Social Media: governance and strategy
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Social Media: governance and strategy



Talk give to QUT students on 14 April 2011. It deals with three key questions: ...

Talk give to QUT students on 14 April 2011. It deals with three key questions:
Why do we need governance in social media?
What are the issues and risks around it?
What does it look like in practice?



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Social Media: governance and strategy Social Media: governance and strategy Presentation Transcript

  • Social media: governance and strategy Helen Mitchell Guest lecture for Queensland University of Technology Master of Information Technology (Library and Information Science) April 2011
  • What we’ll cover
    • About me and my experience in this area
    • Social media strategy
    • Social media governance
    • Social media governance in practice
    • Questions & comments
    • Resources listed for you!
    • … And I’m happy to take questions as we go
  • Key questions
    • Why do we need governance in social media?
    • What are the issues and risks around it?
    • What does it look like in practice?
  • About me
  • What I’ve learned about social media governance
    • It’s about getting people on the same page
    • Fear of ‘what if’ is a distraction
    • It’s about creating the right environment
    • Keep it simple and easy to understand
    • It will evolve and needs people to drive it
  • Social media…
    • What is it good for?
    Image credit:
  • The Social Media Universe Ideas & co-creation Government & policy development … ? Customer service Internal collaboration Recruitment & talent attraction Learning & professional development Knowledge & expertise sharing PR & external communication Brand engagement Marketing Networking
  • The idea
    • What do you want to do with social media?
  • Examples
    • People : What does your audience care about?
    • Objectives : What are your goals in using social media with your audience?
    • Strategy : How will your objectives change your relationship with your audience?
    • Technology : Which tools and tactics will best reach this audience for your objectives?
  • Examples
  • This story is true, only the names have been omitted…
    • Me:
    • “ I see that your organisation is out there in social media, I’ve seen some good conversation on Twitter.”
    • Them:
    • “ Yes, the marketing department is using social media, they’re on Twitter, Facebook, YouTube…
    • yet
    • We’re not allowed to use it internally – everything is blocked.
    • I need it for my job too. I have to log on from home to use it.
    • It’s inefficient and annoying.”
  • Impacts
    • What do you think this does to…
      • Trust
      • Morale
      • Culture
      • Enthusiasm
      • Engagement
      • Ability to do their jobs?
  • The reality is…
    • Social media can be everywhere and anywhere, anytime
  • Organisations are changing fast Image credit: Image credit: … enabled by online media that flattens communication structures … internally and externally
  • So what are the issues & risks?
    • The Institute of Internal Auditors identify nine:
    • 1.     Lack of social media strategy
    • 2.     Intellectual property issues
    • 3.     Inappropriate disclosure of information
    • 4.     Compliance with applicable laws
    • 5.     Liability issues
    • 6.     Human resources issues
    • 7.     Lack of, or ineffective, key performance indicators
    • 8.     Not having the right social media “evangelists”
    • 9.     Not incorporating social media as part of the crisis communications plan
  • In my experience
    • Use of social media:
      • For the organisation
      • For the individual
      • and how it all links together
    … Underpinned by resourcing & budget for social media Brand & reputation IP / data ownership Staff use at work / outside work
  • There are natural tensions
    • “ We must use social media – we’re being left behind.”
    • “ Prepare me a strategy for <insert social media tool> by <insert date>”
    • and
    • “ What if someone says something bad?”
    • “ We’ve got to close it down!”
  • Governance – why we need it
    • How many different perspectives would be in this crowd?
    • Isn’t it all just common sense?
    Credit: Anirudh Koul,
  • ‘ Common sense’ needs encouragement Desired behaviours Creating the right tone & culture Align with existing Code of conduct Align with business strategy What’s acceptable, What’s not What happens If something goes wrong Governance & Policy
  • Governance – it’s about setting expectations
    • About behaviour
    • About culture
    • About trust
    • About awareness
    • And to educate
    • It needs a group to drive it:
      • discussion as things happen
      • revision over time
  • What does governance look like?
    • A tour through some examples, in various sectors…
    • Commonwealth Bank
    • Victorian Government: Department of Justice
    • Telstra
    • ABC
    • National Library of Australia
  • In practice: Commonwealth Bank
    • Its social media policy had unintended consequences…
  • In practice: Commonwealth Bank
  • In practice: Commonwealth Bank
  • In practice: Victorian Department of Justice
  • In practice: Victorian Department of Justice
  • In practice: Telstra
  • In practice: Telstra
  • In practice: ABC
    • A’s an excerpt…
  • In practice: National Library of Australia
    • Summary at the end of the policy…
  • There’s more! Database of social media policies
    • 164 policies:
      • International
      • Australian
  • Wrapping up: it’s about being clear
    • Setting the right behaviours and expectations, for your organisation, brand and reputation
    • It’s part of your strategy
    • Keep it simple, easy to remember
    • A ‘governance group’ to oversee its evolution
    • Communicate it, role model it, communicate it, role model it…
  • Over to you
    • Questions and comments
  • Find me
    • @helmitch
  • Resources for you
    • Why you need a Social Media Policy – David Meerman Scott with Vivienne Storey
    • Program Plan: The Social Media Center of Excellence
    • The POST Method: A systematic approach to social strategy
    • Launch of Social Media Strategy Framework
    • Database of social media policies:
    • Social Media: Business Benefits and Security, Governance and Assurance Perspectives
    • Best Practices for Developing & Implementing a Social Media Policy
  • Resources for you
    • Commonwealth Bank
    • Department of Justice
    • Telstra
    • ABC
    • National Library of Australia