Tools and techniques for managing the risks of social media. The biggest risk is not participating.

1. You’ll be OK! Managing Social Media Risks Leslie White Croydon Consulting, LLC March 24, 2011

2. UNCERTAINTY

3. R E W A R D R I S K

4. RISK ASSESSMENT 1. Identify 3. Prioritize 2. Analyze

5. Risk Mitigation Select Implementation

6. Social Media Risks Poll Being stupid Damage to reputation or brand Invasion of privacy Employment practices Copyright or trademark infringement Personal safety/identity theft Libel, slander or defamation Electronic security Release of confidential/proprietary information

7. Greatest risk is not participating in social media You’ve forfeited the game!

8. Managing the Risks

9. Reputation and Brand

10. Listen First What are they saying about you? Who is talking about you? Where are they talking about you?

11. Listening Tools Twitter search (http://search.twitter.com/) Google Alerts (www.google/alerts) Social Mention (http://www.socialmention.com/) Social Media Monitoring (http://deirdrereid.com/2010/10/12/social-media-brand-reputation-monitoring/) Beth Kanter – The Listening Primer (http://socialmedia-listening.wikispaces.com/The+Listening+Primer)

13. In development

14. No

16. Social Media Strategy Why Before How Jay Baer’s Convince & Convert – Develop a Social Media Strategy in 7 Steps (http://www.convinceandconvert.com/social-media-marketing/develop-a-social-media-strategy-in-7-steps/) Social Media Examiner (Nick Shin) – 7 Steps for a Successful Social Media Strategy (http://www.socialmediaexaminer.com/7-steps-for-a-successful-social-media-strategy/)

18. No but being written

19. No

22. Main Guidelines Personal responsibility Applicable organizational policies Confidential & proprietary information Intellectual property & link love Community & value Authenticity & transparency Exercise good judgment Write what you know Fixing mistakes Policy infractions & due process Productivity

23. Crisis Communication Plan

24. Social Media Triage Who should respond? How should they respond? When does it escalate to a “crisis”? How does it tie into your crisis communication plan?

25. http://www.socialfish.org/2010/11/social-media-response-triage.html

26. Social Media Crisis Incorporate use of social media into your crisis communication plan. Test plan through “table top exercise” After a real crisis or incident, debrief and revise the plan as needed Training – Make sure all employees and key volunteers know the triage flowchart and crisis plan

27. Media Liability Risks Nothing new . . . Libel, slander, defamation, disparagement; infliction of emotional distress Invasion, infringement or interference with rights of privacy or publicity Infringement of title, slogan, trademark, trade name, trade dress, service mark or service name Copyright infringement, plagiarism, piracy or misappropriation of ideas Wrongful entry or eviction, trespass, eavesdropping

28. Media Risk Mitigation Publication guidelines Blogging Guidelines/Policy Who can blog Comments moderated or not Reserve right to remove unacceptable postings FTC disclosure guidelines Media Waivers Author and Speaker Agreements Who owns copyright How material can be used in future

29. Media Liability Insurance Named perils Contingent errors & omissions for content Contingent bodily injury & property damage Your publications, web sites, videos, CD/DVD, private communities Coverage for outposts Facebook LinkedIn Twitter YouTube Etal My SocialFish Posts Do You Have the Right Insurance for Your Social Media Activities? Social Media, Liability and Insurance

30. Electronic Security Viruses False links Spam Phishing Hackers Web site security Internet security Electronic discovery Electronic information lasts forever

31. Personal Security Identity theft Stalking Cyber-bullying Predators Teach people about online security http://www.staysafeonline.org/

32. Employment Practices Employers’ misuse/abuse of social media Background checks – Discovery of inappropriate information (protected classes) Stored Communications Act violations Keep It Legal: Social Media and the SCA National Labor Relations Board – American Medical Response of CT, Inc. (protected concerted activity) Another Word on Social Media Guidelines

33. Other Policies and Guidelines Review for social media implications Code of Conduct or Ethics Conflict of Interest Antitrust User agreements or term of use Disclaimers Linking agreement License agreement Logo use guidelines Affiliation agreements

34. Greatest risk is not participating in social media Don’t forfeit the game!

35. Thank you! Leslie T. White, CPCU, CIC, ARM, CRM President Croydon Consulting, LLC P O Box 1414 Severna Park, MD 21146 www.croydonconsult.com Lwhite@croydonconsult.com Twitter: @ltwhite Risky Chronicleshttp://riskychronicles.wordpress.com/