3 Great Social Media Policies to Steal From

Posted on September 25, 2009 by marc meyer

3 Great Social Media Policies to Steal From

Jennifer Van Grove (Mashable)

Sep 25, 2009 –

As social media continues to become more mainstream, the chances that your employees will use these online tools for personal and professional purposes are high. Plus, if you encourage your staff to be brand representatives, using the social web to help grow your company and engage with your customers, then you have a potential fireball of a situation where lines could be unknowingly crossed.

You need a social media policy that sets the foundation of your expectations, empowers your employees to tweet or blog without fear, rewards social media problem-solving, and educates staff on things to avoid in both personal and professional status updates.

It’s smart business to have a social media policy, and lucky for you some of the biggest brands have already paved the way and published policies that you can emulate.

1. Kodak on Transparency

With such a big brand name at risk, Kodak could easily fear the social web, and yet they’ve chosen to embrace it, as well as share their learning and policies with the world.

The Kodak Social Media Tips document is available for download [PDF] and a good read, especially for businesses just getting their feet wet. Their actual corporate policies start on page 10 and provide an educational, instructional, and digestible utility that employees can reference when in tricky situations. It reads like a guide book, making it much more approachable than a standard policy agreement.

What to steal: Transparency guidelines
Why? They’re simple, straightforward, and very clear on boundaries.
Text: Even when you are talking as an individual, people may perceive you to be talking on behalf of Kodak. If you blog or discuss photography, printing or other topics related to a Kodak business, be upfront and explain that you work for Kodak; however, if you aren’t an official company spokesperson, add a disclaimer to the effect: “The opinions and positions expressed are my own and don’t necessarily reﬂect those of Eastman Kodak Company.”

2. Intel on Moderation

Intel, a very active and social brand, has their social media guidelines published online. These policies apply to employees and contractors of Intel who use social media in any capacity.

They acknowledge their guidelines are dynamic in nature and will evolve as new trends and technologies are made available. They also clearly spell out what to think about when engaging in social forums and how to handle the sometimes sticky situation of content moderation.

What to steal: Moderation guidelines
Why? Intel does a good job at breaking down why bad or negative content should not be moderated unless it’s offensive .
Text: “The Good, the Bad, but not the Ugly. If the content is positive or negative and in context to the conversation, then we approve the content, regardless of whether it’s favorable or unfavorable to Intel. However if the content is ugly, offensive, denigrating and completely out of context, then we reject the content.”

IBM on Social Media Value

Considered innovators in the social media guidelines space, IBM was one of the first big companies to publish a social policy document and make it available to the public online.

The brand has tried and true social experiences, which makes their policies for IMBers read like best practices learned from real experience in the field.

What to steal: Add Value section
Why? They inspire IBMers to be thoughtful content creators on the web.
Text: “If it helps you, your coworkers, our clients or our partners to do their jobs and solve problems; if it helps to improve knowledge or skills; if it contributes directly or indirectly to the improvement of IBM’s products, processes and policies; if it builds a sense of community; or if it helps to promote IBM’s Values, then it is adding value. Though not directly business-related, background information you choose to share about yourself, such as information about your family or personal interests, may be useful in helping establish a relationship between you and your readers, but it is entirely your choice whether to share this information.”

Image courtesy of Print 0 aa 0

Not that I condone stealing. But Build your own from the 3.

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Listen and Learn: New Media, New Metrics-@ambercadabra is wayy to smart for me! Thanks @bethharte

Posted on September 4, 2009 by marc meyer

via slideshare.net

I would highly suggest following the Uber smart Amber Naslund on Twitter @ambercadabra

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Ben Harper and Relentless7 PR-do these type of paragraphs just get reused?

Posted on September 3, 2009 by marc meyer

In a hostile sea of disposable, throwaway singles, BEN HARPER AND RELENTLESS7 have made a true album. White Lies For Dark Times is a timeless rock record, with a cohesive collection of music that is as raw, unrelenting and thunderous, as it is arrestingly haunting and emotional.

via benharper.com

As much as I dig Ben Harper (I’ve seen him in concert at least 6-7 times) The hype/PR in this statement makes me chuckle. Can’t they just say the latest release is pretty damn good?

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How Schools Can Use Social Media…

Posted on September 3, 2009 by marc meyer

To build social proof with social media, you need to do three things.

1) Increase your follower counts. The more people you have following you on Twitter, subscribing to your RSS feeds, or becoming a fan of yours on Facebook, the more important your school will seem.

2) Get your school’s message to spread online. The more your school’s content is Re-Tweeted, emailed back and forth, voted on, Digged, or StumbledUpon, the more “popular” your school becomes.

3) Have people talking about your school in the real world. When the story you spread about your school is so great that it has people talking about your institution outside of the World Wide Web, then you know you’ve succeeded in generating positive social proof.

via socialmediaschools.com

1) the more important your school will seem??? Seriously?

2) The more “popular” your school becomes.??? Forget tradition and curriculum..

3) Have people talking about your school in the real world..whoa..

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Social Media Conundrum #62 False assumptions.

Posted on September 1, 2009 by marc meyer

I was in a meeting yesterday with a highly respected group of people running a very notable local organization. It was a follow up meeting to a social media marketing pitch made by a business associate from another company. I was enlisted as the wingman. In a sense, I was the muscle, or the validator, or better yet, the street cred. The initial meeting with this group could not have gone any better. The plan(s) and the views offered in that first meeting were warmly embraced. There was a caveat though. They wanted more. They wanted specific details on how to roll it out. Fair enough. All positive signs.

Then I relaxed and let me friend down.

I assumed she had it under control; when I should have helped her to dig deep and develop a detailed more specific and actionable social media marketing plan. I didn’t.

Our meeting was pushed back, which pushed it further out of my collective conscience. Out of sight, out of mind, right?

I should have had her back. I was her wingman right? No excuse on my part. I should have really looked at the follow up document that she had crafted, and picked holes in it, but I didn’t. I should have thought about and anticipated the “push back” from the group, but I didn’t.

And they pushed back. As nicely as they could. But they pushed. They essentially came back with saying, “There’s not enough here”. And then they talked about ROI…and how they wanted to see it. And we, me? her? Didn’t map back precisely enough on what we were going to measure and how it was going to be measured. I assumed we’d get there, after they had said yes…

Could I have jumped all over their ROI concern? You betcha. And clearly here was my chance to pounce. and I didn’t. Because in a sense it was right there for the taking. I just assumed…

The bottom line is I barely uttered a word. Part of me wanted to and I sort of said something, but it was barely audible. I needed to be her calming voice in the storm of measurable ROI. I wasn’t. Subconsciously, I didn’t want to dominate her show, but I also didn’t want to engage in a lengthy discussion in the conference room at that time over the merits of social media measurement. Or maybe that is the place and time to have that discussion?

No it isn’t. It would take too long. And, in a sense, they were right. It will be the case of every single encounter that one has when trying to pitch and trying to win social media marketing contracts.

What are you going to do? How are you going to measure it? and what will be the results?

Assume nothing.

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“I’d like to see a social media consultant or agency that…”

Posted on August 13, 2009 by marc meyer

I made a mistake. It took a a comment from a reader to point it out to me. A few days ago I wrote a post titled, “17 things that a social media consultant, agency or customer can’t do for you.” Though the premise was correct, I just couldn’t quite wrap my arms around the delivery. It happens. I’ve written enough blog posts where some feel right and some don’t. The reader was right. The original post sucked.

This original post was born out of frustration and that might have been the root cause. It’s now in it’s 6th rewrite, but thanks to Rob Laughter, who’s just getting started in this business, I was able to see the error of my ways and have tweaked the post considerably.

Though the original post was not meant to be snarky, or bitter, I can see how it might have come across as such. I still maintain it to be somewhat of a cautionary post as well, but I now have changed the phrase, …”Can’t do for you” to “I’d like to see”.. So I have softened it to almost a wish list of sorts.

See if you agree.

I’d like to see a social media consultant or agency takes the time to show companies how to blog. Not just set them up and set them free. The assumption can’t be made that everyone is capable of writing a compelling blog with compelling content..
I’d like to see a social media consultant or agency that can teach you how to write for SEO, the User, AND for Social. It’s not easy, it’s time intensive, and not for the faint of heart and probably not in their DNA. You’d be surprised how many can not do it.
I’d like to see a social media consultant or agency articulate to you the relationship between search and social. Why? It’s an art as much as it is science and to be honest, why should they? Most have a baseline knowledge of that to begin with. Should you take the time to at least understand the dynamics? Yes.
I’d like to see a social media consultant or agency tell you when it’s appropriate to not to do something with social media. Why? because even though it’s not in their best interests, it is in the best interest of the client. Some aspects of social media are just not right for every business. Let’s not jam round pegs into square holes just for the sake of getting the business. As a decision maker always ask why. It’s you’re right. Which leads to #6.
I’d like to see a social media consultant or agency teach you to understand the why. Why? Because it helps to understand theory. You need to take the time yourself to understand the why. Preferably before they come calling. Make them squirm before they get there. Dazzle them with your knowledge.
I’d like to see a social media consultant or agency teach you to know when not to pimp your stuff. Why? Because if you think it’s the right thing to do and you’re a traditional marketer, chances are, you’re going to do it anyway.
I’d like to see a social media consultant or agency teach you how to be yourself. They can tell you, they just might not be able to teach you. It’s really up to you. You will figure out that being authentic goes a lot further than #7.
I’d like to see a social media consultant or agency teach you how to have real conversations. You know the difference, really…you do! You have them at the dinner table every night. That’s real.
I’d like to see a social media consultant or agency teach you how to have real online conversations that result in business. Slightly different from #7 but no less impactful or important. The gist being that you can’t force the action.
I’d like to see a social media consultant or agency teach you how to not be disingenuous. You’ll find out real quick how this one works. It’s generally when you learn what the word flame means in the online world and the only voice you hear is your own.
I’d like to see a social media consultant or agency teach you how to not be overt and blatant with your marketing message. Why? You’ll think that it’s the right thing to do to, until you see otherwise. See #10
I’d like to see a social media consultant or agency teach you how to have or create your “ah-ha” moment, you’ll know when it happens. You will have it. Though they may have the skills to set up a moment for you, they’re more fun when you have them on your own time.
I’d like to see a social media consultant or agency teach patience and perseverance-because it is a cornerstone element of social media.
I’d like to see a social media consultant or agency teach you to want it-the only problem is, if you don’t want it, then you won’t want it…this speaks to #17
I’d like to see a social media consultant or agency teach you how to write FBML why? Because chances are they don’t know what it is. That’s ok, just outsource it
I’d like to see a social media consultant or agency teach you how to “be social”… but they can’t. You just have to try.

Thanks Rob.

Does the tail wag the dog?

Posted on August 13, 2009 by marc meyer

I often wonder who calls the shots. Some how the older I get the more important that is to me. I like leadership. I also believe in followers too. There’s nothing wrong with people following. Thought leadership? I like that term too. People that push the envelope of thinking in marketing, social media and technology are leaders.

I love “what if” questions too.

But in social media, though leadership is needed and is important, except that it’s the crowd that steers the ship. The mob dictates. Viral determines. On Youtube, sensationalism seems to rule. Humor dominates. Getting hurt drives traffic. Perez Hilton is a must read. Jason Calacanis and Michael Arrington shift the tide. Why is that? No longer does big media/ mass media call the shots. The fourth estate is and was the dog and yet it no longer wags its own tail. The user calls the shots. The tail wags the dog.

That isn’t such a bad thing except…

Our thirst and their thirst too, is now satiated by the envelope that was once here and now is here…

Which begs the question, “Where will this put us in 5 years?” I’m not afraid of the tech aspect of that question. That is exciting. I’m just wondering where the standards and where our ethics, morals and norms will be in that time. The more that UGC( user generated content) explodes on the scene and continues to permeate every pore of our online being, the more desensitized we become, which means, we’ll want more. Our expectations and our needs become greater. Almost to the extent that even governing bodies might start letting down their guard.

Face it, we’re becoming UGC users and junkies; and where our fix comes from next (the technology) is not as important as how strong the next fix will need to be just to function or satisfy our demand.

There’s not a thing we can do about it either.

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WOM

Posted on August 8, 2009 by marc meyer

I highly suggest this site as a resource http://www.womma.org/casestudy/

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Don’t learn social media at the expense of your client

Posted on June 24, 2009 by marc meyer

You have a client that trusts you. You have been tasked with handling some aspect of their marcom endeavor and you are kicking ass. They ask you about this social media thing. You tell them what you know. But it’s not what you “do”. Then it happens.

They ask you if they should “do ” it and whether you could do it for them. You say yes to the first question, and to the second you say…

Don’t do it. You’ll earn more respect for saying that you are not qualified then you would for muddling and scuffling through something that on the surface would seem somewhat basic and rudimentary. You have earned their trust. Trust is gold.

I could change the starter in my car, but it would take maybe 8 hours, maybe 2 days, maybe longer, and there is no guarantee that it will be done correctly. Or, I could go to my friend Curt’s house, he has a ton of tools, some books, and though he’s not a mechanic, he’s done some stuff with his car in the past. He has some faint knowledge of what’s under the hood. How hard could it be? Shouldn’t take TOO long.

Or I could go to the mechanic who works on nothing but my type of vehicle and he could do it before lunch. Might take him 2 hours tops. It’s done and done right. I know exactly what I’m going to get. My expectations are in line with my mechanics goals. He does what he does best.

Makes sense to me.

If it’s not what you do, just say it!

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