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Nonprofits Live: Online PrivacyFeaturing Jacob Chang and Alexandra Ross
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Who is TechSoup?• TechSoup is a 501(c)(3) nonprofit organization.• As of June 2010, TechSoup served more than 127,000
organizations, distributed more than 6.3 million technology donations, and enabled nonprofit recipients to save more than $1.8 billion in IT expenses in 33 countries around the world.
Presenters
Michael DeLongTechSoupFacilitator
Jacob ChangTechSoupPresenter
Assisting with chat: Ale Bezdikian
Alexandra RossParagon Legal
Presenter
Social Media Best Practices
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comScore 2011 Survey“Top 10 Need-to-Knows about Social Networking and Where It’s Headed”
Tips for Personal Use of Social Media
• Read the Privacy Policy before you join sites or download apps
• Review Privacy Settings – Facebook (set to friends, limit sharing of info re apps, block ads)– Twitter – can set to private instead of public tweets
• Review Permission Screens for Facebook apps (optional vs. required)
• Use common sense (posts live forever)
• Employment context – what to do if potential employer asks for your Facebook password– now illegal in some states (Illinois and Maryland, pending in California)
Social Media Policy
• HR policy governing use of Social Media by employees
• Online database of social media policieshttp://socialmediagovernance.com/policies.php
• Tie into other company policies regarding email, use of internet, confidentiality etc.
• Topics to cover- policy applies to multi-media, social networking websites, blogs and wikis for
both professional and personal use- whether or not use at work / on company equipment is permitted-postings should not disclose any information that is confidential or proprietary - if an employee comments on any aspect of the company's business they must
clearly identify themselves as an employee and include a disclaimer.
Social Media Policy
-the disclaimer should be something like "the views expressed are mine alone and do not necessarily reflect the views of (your companies name)”
-employees should neither claim nor imply that they are speaking on the company's behalf
-internet postings should not include company logos or trademarks unless permission is asked for and granted
-internet postings must respect copyright, trademark, defamation, fair use, financial disclosure, and other applicable laws
-no posts containing PII - information that allows a page visitor to determine a poster’s identity or third party’s identity and that includes off-site contact information (e.g. name plus email, phone number, physical address or other contact information; SS #, driver’s license number, credit card number)
-PR issues – reminder that employees should not speak to the media on company’s behalf
Social Media PolicyNational Labor Relations Board (NLRB) issues can be tricky
• how to craft workplace social media policies that are consistent with the terms of the National Labor Relations Act (NLRA).
• Section 7 of the NLRA provides employees with the right to engage in “concerted activities for the purpose of collective bargaining or other mutual aid or protection.” • Social Media policies that discourage the exercise of these rights may run afoul of the NLRA. • NLRB questions use of common social media policy provisions • Precise wording of the policy is critical to whether it is considered overbroad by the NLRB• Social media policies that distinguish between the prohibited behavior and concerted activities excluded by the policy, and that provide examples of each, would be more likely to withstand NLRB scrutiny• Legal review recommended
Special Rules for certain Social Media
• All content posted must comply with all company policies as noted above, in addition to the Terms of Use and Privacy Policy of each Social Media site.
• Twitter-Account Name. If tweeting on behalf of the company, name should
reflect that (e.g. @AvonAmy). Post list on company website of employees tweeting on behalf of the company.
-Company Assets. It should be clear that the twitter account is a company asset. If the associate tweeting on behalf of the company should leave, they will need to leave their account behind as well.
-Email Address. Company twitter accounts should be used with a company email address (@avon.com) Business email addresses should not be used for personal social media accounts.
-may wish to require employees to “verify” their Twitter accounts
Special Rules for certain Social Media
• Facebook-Before allowing employee use of Facebook for business, implement
process to coordinate with Social Media team-Official company site vs. personal pages of employees (personal
profiles or groups should not be used for commercial purposes) • Pinterest -Since images on Pinterest aren’t usually created by the pinner, there are copyright considerations. Pinterest does not ask users to consider permissions before each "pin," aiming to make the user experience seamless.
-employees that pin content should confirm they own all rights to the images and that repinning would be an accepted use
Special Rules for certain Social Media
• YouTube -copyright concerns re posting or using third party video content without permission.]
- for consistency and authentication encourage use of the "network" template where employee channels can link to official corporate channels
Social Media to promote your business
Social Media Review- Framework and ApproachSample components of social media activity and key business objectives as it relates to strategy, operations, reporting, compliance and information technology maturity.
Strategy
The Social Media Strategy is aligned
with the overall corporate goals and objectives and has a
supporting governance
structure and plan of execution
Planning & Operations
Processes and procedures have
been implemented to ensure the successful
execution of the social media plan
Metrics & Reporting
Relevant metrics, and associated financial/ operational reports
have been established to ensure
successful implementation and use of social media
Compliance
The organizations actions related to
social media comply with all applicable federal and local
regulatory issues; as well as internal
policies
Information Technology
Ensure integrity and security of
corporate information
systems in order to maintain a positive brand through the use of social media
Social Media Maturity Model
• Have not yet tried to do anything in the Social Web.
• Don’t have a page on Facebook or any other Social network.
• No current plan or strategy to engage with social media in the near future
• Individual employees/teams use social media on their own
• No social media strategy or policy
• Team is communicating on social platform but customers can not interact with company
• Customers can not interact with each other
• Departments set up independent initiatives, work in silos
• Developing needs for SM strategy and policy
• No structure for answering and responding
• Have not put in the investment to really start meaningful conversations with their customers.
• Team is communicating on social platform but not fully engaged with customers
• SM is applied for a specific purpose
• SM is executed where activities can be a value-add initiatives
• Key dept’s, are active on a SM platform
• Formal SM policy• Defined procedures
for moderating conversations
• Clear and meaningful conversations with customers
• SM is utilized for value add activities such as public relations or customer service and research .
• Collaboration among departments
• The organization has moved into a collaborative network that creates new value through the use of SM.
• SM application development
• ‘Crowdsourcing’ is leveraged
• SM is fully integrated into the strategy and processes, enabling the organization to take the lead in exploiting opportunities
• Social media influencers are leveraged to improve reach and engagement
Tactical Strategic
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Social Media PlanningGoals – identify the goals that are unique to the applications and the department or market
• Channels – identify the channels that will be used
• Engagement – include specifics on the level of engagement. For example, will social media be used to listen, share information, comment on other content, or create original content such as blog post or podcast.
• Staffing and Funding – define resource requirements in order to support the social media plan
•Metrics – identify the relevant metrics that support the goals
• Social Media Policies – define the rules of engagement for social media use
• Training curriculum for associates
•Determine the best opportunities to impact business objectives such as identifying areas of risk or unique issues (e.g customer service, PR)
• Identify what you need to know to make an impact on the business objectives. (e.g.if the objective is to build a pipeline of professional level associates, determine who are the current thought leaders are in the industry, who is engaged in the conversation and how their thoughts are relevant to the type of people you are seeking)
• Identify who will be in the conversation
•Determine where the most meaningful conversations are most likely to occur •Understand who in the organization is in the best position to gain actionable • insights from the listening activities
•Determine which tools will be best able to help you listen and collect the right information.
Social Media Monitoring
Social Media Monitoring and Control Tools
Internal – teams or social media managers that are trained to review and pull content based on certain guidelines and escalation paths. In some cases, legal, HR, PR may need to review and approve before content is pulled.
Efficiencies can be gained by determining how tools that monitor and control social media (eg Radian6) fit into broader information governance.
-Radian6 gathers the discussions happening online and gives businesses the ability to analyze, manage, track, and report on their social media monitoring and engagement efforts. Radian6 provides the social media monitoring platform for marketing, communications and customer support professionals.
eDiscovery and Retention Requirements
Although there are some specific laws and regulations, such as the SEC Rule 17a-4, that apply to certain verticals that make the governance of social media relatively easy, for most other businesses, there are no clear rules.
When it comes to retention many companies keep data as the default option, because it is easy.
Retaining masses of social media content will lead to the same issues as e-mail has: big storage bills, difficulties in information retrieval and legal headaches.
Make rational retention decisions, based first on applicable laws and regulations where they exist and then common sense business needs.
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