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Charting the Course for Enterprise Social Media in a Regulated Industry
It’s the norm for employees to engage directly with clients on Facebook and Twitter as an expansion to its customer service and web presence. These staff members are usually the ones hired specifically to steer social media for the business, or it’s a part of their larger job role. But more companies are realizing enterprise social networking can boost their online reach, bringing competitive advantages—from keeping customers and gaining new ones to strengthening its brand and industry leadership.
Yet social media engagement gets choppy shared across many departments, offices, and countries of a large, regulated organization. Do you allow every employee to post on behalf of your brand? How do you manage risk amidst a sea of posts, comments, and tweets while keeping it conversational? Can your regulated business benefit from going social?
To answer these questions and more, we’ll explore an enterprise social media strategy for regulated businesses. We gathered a panel of experts who are captains of the social industry to discuss:
- Aligning your social media strategy with your business goals
- Educating the C-suite and partners on social enterprise opportunities, objectives, risk management, and implementation
- Selecting the tools to monitor social exchanges and customer feedback
- Assigning a team to own, manage, and train employees on the social program
- Establishing a clear social media policy that incorporates existing company communications, HR guidelines, and industry regulations
- Creating an ongoing training program that integrates brand management
- Measuring the success of your social media strategy and overhauling it
DeShelia Spann is a Digital Marketing Strategist at Eaton and directs their employee advocacy initiative. Through the Eaton Brand Advocacy Program employees are inspired to engage their networks with relevant content promoting Eaton’s business and the power management industry while gaining insight to company and departmental...
As Social Media and Compliance Specialist for Actiance, Inc, Joanna Belbey helps regulated firms use social media effectively while complying with rules and regulations. Joanna is an enthusiastic user of social media (follow her on Twitter ...
CMP.LY’s unique disclosure solution is built on a foundation of Tom’s experience and insights in marketing, law, social media and entrepreneurship. Prior to CMP.LY, Tom built ad platforms for XM Satellite Radio (now Sirius XM) where he grew annual revenues tenfold in five years. Earlier in his career, he founded Allindie.com, was a partner at...
I help organizations of all sizes understand the tools and tactics of new media. As a 25-year publishing veteran – with the past decade focused exclusively online – I know what it takes to create compelling content that leads to customer affinity and bottom-line results.