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SOCIALMEDIA.ORG/SUMMIT2014ORLANDOOCTOBER 27–29, 2014
How to integrate social mediawith legal requirements
TRISH NETTLESHIPUCB
How to integrate social media with legal requirements
10.28.2014
Trish Nettleship Director, Social Media & Influence UCB
The thoughts and opinions represented in this presentation
reflect those of the presenter, Trish Nettleship,
and not UCB.
Trish Nettleship
Global Director Social Media & Influence
UCB, Inc.
@trishnet
Picture / Fun image
Legal, Regulatory, Compliance,
Oh My!
4
Don’t Allow Legal to lead
Lead with Business Objectives
• Legal is a participate NOT the lead
• Business Strategies/Objectives should be the driver
• Make legal your partner rather than the blocker
• Engage cross-functional teams early to avoid delays later in the process
5
6
Education is Key
The key to internal engagement is EDUCATION!
People are not inherently anti-social media – they simply don’t understand the opportunity All they see is the RISK since they don’t understand many of the underlying mechanics of what is possible Give broader context of what is social media Encourage creative thinking beyond the rules of Compliance and Regulatory bodies THEN reshape in context of what’s possible today Be positive – anyone can learn about Social Media with patience and a positive attitude
Conversation Prism, provided for free by Brian Solis and JESS3
1
Assess the Regulatory Environment
Regulatory Assessment 9
Ensure you understand the regulatory framework, and very clearly position your activities against it Build templates for each digital channel, include a clear templating strategy that will be signed off by legal as the “way of doing” Bench marketing to ensure you are keeping up Look at enforcement/ trends FTC Example – 100+ letters (Ebola)
10
Provide Risk Mitigation Plan
Is the problem the regulatory environment or how it’s applied?
CH
ALL
EN
GE
S Regulations are not always “black & white” Digital is composed of many channels / types of touchpoint “Changing” digital assets post review can be costly Limited knowledge of social media by legal Need exhaustive review in “context” Significant variance across markets!
RE
SU
LTIN
G IN
FEAR and paralleization Suboptimal usage of digital channels (copy/past of other channels) Limited personalization of promotional digital assets Complex localization/adaptation processes needed Lack of leveraging new targeted advertising capabilites
Key Risks and Mitigation
RISK MITIGATION
Misleading Promotion Policy on who manages, does social media, rules of engagement
User Generated content that gets into regulatory issues
Investment: moderation, filtering, community management, content
Low internal readiness Create Regulatory, Legal and Compliance champions: the right team that will find “The YES”
Clear Understanding of Regulatory Environment
Open lines of communication with regulatory officials and keep an eye on warnings
Correcting Misinformation Lack of control of message
Processes
Create a practical process
Don’t over engineer Provides a comfort level to legal
14
• Legal Champions • Early view • Test for potential
roadblocks
Concept Review
• Create guidance • Trust your people
Provide Guardrails • Have a simple
review process, only needed reviewers via electronic system
• Need to have SMEs that can review and response same day
Review Process
Questions? 15
Thanks!
SOCIALMEDIA.ORG/SUMMIT2014ORLANDOOCTOBER 27–29, 2014
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