1. Policies and Structure for
Social Media
PBRL 3150 Social Media for Strategic PR
Jan. 24, 2012

2. Getting Ready
80% of success is getting the company ready
— only 20% is about the technology.
Policies and Structure for Social Media
PBRL 3150 Social Media for Strategic PR

3. Organizational Models
• Social media is only free if your time is
worthless.
• Effective social media campaigns never
“just happen.”
• Customers don’t care what department
you are in.
Policies and Structure for Social Media
PBRL 3150 Social Media for Strategic PR

4. Organizational Models
Policies and Structure for Social Media
PBRL 3150 Social Media for Strategic PR

5. Organizational Models
Policies and Structure for Social Media
PBRL 3150 Social Media for Strategic PR

6. Decentralized
• Organic growth.
• Authentic.
• Experimental.
• Not coordinated.
Policies and Structure for Social Media
PBRL 3150 Social Media for Strategic PR

7. Centralized
• One department controls all.
• Consistent.
• Not as authentic.
Policies and Structure for Social Media
PBRL 3150 Social Media for Strategic PR

8. Hub and Spoke
• Sets example.
• Spreads widely.
• Takes time.
Policies and Structure for Social Media
PBRL 3150 Social Media for Strategic PR

9. Holistic
• Everyone in a
company uses social
media safely and
consistently across
the board.
Policies and Structure for Social Media
PBRL 3150 Social Media for Strategic PR

10. Rules, Policies and Guidelines
Policies and Structure for Social Media
PBRL 3150 Social Media for Strategic PR

11. Why Do We Care?
• Despite what some people say, rules still
apply when it comes to social media.
• Some of the rules may be similar to those
already in place.
• Policies provide structure.
Policies and Structure for Social Media
PBRL 3150 Social Media for Strategic PR

12. What Does a Policy Entail?
• What the company will and will not do
online.
• What employees can and cannot do
online.
• What the public can and cannot do on
company properties.
Policies and Structure for Social Media
PBRL 3150 Social Media for Strategic PR

13. Internal Questions to Ask
• Are employees encouraged to engage in
conversations regarding an organization?
• Are employees required to identify
themselves.
• May employees discuss financial
information?
• Is social media permitted during work?
Policies and Structure for Social Media
PBRL 3150 Social Media for Strategic PR

14. External Questions to Ask
• Will you reject comments that include
offensive or inappropriate language?
• Will you allow personal attacks?
• Will you allow comments that appear as
spam?
• Will you take action against repeat
offenders?
Policies and Structure for Social Media
PBRL 3150 Social Media for Strategic PR

15. Best Buy
• Specialty retailer of consumer electronics.
• 1,000+ stores around the world.
• $16B/year in revenue.
• 180,000 employees.
Policies and Structure for Social Media
PBRL 3150 Social Media for Strategic PR

16. Policies and Structure for Social Media
PBRL 3150 Social Media for Strategic PR

17. Los Angeles Times
• 4th most-distributed paper in the U.S.
• 527,000 daily circulation.
Policies and Structure for Social Media
PBRL 3150 Social Media for Strategic PR

18. Los Angeles Times
Basic Principles
• Integrity is our most important commodity: Avoid writing or posting anything that would
embarrass The Times or compromise your ability to do your job.
• Assume that your professional life and your personal life will merge online regardless of
your care in separating them.
• Even if you use privacy tools (determining who can view your page or profile, for
instance), assume that everything you write, exchange or receive on a social media site is
public.
• Just as political bumper stickers and lawn signs are to be avoided in the offline world, so
too are partisan expressions online.
• Be aware of perceptions. If you “friend” a source or join a group on one side of a debate,
do so with the other side as well. Also understand that readers may view your
participation in a group as your acceptance of its views; be clear that you’re looking for
story ideas or simply collecting information. Consider that you may be an observer of
online content without actively participating.
Policies and Structure for Social Media
PBRL 3150 Social Media for Strategic PR

19. “Cisco Fatty”
Policies and Structure for Social Media
PBRL 3150 Social Media for Strategic PR

20. #MotorCity
Policies and Structure for Social Media
PBRL 3150 Social Media for Strategic PR

21. #Cairo
Policies and Structure for Social Media
PBRL 3150 Social Media for Strategic PR

22. Discussion
Policies and Structure for Social Media
PBRL 3150 Social Media for Strategic PR