The document discusses digital reputation management and social media governance. It outlines steps to audit a company's social media footprint, takedown abandoned accounts, establish best practices and tools, create an oversight committee, and regularly monitor approved and unapproved channels. This includes auditing current accounts, requesting inactive accounts be taken down, setting up a digital oversight committee to approve new accounts, and establishing mandatory retirement of accounts if they become inactive.

1. DIGITAL REPUTATION MANAGEMENT AND
SOCIAL MEDIA
Casey Hall
Thomson Reuters
@CaseyHall_

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Preview – managing your global social media footprint
• Audit - Search for brands and products (including legacy)
• Takedown - Abandoned, off-brand & duplicative accounts
• Best Practices - Guidelines and training to do it right
• Tools - Mandatory use of enterprise social publishing tools
• Governance - Empowered oversight committee
• Review and Support - Trainings and KPI check-ins
• Monitoring - Unapproved channels and messages

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How I got my first social channel approved:
I asked everyone I could
think of, when they said
no, I re-worked my plan
and asked them again
until I couldn’t find anyone
who was saying no.

8. @CaseyHall_
Many teams simply
started their own
branded social
media accounts.

9. © Reuters/Christian Charisius

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The situation was reframed and we gained governance authority.
There was a realization
that our social media
footprint posed a potential
digital reputation and
security risk.

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Now what?

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The first (ongoing) step was to do an audit of our social properties
Channel Followers Last Activity Link Brand Issues
Twitter 36.6K 8/14/2017 https://twitter.c
om/Westlaw
None

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Takedowns – lots of low-hanging fruit
• Find the employee
• Message the account
• Check with your rep
• Password recovery
• Takedown request

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Digital Oversight
Committee
Social Leads
Creative
Brand
Legal / Privacy
Digital Leads
Communications

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Social Media channel application and approval
• Rationale
• Sponsor
• KPIs
• Conflicts Check
• Resources
• Tools

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Follow up – How do we add value and promote success
• Training
• KPI follow up
• Retirement
• Monitoring

18. Mandatory Retirement Based on Inactivity
30 days – no activity on account. Owner receives notification that activity is
required in the next 30 days in order for account to remain open.
60 days –still no activity on account. Owner receives a second notice that
they must re-apply to DOC. They must acknowledge receipt of this
notification and re-apply to the DOC in 30 days.
90 days – If there is still no activity, no response from owner, or a new DOC
application has not yet been submitted, the account is shut down

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Monitoring – External Messages and Owned Channels

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Recap
• Audit - Search for brands and products (including legacy)
• Takedown - Abandoned, off-brand & duplicative accounts
• Best Practices - Guidelines and training to do it right
• Tools - Mandatory use of enterprise social publishing tools
• Governance - Empowered oversight committee
• Review and Support - Trainings and KPI check-ins
• Monitoring - unapproved channels and messages

21. @CaseyHall_
Thank you!