Auditing Social Media

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Many organizations are currently using social media to connect with their customers and achieve marketing and sales goals. However, there are many risks and compliance issues that must be considered …

Many organizations are currently using social media to connect with their customers and achieve marketing and sales goals. However, there are many risks and compliance issues that must be considered and managed to ensure that the social media strategy is aligned with the organization’s goals.
The presentation will allow the attendees to understand how to:
Ø Monitor and Assess Social Media Objectives
Ø Identify Risks related to Planning and Executing Social Media Strategies
Ø Develop Social Media policies and procedures
Ø Establish Internal Controls related to Social Media
Ø Plan and Conduct an audit for Social Media activities

More in: Business , Technology
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  • 1. Auditing     Social  Media  Iyad Mourtada, CIA, CMA, CFE, CPLP
  • 2. www.OpenThinkingAcademy.com  
  • 3. op le     ed  Pe on n ect a re  c mo re  
  • 4. Media  Channels  Tradi0onal  Media   Online  and  Social  Media  
  • 5. The  focus  should  be  on  the  strategy  rather   than  the  tac0cs  and  technology  
  • 6. 0fy    Iden s  Bu sines   0vesObjec
  • 7. 0fy     Iden dia     l  MeSocia egy   I g n o r i n g     Not     Strat Participating   Participating     Participating     without  a  Plan   With  a  Plan  
  • 8. 0fy     Iden     Target   nces Audie Social    Technographics  
  • 9. Social  Media  Ac0vi0es  Listening   Responding   Sharing   Learning   Measuring  
  • 10. 1 Listening1.  Identify  the  keywords  that  surround  your   organization  and  competitors    (brand  name,  key   executives,  products).    2.  Identify  the  monitoring  tools  to  be  used  to  listen/ monitor  all  potential  forms  of  content  (blogs,   bookmarks,  comments,  images,  news,  video,  questions)  3.  To  identify  the  best  areas  with  greatest  impact  on  the   business  and  using  advanced  listening  for  them.      
  • 11. 2 LearningOrganizations  use  the  insights  from  social  media  to:  -­‐  Improve  the  business  processes  -­‐  Add  value  to  the  operation  -­‐  Reduce  potential  risk.    Reactive  Learning        vs.      Proactive  learning          based  on  Listening                                        based  on  the  plan  
  • 12. 3 RespondingOrganizations  should  teach  their  employees  to                           take  the  right  action  and  response.    
  • 13. 4 Measuring How  social  media  is  helping  the  organiza0on   to  meet  its  business  objec0ves.  
  • 14. Metrics   Objec,ves  -­‐  Stakeholder  engagement.   Brand  Recogni3on  -­‐    Share  of  voice   and  Awareness  -­‐  Issue  resolu0on  rate   Customer  Service  -­‐  Customer  sa0sfac0on  rate  -­‐  New  hire  rate   Human  Resources  -­‐  Employee  reten0on  rate  -­‐  Ideas  submiKed   Innova3on  -­‐  Idea  and  issue  impact  -­‐  New  customer  acquisi0on   Sales  and  Marke3ng  -­‐  Customer  life0me  value  
  • 15. 5 SharingSocial  Media  will:              Drive  greater  value  in  more  areas  of  the  organization                Be  embraced  as  more  than  a  compliance  issue                Add  value  to  the  organization  in  new  ways                Be  embraced  by  top  management  as  a  strategic  method                Reduce  its  risk    
  • 16. Social  Media  -­‐  Risk  Management      
  • 17. Social  Media  Governance     •  Understand the opportunities and risks Boards     of social media. of     •  Approve the social media strategies of Directors   the organization •  Understand how to align social media with the organization’s strategies Execu0ves   •  Create the appropriate social media objective and strategies •  Champion the implementation of the Social  Media   social Media Strategies •  Oversight the execution plan of social CommiKee   media in all the departments
  • 18. Social  Media  Policy  
  • 19. Focuses  is  on:  •  What  the  public  can  and  cannot   say  on  the  organization’s  online   sites  •   What  the  organization  will  and  will   not  do  to  monitor    •   What  the  employees  can  and   cannot  do  on  social  networks.  •   What  social  media  tools  will  and   will  not  be  used    •   Other  policies  that  might  be   affected  by  social  media  (including   ethics,  confidentiality,  harassment,   etc.)  
  • 20. Best  Buy  Social  Media  Policy   Be  smart.  Be  respectful.  Be  human.   What  you  should  do:       What  you  should  never  disclose:   •   Disclose  your  affiliation     •   The  numbers   •   State  that  it’s  YOUR   •   Personal  information   opinion   •   Anything  that  belongs  to   •   Act  responsibly  and   someone  else   ethically   •   Confidential  information   Just  in  case  you  are  forgeQul  or  ignore  the  guidelines  above,  you  could:   •  Get  fired   •  Get  Best  Buy  in  legal  trouble  with  customers  or  investors   •  Cost  us  the  ability  to  get  and  keep  customers  
  • 21. Social  Media   Strategy   Social  Media   Plan  Social  Media  Governance   Plan  Execu0on   Social  Media   Metrics    Audits   Monitoring   Training  Regulatory  and   Compliance   Social  Media  Policy  
  • 22. iyad.mourtada@gmail.com        hKp://ae.linkedin.com/in/iyadmourtada    hKp://twiKer.com/iyadmourtada  hKp://www.youtube.com/Iyadmourtada  hKp://www.iyadmourtada.com  hKp://www.facebook.com/iyad.mourtada    iyadmourtada