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Social Media Policies, Procedures
and Governance
Nikki Van Dusen, MA
President, 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.
So...
Definitions
Procedure
An established or official
way of doing something.
Something that requires
only managerial
approval....
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...
Do you need a
social media policy?
No.
You don’t have a “hipster skinny jeans
policy” separate from your dress code,
right...
Internal Expert Stakeholders
HR
IT
Security
Privacy
Legal
Communications
Marketing
...
12
Policies + procedures to examine
HR
ethics
conduct
IT
device/equipment usage
Communication
spokespersons
official channels...
Develop guidelines and clarify
How do the old rules apply
to the new tools?
Work with internal
experts to decide
14
Final step: Internal communication plan
Remember, you’re trying to
change behaviour and
culture
a list of rules in a memo
...
Case study
Reduce risk
Build momentum
Empower the team
Case study
Research
Social media audit
Audience research
Employee surveys
Analysis
3 Audiences:
“everyone else”
managers
C...
Case study
Communicate
Goals & Objectives
staff know
managers empowered
no one screws up
champions advocate
Strategy
light...
Case study
Communicate
Tactics
“Everyone else”
Intranet articles (10)
Education section
Post-its
Stickers
19
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
21
Case study
Evaluate
article reads
section views
employee indiscretions
likes, follows, etc. prior
to public launch
rogue a...
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 p...
Social Content
Management
Do more with less
Reduce risk
Social Content Managers
Tools that facilitate
monitoring, posting &
engaging on multiple
social channels and/or by
multipl...
Social Content Managers
Examples:
Hootsuite 0-$$$
Buffer 0-$
Sysomos Heartbeat $$$
Radian6 $$$
HeyOrca $
Hubspot $$$
...
28
Pros & Cons of Content Managers
Time
Money
Resources
Results
Cross-posting
Reporting
Security
29
Final questions
Contact me:
@nikkivandusen
ca.linkedin.com/nikkivandusen
facebook.com/nikcomminc
nikcomm.ca
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Social Media Policies, Procedures
 and Governance part 1: Employees

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Social media opens your brand up to risk of reputation damage. You can’t just stick your head in the sand and ignore the risks, and you can’t not participate. What questions do you need to ask your organization to make sure you’re reducing the risk of participation? Do you need a social media policy? How should you deal with issues that arise? How do you make sure your employees aren’t damaging your brand? How do you handle detractors?

In Part 1 of this two-part breakout session offered at the 2015 iMedia Conference we looked at how to reduce risk of damage caused by employees (either inadvertently or on purpose). Learn strategies to develop policies and procedures around getting your governance ducks in a row, and educating and coaching employees to reduce risk to your organization.

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Social Media Policies, Procedures
 and Governance part 1: Employees

  1. 1. Social Media Policies, Procedures and Governance Nikki Van Dusen, MA President, NikComm Inc. iMedia 2015 Breakout Sessions
  2. 2. You and your Employees Part 1
  3. 3. Being active on social media is risky. Your employees are part of that risk.
  4. 4. Reduce risk caused: The organization Employees Your audience Risk Mitigation Governance Toolkit 4 Externally Internally {
  5. 5. Reducing Internal Risk Internal governance audit Policies Procedures Guidelines 5
  6. 6. Definitions Policy A course or principle of action adopted or proposed by a government, party, business, or individual. Something that requires lots of approvals 6
  7. 7. Definitions Procedure An established or official way of doing something. Something that requires only managerial approval. 7
  8. 8. Internal problem causers https://www.youtube.com/watch?v=Ew_tdY0V4Zo&t=54
  9. 9. Let’s deal with everyone else, shall we? Employees
  10. 10. Internal Research Existing policies & procedures What are you doing already? Internal stakeholders’ needs, wants, concerns Photo credit 10
  11. 11. 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
  12. 12. Internal Expert Stakeholders HR IT Security Privacy Legal Communications Marketing ... 12
  13. 13. Policies + procedures to examine HR ethics conduct IT device/equipment usage Communication spokespersons official channels Record-keeping 13
  14. 14. Develop guidelines and clarify How do the old rules apply to the new tools? Work with internal experts to decide 14
  15. 15. 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? 15
  16. 16. Case study Reduce risk Build momentum Empower the team
  17. 17. Case study Research Social media audit Audience research Employee surveys Analysis 3 Audiences: “everyone else” managers Champions 17
  18. 18. Case study Communicate Goals & Objectives staff know managers empowered no one screws up champions advocate Strategy light touch build momentum 18
  19. 19. Case study Communicate Tactics “Everyone else” Intranet articles (10) Education section Post-its Stickers 19
  20. 20. Case study Communicate Tactics Managers emails, meetings retreat presentation toolkit “swag heroes” 20
  21. 21. Case study Communicate Tactics Champions one-on-one emails “incentivised” with empowerment, training, eventual access 21
  22. 22. Case study Evaluate article reads section views employee indiscretions likes, follows, etc. prior to public launch rogue account creation 22
  23. 23. The organization can be part of the problem, too.
  24. 24. Social media and the workplace Common Craft video
  25. 25. 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 25
  26. 26. Social Content Management Do more with less Reduce risk
  27. 27. Social Content Managers Tools that facilitate monitoring, posting & engaging on multiple social channels and/or by multiple content editors 27
  28. 28. Social Content Managers Examples: Hootsuite 0-$$$ Buffer 0-$ Sysomos Heartbeat $$$ Radian6 $$$ HeyOrca $ Hubspot $$$ ... 28
  29. 29. Pros & Cons of Content Managers Time Money Resources Results Cross-posting Reporting Security 29
  30. 30. Final questions Contact me: @nikkivandusen ca.linkedin.com/nikkivandusen facebook.com/nikcomminc nikcomm.ca

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