The document discusses security essentials for CIOs regarding social media. It makes three key points:
1) Social media provides both opportunities and risks for businesses, with opportunities to connect with customers and prospects but also risks from thieves, spies, and data breaches.
2) To navigate these risks and rewards, companies should define their social media agenda, analyze the inherent risks, and create and communicate clear social media policies to guide employees.
3) At IBM, they have embraced social media engagement but also created social computing guidelines and ongoing education to build a risk-aware culture and engage digitally in a smart and secure way.
Session I presented at Lotusphere 2012 with IBM Champion and Business Partner, Carlos Casas focused on building strong communities for your Social Business efforts.
How Social Networks are Delivering on the Failed Promise of Knowledge ManagementPaul Gillin
Organizations are inherently social, and when they enable people to reach out and find each other, connections are formed and discoveries are made that transcend org charts. But Intranet 2.0 isn't a zero-sum game. Open communication challenges traditional lines of authority and may be seen as a threat to those who are invested in existing structures. In fact, the biggest barriers to internal social network adoption are political, not technical. In an economy that demands innovation, resourcefulness and knowledge efficiency, do we really have any choice but to change? This presentation looks at how social networks are transforming the way businesses operate and at the bitter medicine some companies must swallow in order to realize their potential.
How to Use Search and Social Networks for Lead GenerationPaul Gillin
Qualified lead generation, which is the holy grail of B2B marketing, is being reinvented by online tools. Traditional outbound marketing relied upon scatter-shot techniques like advertising, direct mail, and events to attract prospects. Today, search engines and social networks have evolved this process into a much more targeted and conversation-focused approach.
Today's new breed of effective lead generation combines keyword optimization and link-building strategies (inbound marketing) with strategic participation in social networks (outbound marketing). Result: social media and search engines can deliver qualified leads at a dramatically lower cost than traditional means.
These new approaches to lead generation require more active participation by marketing organizations than in the past, but the payoff is in higher quality leads, faster closing times, and less waste.
This presentation covers:
*The power of long tail search optimization
*How to identify prospects who are seeking your products and services through public social networks
*How analytics and social CRM can dramatically improve lead quality
*How to target messages to reach prospects at the optimal point in the sales cycle
Are you busy or indispensible? Meaningful communications strategies in the di...Lars Voedisch
(Re-)Defining the role of PR: Integrating Communications with Your Business Strategy;
Determining the business value of social media PR and how to persuade management buy-in;
Creating impact: Are you busy or indispensible for your company?;
The future of PR: Current trends and challenges PR practitioners should be aware of
Session I presented at Lotusphere 2012 with IBM Champion and Business Partner, Carlos Casas focused on building strong communities for your Social Business efforts.
How Social Networks are Delivering on the Failed Promise of Knowledge ManagementPaul Gillin
Organizations are inherently social, and when they enable people to reach out and find each other, connections are formed and discoveries are made that transcend org charts. But Intranet 2.0 isn't a zero-sum game. Open communication challenges traditional lines of authority and may be seen as a threat to those who are invested in existing structures. In fact, the biggest barriers to internal social network adoption are political, not technical. In an economy that demands innovation, resourcefulness and knowledge efficiency, do we really have any choice but to change? This presentation looks at how social networks are transforming the way businesses operate and at the bitter medicine some companies must swallow in order to realize their potential.
How to Use Search and Social Networks for Lead GenerationPaul Gillin
Qualified lead generation, which is the holy grail of B2B marketing, is being reinvented by online tools. Traditional outbound marketing relied upon scatter-shot techniques like advertising, direct mail, and events to attract prospects. Today, search engines and social networks have evolved this process into a much more targeted and conversation-focused approach.
Today's new breed of effective lead generation combines keyword optimization and link-building strategies (inbound marketing) with strategic participation in social networks (outbound marketing). Result: social media and search engines can deliver qualified leads at a dramatically lower cost than traditional means.
These new approaches to lead generation require more active participation by marketing organizations than in the past, but the payoff is in higher quality leads, faster closing times, and less waste.
This presentation covers:
*The power of long tail search optimization
*How to identify prospects who are seeking your products and services through public social networks
*How analytics and social CRM can dramatically improve lead quality
*How to target messages to reach prospects at the optimal point in the sales cycle
Are you busy or indispensible? Meaningful communications strategies in the di...Lars Voedisch
(Re-)Defining the role of PR: Integrating Communications with Your Business Strategy;
Determining the business value of social media PR and how to persuade management buy-in;
Creating impact: Are you busy or indispensible for your company?;
The future of PR: Current trends and challenges PR practitioners should be aware of
How can you overcome barriers such as old legacy systems and darwinian technology platforms in creating a sustainable business/IT alignment Roadmap? Enterprise 2.0 helps you to quickly deploy lightweight applications and leverage Core IT Systems through a conversational and business layer
Social responsibility > Social marketing > Social mediaBob Pickard
The intersection of social responsibility, social marketing and social media presents challenges and opportunities for today's corporate communicators.
How Businesses Use Web 2.0 and Social Media. Presentation by Charlie Kreitzberg and Anne Pauker Kreitzberg, Cognetics at CIO Summit, April 2009, Valley Forge, PA. www.cognetics.com
Practical advice for making Social Media work for your business HINTS, TIPS A...Typeset
If you're just getting started with social media for your business - and plenty of people still are - this paper was developed to give you some of the basic information you need. Developed in 2009, the paper is still relevant today with lots of practical advice to give business owners and marketers the confidence for a successful start.
Social Media ist in aller Munde. Ist dieser Trend wirklich relevant für Ihr Unternehmen? Das renommierte Chartered Institute of Marketing (CIM) hat im März 2012 eine Studie zu diesem Thema durchgeführt
8 reasons you need a strategy for managing information...before it's too lateJohn Mancini
Highlights from a keynote presentation that complements AIIM's free e-book -- 8 reasons you need a strategy for managing information...before it's too late.
E-book available at http://www.aiim.org/8things
This document is a property of Microsoft Corporation.
Microsoft is defining a connected and forward-looking enterprise, the successful enterprise of the future.
From Social Media to Social Business - Marketing in the 'Social Age'Stefan Pfeiffer
Presentation on how Marketing needs to change in the 'Social Age' from Mass Marketing to 1:1 Marketing taking in particular Social Channels and behaviors into consideration. A bit of a focus on Healthcare due to the fact, that this was presented for one of our Healthcare customers.
How can you overcome barriers such as old legacy systems and darwinian technology platforms in creating a sustainable business/IT alignment Roadmap? Enterprise 2.0 helps you to quickly deploy lightweight applications and leverage Core IT Systems through a conversational and business layer
Social responsibility > Social marketing > Social mediaBob Pickard
The intersection of social responsibility, social marketing and social media presents challenges and opportunities for today's corporate communicators.
How Businesses Use Web 2.0 and Social Media. Presentation by Charlie Kreitzberg and Anne Pauker Kreitzberg, Cognetics at CIO Summit, April 2009, Valley Forge, PA. www.cognetics.com
Practical advice for making Social Media work for your business HINTS, TIPS A...Typeset
If you're just getting started with social media for your business - and plenty of people still are - this paper was developed to give you some of the basic information you need. Developed in 2009, the paper is still relevant today with lots of practical advice to give business owners and marketers the confidence for a successful start.
Social Media ist in aller Munde. Ist dieser Trend wirklich relevant für Ihr Unternehmen? Das renommierte Chartered Institute of Marketing (CIM) hat im März 2012 eine Studie zu diesem Thema durchgeführt
8 reasons you need a strategy for managing information...before it's too lateJohn Mancini
Highlights from a keynote presentation that complements AIIM's free e-book -- 8 reasons you need a strategy for managing information...before it's too late.
E-book available at http://www.aiim.org/8things
This document is a property of Microsoft Corporation.
Microsoft is defining a connected and forward-looking enterprise, the successful enterprise of the future.
From Social Media to Social Business - Marketing in the 'Social Age'Stefan Pfeiffer
Presentation on how Marketing needs to change in the 'Social Age' from Mass Marketing to 1:1 Marketing taking in particular Social Channels and behaviors into consideration. A bit of a focus on Healthcare due to the fact, that this was presented for one of our Healthcare customers.
Raise The Cybersecurity Curtain!
With a clear grasp of systems theory and revelation of pervasive, persistent, and resilient interconnectedness, I set out on the journey to interact with 100 "best of the best" Cybersecurity / Information Security professionals to learn about their own EXPERIENCES and gain INSIGHTS from their personal perspectives.
I was truly blessed to have had a wide variety of insightful conversations with leaders who are serving their organizations at various levels.
I sincerely wanted to expand the impact of the lessons I learned from these interactions by sharing them with Cybersecurity enthusiasts around the globe - people who are paving their own way towards a successful Cybersecurity career.
I hope readers will gain insights into how they can guide their career path to the success they desire and benefit the global security community through their unique contributions.
Success in the "Pull Economy" means understanding that a number of significant business principles have changed. In a hyper connected world information flows much faster and more freely. Organisations as a result are subjected to a growing level of collective intelligence and value creation from outside the company's walls brought on by the increased collaboration of customer/consumers, consumers, employees and suppliers in what is now a much larger ecosystem of data, conversation, innovation and participation. There needs to be a knowledge framework to help companies manage this transformational change and maximise as much value from it in a way that benefits the business and the customer/consumer.
Wondering if your social media initiative is providing value to your organization? Browse through Salesforce Radian6's March 29, 2012 webinar presentation, featuring Dr. Natalie Petouhoff and learn how to take your social media metrics and turn them into valuable information for your business.
by John Bell, Global Managing Director, Social@Ogilvy.
The following is a plan describing a simple and practical way for business leaders to think about gaining the benefits of social behaviors (and the technologies supporting those behaviors).
In many ways the promise of a ‘social business’ is to get us back to what we care about — people working together to create something of greater value than they could have if they had remained unconnected and apart.
Digital has increased businesses’ cybersecurity risk – and yet few have elevated security to a senior leadership concern, according to our recent research. Here’s what businesses are thinking about cybersecurity, and a framework for strengthening their security strategies.
Social media is the modern Pandora’s box: it has had a meteoric rise as a tool to interact and engage with customers, but also a dark underside exposing companies to new types of risk. Almost two-thirds of companies surveyed say that social media is a significant or critical risk to their brand reputation, yet 60% of companies either never train their employees about their corporate social media policies or do so only upon hiring. This report outlines how to be more proactive about managing social media risk through following a detailed four-step process: Identify, Assess, Mitigate, and Evaluate.
Guarding the Social Gates: The Imperative for Social Media Risk ManagementUzzi Ohana
Social media is the modern Pandora’s box: it has had a meteoric rise as a tool to interact and engage with customers, but also a dark underside exposing companies to new types of risk. Almost two-thirds of companies surveyed say that social media is a significant or critical risk to their brand reputation, yet 60% of companies either never train their employees about their corporate social media policies or do so only upon hiring. Moreover, 43% of companies have less then one full-time equivalent (FTE) dedicated to managing social media risk.
The Next Great Challenge for CISOs
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Security essentials for CIOs - Navigating the risks and rewards of social media
1. IBM Center for Applied Insights
Executive Series
Security Essentials
for CIOs
Navigating the risks and rewards
of social media
Imagine an immense tradeshow floor filled with all of your
clients. It’s also teeming with your most promising prospects,
Highlights: along with thousands of talented potential hires. There’s no
better place for you to showcase your offerings, your smarts,
Today, there are over 280,000 IBMers on
and what sets you apart. Naturally, your rivals are there too,
LinkedIn, over 170,000 people on Facebook
with IBM listed as their workplace, and angling for clients, brainpower and ideas. So there’s plenty
an estimated 30,000 IBMers engaging on of competitive pressure to attend. But, regrettably, there’s a
Twitter each month. Done the right way, downside. Growing numbers of thieves, industrial spies and
social media can pay off both for individuals
and the enterprise. other ne’er-do-wells are circulating the same halls. As is so
often the case, opportunity comes with its share of risk.
This non-stop global conference, of course, is social media.
At IBM, we feel that these digital gatherings provide near
limitless opportunity for our employees to make connections,
exchange ideas, and innovate. For us, engaging in social media,
inside and outside of the company, is a strategic imperative.
So is security. We believe the solution is to create a risk-aware
culture — one that acknowledges both the value and the risks
associated with the digital world. It is important that we
engage digitally in a smart and secure way.
Just a few years ago, many companies saw social computing
as an outcropping on the periphery of their businesses.
Since then, social networks have exploded, with hundreds
of millions of people trading ideas and leads, from work,
home and on the move. This growth has created enormous
value, for everything from recruiting staff to customer service.
In a recent Ponemon Institute survey, nearly 70 percent
of global respondents said that social media is now very
important for achieving their business objectives.1
2. Executive Series Security Intelligence
However, there is still a long way to go between seeing the value Analyze the risks
and actively engaging. In IBM’s latest CEO Survey of 1709 The next step is an analysis of the risks inherent in each of
CEOs around the world, only 16 percent of them are currently these initiatives. ISACA has defined five primary social media
participating in social business platforms to connect with risks for business.3 They range from the increased threat
customers. Within five years, that will likely grow to of viruses and malware to brand hijacking and lack of content
57 percent.2 Outperformers in the survey were more likely control to changing customer expectations to increasing
to identify openness, often characterized by a greater use the chances of non-compliance.
of social media, as a key influence on their organization.
One growing trend is for criminals to harvest personal
This growth and attention has created new opportunities for information from social networks, and then to use it to craft
thieves and hackers, and many enterprises are unsure what to personalized phishing attacks. If successful, these can deliver
do about it. In the Ponemon study, 63 percent of respondents malware, which can quietly steal information, shut down
said that social media puts their organization at risk and vital operations, or even carry out sabotage.
is a serious security threat. The risk is recognized, but only
29 percent admitted to having the necessary security controls There are not only external risks, but also risks from employees
to mitigate that threat. There is still a long way to go. as well. What if company secrets are exposed via social media?
What would happen to the firm’s reputation if negative photos
of employees made their way onto Flickr? What to do if an ugly
Nearly 70%
and false rumor goes viral on Twitter or if a colleague appears
to be spilling details from yesterday’s meeting on Facebook?
of global respondents said that social These risks may be common across enterprises, but the way
in which organizations respond will likely be unique to their
media is now very important for corporate culture. The important element is to raise these
achieving their business objectives.1 early on in the process, and build appropriate response plans.
Source: Ponemon Institute Create and communicate your policy
The third step of the process is crucial. It involves communicating
Because of this growth, in both opportunity and risk, the opportunities and risks of the digital world, and providing
we feel it’s important to share our ideas on how to help policies, awareness programs and tools to guide the entire work
build a risk-aware culture for the social world. force. For this, ongoing education and guidance must be built
into the fabric of the enterprise’s social media strategy.
Define your social agenda
The first step for every enterprise is to determine where it fits At IBM, we began these efforts with our own Intranet. In
in the social sphere, and what it might gain from social media. 2005, IBMers were using an in-house social network known
Ideally, top executives from every division will meet to explore as Connections to exchange everything from algorithms
the possible benefits. Core questions include: Will participation to chili recipes. Then, external blogs and social networks
boost brand awareness? Can it improve customer satisfaction? began to take off, and IBM considered the opportunities and
Could we use social media to drive collaboration or crowdsourcing challenges of engaging far beyond the corporate firewall.
for product innovation? Discussions must also extend to Collaborating on a wiki, IBM employees drew up our Social
the costs of not engaging. Will the company be hamstrung Computing Guidelines. This initial effort was a starting point
in responding to public relations issues if it lacks a well-known and we’ve been evolving it ever since.
Twitter account or Facebook page? Will it be at a disadvantage
finding and communicating with good recruits if it doesn’t Today, there are over 280,000 IBMers on LinkedIn, over 170,000
use social media? people on Facebook with IBM listed as their workplace, and
an estimated 30,000 IBMers engaging on Twitter each month.
Each enterprise will come up with its own answers. Some Done the right way, social media can pay off both for individuals
may conclude that certain functions, perhaps HR, Sales, and the enterprise. By participating, our employees build what
and Marketing need to be active on social networks while
other functions require a smaller presence or none at all. 2
3. Executive Series Security Intelligence
Social Computing Tips • espect others’ rights. You should respect the rights of
R
others, including their privacy and intellectual property rights.
for Employees
• Be careful with connections. Your employees might
Like many of today’s emerging technologies, social receive connection requests from those who are hunting
computing puts employees in the driver’s seat—essentially for private company information so remind them that it’s
making them your brand ambassadors. You might want good to be choosy when considering who to connect with.
to consider the following tips as you empower your
employees to effectively navigate the risks and reap
• ead the fine print. Social networks have terms of use
R
the rewards of social platforms:
and privacy policies, and you and your employees should
review these closely to confirm that you can live with those
• Be authentic. Encourage employees to identify their
terms and policies. Also, social networks may change
employer in their profiles, but provide a disclaimer that their terms and policies over time, so you should regularly
their opinions remain their own. check them for changes before connecting.
• hink before posting. Content and context go hand-in-hand.
T • dmit mistakes. Things move faster than ever in social
A
Confidential or private information isn’t ever appropriate media, and employee mistakes are likely to happen.
to share in a public context. For example, a tweet about A culture where employees are encouraged to admit and
a recently released whitepaper would be fine, but a tweet quickly correct mistakes can help to avoid any fallout
about confidential company financials would not be. from the inevitable social media faux pas.
we call Digital Eminence, a reputation for sharing experience Join the conversation
and ideas that can boost their professional persona as well as the To read additional articles, learn more about Security Essentials
company’s prestige, while drawing people and business to IBM. for CIOs, or share your thoughts with other security leaders
join us at ibm.com/smarter/cai/security.
Monitor security and measure progress
One word of warning, enterprises must be extremely careful About the author
to balance privacy issues and security when it comes to social Kristin Lovejoy is Vice President of IT Risk, Office of the CIO,
media use. Gartner recently reported that by 2015, 60 percent IBM. She can be contacted at klovejoy@us.ibm.com.
of enterprises are expected to actively monitor employee’s
social media use for potential security breaches.4 It’s important About IBM Center for Applied Insights
to maintain a secure environment, but companies should The IBM Center for Applied Insights (ibm.com/smarter/cai/value)
also consider doing so in a way that is sensitive to privacy and introduces new ways of thinking, working and leading. Through
other concerns. evidence-based research, the Center arms leaders with pragmatic
guidance and the case for change.
Once an enterprise delves into social media, it is useful
to measure various efforts and to gauge their effectiveness. 1
P
onemon Institute, “Global Survey on Social Media Risks: Survey of IT IT
If human resource professionals are using social networks for Security Practitioners”, September 2011
2
2
012 IBM CEO Study, “Leading Through Connections”,
recruiting, how do the talent pool and pipeline match up http://www-935.ibm.com/services/us/en/c-suite/ceostudy2012/
before and after? If developers are collaborating through social 3
I
SACA, “Social Media: Business Benefits and Security, Governance and
Assurance Perspectives”, June 2010, http://www.isaca.org/Knowledge-Center/
media, how much more quickly are products and services Research/ResearchDeliverables/Pages/Social-Media-Business-Benefits-and-
getting to market? With the development of new tools and Security-Governance-and-Assurance-Perspectives.aspx
4
“Gartner Predicts Huge Rise in Monitoring of Employees’ Social Media Use”,
constant flows of data, social media is an ongoing laboratory. PC World, 29 May 2012, http://www.pcworld.com/businesscenter/article/256420/
The learning never ends. gartner_predicts_huge_rise_in_monitoring_of_employees_social_media_use.html
3