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20110720 fose 2011 sm governance


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This workshop delivered July 20, 2011 at FOSE 2011 described the elements of a social media governance framework, identified structural and policy statements to include in the social media policy, and describes strategies for capturing and managing social media-generated content as records.

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20110720 fose 2011 sm governance

  1. 1. Social Media Governance in Federal Agencies<br />Jesse Wilkins, CRM<br />AIIM International<br />July 20, 2011<br />
  2. 2. International - Members in 146 countries<br />Independent - Unbiased and vendor neutral<br />Implementation Focused - Processes, not just technology <br />Industry Intermediary - users, suppliers, consultants, analysts, and the channel<br /> <br /><br />About AIIM<br />
  3. 3. Director, Systems of Engagement, AIIM<br />Background in electronic records management, email management, ECM, and social technologies<br />Frequent industry speaker and author<br />AIIM ERM and Social Business Expert Blogger<br />Instructor for AIIM Certificate Programs<br />Jesse Wilkins, CRM, CDIA+, ERMM<br />
  4. 4. 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 />It’s just a fad….<br />
  5. 5. Is a Facebook “like” a record?<br />
  6. 6. The social media governance framework<br />Structural elements of a comprehensive social media policy<br />Social media policy statements<br />Managing social media content as records<br />Agenda<br />
  7. 7. The social media governance framework<br />
  8. 8. Prohibition is not realistic<br />
  9. 9. “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 />
  10. 10. 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 />Why a governance framework?<br />
  11. 11. Management <br />Strategic roles and responsibilities <br />Organization <br />Groups and structures required to manage information<br />Policy and procedures<br />Processes and standards for managing information<br />The governance framework<br />
  12. 12. Determines overall strategic goals of organization<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 />Management<br />
  13. 13. 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 />Organization<br />
  14. 14. 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 a Facebook policy, a Twitter policy, etc.<br />The social media policy<br />
  15. 15. Be smart.<br />Be respectful.<br />Be human.<br />Best Buy Social Media Policy<br />
  16. 16. Be real and use your best judgment. <br />Zappos Twitter Policy<br />
  17. 17. Our Twitter policy: Be professional, kind, discreet, authentic. Represent us well. Remember that you can’t control it once you hit “update.”<br />Policy 2.0 – in 140 characters<br />
  18. 18. Structural elements of a social media policy<br />
  19. 19. Purpose<br />Scope <br />Responsibilities<br />Definitions<br />Policy statements<br />References<br />Policy elements<br />
  20. 20. 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 />Purpose and scope<br />
  21. 21. Responsibilities for policy development and maintenance<br />Responsibilities for policy administration<br />Responsibilities for compliance with policy<br />Responsibilities<br />
  22. 22. Uncommon terms<br />Common terms used in an uncommon fashion<br />Acronyms and abbreviations<br />Definitions<br />
  23. 23. Many different elements available<br />Detailed in the next section<br />Policy statements<br />
  24. 24. 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 />References<br />
  25. 25. Social media policy statements<br />
  26. 26. Official vs. unofficial<br />Link to social media policy<br />
  27. 27. Creation of official accounts<br />
  28. 28. Account details<br />User name<br />Picture<br />Corporate logo usage<br />Bio<br />Contact information<br />Friends/buddies/contacts<br />Groups/fans/likes<br />Look & feel guidelines<br />
  29. 29. 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 />Content guidelines<br />
  30. 30. Access to personal accounts using organizational resources (time, computers, network, etc.)<br />Access to sites using personal devices (iPhone, tablet, etc.)<br />Personal access and usage<br />
  31. 31. Affiliation<br />Acceptable and unacceptable groups<br />Perception of approval<br />
  32. 32. 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 />Inappropriate usage<br />
  33. 33. 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 />Sensitive materials<br />
  34. 34. Whether comments are allowed<br />And monitored<br />Comments<br />
  35. 35. Official response to third-party sites<br />Response to comments<br />
  36. 36. Monitoring and reviewing comments<br />
  37. 37. Public records act notices<br />Public safety monitoring considerations<br />Other considerations<br />
  38. 38. Whether the account is monitored for actionable content (screenshot)<br />Public records<br />Monitoring for public safety<br />
  39. 39. Managing social content as records<br />
  40. 40. Is the information unique and not available anywhere else?<br />Does it contain evidence of an agency’s policies, business, mission, etc.?<br />Is the tool being used in relation to an agency’s work?<br />Is there a business need for the information?<br />Does it document a transaction or decision?<br />Is it a record?<br />
  41. 41. Check the service level agreement<br />
  42. 42. Blog post<br />Comments?<br />Updates?<br />Individual Tweet<br />Links and shortened URLS?<br />Wiki article<br />The article?<br />Its changes over time?<br />It depends….<br />What’s the record?<br />Prepare for production<br />
  43. 43. Address in policies<br />
  44. 44. Save content locally<br />Most sites store information outside the firewall<br />Little control over how it is stored<br />Little control over how long it is stored<br />Geographic and jurisdictional issues<br />First step is to save content locally <br />
  45. 45. Take a snapshot of record content<br />
  46. 46. Archive entire stream locally<br />
  47. 47. Archive selected items locally<br />Use search queries and monitoring<br />Records management in brief<br />Store selected items locally using search queries or RSS<br />
  48. 48. Use the native backup to store locally<br />Store locally using built-in tools<br />
  49. 49. Use a third-party service to store locally<br />Store locally using third-party service<br />
  50. 50. Store locally using API<br />Store locally using APIs<br />
  51. 51. Use Word or Notepad to draft content updates and save *that* as a record<br />Draft content locally<br />
  52. 52. Implement enterprise versions<br />
  53. 53. Implement a compliance solution<br /><ul><li> And many others</li></li></ul><li>Questions?<br />
  54. 54. Web 2.0 is here<br />Prohibition is not a realistic option<br />Web 2.0 tools can add significant value to the organization <br />Lead your organization to use them effectively<br />Conclusion<br />
  55. 55. Jesse Wilkins, CRM, CDIA+, ermm<br />Director, Systems of Engagement<br />AIIM International<br /> +1 (303) 574-0749 direct<br /> <br /><br /><br /><br /><br /><br />For more information<br />
  56. 56. On September 8, 2011, AIIM will bring together leading industry experts in a Social Business Virtual Conference.<br />Attend this 1-day event to learn how your organization can use social technologies to engage staff or customers with the appropriate control and governance.<br />Running from 11am – 5pm EDT we have a packed program of 30 sessions, delivered in 3 tracks.<br />Social Business Virtual Conference<br />
  57. 57. Workshop Attendees: <br />Attend the Social Business Virtual Event for $50 – a savings of $45!<br />Register for the conference by July 31, 2011<br />Enter code FOSEATT85 at checkout<br /><br />Social Business Virtual Event<br />
  58. 58. Covers best practices in governance<br />Policy development<br />Governance processes for social media<br />Roles and responsibilities<br />Broadly applicable strategies – and solutions for specific tools and processes<br />Records management for social media<br />Currently in development<br />Some courses available now<br />Total of 30 courses available by end of September<br />Social Media Governance Training<br />