Safeguarding corporate reputation in social media

SAFEGUARDING REPUTATION IN SOCIAL MEDIA DUBAI | January 2014 Charlie Pownall | CPC & Associates Ltd... All rights reserved... All rights reserved... All rights reserved... • Make soci

SAFEGUARDING

REPUTATION

IN SOCIAL MEDIA

DUBAI | January 2014 Charlie Pownall | CPC & Associates Ltd

ruin it If you think about that, you'll do things differently.”

Reputation is the #1 business risk

Source: Deloitte, 2013

© 2015 CPC & Associates Ltd All rights reserved

3

Source: Deloitte - 2012

© 2015 CPC & Associates Ltd All rights reserved

Source: Deloitte, 2013

© 2015 CPC & Associates Ltd All rights reserved

5

Source: Altimeter, 2012

© 2015 CPC & Associates Ltd All rights reserved

TECHNOLOGICAL OPERATIONAL

REGULATORY

© 2015 CPC & Associates Ltd All rights reserved

• Make social media a top business priority

• Ensure that social media is about communication, collaboration and

service

as much as marketing and promotion

& communications activities

• Listen actively and be seen to respond

STRATEGIC _

© 2015 CPC & Associates Ltd All rights reserved

• 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

OPERATIONAL _

© 2015 CPC & Associates Ltd All rights reserved

• Institute & champion social media governance

• Train all employees from induction to departure

• Extol the importance of good employee behaviour professionally and

personally

• Closely manage external and employee online behaviour, especially on

owned channels

• Encourage employee listening & vigilantism

BEHAVIOURAL _

© 2015 CPC & Associates Ltd All rights reserved

• Control employee access to social media profiles and management tools

• Track official, unauthorised and fake social media profiles

• Develop social community and content guidelines and ensure they are

enforced

• Scan regularly for leaks or inappropriate sharing of customer/stakeholder

data

TECHNOLOGICAL_

© 2015 CPC & Associates Ltd All rights reserved

• Get lawyers involved in social media from the start

• Understand, enforce and track existing

& emerging compliance issues

• Monitor for IP abuse regularly

• Use legal soft touch wherever possible

• Ensure official statements are user-friendly

LEGAL/

REGULATORY _

© 2015 CPC & Associates Ltd All rights reserved

QUESTIONS?

CPC & Associates Ltd

3/F Nam Wo Hong Building

148 Wing Lok Street

Hong Kong

cp@charliepownall.com

+852 6013 6201

charliepownall.com

@cpownall

charliepownall.com

© 2015 CPC & Associates Ltd All rights reserved