1. Quality health plans & benefits
Healthier living
Financial well-being
Intelligent solutions
Taming the Wild West
of Social Media
Aetna Legal Team
July 2012
@Aetna
@AetnaHelp

2. Leading Practice Policy Considerations
Social Media Polices & Governance should have the following
attributes. It should:
• Identify the behaviors the company wants to drive across the social media
audience
• Identify the internal players in terms of their roles and responsibilities
• Monitor emerging Regulatory guidelines in these areas taking into
consideration that social media is not geographically bound
• Clearly define guidance with regard to how social media will be employed in
terms of:
─ Alignment to corporate objectives: Marketing and Communications
─ Definition of measurable objectives: Employing social monitoring and
business intelligence
─ Consideration of retention of data for legal and audit purposes
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3. What Does it Mean for Aetna to Become Social?
Use of social technologies within the enterprise to create an
environment focused on collaboration and engagement around
business objectives
Use of public social channels (e.g., Twitter, Facebook) to
communicate and engage with social customers while
retrofitting traditional processes for new media
Use of public/private online communities to engage and
empower care providers, patients and consumers in their
pursuit of health and wellbeing
Foundational Components
Process / Training / Social Center of Digital
Policy
Playbooks Education Listening Excellence Assets
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4. Critical Elements to Social Success
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5. Creating the Social Sandbox
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6. Define the sandbox and
set clear rules for its use.
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7. With the guardrails in
place, give direction.
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8. Now prepare those
who will use the
space.
Education
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9. The Enterprise Social Toolkit
 Social Media Standard  Community Manager  Community Manager Training
Playbooks  Multiple Training Paths
 Community Manager
Engagement Guidelines  Engagement Workflow Maps  Formal Social Media
 Aetna Community Pact  Resource Library Certification
 Reverse Mentorship
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