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Posts Tagged ‘LinkedIn’

Fans are great, connections are better

Monday, March 8th, 2010

79% of the largest fortune 500 firms “use Twitter, Facebook, YouTube or corporate blogs to communicate with customers and other stakeholders”, according to a study done by PR firm Burson-Marsteller. That number is only increasing.

As many companies start to embrace social networking a common first step is to create a Facebook “Fan page” (54% percent of the companies studied have at least one Facebook Fan page according to the Burson-Marsteller study) or a LinkedIn company profile, or even a Twitter handle where the company will post news about the company, special promotions, and so forth. This is a fantastic start! But it is only a start.

Leading computer manufacturer, Dell is a perfect example of fully embracing this initial phase of social network marketing. Dell has several Facebook and Twitter pages, each with a specific goal. For example, the @DellOutlet Twitter account sends Followers updates around the latest “deals” for Dell Outlet products. Dell has similar Facebook Fan Pages.

In June 2009, Dell reported it had driven $2 Million in sales directly from the aforementioned Twitter account, @DellOutlet. A great achievement for sure, but now think about the reach and impact of activating all of Dell’s employees. They have more connections, reach a wider set of the population and all have unique interests but at least one shared interest – they want Dell to succeed.

Companies that activate their employees will experience a big competitive advantage in the market. Keep in mind activating is not just about turning on access. It is also about defining a strategy, a policy, educating your employees and then giving them the tools they need to be successful.

Here are a few examples of companies taking steps to activate their employees to drive their business:

Online retailer Zappos has an employee leaderboard that shows who’s on Twitter and how many followers they have.
PETCO, the pet retailing chain, used its already passionate and engaged employees use of social networking to build an in-house strategy.
Telstra, the Australian telecom giant has mandatory Social Media training for all of its employees (Telstra has 40,000 employees!). In the training they stress “responsibility, respect and representation”.
Best Buy’s Twelpforce is a collective force of Best Buy blue shirts offering technology advice whenever and wherever you need it.

Yes, companies are driving revenue through their Fan Pages and Twitter accounts but it is a mere sliver compared to the total impact activated employees are driving on social networks.

Companies in highly regulated industries (such as those regulated by FINRA, SEC, FDA, and so forth) that have blocked access to social networking due to compliance concerns are missing out on a tremendous opportunity.

There are 400 million people on Facebook alone, and that number is rising. Social networking is a channel that must be embraced to maintain a competitive advantage. Whether you are concerned about brand protection or regulatory concerns, implementing a solution to “unlock” social networking for your employees will pay off immensely.

If you were looking for more we’d encourage you to take our Social Networking Risk and Opportunity Assessment. After answering the questions we will provide a detailed analysis for you, generate a specific set of actions and help you prioritize your next steps in engaging with social networks.

Image courtesy of Jason Griffey

Tags: Employees, Enterprise Social Networking, Facebook, LinkedIn, Marketing, Sales, Social Media, Social Media Enablement, Social Media Policy, Social Media ROI, Social Networking Enablement, Social Networks, Twitter
Posted in Best Practices, Marketing, News | No Comments »

State DOTs are paving more than roads

Tuesday, March 2nd, 2010

The American Association of State Highway and Transportation Officials (AASHTO) just published a report looking into the use of social media across the country’s state departments of transportation (DOT). In total 32 states participated in the study. You wouldn’t think that your state DOT would be a leader in social media but then you would be wrong.

State DOT Social Media Usage:
- 91% use Twitter
- 45% have an active Facebook page
- 64% have a YouTube channel
- 33% offer podcasts
- 45% participate as a member of LinkedIn

The study points out that state DOTs find social media a more efficient way to reach the public with time sensitive traffic and travel information. Survey respondents found Twitter, RSS Feeds, Podcasts and Facebook to be the most effective in reaching their audience.

The Texas Department of Transportation has been one of the DOTs paving the way with social media. Scanning their Twitter feed (@TxDOT) you can see everything from general news to time sensitive data such as road closures. For example, here is a post they made after the terrible incident with the plane crash in North Austin:

Posted on Twitter:
A small plane crashed into the Echelon Building on Mopac and US 183 around 10 am today. Emergency crews are on the scene. Expect delays. 10:56 AM Feb 18th

One area the report did not focus on was the ability for customers to connect and communicate with their DOT. Most of us would not think to send an email or call our state DOT but commenting on a Facebook status update, retweeting a post or asking a question over this media is very powerful. Here is a great example from TxDOT’s Facebook page.

The other area not touched on is the requirement to comply with public information laws. There is a lot of discussion as to whether or not social media falls under the guidelines of public information. Most compliance officials say it does, as long as the information created is used to conduct of state business. In fact, Wisconsin Attorney General J. B. Van Hollen recently issued an opinion in which he states that electronic communications made by elected officials are public records, even when they are posted on social networking sites. Van Hollen states that the Wisconsin Public Records laws applies whenever the content is connected to the official’s purpose or function.

If you are a government or state agency engaging in social media I would encourage you to investigate this issue more closely. At a minimum start taking advantage of tools available to automate the capture and archival of your social media content.

Tags: AASHTO, Compliance, Facebook, Government, LinkedIn, Social Media, Social Media Archiving, Social Media Liability, Twitter
Posted in Compliance, Government, Marketing, News | No Comments »

Social Networking: Going Online Without Crossing the Line (Research Magazine Cover Story)

Tuesday, February 16th, 2010

In the March edition of Research Magazine they take a detailed look at the challenges financial advisors face in dealing with social networking sites like Facebook, Twitter and LinkedIn. As they point out “Some have blocked access to networking websites from advisor workstations. At least one broker-dealer requires new hires to delete their LinkedIn profile as a condition of employment.”

The challenges are very real in these highly regulated environments. Kip Gregory sums it up well “Who could blame any firm operating in a regulated industry for taking a cautious approach in the face of all that? Especially in financial services, which is at its core an industry built around the management of risk. The question is: How do you, as a competitor in this business, choose to respond to a clearly shifting landscape?”

Of course the latest move by FINRA helps ease some of the concerns of these financial firms. With the release of Notice 10-06 they address some of the big questions firms are asking. In addition to this Notice you can also download the Companion Guide to FINRA Social Networking Compliance. And if you are still hungry for more information be sure to check out the play-by-play summary of the February 3^rd FINRA webinar on this topic.

The article then moves on to discuss the “techno-solutions” to solving the social networking compliance problem. They highlight our Risk Manager solution for it’s ability to turn on or off any part of a social network that could cause a compliance issue. In addition, there is discussion around our ability to moderate content before it hits the social sphere as well as providing full capabilities to do a post-review after the fact.

I don’t want to give the entire article away so let me just leave you with a few final thoughts:
- Social networks are here to stay and the firms that find ways of adopting them first will have a big advantage. In fact the article points out that “100 percent of the 48 firms surveyed thought social media was here to stay and 84 percent thought it would have a lasting impact on financial services.”
- You do have to create a social media policy (don’t skip this step) – here is a good place to start (first paragraph)
- Look for ways to institutionalize your policy through social networking compliance solutions.
- Plan for change – the sites change, compliance issues change and the way advisors use these tools will change.

Read the full Research Magazine article here

Tags: Compliance, eDiscovery, Facebook, Financial Services, FINRA, Kip Gregory, LinkedIn, Research Magazine, Risk Manager, SEC, Social Media, Social Media Archiving, Social Media Liability, Social Media Policy, Social Networks, Socialware, Twitter
Posted in Compliance, News, eDiscovery | No Comments »

New research report on the use of social at work

Thursday, February 11th, 2010

Every day we are flooded with statistics about social media use, companies defining policies, companies blocking access and even companies forcing employees to delete their LinkedIn account. Well today is no different. Manpower, a world leader in the employment services, released a report that surveyed over 7,700 business in the Asia-Pacific region. Their findings are pretty interesting.

“75% of companies did not have policies for employee use of social media in place and are opting to “wait and see”.”
Come on folks it’s time to get in the game. Social media is here to stay and if you haven’t started thinking through the strategies of how it can impact your business you are going to be left behind. Earlier this week one of the world’s most successful, AND most conservative, companies sent representative to Socialware and over 50 different companies to better understand strategies around social networking and to bring back ideas to the CEO and the rest of senior management on how to adopt these tools for their company. If they can do it, you definitely can.

“19% of Asia-Pacific employers claimed social networking was a good method for promoting collaboration and communication”
Now we are talking. Collaboration and communication is just one way companies can benefit from the use of social networking sites. You could dedicate an entire blog to this topic. In fact, there are over 42 million results on Google around the topic.

“31% of Australian employers cite social networking as helpful in building their brand.”
Quick, you need to reach 400 million people, what do you do? Superbowl ad maybe? Only if you can afford those cute talking babies from E-Trade. If not you better start looking at social media. Facebook grew by 50 million users in the last 5 months to reach a grand total of 400 million. Throw in Twitter and LinkedIn and that’s another 100 million at least. The point is there is no better way to start a conversation with the people that will care about your brand than on these sites. Find the way that works for you and then go say hello.

“Do not block them. If you’re blocking them, then your younger employees, especially those of Gen Y age, are going to either disengage and fold their arms or just get out their iPhones and BlackBerries and access them on there.”
We’ve all been here before. What happens when you forbid somebody to do something? They want to do it even more. Now with that said I’m not suggesting you open the floodgates. There are very good business reasons why you might not want employees viewing Facebook videos or photos at work. All of that activity can clog the network and rob core business applications from the bandwidth they need. So here is an alternative. Define your social media policy, turn on access, lock down parts of these sites that are off limits and then explain to your employees why. Now you’ve given them access to parts of the site that are the most valuable to your business and you’re protecting the company at the same time.

“Ultimately, businesses have an opportunity to use social media in a way that helps employees feel truly connected to the business.”
This is a good way to sum it up. Social media is here to stay. It is having a measurable impact on businesses. You can manage it on your terms. And it will increase, not decrease productivity (I have a blog post coming on that topic next).

Tweet me when you get started.

Tags: Collaboration, Employees, Enterprise Social Networking, Facebook, LinkedIn, Risk Manager, Social Enterprise, Social Media, Social Media Policy, Social Networking Enablement, Social Networks, Socialware, Twitter
Posted in Best Practices, Marketing, News, Social Applications | 1 Comment »

Real world advice for independent advisors, an interview with Kristen Luke

Monday, February 8th, 2010

Kristen Luke, from Wealth Management Marketing, was gracious enough to spend some time talking through her work with independent investment advisors and financial planners. We specifically discussed social networking, what’s holding her clients back and how they are dealing with SEC and FINRA compliance issues.

1. Tell me a little about your background and Wealth Management Marketing
“Prior to starting Wealth Management Marketing in October of 2008, I headed up the marketing department of a boutique wealth management firm in San Diego for 3 years. It was a natural transition from working at my previous job to starting WMM since I performed similar tasks, but now I do it for a variety of firms instead of just one. I have a BA in Business Economics from the University of California, Santa Barbara and an MBA with an emphasis in Marketing from San Diego State University. WMM develops marketing plans for independent advisors and also provides the back office support required to implement the strategies. Basically, we are an in-house marketing department outsourced.”

2. Can you profile the clients you typically work with?
“I primarily work with independent investment advisors and financial planners. The majority of my clients are RIAs which can range from solo practitioners with $10 million in AUM to firms with 20 employees with a few hundred million in AUM. I also work with individual advisors at larger brokerage firms who need help creating their own individual marketing plans or are looking for assistance in creating a social media marketing strategy.”

3. What are their top issues/challenges when it comes to social media marketing?
“I consistently hear the same two challenges from my clients:
- Meeting compliance requirements. Up until recently, it was not clear what an advisor could and could not do according to FINRA. It is still unclear about what the SEC requires. So many advisors tell me that their compliance departments won’t allow them to participate in social media. I’m not sure if this is going to change now that FINRA has released their guidelines.”
Quick Note: The Companion Guide to FINRA Social Networking helps address these questions.
- “Finding the time to participate in social media.”

4. What percentage of your clients are engaged with social networks today?
“Almost 100% of my clients are engaged with social networks in some way. Most of them are only involved with LinkedIn. Closer to 50% are involved in Facebook or Twitter for business purposes.”

5. For those that are active how are they dealing with compliance issues?
“Some advisors have not been concerned about it and are doing nothing. Others are passing everything through their compliance departments prior to posting on LinkedIn, Facebook and Twitter. Others are using sites likes Socialware to archive their social media activity.”

6. What would recommend to your clients that are getting ready to start engaging with social networking?
“I would recommend that they first understand what they can and cannot do from a compliance standpoint. Then I’d recommend they start playing around with the different sites to get an understanding of which ones they like. I find that the advisors that are most successful with social media are the ones who personally enjoy interacting on the different sites. Once an advisor has a basic understanding of social media, it’s important to create a plan of action. This includes finding their target market and centers of influence on the different sites, determining what type of information to broadcast and how often to do so. Social media is like any other type of marketing. It should be planned out to increase the likelihood of success.”

It is clear from our day-to-day conversations and interviews like this that social media will continue to play a big role for independent investment advisors and financial planners. As Kristen points out it is critical to understand the compliance issues before jumping into this new channel of communication. I’ve already mentioned the Companion Guide to FINRA Social Networking and in addition you should look at the summary of the recent FINRA webinar explaining Notice 10-06 on Social Networking Compliance.

For more information from Kristen you can follow her on Twitter or at her blog.

Tags: Compliance, eDiscovery, Facebook, Financial Services, FINRA, LinkedIn, Risk Manager, Social Media, Social Media Archiving, Social Media Liability, Social Media Policy, Social Networks, Socialware, Twitter
Posted in Compliance, Marketing, eDiscovery | No Comments »

FINRA Webinar: Compliance Considerations for Social Networking Sites

Wednesday, February 3rd, 2010

If you happened to miss it, FINRA hosted the Social Networking Compliance webinar this afternoon. Here is a summary from their site on what was scheduled to be discussed:

“This webinar covers compliance and regulatory considerations when using social networking sites to communicate firm business. With the advent of Facebook, LinkedIn, MySpace and Twitter, business use of social networking sites has become popular and can present supervision challenges for firms. Panelists from FINRA discuss the guidance that was recently issued in Regulatory Notice 10-06.”

If you already read Regulatory Notice 10-06 you didn’t miss too much. I will say the most valuable part was the Q&A from the audience and FINRA staff. As you might expect the FINRA team focused on the overarching guidelines but didn’t spend too much time interpreting specific situations. They made it very clear that this is the responsibility of the firm to evaluate a sites capabilities and determine what the firm’s policy will be on usage, supervision, record keeping, etc.

If you are looking for more details on how these guidelines get interpreted for use on social networks you should download the Companion Guide to FINRA Social Networking Compliance.

And if you are interested in a summary of the webinar here are all of my live tweets that I posted during the session. Feel free to follow me on Twitter and send me any questions you have.

Joe Price talking about FINRA task force on social networking, 14 industry participants, came out with Notice 10-06
5 key points, record keeping, suitability, types of content, supervision & 3rd party posts
Record Keeping: rules flow from SEC standards, no way to change this. Must retain, archive and retrieve to be compliant
Record Keeping: technology is going to be the issue, FINRA spoke to firms (including Socialware – we solve this today with Risk Manager)
Record Keeping: discussing integration to enterprise archives, lot of interest in area, each firm needs to assess each solution
FINRA will not endorse any technology provider, firms need to assess the fit, determine if it delivers on compliance needs
interested in position on acceptable formats of social media messaging for FINRA filing and internal record keeping
Question: how do you file a tweet? Acceptable filing format is PDF for FINRA but not for retention (discovery issues, etc)
Suitability: 01-23 applies to social media directly, applies around recommendations, “call to action” or “suggestion”
Suitability: more specific to individual more likely it will be a recommendation, general news not a rec.
Suitability: call to action is key, not going to have prior approval requirement so be careful of what you post
Possible use of templates? Firms have libraries, drop a recommendation of an approved template, be careful of specific products
Question: “Business as such?” SEC term, not addressing it in Notice 10-06, books and records rule apply in this situation
Question: “if we decide to utilize social media we must have technology to track information” there are low tech options…
…technology is going to be key to make this scale
Question: “if a rep indicates where they work is that an advertisement?” ex: business card info on LinkedIn, likely already approved
Question: “business related inquiry on social media site?” addressing later, need to have procedures for reps to follow
Content Types: “interactive electronic forum” have def. of public appearance (i.e., chat rooms), must all be supervised
Content Types: public appearances do not need to be pre-approved
Content Types: blogs? static communication = advertisement = prior approval. However some allow for interaction
Content Type: These interactive blogs would be considered a public appearance (i.e., allowing comments)
Question: “What if firm hosts a blog and allows for 3rd party comments? What if it is a marketing brochure blog?” This is static
Content Types: key ideas, employees should have site use approved for use of logos, content, etc (the static elements)
Content Types: engaging on the sites can then be supervised post-use, these are the interactive pieces
Content Type: firms should decide on their own policies as part of this.
Content Types: key is whether or not a dialogue is supported or intended on these portions of social sites
Technology to capture content is still evolving, will there be compliance grace period? FINRA answer “No”
Firms must make the call if a vendor can meet the FINRA requirements (check out companion guide http://bit.ly/72HiGj)
Recently looking at a blog that wasn’t interactive, send email back and comment *not real-time interactive communication*
Question: “On Twitter, is initial posting interactive or static?” background content is static part, tweets are interactive
Question: “what if social site doesn’t allow for archiving?” answer don’t use it or use a 3rd party solution (i.e., Socialware)
Question: “what about broker-to-broker communication?” defined as institutional sales material (2211), already defined
Question: “How will FINRA test compliance?” FINRA provides policy guidelines, new process, examiners take steps to analyze steps …
Question: …will look for supervisory steps, will look for policies, will look for other steps that compliance is being addressed with
Supervision: interactive communications can be supervised, implement risk based principles to review communications
Question: “Use of sites for recruiting?” Yes – they are subject to FINRA advertising rules, static vs. interactive
Question: Recruiting issue – expectation of earnings. Be careful here, this is most frequent issue
Question: “can registered reps conduct pre-approved, scripted, filed FINRA presentations via a webex type of application, w/instant messaging” …
…”assuming IM’s are being supervised by a reg. principle?” webinar=static, questions=interactive (can be supervised)
Supervision: can choose to pre-approve or not, can choose to sample pre or post, lot of flexibility, you decide
Supervision: communication between research and investment bank always need review, as well as incoming complaints
Question: “do personal social sites of RR need to be monitored to ensure not being used for professional use?” …
Question: … firms need to establish procedures/policies on this, once used for business firms are responsible,
Question: “don’t want reps using Facebook, agree not to, is firm responsible to still track?” I don’t know, maybe based on person
Question: “are firms accountable for how RR identifies themselves on personal SN site” firms need to adopt clear policies on this
Question: “does review of interactive communication have to be conducted by a registered principal” can be some delegation
Should not allow RR to use social media sites if you cannot supervise it (for business purposes)
Ensure you train those that are granted access, enforce your procedures, have consequences for violations
Question: “prohibit from using certain social site features, are firms accountable if RR use them if “prohibited”?” …
Question: Answer is same. They are responsible. (Socialware can disable these features completely to protect the firm – look at Feature Level Access Control of Risk Manager)
Question: “how do you supervise an anonymous complaint?” guidance already provided, must be able to identify person & issue
3rd Party Posts: not subject to advertising rule (great clarity), situations where you can be held accountable
3rd Party Posts: adoption & entanglement, you republish or direct people to content, you just adopted it and endorsed it
3rd Party Posts: influenced posts, can you please post a testimonial to my Facebook page = entanglement
Question: “implicit endorsement of posts, rep didn’t remove a comment?” does not create an endorsement situation
Question: “RR retweets a post, is this an endorsement/entanglement” absolutely endorsement or adoption
Question: “What if you “like” a comment on Facebook” Yes absolutely that is an endorsement (FYI – Socialware can block this)
Question: “what if statement is just wrong, what should firm do?” adopt policy to enable quick action, still needs to be supervised
Adoption & entanglement is SEC concept, one-off answers not the way to go, each firm should develop a complete policy
Firms are doing a lot of different things to monitor 3rd party posts, complaints, publishing guidance
Great FINRA webinar, hope you enjoyed the live tweets, be sure to grab the Companion Guide for SN Compliance http://bit.ly/72HiGj

Look for much more from Socialware on this topic. And if you haven’t registered for a Risk Manager invitation please do so here (it is free). Of course, if you want to get started right away you can sign up for the premium version here.

Tags: 3rd party posts, Compliance, eDiscovery, Facebook, Financial Services, FINRA, LinkedIn, MySpace, Notice 10-06, Record Keeping, Risk Manager, SEC, Social Media, Social Media Archiving, Social Media Policy, Social Networks, Socialware, Suitability, Supervision, Twitter
Posted in Uncategorized | 2 Comments »

Straight to the point interview on Blogtalkradio

Tuesday, February 2nd, 2010

I had the pleasure of talking with Jeff Majka on Blogtalkradio this afternoon. Jeff is the Director of Marketing and Business Development for Strategic Communications Group, a nationally recognized public relations agency that develops and executes integrated PR and business development strategies for technology companies. He also runs Straight To The Point, a podcast focused on “Usable real world intelligence from marketing leaders for marketing leaders.”

You can listen to the recording (about 20 minutes long) by pressing play below.

As part of the podcast I addressed the following:

A little bit about my past experience (boring but very short)
What is Socialware? How long has it been around and what is the company’s mission? What is “social middleware” exactly? (getting to the good stuff)
What sort of challenges did you see at Socialware when you joined the company and how did you go about formulating a marketing strategy to address those challenges?
As a senior marketing executive, have you started to leverage “social media” into your overall marketing strategy. Can you tell us when and how you started to think about social media as a valuable, legitimate channel of communications?
What do you see social media developing into? What are the trends you see as social media evolves and is adopted by more and more people?
Given that your target market is marketing and communications professionals are you seeing people starting to use social media for applications other than influencer relations, such as lead generation or sales cycle support?

I want to thank Jeff again for inviting me to participate. Please have a listen and let me know what you think. Hopefully, I was able to share at least one interesting nugget for the marketing folks out there or those just interested in social media.

Tags: Blogtalkradio, Consumerization of IT, Enterprise Social Networking, Facebook, LinkedIn, Social Enterprise, Social Media, Social Media Enablement, Social Media ROI, Social Middleware, Social Networks, Social ROI, Socialware, Socialware.com, Twitter
Posted in Uncategorized | No Comments »

Just released: Companion Guide to FINRA Social Networking Compliance

Tuesday, January 26th, 2010

Yesterday FINRA surprised everyone by releasing Regulatory Notice 10-06, titled “Social Media Web Sites – Guidance on Blogs and Social Networking Web Sites.” Since September of 2009, FINRA created and has been working with a Social Networking Task Force to discuss “how firms and registered representatives could use social sites for legitimate business purposes in a manner that ensures investor protection.” One of the key goals of this task force, and this new notice, is to interpret the FINRA rules with the knowledge of the changing landscape of social media to allow firms to communicate in this channel while still protecting investors.

For the most part there is nothing new in the Notice. FINRA reinforces their position on long standing electronic communication guidelines reiterating that those rules apply exactly as stated for social networking sites such as Facebook, Twitter and LinkedIn. For example:

Recordkeeping – firms ARE required to retain social media records that a related to a broker-dealer’s business.
Supervision – firms MUST monitor the extent to which employees are complying with policies.
Pre-approval – firms MUST define their policy for pre or post approval depending on their risk profile.

While reinforcing some of the core guidelines there were a few key clarifications that make adopting social networks a little bit easier in the financial services arena. For example:

Static vs. Dynamic content – a registered principle is still required to pre-approve any static content such as a profile or Twitter background details. Dynamic content such as wall posts constitute an interactive electronic forum and therefore firms do not have to have a registered principal approve these communications prior to use.
Third-party posts – FINRA clarified that posts by customers or other third parties are not governed by rule 2210. However, if a firm endorses one of these posts they may become attributable to the firm.

While this update is a very positive step for firms there is still the open question of how to address the compliance requirements in an automated fashion. Additionally, FINRA does not address every fine grain issue you will run into on social networks that could trigger a compliance violation. For example, does Favoriting a tweet trigger rule 2210 because of an endorsement? And more importantly how will protect your firm from these possible violations?

To help firms accelerate their adoption of social networking tools Socialware has released the Companion Guide to FINRA/SEC Social Networking Compliance. This guide provides a detailed analysis of social networks and how their capabilities can trigger regulatory rules. Furthermore, it provides a clear checklist of requirements to evaluate social networking compliance solutions.

For more details you can read the press release and download the guide now.

Tags: Compliance, eDiscovery, Facebook, Financial Services, FINRA, LinkedIn, Risk Manager, SEC, Social Media, Social Media Policy, Social Networks, Socialware, Twitter
Posted in Best Practices, Compliance, News, Social Middleware, eDiscovery | 5 Comments »

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