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Social Media: governance and strategy

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Helen Mitchell
Helen Mitchell

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 Helen Mitchell Guest lecture for Queensland University of Technology Master of Information Technology (Library and Information Science) April 2011
What we’ll cover ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Key questions ,[object Object],[object Object],[object Object]
About me
What I’ve learned about social media governance ,[object Object],[object Object],[object Object],[object Object],[object Object]
Social media… ,[object Object],Image credit: http://www.ethority.de/weblog/social-media-prisma/
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 ,[object Object]
Examples ,[object Object],[object Object],[object Object],[object Object],http://forrester.typepad.com/groundswell/2007/12/the-post-method.html
Examples
This story is true, only the names have been omitted… ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Impacts ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
The reality is… ,[object Object]
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
So what are the issues & risks? ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],http://www.theiia.org/theiia/newsroom/news-releases/index.cfm?i=15450
In my experience ,[object Object],[object Object],[object Object],[object Object],… Underpinned by resourcing & budget for social media Brand & reputation IP / data ownership Staff use at work / outside work
There are natural tensions ,[object Object],[object Object],[object Object],[object Object],[object Object]
Governance – why we need it ,[object Object],[object Object],Credit: Anirudh Koul, http://www.flickr.com/photos/anirudhkoul/3786725982/
‘ 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 ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
What does governance look like? ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
In practice: Commonwealth Bank ,[object Object],http://www.businessspectator.com.au/bs.nsf/Article/CBA-social-media-policy-pd20110203-DQ2N5?OpenDocument
In practice: Commonwealth Bank
In practice: Commonwealth Bank
In practice: Victorian Department of Justice ,[object Object]
In practice: Victorian Department of Justice http://www.youtube.com/watch?v=8iQLkt5CG8I
In practice: Telstra http://www.telstra.com.au/abouttelstra/download/document/social-media-company-policy-final-150409.pdf?red=/at/m/d/smcpf150409pdf
In practice: Telstra http://exchange.telstra.com.au/training/flip.html
In practice: ABC ,[object Object],http://www.abc.net.au/corp/pubs/documents/useOfSocialMedia.pdf
In practice: National Library of Australia ,[object Object],http://www.nla.gov.au/policy/social-media.html
There’s more! Database of social media policies ,[object Object],[object Object],[object Object],http://socialmediagovernance.com/policies.php
Wrapping up: it’s about being clear ,[object Object],[object Object],[object Object],[object Object],[object Object]
Over to you ,[object Object]
Find me ,[object Object],[object Object],[object Object]
Resources for you ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Resources for you ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

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Social Media: governance and strategy

  • 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
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  • 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
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  • 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
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  • 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
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  • 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
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