others)
 Facebook/Twitter (yours and others)
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65. Keeping It Personal & Protected
 Customize your privacy settings
 Check privacy settings for each
post
 Reduce the amount of personal
information shared
 Be careful on who you befriend
online
 Segment your friends into lists
 Block Facebook applications
 Remember to delete older posts
65

66. Keeping It Personal & Protected
 Customize your privacy settings
 Check privacy settings for each post
 Reduce the amount of personal
information shared
 Be careful on who you befriend
online
 Segment your friends into lists
 Block Facebook applications
 Remember to delete older posts
66

67. Keeping It Personal & Protected
 Customize your privacy settings
 Check privacy settings for each post
 Reduce the amount of personal
information shared
 Be careful on who you befriend
online
 Segment your friends into lists
 Block Facebook applications
 Remember to delete older posts
67

68. Keeping It Personal & Protected
 Customize your privacy settings
 Check privacy settings for each post
 Reduce the amount of personal
information shared
 Be careful on who you befriend
online
 Segment your friends into lists
 Block Facebook applications
 Remember to delete older posts
68

69. Facebook Privacy Overview
69

70. Keeping It Personal & Protected
 Make a conscious decision whether you want to cross
the personal and professional boundaries and act
accordingly
 Create strong passwords/avoid using public machines
or public WiFi
 Google yourself (you might be surprised what you find)
 And, if you get in trouble — blame it on an imposter,
jealous ex, or a twin
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71. Recommendations
Education, awareness, and training
 Security and risks
 Security best practices
 Personal vs. professional
 Compliance requirements
 Impact on organization’s reputation
71

72. Recommendations
Clear policies for employees and supervisors
 Coverage should include all social mediums (Facebook,
LinkedIn, Twitter, blogs, etc.)
 Everyone should read and acknowledge
 HR‐related polices including hiring and disciplinary practices
 Use of company name or products on social media sites
 Disciplinary actions clearly defined
 Understand it is an evolving policy and be judicious in how it
is enforced
72

73. Recommendations
 Monitor your company on social media
(socialmention.com) and respond appropriately
 Monitor postings on Wikipedia, location maps, etc.
 Monitor your key management’s posts
 Utilize disclaimers and terms of use
 Protect your own intellectual property (use clear
placement of appropriate symbols, such as ©, ®, ™)
73

74. Recommendations
 Refrain from commenting on third‐party posts
 Register your company and C‐level executives on
common social media sites (manually or
knowem.com)
 For marketing services & products, provide links
back to your website where all your compliance
requirements are being met
 Involve your compliance, legal, and risk officers
74

75. Questions?
75

76. Hands-On Workshop
TEAM EXERCISES

77. Hands‐on Workshop
1. Create a Facebook site
2. Create a LinkedIn site
3. Practice with Twitter
4. Begin Blogging
Don’t be afraid to ask questions! We’re here to help.
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78. Best Practice Examples
Facebook Pringles
Twitter Mercy Health System
Wikipedia Amador Valley High School
LinkedIn Azure Dynamics
Blogs Kodak
YouTube OtterBox
Website Umpqua Bank
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79. Getting Started
 Pick one social media medium to focus on today
 Let people know your site exists
Jeff Antaya | CMO | Marketing
Plante & Moran, PLLC, 27400 Northwestern Highway, Southfield, MI 48034
Direct Dial: 248.223.3750 | Mobile: 248.249.3108 | Fax: 248.233.7547
Plante & Moran | Twitter | Facebook | Linkedin
Celebrating 12 years as one of FORTUNE magazine's “100 Best Companies to Work For”
 Get staff to join
 Consistently and regularly publish
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80. Facebook
www.facebook.com
 Create a fan page
 Get members
 Encourage employees to join
 Encourage employees to “share” content
 Create a reason to join
 Publish
 Advertise
 Check out the competition
80

81. LinkedIn
www.linkedin.com
 Encourage network updates about your organization
 Tool to find customers/clients
 Groups
 Research
 Advertise
81

82. LinkedIn Profile
 Highlights your offering
 Picked up by search
engines
 SEO key
82

83. Twitter
www.twitter.com
 Micro‐blogging
 Interdependent on
followers and who
“you are following”
 “Chirps”
83

84. Blogging
http://security‐assurance‐blog.plantemoran.com/
 Interactive personal
site often referred
to as “weblog”
 Allows you to share
your knowledge and
expertise with the
world (content or
niche based)
 Improves search
results
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85. Thank You!
JEFF ANTAYA
248.223.3750
jeff.antaya@plantemoran.com
ALEX BROWN
216.274.6522
furney.brown@plantemoran.com
RAJ PATEL
248.223.3428
raj.patel@plantemoran.com
PAULA FRERICHS
248.375.7222
paula.frerichs@plantemoran.com
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