View of Social Media !

By Michelle Golden!

This year’s college freshmen...!

Beloit  College,  Mindset  List:  beloit.edu/mindset/2016/    

•  They’ve always lived in cyberspace!•  If they miss The Daily Show, they can always get their news on YouTube !•  Robert De Niro is Greg Focker's father-in-law, not Vito Corleone or Jimmy

Conway!•  They have never seen an airplane “ticket”!•  They can’t picture people actually carrying luggage through airports

rather than rolling it!•  There’s always been football in Jacksonville but never in Los Angeles!•  There have always been blue M&Ms, but no tan ones!•  Before they buy a textbook, they see if it’s available as an e-book!•  History has always had its own channel!

Who else is a freshman?!

Today!

•  Truths about social!•  Lessons from crises!•  Social for business!•  SEC & the Web!

TRUTHS ABOUT SOCIAL!

It’s just the dang Internet. !

Image:  thomaschung  (flickr)  

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Image:  fuzzyscalyman  (flickr)  

Policy components!

•  Liability disclaimers*

•  General communications/behavior*

•  Internet & email policies*

•  Specific social media tool policies

slideshare.net/goldenm/social-­‐media-­‐policy-­‐sample-­‐policy  

Secret Formula!V  +    C  +  R  

Your job = reassure!

Am I making the right decision buying from you? !Or investing in you?!

•  Helpfulness!•  Accessibility!•  Coolness factor!•  “Get” them!•  Synergy!•  Evidence of knowledge!•  Third party acknowledgment !

Pick Your Purpose!

•  Business development, growth!

•  Customer service, reputation enhancement!

•  Just to learn or play !(passive, but OK without expectations)!

Pick Your Purpose!

Business development, growth!•  Build & strengthen business relationships!•  Interact, share content!•  Help & promote others (good citizen)!•  Increase credibility!•  Lead generation!•  Build team (recruiting)!

Not why SM were created.!

Image:  rthakrar  (flickr)  

Pick Your Purpose!

Customer service, reputation!•  Be accessible!•  Create proactive fan base!•  Public & investor relations!•  Gather intelligence & monitor!•  Make problems right!

Presenting yourself!

•  People are ALWAYS better than logos!•  e.g., Twitter: other than marketing or !

cust svc rep, tweet under your own name!•  Be friendly & helpful!•  Promote others!•  10:1! photo!

goldenpracLces.com   19  

Humanize!

Humanize!

Humanize!

LESSONS FROM CRISES!

Social is so easy to blame.!

SM Crisis!

Image:  wetwebwork  (flickr)  

@jkrums: There’s a plane on the Hudson!

SOCIAL FOR BUSINESS!

Skip the middleman!

Skip the middleman!

•  Pay for space!

•  Pray for space!

•  Use your space!

Growth purpose?!Business  development  &  growth   Measure  

Build  &  strengthen  business  relaLonships  

Number  &  depth  

Interact,  share  content   InteracLons,  RTs,  shares  

Help  &  promote  others    (being  a  good  ciLzen)  

Who  you  promote,  whether  they  noLce  

Increase  credibility   Target  group’s  responses,  raLngs  

Lead  generaLon   Number  of  leads  of  the  right  type  

Build  team  (recruiLng)   Engagement  with  prospecLve  employees  

Reputation purpose?!Customer  service,  reputa9on   Measure  

Be  accessible   Number  of  menLons,  number  you  respond  to  (and  don’t)  

Create  proacLve  fan  base   Fan  discussion/acLvity,  do  they  independently  defend/promote  you?  

Public  (and  investor)  relaLons   Outbound  &  inbound  communicaLons  

Gather  intelligence   MenLons  of  you  &  type,  compeLtor  and  supplier  menLons  &  type  

Make  problems  right   Problems  &  resoluLons  

Measuring engagement!

•  Where did it appear?!•  Who said it?!•  What was said? (categorize, clip file)!•  Was it about particular dept or person?!•  Was it positive, neutral, or negative?!•  Did it include reference to page? Which?!•  Who responded? How fast? (clip)!

Try tracking w/Google Reader!

SEC & THE WEB!

What would NIRI like to see?!

Regulatory guidance!Public Companies (simplified):!•  Reg FD, Reg G, “material,” “future-looking” !•  Consistent, Credible, Accurate, Factual, Transparent, Timely!

Advisors:!•  SEC issued loose guidance Jan 2012!•  FINRA says treat SM like “public appearance”!•  NASD 2210 says blogs/web are like ads!•  Tools (e.g., Arkovi, Socialware) capture (comply)!•  Policies need specificity appropriate to you!•  Employees need education !•  Judgment seems to be the theme within the guidelines!

Jan  4  2012  SEC  guidance:  sec.gov/about/offices/ocie/riskalert-­‐socialmedia.pdf  

SEC/FINRA for inv. advisors!Advertisement!•  Websites, banner ads, static content on blogs and social sites

(including Twitter backgrounds, FB wall cover photos, LI or FB groups, bulletin boards) !

Sales Literature!•  Email or IMs to 25+ prospects (w/in 30 days)!•  Password protected websites!Correspondence!•  Email or IMs to any # of customers!•  Email or IMs to less than 25 prospects (w/in 30 days)!Public Appearance!•  Posts in chat rooms!•  Blog comments!•  Real-time interactions on SM (incl: Twitter, LI, FB)!Scripted Communication!•  Webinar, seminar, podcast, videocast!

Clarity?!

•  Refining the message!•  Location, location!•  If Reg FD is to encourage disclosure, then

CEOs and IR pros sharing real-time would be a good thing as investors probably have more access to SM than EDGAR. !(Steven Davidoff, commenting on ZipCar)!http://dealbook.nytimes.com/2013/01/04/zipcar-makes-s-e-c-filing-after-executives-twitter-message/!

sec.gov/pdf/handbook.pdf  

2 things:!

1.  Own your content!

2.  Own your message!

michelle@goldenpractices.com!goldenpracticesinc.com!goldenpractices.com (blog)!@michellegolden (twitter)!

More Info:!slideshare.net/goldenm!