Succeeding in Social Media within Regulated Industries

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On Air: 17:00 - 18:00 EST (GMT-5)
Monday, January 25th, 2016


Highly regulated industries such as healthcare, banking, pharmaceuticals, insurance, finance, alcohol and tobacco, and government entities have regulations that govern their social media activities. In digital and social media, where every action, conversation, customer feedback and brand response is immediately visible and most times recorded publically, these companies have unique challenges when figuring out which regulations apply, how to manage those regulations and to always remain compliant. For those that work in regulated industries, it can feel like an impossible task to manage a successful social media plan. Join us for this panel discussion as we explore the challenges these brands face and how to overcome them to create a successful social media management plan.

Organizer

Blaise Grimes-ViortBlaise Grimes-Viort
Chief Innovation Officer at Emoderation

Blaise started his career in community management in 2001 and since then has worked with global brands, start-ups and charities in fields such as publishing, FMCG, fashion, gaming, social networking, pharmaceutical, broadcasting, and telecomms. Blaise was Head of Communities and Social Media for publisher Hearst UK before coming to Emoderation, where he oversees our community management, social media consultancy and training services. [See more]

Connect with Blaise on Twitter at @blaisegv or on Google+.

Panelists

Katy BlakeKaty Blake
Lead Community Manager at Emoderation

Katy Blake is a Lead Community Manager at Emoderation, and a specialist in regulated industries, luxury and FMCG. When she’s not online, she’s snowboarding, or playing with reptiles.

Connect with Katy on Twitter at @katyelleblake or on Google+.

Tammy BoardTammy Board
Director, Digital Compliance at Brown-Forman

Tammy’s experience in social media compliance includes participating on the Task Forces that instituted Digital Marketing guidelines for the Distilled Spirits Council of the United States (DISCUS), the European Forum for Responsible Drinking (EFRD) and the Alcohol Beverages Advertising Code (ABAC) for Australia. Tammy was also instrumental in working with Twitter to implement an age affirmation mechanism into its social media platform. She has been in her current role since 2009 and employed by Brown-Forman for 22 years, working in various roles of leadership in the Information Technology area.

Connect with Tammy on LinkedIn.

Monika McMahonMonika McMahon
Director at Large Media

Concert fiend, tech enthusiast, drinker of coffee, wine & cider. Director at @LargeMedia, on Board Member of @SpokesBUZZ, Creator of @Noiselace!

Connect with Monika on Twitter at @monikarun or on Google+.

Danielle SheerinDanielle Sheerin
Director at BrightCultures

Consultant specialising in social customer service, with wide experience of co-creating strategies, working with leadership and embedding new and better ways of working and communicating in businesses.

Connect with Danielle on Twitter at @daniellesheerin or on Google+.

Ryan Wenstrup-MooreRyan Wenstrup-Moore
Senior Social Strategist at Barefoot Proximity

Lived in Glasgow for 11 years; sound like a Scottish Madonna. Proud feminist. Love sushi, hate oranges. As punk rock as sorority girl can get. Lapsed blogger.

Connect with Ryan on Twitter at @Melaina25 or on Google+.

Discussion Questions

  1. There is no doubt that highly regulated companies tend to avoid social media because of compliance or legal concerns. What are the top three things regulated brands should consider when creating a social media management strategy?
  2. Highly regulated industries such as healthcare, banking, pharma and finance have unique needs that need to be addressed outside of standard social media policies. How do these industries navigate the social media landscape and position themselves to lower the inherent risks?
  3. Banking and healthcare industries have access to confidential materials and must be cautious when providing information online in order to stay compliant with federal regulations. This privacy extends to the information that their employees may be posting about the company and/or industry. How do you maintain control over this and what are the biggest challenges?
  4. How do you recommend that brands meet the challenges in making sure that all outbound content meets established standards (FINRA, FDA, HIPPAA, FTC, FCC, etc.) in order to ensure your content remains compliant?
  5. Many heavily regulated companies opt to play it safe by allocating their marketing efforts elsewhere instead of social media – many brands understandably have big fears. How does a social media manager navigate these waters to get key stakeholders invested in their social media plan?
  6. Heavily regulated brands have to ensure they’ve adapted a thorough customer service response plan. For example, adverse event training and certification is a requirement in the pharma industry. What things do you consider when putting together a successful customer service response plan for a regulated brand?
  7. Regulatory bodies such as the Financial Industry Regulatory Authority (FINRA), the Securities and Exchange Commission (SEC) and the Food and Drug Administration (FDA), for example, have comprehensive guidelines so that companies can participate in social media and stay compliant. How do social media managers stay on-top of these changing guidelines when managing the social media management plan for their brand?
  8. There are organizations that are showing it’s possible to comply with regulations and succeed at great social media. What are some of the brands that you admire in this industry and why do you admire them?

RSVP & Watch the Hangout

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Sherrie Rohde

Community Manager at Magento
As the Community Manager for Magento, Sherrie connects people with resources and with each other, and, since she’s just a bit passionate about the topic, she also co-produces a weekly broadcast for community professionals called #CMGRHangout. An ENFP, Sherrie is obsessed with innovation, terrified of status quo, and motivated by adventure. 
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