Digital Dealer - December 2017 - 31

A REVIEW OF SOCIAL MEDIA POLICY
SHOULD UPDATE AND COMMUNICATE
THE CONSEQUENCES THAT COME FROM
ACCIDENTAL LEAKS OF CONFIDENTIAL
INFORMATION.
	
Defaming competi-

tors

	
Promises not kept
	
User privacy
	
Contest violations

Pro Tip: The use of
social media increases
the risk of accidentally
committing libel, slander,
copyright infringement,
and privacy invasion increases. All those tweets
and posts can lead to
lawsuits, but a General
Liability Insurance policy
can help. It includes
protection for "advertising
injury," meaning claims
from your competitors
that you badmouthed
them in an ad.

4. SAFEGUARDS
AGAINST
ACCIDENTAL LEAKS
OF CONFIDENTIAL
INFORMATION

Social media is a
growing security risk as a
source of data leaks and
misinformation. Vigilance
and training are crucial to
minimizing risks for individuals and the company.
Employees using
personal electronic devices discuss all sorts of
work-related topics on social media - both during
and outside of work hours
and locations. As a result,
confidential data can leak
directly.

Another security concern about social media
- which continues to
make headlines regarding
our presidential election
- is that criminals can
exploit social media to
rapidly disseminate "fake
news" and other forms
of misinformation. Such

REPUTATION

Businesses around the
world ranked damage to
their reputation or brand,
magnified by social
media, as their top risk
management concern,
according to Aon's 2017
Global Risk Management
Survey.
"It takes 20 years to
build a reputation and
five minutes to ruin it."
-Warren Buffett
This can be especially
true today, as high-profile
crises, including cyberattacks, product recalls,
and damaging social
media posts become

...DATA LEAKS AND
MISINFORMATION. VIGILANCE
AND TRAINING ARE CRUCIAL TO
MINIMIZING RISKS FOR INDIVIDUALS
AND THE COMPANY.
devious tricks impact
more than just politics:
they can be used to
manipulate stock prices,
harm personal or business reputations, or even
cause people to take
actions that harm innocent parties while helping
criminals.
A review of social media policy should update
and communicate the
consequences that come
from accidental leaks of
confidential information.
Determine where risks
lie and outline actions to
prevent them.
5. PROTECTS A
DEALER'S DIGITAL

more prevalent. In this
environment, protecting
reputation and actively
managing risk can take
on strategic importance.
Yet for many organizations, managing reputation presents challenges.
Many companies
do not have a written
process exclusively for
reputation management.
Truthfully, until social media showed up, you didn't
really need it. Reputation
management was left to
the marketing, advertising
and PR people.
Today, every employee
is a marketer. A review of
social media policy will

support ongoing efforts to
build and protect a company's digital reputation
by spotlighting internal
practices and process.
6. KEEPS HR IN THE
LOOP ON MARKETING

More and more,
dealers are using social
media as a recruiting tool.
With the addition of social
selling into the sales
process, it's easy to see
that HR is fast becoming
a necessary participant in
the social media marketing process.
There's a growing trend
of hiring employees who
already have a current
social media following because they are influencers and are often seen as
subject matter experts,
especially if they're in
sales positions.
A considered review
of social media policies
and procedures should
include an update on
how HR folds into social
media and outlines their
stake in the decision
making around social
media.
KATHI KRUSE is an
automotive social media
marketing expert, blogger,
speaker, coach, author and
Founder of Kruse Control
Inc. Born in the heart of Los
Angeles to a family of "car
people," Kathi's passion for
the car business spans a
30-year career managing
successful dealerships in
Southern California. Kathi
is the author of "Automotive
Social Business - How to
Captivate Your Customers,
Sell More Cars & Be
Generally Remarkable on
Social Media." EMAIL: kk@
krusecontrolinc.com

D I G I TA L D E A L E R . C O M

DECEMBER 2017

31
http://www.DIGITALDEALER.COM
Table of Contents for the Digital Edition of Digital Dealer - December 2017
