20110323 info360 2011 Social Media Governance


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This presentation from the info360 2011 conference describes a social governance framework including management, organization, and policy.

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  • The first step many organizations take to manage Web 2.0 is to try to block them. This is unrealistic for a number of reasons.
  • Moving into mainstream
  • Here’s a very succinct Twitter policy from a blog by an HR-focused law firm, GruntledEmployees.com. “Our Twitter policy: Be professional, kind, discreet, authentic. Represent us well. Remember that you can’t control it once you hit “update.””Pretty good, right? Now, you could argue that this policy is missing a lot of the stuff I just mentioned. But I don’t know that I agree – authentic, professional, discreet, represent us well – that’s pretty close. And regardless of what you think might be missing, I’d argue that if your employees follow this policy, you won’t have many issues with them. And note that this policy is itself Tweetable. [twitter] Policy 2.0 – in 140 characters, courtesy of gruntledemployees.com. http://is.gd/8BpjT[/twitter]
  • Official vs. unofficial includes: Disclaimers (this is or is not official; disclaimer of responsibility if it isn’t)Whether approval is required to create an account (official only)
  • At this point I’d be pleased to entertain your questions.
  • 20110323 info360 2011 Social Media Governance

    1. 1. Developing an Effective Governance Framework for Social Media<br />Jesse Wilkins, CRM<br />AIIM International<br />March 23, 2011<br />
    2. 2. It’s just a fad….<br /> By the end of 2013, half of all companies will have been asked to produce material from social media websites for e-discovery. <br /> Source: “Social Media Governance: An Ounce of Prevention”, Gartner <br />
    3. 3. Agenda<br />Introduction<br />Structural elements of a comprehensive social media policy<br />Social media policy statements<br />
    4. 4. Introduction<br />
    5. 5. Prohibition is not realistic<br />
    6. 6. “A new class of company is emerging—one that uses collaborative Web 2.0 technologies intensively to connect the internal efforts of employees and to extend the organization’s reach to customers, partners, and suppliers. <br />We call this new kind of company the networked enterprise.”<br />
    7. 7. Why a governance framework?<br />Ensures that employees know what is expected of them<br />Provides guidelines for being more effective<br />Reduces risk of someone posting inappropriate content<br />Addresses legal and operational concerns<br />
    8. 8. The governance framework<br />Management <br />Governance roles and responsibilities <br />Organization <br />Groups and structures required to manage information<br />Policy <br />Processes and standards for managing information and processes<br />
    9. 9. Management<br />Provides support for social media initiative(s)<br />Determines need for policy guidance<br />Determines need for enterprise solutions<br />Supports – or doesn’t – transformation efforts<br />
    10. 10. Organization<br />Governance roles required to ensure compliance with the framework<br />Includes usual suspects…<br />Also includes new roles<br />Social media strategist<br />Community managers<br />Moderators<br />
    11. 11. About the social media policy<br />Social content is just another form of content<br />Policy should provide a framework applicable to most or all social media tools – and to other content/communication-related technologies as well<br />DON’T write e.g. a Facebook policy, a Twitter policy, etc.<br />
    12. 12. Best Buy Social Media Policy<br />Be smart.<br />Be respectful.<br />Be human.<br />http://www.bby.com/2010/01/20/best-buy-social-media-guidelines/<br />
    13. 13. Zappos Twitter Policy<br />Be real and use your best judgment. <br />
    14. 14. Policy 2.0 – in 140 characters<br />Our Twitter policy: Be professional, kind, discreet, authentic. Represent us well. Remember that you can’t control it once you hit “update.”<br />
    15. 15. Structural elements of a social media policy<br />
    16. 16. Policy elements<br />Purpose<br />Scope <br />Responsibilities<br />Definitions<br />Policy statements<br />References<br />
    17. 17. Purpose and scope<br />This policy has three purposes:<br />Establish definitions relevant to social business technologies<br />Describe usage policies relating to social business technologies<br />Describe security and technology policies relating to social business technologies<br />Scope: This policy is applicable to the entire enterprise. <br />
    18. 18. Responsibilities<br />Responsibilities for policy development and maintenance<br />Responsibilities for policy administration<br />Responsibilities for compliance with policy<br />
    19. 19. Definitions<br />Uncommon terms<br />Common terms used in an uncommon fashion<br />Acronyms and abbreviations<br />
    20. 20. Policy statements<br />Many different elements available<br />Detailed in the next section<br />
    21. 21. References<br />List any references used to develop the policy<br />Internal strategic documents<br />Existing policies and procedures<br />Statutes and regulations<br />Publications <br />Examples and templates<br />
    22. 22. Social media policy statements<br />
    23. 23. Official vs. unofficial<br />Link to social media policy<br />
    24. 24. Creation of official accounts<br />
    25. 25. Look & feel guidelines<br />Account details<br />Handle<br />Picture – including corporate logo usage<br />Bio<br />Contact information<br />Friends/buddies/contacts<br />Groups/fans/likes<br />
    26. 26. Content guidelines<br />Whether posts will require approval<br />Pictures and video<br />By the organization<br />By third parties<br />Links (i.e. “sharing”)<br />Applications and widgets<br />Likes, retweets, etc. <br />
    27. 27. Personal access and usage<br />Access to personal accounts using organizational resources (time, computers, network, etc.)<br />Access to sites using personal devices (iPhone, tablet, etc.)<br />
    28. 28. Inappropriate usage<br />Offensive content<br />Disparagement of the organization – or of competitors or others<br />Slander or libel<br />Sexual content<br />Solicitations of commerce<br />Threats<br />Illegal activity<br />Violation of copyright<br />
    29. 29. Sensitive materials<br />Personnel-related information<br />Financial information<br />Confidential information<br />Health information<br />If you wouldn’t post it to your website or send via email, don’t post to FB or send via Twitter. <br />
    30. 30. Monitoring and reviewing comments<br />
    31. 31. Official response to third-party sites<br />Response to comments<br />
    32. 32. Governmental considerations<br />Links to primary site (“content of record”)<br />Whether comments are allowed<br />And monitored<br />Public records act notices<br />Public safety and monitoring issues<br />
    33. 33. Whether the account is monitored for actionable content (screenshot)<br />Public records<br />
    34. 34. Questions?<br />
    35. 35. For more information<br />Jesse Wilkins, CRM, CDIA+<br />Director, Systems of Engagement<br />AIIM International<br /> +1 (303) 574-0749 direct<br /> jwilkins@aiim.org <br /> http://www.twitter.com/jessewilkins<br /> http://www.linkedin.com/in/jessewilkins<br /> http://www.facebook.com/jessewilkins<br /> http://www.slideshare.net/jessewilkins<br />
    36. 36. Social Business Roadmap<br />Describes steps to implement social business effectively<br />Based on experience of the authors, the broader AIIM community, and dozens of published case studies and resources<br />Available under Creative Commons license at http://www.aiim.org/roadmap<br />
    37. 37. Social Business Strategy Workshop<br />Schedule a 1-day workshop to learn how your organization can use social technologies to redefine and improve business processes<br />Briefing objectives:<br />Identify how you can use social technologies to improve communication, marketing, sales, support, R&D, and HR. <br />Document business opportunities and ROI<br />Identify necessary functionality and possible solutions<br />Outline required governance structure to minimize risks and ensure regulatory compliance<br />Get a roadmap for how to implement social processes and technologies effectively<br />www.aiim.org/workshop <br />
    38. 38. Additional resources<br />“How Federal Agencies Can Effectively Manage Records Created Using New Social Media Tools”, Patricia Franks, Ph.D., IBM Center for The Business of Government, 2010<br />“Electronic Records Management: Blogs, Wikis, Facebook, Twitter, & Managing Public Records”, Washington State Archives, September 2009<br />
    39. 39. Additional resources<br />“Managing Social Media Records”, U.S. Department of Energy, September 2010<br />http://cio.energy.gov/documents/Social_Media_Records_and_You_v2_JD.pdf<br />“Guidance on Social Networking”, Arizona State Library, Archives, and Public Records, June 2010<br />http://www.lib.az.us/records/documents/pdf/Social_Networking.pdf<br />
    40. 40. Additional resources<br />NARA Bulletin 2011-02, “Guidance on Managing Records in Web 2.0/Social Media Platforms”, October 2010<br />http://www.archives.gov/records-mgmt/bulletins/2011/2011-02.html<br />“A Report on Federal Web 2.0 Use and Value”, National Archives and Records Administration, 2010<br />http://www.archives.gov/records-mgmt/resources/web2.0-use.pdf<br />
    41. 41. Additional resources<br />Eric Schwartzman’s Social media policy template<br />http://ericschwartzman.com/pr/schwartzman/social-media-policy-template.aspx<br />PDF: http://ericschwartzman.com/pr/schwartzman/document/Social-Media-Policy.pdf<br />
    42. 42. Additional resources<br />Compliance Building Social Media Policies Database<br />http://www.compliancebuilding.com/about/publications/social-media-policies/<br />57 Social Media Policy Examples and Resources<br />http://www.socialmediatoday.com/davefleet/151761/57-social-media-policy-examples-and-resources<br />Web 2.0 Governance Policies and Best Practices<br />http://govsocmed.pbworks.com/w/page/15060450/Web-2-0-Governance-Policies-and-Best-Practices<br />
    43. 43. Additional resources<br />Social Media Governance policy database<br />http://socialmediagovernance.com/policies.php<br />“Analysis of Social Media Policies: Lessons and Best Practices”, Chris Boudreaux, December 2009<br />http://socialmediagovernance.com <br />