Safeguarding corporate reputation in social media

CPC& SAFEGUARDING CORPORATE REPUTATION IN SOCIAL MEDIA Charlie Pownall | CPC & Associates Ltd DUBAI | January 2014 “It takes 20 years to build a reputation and five minutes to ruin it If you think about that, you'll things differently.” CPC& Reputation is the #1 business risk © 2015 CPC & Associates Ltd All rights reserved Source: Deloitte, 2013 CPC& Social media is a top business risk © 2015 CPC & Associates Ltd All rights reserved Source: Deloitte - 2012 CPC& Especially in emerging markets © 2015 CPC & Associates Ltd All rights reserved Source: Deloitte, 2013 CPC& The #1 social media risk is reputation © 2015 CPC & Associates Ltd All rights reserved Source: Altimeter, 2012 CPC& Types of social media risk OPERATIONAL TECHNOLOGICAL STRATEGIC BEHAVIOURAL © 2015 CPC & Associates Ltd All rights reserved LEGAL/ REGULATORY CPC& STRATEGIC _ • • Make social media a top business priority • • Focus on relationships, not numbers • • Ensure that social media is about communication, collaboration and service as much as marketing and promotion Align with broader reputation management & communications activities Lead from the top, grow from the bottom Listen actively and be seen to respond © 2015 CPC & Associates Ltd All rights reserved CPC& OPERATIONAL _ • • • • • Create multi-disciplinary social media Steering Committee Build social media capabilities deep and wide Staff with experienced professionals, not juniors and interns Focus on what customers/stakeholders want, not what the company wants Strengthen crisis & issues management and communications © 2015 CPC & Associates Ltd All rights reserved CPC& BEHAVIOURAL _ • • • Institute & champion social media governance • Closely manage external and employee online behaviour, especially on owned channels • Train all employees from induction to departure Extol the importance of good employee behaviour professionally and personally Encourage employee listening & vigilantism © 2015 CPC & Associates Ltd All rights reserved 10 CPC& TECHNOLOGICAL_ • • • Control employee access to social media profiles and management tools • Scan regularly for leaks or inappropriate sharing of customer/stakeholder data • Track official, unauthorised and fake social media profiles Develop social community and content guidelines and ensure they are enforced Understand social platform complaint procedures © 2015 CPC & Associates Ltd All rights reserved 11 CPC& LEGAL/ REGULATORY _ • • Get lawyers involved in social media from the start • • • Monitor for IP abuse regularly Understand, enforce and track existing & emerging compliance issues Use legal soft touch wherever possible Ensure official statements are user-friendly © 2015 CPC & Associates Ltd All rights reserved 12 CPC& QUESTIONS? THANK YOU CPC & Associates Ltd 3/F Nam Wo Hong Building 148 Wing Lok Street Hong Kong cp@charliepownall.com +852 6013 6201 charliepownall.com @cpownall © 2015 CPC & Associates Ltd All rights reserved charliepownall.com 14 [...]...CPC& TECHNOLOGICAL_ • • • Control employee access to social media profiles and management tools • Scan regularly for leaks or inappropriate sharing of customer/stakeholder data • Track official, unauthorised and fake social media profiles Develop social community and content guidelines and ensure they are enforced Understand social platform complaint procedures © 2015 CPC & Associates Ltd All rights... REGULATORY _ • • Get lawyers involved in social media from the start • • • Monitor for IP abuse regularly Understand, enforce and track existing & emerging compliance issues Use legal soft touch wherever possible Ensure official statements are user-friendly © 2015 CPC & Associates Ltd All rights reserved 12 CPC& QUESTIONS? THANK YOU CPC & Associates Ltd 3/F Nam Wo Hong Building 148 Wing Lok Street Hong Kong ...“It takes 20 years to build a reputation and five minutes to ruin it If you think about that, you'll things differently.” CPC& Reputation is the #1 business risk © 2015 CPC & Associates... • • • Create multi-disciplinary social media Steering Committee Build social media capabilities deep and wide Staff with experienced professionals, not juniors and interns Focus on what customers/stakeholders... • • Make social media a top business priority • • Focus on relationships, not numbers • • Ensure that social media is about communication, collaboration and service as much as marketing and promotion