Hoofdstuk 1 en 2: ‘Online haatboodschappen binnen een uur verwijderen’


Terroristische en haatboodschappen vormt een groot (online) risico voor de Europese burgers. Daarom moet de verspreiding ervan zo snel mogelijk worden tegengegaan. De Europese Commissie beveelt een flink aantal procedures en specifiekere bepalingen aan om dergelijke content verder te beteugelen en sneller te verwijderen. Daaronder de bepaling dat deze content binnen een uur na verschijnen verwijderd moet worden. De aanbevelingen voor betere procedures en maatregelen zijn bedoeld voor de EU-lidstaten en voor technologie-ondernemingen met online contentplatforms. Ze hebben betrekking op alle vormen van illegale content: terroristische boodschappen, het aanzetten tot haat en geweld, materiaal dat seksueel misbruik van kinderen bevat, namaakproducten en inbreuken op het auteursrecht. 


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Hoofdstuk 1-5 en hoofdstuk 12: 10 scanbare regels voor social media business implementatie


Social media kan een super smeermiddel zijn in de online mix (zie hoofdstuk 12 van het HOM). Zetten we het beweeglijke middel langdurig in om daadwerkelijk een ROI te bereiken en vooral…: sociale media onze bedrijfsprocessen te laten beïnvloeden dan spreken we van een Social Business. Het is niet even een blog optuigen of een Twitter-account aanmaken. Sociale media is een manier van denken en vooral.. een manier van klanten of ‘people’ bereiken en vasthouden. Vooruitlopend op de nieuwe druk van het Handboek Online Marketing -met nog meer uitdieping en praktische tips op gebied van sociale media- 10 scanbare regels voor social media implementatie waar de internationale specialisten het overeens zijn:

1 ‘Control? We must learn to let go!’

2  Create ‘Social media breaks in businesses that are very similar to smoke breaks.’

3 ‘Listen first’

4 ‘We don’t grow into creativity, we grow out of it’

5 ‘We need to invite customers into our companies’

6 ‘Find an Internal Evangelist’

7 ‘Innovation can come from anywhere in your organisation’

8 ‘Radical innovations are changing markets’

9 ‘Using a social networking application as easy, that doesn’t mean developing a strategy is simple’

10 ‘The loss of control you fear is already in the past’

Hoofdstuk 12: ’11 commandments of social media’

Whether you’re a creative type, a business owner or an experienced regional marketer, the proliferation of social media recently can confuse, bemuse and excite in equal measure.

It’s no longer enough to send out monthly newsletters or email campaigns to talk to potential customers – now we’re supposed to actually engage with them, talk to them, and respond to them in real-time across social media platforms.

The worst thing? You can’t escape it.

Facebook has more than 400 million users, Twitter accounts have increased by nearly 1,382% in the last 12-month period alone, whilst Technorati currently monitors more than 133 million blogs across the Internet. To survive online, social media involvement appears to be a must-have activity. Go where customers hang out.

There are, however, some basic considerations for effective social media engagement. Here’s my Top 10 Commandments for social media:

1. Thou shall not spam

Whatever you do, don’t spam your customers or target markets. They won’t appreciate a barrage of poorly-researched, irrelevant and inbox-clogging spam emails. Spamming inboxes – whether it’s company email addresses, Twitter accounts or Facebook will win zero brownie points and alienate you from any further contact. Once credibility is lost, it’s not coming back anytime soon, if ever.

Hyperlinking and acknowledging external sources on your blog makes common sense.

2. Thou shall not steal

Stealing links to stories, news items, funky new websites and wonderful products from another source and passing them off as your own is a huge social media no-no. For example, on Twitter the re-tweet or RT function is an essential part of Twitequette, whilst hyperlinking and acknowledging external sources on your blog makes common sense. It engages and links you with the world.

3. Thou shall not covet your competitor’s blog

One of the most unattractive and unprofessional social media rules to break is that of taking your competitor’s content, services, products and online offerings – and copying it. And there’s a lot of it about. After all, ideas and innovation do have a commercial value. Advice? Brainstorm and generate new products and services within your own creative Team instead. It’s actually good fun too!

If you sell directly to them via your social media channels, you’ll lose them. Instantly.

4. Thou shall not sell – anything, ever

The whole point of social media is to attract and engage an audience – hopefully a significant one – who will then promote your business on your behalf. Your audience are NOT there to sell to. They are there because they value your content, insights and advice. If you sell directly to them via your social media channels, you’ll lose them. Instantly. Play it smart – give, give, give. Never sell.

5. Thou shall not kill

Nothing is quite as bad in social media-land as an account which is established and then sits there. Dead. No content. Nothing contributed. Setting up a social media space, such as a Facebook fan page, Twitter feed, or company blog, and then not adding content to it regularly is a sure-fire way of killing your social media credibility in front of a global audience. Add content. Add value. Just add!

6. Thou shall not take the name of social media in vain

Remember that despite the fact social media can seem quite light-hearted, harmless and fun, your inputs on social media networks are on the web for Time Immorium. So be careful what you post. Add value, contribute to the flow of conversation. Think carefully before you post anything, anywhere, anytime, which can be viewed as an attack or negative comment in your industry.

7. Thou shall not commit adultery

Social media adultery can be committed without thinking, but the effect and long-term damage is hard to recover from. Because many social media networks operate on an informality level which standard marketing does not recognise, the rules of engagement are still the same. Remain professional, polite and polished at all times. Remember your social media content is your legacy.

Make sure you cater for your audience’s requirements, needs and wants.

8. Thou shall honour thy audience

Simple really – without an audience, your social media inputs are little more than an exercise in commercial vanity. Without followers, readers, commentators and fans of your social media content, being there is effectively a waste of your marketing budget and time. Make sure you cater for your audience’s requirements, needs and wants. It is, unfortunately, all about them. Always.

9. Thou shall not forget the Sabbath Day

So, you think social media is a Monday to Friday exercise? Afraid not. In our 24/7, always-on, on-demand culture, social media plays an essential part of the online marketing mix, and your inputs need to cover the full seven days of the week. The good news is that you can pre-schedule posts, tweets and social media content using established tools to maintain an ever-present presence.

10. Thou shall not worship any false Gods

What this means, essentially, is that just because an individual or company has oodles of followers or friends on a social media network, it doesn’t make them God. Challenge them, make them think, debate their content, get involved. This adds to your credibility and also hooks you into the audiences of the big players. Think of it as a subtle way of piggy-backing for exposure. Classic tactic.

 11. Thou shall not forget Commandments 1-10

Simple really, this one: be mindful of Commandments 1-10.

Bristol Editor is a newsroom-trained media blogger, who has worked on daily newspapers across the region, launched online business sites for publishers, edited business magazines, and more recently developed social media services for companies and individuals across the wider UK.

See more of his work at the Bristol Editor blog.

Via: socialmediatoday blog april 2010