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The Most Powerful Brand On Earth: How to Transform Teams, Empower Employees, Integrate Partners, and Mobilize Customers to Beat the Competition in Digital and Social Media by Susan F. Emerick, Chris Boudreaux

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6. Safety and Security

“A lot of security problems occur because people think that, if they installed some technology, they are safe. But, really, they are just safer, and just for now.

— Gene Spafford

Empowering employees in social media is not risk free. Some of the risks are known, and some are new. In general, brands that empower their employees in social media must protect information and privacy, comply with disclosure requirements, and prevent competitive poaching.

This chapter describes each of these risks and provides tips for mitigating digital risks while pursuing business opportunities through socially empowered employees.

Protecting Information and Privacy

By the end of 2011, approximately 80 percent of the global online user ...

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