Why Legal Should be Your Best Friend - Social Business Engine Podcast

Why Legal Should be Your Best Friend

This is a first for the Social Business Engine podcast.  This week I feature a lawyer! Ryan Garcia, Legal Director at Dell, joined me to discuss the role of legal in social media engagement at Dell. In his role, Ryan works with the consumer retail business, Dell’s gaming brand, and the Global Social Media and Community team at Dell.

SMaCU_Unconference

You may remember episode 59 with Amy Heiss describing Dell’s social media training, SMaC U. Amy told us about the logistics of the program and Ryan is speaking on how legal ties in. Tune into this podcast to hear how Dell began integrating legal into the modules early on to make employees aware of the social media rules and laws, thereby preventing future issues.
SMaCU_Unconference_2014

On this episode you’ll discover:

  • Dell was chosen for an award from Incite Group as the Most Innovative Use of Social Media, for the value and innovation recognized in their training program.
  • There is value to getting involved early in areas of risk. Training Dell’s employees on how to engage, the disclosures required, the rules to follow, and overall strategy is more beneficial than overcoming the problems that arise from not training them.

“It is so much more valuable to invest in training than to try to correct mistakes that training could have prevented.” @SoMeGeekLawyer #sbeshowTweet: Tweet This

  • Ryan recommends a 4 step process including strategy, training, monitoring, and governance, with the most focus on training.
  • To deliver social media training in an empowering way, Ryan recommends covering only the essentials and making the training interactive and engaging.
  • Social media is being forced on groups, and some individuals don’t want to use it, so shortening Dell’s training program from eight hours to four hours was necessary to keep trainees engaged.
  • The legalities are integrated into Dell’s training curriculum with real-world examples to makes the lesson more memorable.
  • Dell publishes their five core social media principles in their policy for everyone, including the public, to see on their website.
  • It’s important to be transparent and disclose your connection to brands when promoting anything on social media.
  • Your individual social media posts need to disclose your connection or employment to the brand. Dell employees are encouraged to use the hashtag, #iwork4dell in any posts about Dell’s products or services.
  • The guidance provided by the FTC is a little gray. If the person reading your post would think about it differently if they knew your relation to the brand, there should be a disclosure.
  • Ryan believes the most effective aspect of governance is not the tools, it’s the training.

Ryan shares how to integrate risk management into your social media strategy

Featured On This Episode:

There are TWO WAYS you can listen to this podcast with Ryan Garcia.

You can click the Listen Now button at the top of this page… Or, you can listen from your mobile device’s podcast player through iTunes or Stitcher.

Find out more about social selling.

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Bernie Borges

Bernie Borges is Co-founder and Chief Customer Officer of Vengreso, the leader in digital sales transformation. He's also the host of the award-winning Modern Marketing Engine podcast. His book Marketing 2.0, was an early playbook in social media strategy. Bernie is also a speaker and voice over talent. He has a passion for aligning marketing, sales, and customer success for great customer outcomes and sustained revenue results. Bernie is a fitness buff and enjoys kayaking with his family in Tampa Bay.

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