1. Going #Rogue: Losing Control of Your Social Media
Regina Luttrell, Ph.D.
Susan Emerick
Jamie Ward, Ph.D.

2. Who We Are Susan Emerick, Global Portfolio Marketing, IBM @sfemerick
Jamie Ward, Ph.D. Assistant Professor, Eastern Michigan University @drjamiward
Regina Luttrell, Ph.D., Assistant Professor, Syracuse University @ginaluttrell

3. 1. What You’ll Learn
Prevalence #Rogue Learn how companies can be proactive and vigilant when protecting their brand in an effort to mitigate ramifications from rogue sites. Discuss the ramifications associated with the public’s blind trust in anonymous communication.
Role of Preparedness Train organizational leaders to react to a crisis, including appropriate responses to the public and within social media. Examine the role that PR practitioners play in damage control should a “rogue” or “alt” channel become a reality for your organization.

4. 1. What You’ll Learn
Protecting the Brand Understand the difference between social media guidelines and policies and begin building the framework for social media policies. Writing social media policies and developing education and compliance training on cybersecurity will help to address vulnerabilities.
How to Mobilize Discover what can we learn about the future of communication stemming from hackers or acts of civil disobedience.

5. Going #Rogue
With the proliferation and quick rise in popularity of “rogue” and “alt” sites public relations professionals must take heed.
Organizations are entering a new era of crisis communication is upon us.
A recent example of a rogue employee -
Live tweeting layoffs -

6. Ardis Health, LLC v. Nankivell
Don't Fire An Employee And Leave Them In Charge Of The Corporate Twitter Account

7. 2. Branding Matters How do rogue sites affect your brand?
How do rogue sites affect your personal brand?
How do rogue sites affect your corporate brand?
Brand consistency/inconsistency
Stale social media accounts also provide a gateway for negative brand impression. I did social media for the Girl Scouts and one of the links for the cookie sale went to a porn site. GS purchased the site and forgot about it. A porn site purchased the name and anyone that tried to learn about cookies got more than they anticipated.

8. Protecting the Brand Governance Model More than 1 administrator
Social monitoring/listening

9. 4 P’s of Social Media Governance

10. Have you prepared your employees?
Are you prepared?
Have you prepared your employees?
Social Computing Guidelines
Secure Computing Guidelines
Business Conduct Guidelines
Curriculum
Certification

11. What’s lurking in the Dark Web?
Counterfeit Accounts
Phishing Accounts
Community Created Accounts
Employee Created Un-authorized accounts

12. Mobilize teams for action
Pre-Crisis
Employee Education
Training Certification
Guidelines
Monitoring & Notification Process
Crisis
Response Planning, Crisis Protocol
Clear focal points & responsibilities
Post-Crisis
Acknowledgement

13. Social Media Guidelines
65% of online adults use multiple social media accounts
Setting the right expectation at work is paramount
Policies should: provide clear cut expectations
80% of employers have official social media policies (YEAH!)
Less than one-third offer training on how to use social media responsibly in the workplace

14. Social Media Guidelines
Good policies
Trust & Respect
Values
Fluidity - expect changes over the years
Friendly - stay away from “thou shalt NOT”
Consistent & Clear Consequences

15. Social Media Guidelines
National Labor Relations Board
Know & Follow the Rules
Be Respectful
Honest & Accurate
Post Appropriate Content
Clear guidelines for SM use at work
Retaliation is Prohibited - by employer
Media Contacts
Need more Info - contact HR representative

16. Key Takeaways Prepare in Advance Similar to crisis planning
Protect the Brand
Listen
Monitor
Mobilize
Educate
Action Plans
Protocols

17. Thank You!
Questions?
@ginaluttrell
@drjamiward
@sfemerick