Social Media: governance and strategy

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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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  • 1. Social media: governance and strategy Helen Mitchell Guest lecture for Queensland University of Technology Master of Information Technology (Library and Information Science) April 2011
  • 2. 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
  • 3. 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?
  • 4. About me
  • 5. 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
  • 6. Social media…
    • What is it good for?
    Image credit: http://www.ethority.de/weblog/social-media-prisma/
  • 7. 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
  • 8. The idea
    • What do you want to do with social media?
  • 9. 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?
    http://forrester.typepad.com/groundswell/2007/12/the-post-method.html
  • 10. Examples
  • 11. 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.”
  • 12. Impacts
    • What do you think this does to…
      • Trust
      • Morale
      • Culture
      • Enthusiasm
      • Engagement
      • Ability to do their jobs?
  • 13. The reality is…
    • Social media can be everywhere and anywhere, anytime
  • 14. Organisations are changing fast Image credit: http://commons.wikimedia.org/wiki/File:Navy_Squadron_Organization.png Image credit: http://knowledgecafe.care2share.wikispaces.net/Social+Network+Analysis … enabled by online media that flattens communication structures … internally and externally
  • 15. 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
    http://www.theiia.org/theiia/newsroom/news-releases/index.cfm?i=15450
  • 16. 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
  • 17. 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!”
  • 18. Governance – why we need it
    • How many different perspectives would be in this crowd?
    • Isn’t it all just common sense?
    Credit: Anirudh Koul, http://www.flickr.com/photos/anirudhkoul/3786725982/
  • 19. ‘ 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
  • 20. 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
  • 21. 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
  • 22. In practice: Commonwealth Bank
    • Its social media policy had unintended consequences…
    http://www.businessspectator.com.au/bs.nsf/Article/CBA-social-media-policy-pd20110203-DQ2N5?OpenDocument
  • 23. In practice: Commonwealth Bank
  • 24. In practice: Commonwealth Bank
  • 25. In practice: Victorian Department of Justice
    • justice.vic.gov.au/socialmedia
  • 26. In practice: Victorian Department of Justice http://www.youtube.com/watch?v=8iQLkt5CG8I
  • 27. In practice: Telstra http://www.telstra.com.au/abouttelstra/download/document/social-media-company-policy-final-150409.pdf?red=/at/m/d/smcpf150409pdf
  • 28. In practice: Telstra http://exchange.telstra.com.au/training/flip.html
  • 29. In practice: ABC
    • A one-pager...here’s an excerpt…
    http://www.abc.net.au/corp/pubs/documents/useOfSocialMedia.pdf
  • 30. In practice: National Library of Australia
    • Summary at the end of the policy…
    http://www.nla.gov.au/policy/social-media.html
  • 31. There’s more! Database of social media policies
    • 164 policies:
      • International
      • Australian
    http://socialmediagovernance.com/policies.php
  • 32. 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…
  • 33. Over to you
    • Questions and comments
  • 34. Find me
    • @helmitch
    • helmitch.blogspot.com
    • linkedin.com/in/helenmitchellaus
  • 35. Resources for you
    • Why you need a Social Media Policy – David Meerman Scott with Vivienne Storey http://www.bluewiremedia.com.au/blog/2011/04/why-you-need-a-social-media-policy-david-meerman-scott-with-vivienne-storey/
    • Program Plan: The Social Media Center of Excellence http://www.web-strategist.com/blog/2011/04/04/program-plan-the-social-media-center-of-excellence/
    • The POST Method: A systematic approach to social strategy http://forrester.typepad.com/groundswell/2007/12/the-post-method.html
    • Launch of Social Media Strategy Framework http://rossdawsonblog.com/weblog/archives/2009/07/launch_of_socia.html
    • Database of social media policies: http://socialmediagovernance.com/policies.php
    • Social Media: Business Benefits and Security, Governance and Assurance Perspectives  http://www.isaca.org/socialmedia
    • Best Practices for Developing & Implementing a Social Media Policy http://sncr.org/wp-content/uploads/2008/09/sncr-social-media-policy-best-practices.pdf
  • 36. Resources for you
    • Commonwealth Bank
    • http://www.smartcompany.com.au/legal/20110204-cba-social-media-policy-raises-questions-over-control-of-employee-actions-online.html
    • http://www.nett.com.au/opinion/blog/nett-blog/lessons-from-the-commonwealth-bank%E2%80%99s-social-media-policy-1593
    • http://www.theaustralian.com.au/news/nation/bank-threatens-staff-with-sack-over-social-media-comments/story-e6frg6nf-1226000454432
    • http://www.news.com.au/business/facebook-could-get-commonwealth-bank-staff-fired/story-e6frfm1i-1226000225097
    • http://www.fsunion.org.au/News-Views/CBAs-Social-Media-Policy-Impedes.aspx
    • http://egovau.blogspot.com/2011/02/learning-from-social-media-policy.html
    • http://www.businessspectator.com.au/bs.nsf/Article/FSU-slams-CBA-social-media-policy-pd20110203-DQ5MX?OpenDocument&src=hp1
    • Department of Justice
    • http://www.egov.vic.gov.au/victorian-government-resources/government-initiatives-victoria/law-and-justice-victoria/social-media-policy-department-of-justice.html
    • Telstra
    • http://exchange.telstra.com.au/2009/12/17/telstra-launches-interactive-3rs-social-media-learning-module/
    • http://exchange.telstra.com.au/training/flip.html
    • http://www.telstra.com.au/abouttelstra/download/document/social-media-company-policy-final-150409.pdf?red=/at/m/d/smcpf150409pdf
    • ABC
    • http://www.abc.net.au/news/stories/2009/11/05/2733929.htm
    • http://www.abc.net.au/corp/pubs/documents/useOfSocialMedia.pdf
    • National Library of Australia
    • http://www.nla.gov.au/policy/social-media.html