Monday, February 15, 2010

Why Your Company Needs Social Media Guidelines


My column as it appeared in the Fort Worth Business Press on Feb. 15, 2010

Though some executives may feel that social media isn’t a useful marketing tool for their company, and they could be right, employers must keep in mind that even if their company isn’t blogging, podcasting or tweeting – their employees are. Facebook, the site that allows users to share information about themselves through brief status updates, pictures, video and more, boasts 350 million users. TechCrunch.com reports that 20 million Americans are using Twitter, a service that lets you sum up and share your thoughts in 140 characters or less. And these aren’t just gum-smacking, iPod using teenagers. According to Mashable.com more than 65 percent of Facebook users are 25 years of age and older, with the greatest growth seen in those aged 55 years and older.

Companies have been governing communication tools since phones and computers became standard issue for employees. Policies regulating personal phone calls, e-mail and internet usage were naturally implemented with the technology. They serve has reminders to staff that they are able to use the equipment provided to them for work purposes, but it is not intended for personal use and nothing is sacred. The problem is that these policies don’t address how employees use their own technology when they are at work and off the clock.

Wired.com reports that 54 percent of companies ban social media usage at work. Even though the IT department has blocked social media sites on a company-provided laptop, employees can still access banned pages on their smart phone in their pocket. A study done by Nucleus Research shows that 77 percent of people who have a Facebook account use it at work. The social nature of Facebook suggests the fodder is less likely to consist of company trade secrets and more apt to be commentary on the weather, the coffee in the break room or other mundane happenings. Think of it as happy hour chit chat all day long.

However, bosses beware; this relaxed atmosphere creates the opportunity for remarks never intended for your clients’ consumption to become public. Even well-intentioned employees could create havoc by attempting to provide advice or insight and inadvertently representing themselves as a spokesperson for your organization. Regardless of a company’s presence online, a social media policy is necessary for most all organizations. One might argue some industries should have greater concern than others, such as health care, banking/finance and others that collect sensitive information from clients and customers. What might seem as friendly health or financial advice to a relative or fellow blogger, could mean trouble if the message is inaccurate or counter to a company’s mission. Additionally, depending on the method used, the information could be open for public consumption.

Winstead PC shareholder John Smart, a board-certified specialist in labor and employment law responded on behalf of The Health Industry Council, a nonprofit, organization consisting of North Texas healthcare organizations. He recommends that employers remind staff that they have no reasonable expectations of privacy on their computers at work, and that they can be held accountable for information posted after hours. “Employers have the ability to discipline employees for inappropriate postings, regardless of how they are discovered,” he said.
Before putting those reminders on paper, consider including the following in your social media guidelines:
• Employees may not use your organization’s logo on their personal blog, Web site, Facebook page, etc.
• Employees should make sure that it is clear that their views are their own and that they are not representing the organization
• Your company will not be liable for any misinformation that is published by employees on personal Web sites, blogs, etc.
• Consider whether or not you want employees to be able to include a link to your homepage
• Encourage employees to think before they post or publish, if they have concerns about information they are sharing to contact their supervisor and/or public relations department

Most employers can sum up their guidelines in a few paragraphs. Consider forming a committee of employees to review them and provide feedback before they are adopted by the organization. This will help create buy-in once you are ready to roll them out. Finally, make sure employees understand that their participation in social media is certainly their decision, but that they can be held accountable at work for what is posted on their personal time.

Wednesday, February 10, 2010

Communicating Health Reform

Corporate communicators would serve themselves well to pop the alka-seltzer now and begin educating themselves and their employee base about health care reform. Communicating the inner workings of health care reform can make the most senior Washington insider nauseous, much less a public relations professional. “It is an ugly set of circumstances,” remarked Jeff Kimbell, President Jeffrey J. Kimbell & Associates, a Washington-based healthcare consultant. Kimbell, Dr. James Rohack, President and Director of the American Medical Association (AMA) and Dr. Dan Stultz President/Chief Executive Officer of Texas Health Resources participated on a panel and discussed key components of health care reform.

All agreed the time is now to engage the process. Involving your staff today will help alleviate possible misunderstandings and concerns when changes are made to how the government and your organization provide health care coverage. Helping people feel a part of the conversation now will benefit your company later when changes are made. Don’t let employees depend on reports from the media or water cooler gossip.
  • Send an e-mail to staff and include the following recommended web sites listed below for the salient details. Include important milestone events in your newsletter.
         http://www.ama.org/
         http://www.hsreform.org/
         http://healthreform.kff.org/
  • Hold a town hall meeting and invite elected officials so they can receive feedback from members of your organization.
  • According to Rohack, the AMA would like health care reform to include incentives for those who make positive lifestyle choices. Consider forming a committee of employees and form a wellness program.
With just a small amount of effort you can begin providing information and gaining awareness of possible changes that will help clear up the fog of medicine-head confusion that is likely to follow the final health care reform changes.