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CCCA_V3No4_SocialMedia-FIN.qxd:CCCA_V1No1_DriversSeat-FIN.qxd 11/24/09 1:15 PM Page 29 Feature Not only is IBM harnessing the power name. For the most part, the companies Corporate counsel guide to of social media for external communica- we talked to were able to lean on their drafting a social media policy tions and strengthening its brand image, it existing policies when it came to devel- has also reaped sizable internal benefits. oping a way to handle the challenges and The firm reported significant cost savings risks associated with social media. A good social media policy sets out do’s as when it held a series of meetings in the “From my perspective,there are no new well as don’ts, says David Wotherspoon, a virtual world of Second Life attended by legal issues with social media.It’s just a new partner with Fasken Martineau DuMoulin 200 employees from around the world. mode of communication,” says Embiricos. LLP in Vancouver. Here are the top 10 Although IBM spent $80,000 (U.S.) to set “We’ve developed a set of social media things he suggests you consider: everything up, it estimated it saved guidelines, but the existing corporate poli- $250,000 in travel and venue costs and cies were sufficient. For example, the Telus 1. Understand how social media fits into realized an additional $150,000 in pro- corporate disclosure policy applies to a your business. Consider the benefits as ductivity gains because participants were wiki or a blog as it does to any other means well as the risks: Use of social media already at their desks and could dive right of communication.” should enhance your business, not back into their work, resulting in total What the guidelines focus on,however, detract from it. savings of $320,000. is educating employees about the chal- 2. Educate employees about where social Every IBM employee was also invited to lenges related to social media, and the fact media fits into your business, what is participate in international brainstorming that while conversations on such channels acceptable behaviour and what is not. sessions held on company blogs, and he can be informal, voluminous and perma- 3. Audit your practices, successes and fail- estimates that between 50,000 and 60,000 nent, employees need to behave in much ures. Make sure your employees know people provided comments and ideas. the same way they would on other media. their activities are being monitored. Similarly, Canada Post Corp. has turned “We have internal blogs on technology 4. Appoint a social media officer, and sup- to social media to provide a common plat- and other issues, which are led by senior porting committee with representatives form for its 72,000 employees across staff,”says Embiricos.“[Employees] could- from the appropriate stakeholder groups. Canada. The postal operator set up “an n’t disclose information on these blogs [or 5. Co-ordinate your social media policy online discussion group called‘Life@work’ on their own social media accounts] that with other policies, especially relating to encourage all employees to share ideas they wouldn’t otherwise be able to.We’re to IT and employment. and opinions with each other and with our sensitizing our team to common social 6. Remember that social media enable a president and CEO, Moya Greene, who media platforms and helping them realize conversation with the world. Nothing is also has her own blog called ‘CEO Blog,’” that, in many respects, it is no different confidential. says Janet Toddington, legal counsel with [than traditional media].” 7. Monitor your social media presence, Canada Post’s Western Canada legal affairs IBM Canada took a similar approach, both on sites you control and on sites department in Vancouver. “She regularly Safer says. “We tell all employees that you don’t. Your activities and those of reaches various audiences through the when they’re representing the company,or your employees will influence percep- blog, both internal and external. One of participating in conversations meant to be tions of your company. Canada Post’s corporate objectives is to a company conversation, traditional busi- 8. Be prepared to respond to reputational connect and engage employees.Social net- ness conduct still applies.” issues. Bad news can go viral in a very working makes this possible.” Canada Post developed a social media short time period and you need to be policy in 2008, Toddington says. “By no prepared to respond. Taking ownership means is it perfect,but it explains the com- 9. Respect the rights of others. Do not use There are many benefits associated with pany’s expectations of responsible use and social media to defame or infringe the having a social media presence, but they the consequences of a breach of the poli- intellectual property rights of others. must be balanced with the need to pro- cy. It’s very much a work-in-progress.The 10. Remind employees not to forget their tect the company from legal risks related corporation has a social media committee day jobs. to misuse of the brand name; the revela- with cross-functional representation for tion of internal, confidential information; regular review.” and people defaming the brand’s good Overall, the policy “is in plain language HIVER 2009 CCCA Canadian Corporate Counsel Association 29