Safeguarding corporate reputation in social media
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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 do things differently.”
CPC&
Reputation is the #1 business risk
© 2015 CPC & Associates Ltd. All rights reserved
Source: Deloitte, 2013
3
CPC&
Social media is a top 5 business risk
© 2015 CPC & Associates Ltd. All rights reserved
Source: Deloitte - 2012
4
CPC&
Especially in emerging markets
© 2015 CPC & Associates Ltd. All rights reserved
Source: Deloitte, 2013
5
CPC&
The #1 social media risk is reputation
© 2015 CPC & Associates Ltd. All rights reserved
Source: Altimeter, 2012
6
CPC&
Types of social media risk
OPERATIONAL
TECHNOLOGICAL
STRATEGIC
BEHAVIOURAL
© 2015 CPC & Associates Ltd. All rights reserved
LEGAL/
REGULATORY
7
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
8
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
9
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
+852 6013 6201
charliepownall.com
@cpownall
© 2015 CPC & Associates Ltd. All rights reserved
charliepownall.com
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