Social media:  governance and strategy Helen Mitchell Guest lecture for Queensland University of Technology Master of Info...
What we’ll cover <ul><li>About me and my experience in this area  </li></ul><ul><li>Social media strategy  </li></ul><ul><...
Key questions <ul><li>Why do we need governance in social media? </li></ul><ul><li>What are the issues and risks around it...
About me
What I’ve learned about  social media governance <ul><li>It’s about getting people on  the same page </li></ul><ul><li>Fea...
Social media… <ul><li>What is it good for? </li></ul>Image credit: http://www.ethority.de/weblog/social-media-prisma/
The Social Media  Universe Ideas   &  co-creation Government & policy  development … ? Customer service Internal  collabor...
The idea <ul><li>What do you want to do with social media?  </li></ul>
Examples <ul><li>People : What does your audience care about? </li></ul><ul><li>Objectives : What are your goals in using ...
Examples
This story is true, only the names have been omitted… <ul><li>Me:  </li></ul><ul><li>“ I see that your organisation is out...
Impacts <ul><li>What do you think this does to… </li></ul><ul><ul><li>Trust </li></ul></ul><ul><ul><li>Morale </li></ul></...
The reality is… <ul><li>Social media can be everywhere and anywhere, anytime </li></ul>
Organisations are changing fast  Image credit: http://commons.wikimedia.org/wiki/File:Navy_Squadron_Organization.png Image...
So what are the issues & risks?  <ul><li>The Institute of Internal Auditors identify nine: </li></ul><ul><li>1.      Lack ...
In my experience  <ul><li>Use of social media: </li></ul><ul><ul><li>For the organisation </li></ul></ul><ul><ul><li>For t...
There are natural tensions <ul><li>“ We must use social media – we’re being left behind.” </li></ul><ul><li>“ Prepare me a...
Governance – why we need it <ul><li>How many different perspectives would be in this crowd? </li></ul><ul><li>Isn’t it all...
‘ Common sense’ needs encouragement  Desired  behaviours Creating the right tone & culture Align with existing  Code of co...
Governance – it’s about setting expectations <ul><li>About behaviour </li></ul><ul><li>About culture </li></ul><ul><li>Abo...
What does governance look like? <ul><li>A tour through some examples, in various sectors… </li></ul><ul><li>Commonwealth B...
In practice: Commonwealth Bank <ul><li>Its social media policy had unintended consequences… </li></ul>http://www.businesss...
In practice: Commonwealth Bank
In practice: Commonwealth Bank
In practice: Victorian Department of Justice <ul><li>justice.vic.gov.au/socialmedia </li></ul>
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...
In practice: Telstra http://exchange.telstra.com.au/training/flip.html
In practice: ABC <ul><li>A one-pager...here’s an excerpt… </li></ul>http://www.abc.net.au/corp/pubs/documents/useOfSocialM...
In practice: National Library  of Australia <ul><li>Summary at the end of the policy… </li></ul>http://www.nla.gov.au/poli...
There’s more! Database of social media policies <ul><li>164 policies: </li></ul><ul><ul><li>International </li></ul></ul><...
Wrapping up:  it’s about being clear <ul><li>Setting the right behaviours and expectations, for your organisation, brand a...
Over to you <ul><li>Questions and comments </li></ul>
Find me <ul><li>@helmitch </li></ul><ul><li>helmitch.blogspot.com </li></ul><ul><li>linkedin.com/in/helenmitchellaus  </li...
Resources for you <ul><li>Why you need a Social Media Policy – David Meerman Scott with Vivienne Storey http://www.bluewir...
Resources for you <ul><li>Commonwealth Bank </li></ul><ul><li>http://www.smartcompany.com.au/legal/20110204-cba-social-med...
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Social Media: governance and strategy

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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?

Published in: Business

Social Media: governance and strategy

  1. 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. 2. What we’ll cover <ul><li>About me and my experience in this area </li></ul><ul><li>Social media strategy </li></ul><ul><li>Social media governance </li></ul><ul><li>Social media governance in practice </li></ul><ul><li>Questions & comments </li></ul><ul><li>Resources listed for you! </li></ul><ul><li>… And I’m happy to take questions as we go </li></ul>
  3. 3. Key questions <ul><li>Why do we need governance in social media? </li></ul><ul><li>What are the issues and risks around it? </li></ul><ul><li>What does it look like in practice? </li></ul>
  4. 4. About me
  5. 5. What I’ve learned about social media governance <ul><li>It’s about getting people on the same page </li></ul><ul><li>Fear of ‘what if’ is a distraction </li></ul><ul><li>It’s about creating the right environment </li></ul><ul><li>Keep it simple and easy to understand </li></ul><ul><li>It will evolve and needs people to drive it </li></ul>
  6. 6. Social media… <ul><li>What is it good for? </li></ul>Image credit: http://www.ethority.de/weblog/social-media-prisma/
  7. 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. 8. The idea <ul><li>What do you want to do with social media? </li></ul>
  9. 9. Examples <ul><li>People : What does your audience care about? </li></ul><ul><li>Objectives : What are your goals in using social media with your audience? </li></ul><ul><li>Strategy : How will your objectives change your relationship with your audience? </li></ul><ul><li>Technology : Which tools and tactics will best reach this audience for your objectives? </li></ul>http://forrester.typepad.com/groundswell/2007/12/the-post-method.html
  10. 10. Examples
  11. 11. This story is true, only the names have been omitted… <ul><li>Me: </li></ul><ul><li>“ I see that your organisation is out there in social media, I’ve seen some good conversation on Twitter.” </li></ul><ul><li>Them: </li></ul><ul><li>“ Yes, the marketing department is using social media, they’re on Twitter, Facebook, YouTube… </li></ul><ul><li>yet </li></ul><ul><li>We’re not allowed to use it internally – everything is blocked. </li></ul><ul><li>I need it for my job too. I have to log on from home to use it. </li></ul><ul><li>It’s inefficient and annoying.” </li></ul>
  12. 12. Impacts <ul><li>What do you think this does to… </li></ul><ul><ul><li>Trust </li></ul></ul><ul><ul><li>Morale </li></ul></ul><ul><ul><li>Culture </li></ul></ul><ul><ul><li>Enthusiasm </li></ul></ul><ul><ul><li>Engagement </li></ul></ul><ul><ul><li>Ability to do their jobs? </li></ul></ul>
  13. 13. The reality is… <ul><li>Social media can be everywhere and anywhere, anytime </li></ul>
  14. 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. 15. So what are the issues & risks? <ul><li>The Institute of Internal Auditors identify nine: </li></ul><ul><li>1.     Lack of social media strategy </li></ul><ul><li>2.     Intellectual property issues </li></ul><ul><li>3.     Inappropriate disclosure of information </li></ul><ul><li>4.     Compliance with applicable laws </li></ul><ul><li>5.     Liability issues </li></ul><ul><li>6.     Human resources issues </li></ul><ul><li>7.     Lack of, or ineffective, key performance indicators </li></ul><ul><li>8.     Not having the right social media “evangelists” </li></ul><ul><li>9.     Not incorporating social media as part of the crisis communications plan </li></ul>http://www.theiia.org/theiia/newsroom/news-releases/index.cfm?i=15450
  16. 16. In my experience <ul><li>Use of social media: </li></ul><ul><ul><li>For the organisation </li></ul></ul><ul><ul><li>For the individual </li></ul></ul><ul><ul><li>and how it all links together </li></ul></ul>… Underpinned by resourcing & budget for social media Brand & reputation IP / data ownership Staff use at work / outside work
  17. 17. There are natural tensions <ul><li>“ We must use social media – we’re being left behind.” </li></ul><ul><li>“ Prepare me a strategy for <insert social media tool> by <insert date>” </li></ul><ul><li>and </li></ul><ul><li>“ What if someone says something bad?” </li></ul><ul><li>“ We’ve got to close it down!” </li></ul>
  18. 18. Governance – why we need it <ul><li>How many different perspectives would be in this crowd? </li></ul><ul><li>Isn’t it all just common sense? </li></ul>Credit: Anirudh Koul, http://www.flickr.com/photos/anirudhkoul/3786725982/
  19. 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. 20. Governance – it’s about setting expectations <ul><li>About behaviour </li></ul><ul><li>About culture </li></ul><ul><li>About trust </li></ul><ul><li>About awareness </li></ul><ul><li>And to educate </li></ul><ul><li>It needs a group to drive it: </li></ul><ul><ul><li>discussion as things happen </li></ul></ul><ul><ul><li>revision over time </li></ul></ul>
  21. 21. What does governance look like? <ul><li>A tour through some examples, in various sectors… </li></ul><ul><li>Commonwealth Bank </li></ul><ul><li>Victorian Government: Department of Justice </li></ul><ul><li>Telstra </li></ul><ul><li>ABC </li></ul><ul><li>National Library of Australia </li></ul>
  22. 22. In practice: Commonwealth Bank <ul><li>Its social media policy had unintended consequences… </li></ul>http://www.businessspectator.com.au/bs.nsf/Article/CBA-social-media-policy-pd20110203-DQ2N5?OpenDocument
  23. 23. In practice: Commonwealth Bank
  24. 24. In practice: Commonwealth Bank
  25. 25. In practice: Victorian Department of Justice <ul><li>justice.vic.gov.au/socialmedia </li></ul>
  26. 26. In practice: Victorian Department of Justice http://www.youtube.com/watch?v=8iQLkt5CG8I
  27. 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. 28. In practice: Telstra http://exchange.telstra.com.au/training/flip.html
  29. 29. In practice: ABC <ul><li>A one-pager...here’s an excerpt… </li></ul>http://www.abc.net.au/corp/pubs/documents/useOfSocialMedia.pdf
  30. 30. In practice: National Library of Australia <ul><li>Summary at the end of the policy… </li></ul>http://www.nla.gov.au/policy/social-media.html
  31. 31. There’s more! Database of social media policies <ul><li>164 policies: </li></ul><ul><ul><li>International </li></ul></ul><ul><ul><li>Australian </li></ul></ul>http://socialmediagovernance.com/policies.php
  32. 32. Wrapping up: it’s about being clear <ul><li>Setting the right behaviours and expectations, for your organisation, brand and reputation </li></ul><ul><li>It’s part of your strategy </li></ul><ul><li>Keep it simple, easy to remember </li></ul><ul><li>A ‘governance group’ to oversee its evolution </li></ul><ul><li>Communicate it, role model it, communicate it, role model it… </li></ul>
  33. 33. Over to you <ul><li>Questions and comments </li></ul>
  34. 34. Find me <ul><li>@helmitch </li></ul><ul><li>helmitch.blogspot.com </li></ul><ul><li>linkedin.com/in/helenmitchellaus </li></ul>
  35. 35. Resources for you <ul><li>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/ </li></ul><ul><li>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/ </li></ul><ul><li>The POST Method: A systematic approach to social strategy http://forrester.typepad.com/groundswell/2007/12/the-post-method.html </li></ul><ul><li>Launch of Social Media Strategy Framework http://rossdawsonblog.com/weblog/archives/2009/07/launch_of_socia.html </li></ul><ul><li>Database of social media policies: http://socialmediagovernance.com/policies.php </li></ul><ul><li>Social Media: Business Benefits and Security, Governance and Assurance Perspectives  http://www.isaca.org/socialmedia </li></ul><ul><li>Best Practices for Developing & Implementing a Social Media Policy http://sncr.org/wp-content/uploads/2008/09/sncr-social-media-policy-best-practices.pdf </li></ul>
  36. 36. Resources for you <ul><li>Commonwealth Bank </li></ul><ul><li>http://www.smartcompany.com.au/legal/20110204-cba-social-media-policy-raises-questions-over-control-of-employee-actions-online.html </li></ul><ul><li>http://www.nett.com.au/opinion/blog/nett-blog/lessons-from-the-commonwealth-bank%E2%80%99s-social-media-policy-1593 </li></ul><ul><li>http://www.theaustralian.com.au/news/nation/bank-threatens-staff-with-sack-over-social-media-comments/story-e6frg6nf-1226000454432 </li></ul><ul><li>http://www.news.com.au/business/facebook-could-get-commonwealth-bank-staff-fired/story-e6frfm1i-1226000225097 </li></ul><ul><li>http://www.fsunion.org.au/News-Views/CBAs-Social-Media-Policy-Impedes.aspx </li></ul><ul><li>http://egovau.blogspot.com/2011/02/learning-from-social-media-policy.html </li></ul><ul><li>http://www.businessspectator.com.au/bs.nsf/Article/FSU-slams-CBA-social-media-policy-pd20110203-DQ5MX?OpenDocument&src=hp1 </li></ul><ul><li>Department of Justice </li></ul><ul><li>http://www.egov.vic.gov.au/victorian-government-resources/government-initiatives-victoria/law-and-justice-victoria/social-media-policy-department-of-justice.html </li></ul><ul><li>Telstra </li></ul><ul><li>http://exchange.telstra.com.au/2009/12/17/telstra-launches-interactive-3rs-social-media-learning-module/ </li></ul><ul><li>http://exchange.telstra.com.au/training/flip.html </li></ul><ul><li>http://www.telstra.com.au/abouttelstra/download/document/social-media-company-policy-final-150409.pdf?red=/at/m/d/smcpf150409pdf </li></ul><ul><li>ABC </li></ul><ul><li>http://www.abc.net.au/news/stories/2009/11/05/2733929.htm </li></ul><ul><li>http://www.abc.net.au/corp/pubs/documents/useOfSocialMedia.pdf </li></ul><ul><li>National Library of Australia </li></ul><ul><li>http://www.nla.gov.au/policy/social-media.html </li></ul>

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