The document outlines the fundamentals of social media governance, emphasizing the need for clear guidelines and strategies for effective social media engagement. It stresses the importance of assessing current social media ecosystems, defining goals, and creating a governance framework that involves the entire organization. Successful implementation relies on socializing strategies, avoiding overly complex documentation, and fostering employee buy-in through engaging and interactive resources.

1. Social Media Fundamentals - July 2012
Governance
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2. ABOUT US
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3. LONDON
LINCOLN
PORTLAND PHILADELPHIA
ST. LOUIS NEW YORK
AUSTIN
SINGAPORE
We are a global, integrated, end-to-end social business consultancy.
We are leaders in social strategy, implementation and business intelligence.
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4. OUR SERVICES
PERFORMANCE BRAND CONNECTED SOCIAL BUSINESS
MARKETING COMPANY INTELLIGENCE
+ Social brand strategy + Enterprise social + Dashboards & benchmarks
+ Applications and experiences technology + Data services
+ Community management + Workforce collaboration + Reporting & analytics
+ Advocacy programs + Workforce learning + SaaS applications
+ Listening programs + Social CRM
+ Influencer outreach programs + Change programs
+ Social media buying
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5. OUR APPROACH
TO SOCIAL
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6. WHAT WE OBSERVE
-“I have to do something”: scattered initiatives, no
clear direction, low consistency (content and
experience).
-“It’s hard to keep it all under control”: scalability
issues (structural / resources), global vs. local, high
number of stakeholders, channels, assets, products,
online vs. offline.
-“I have to convince management”: common
language, business case, KPIs.
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7. TAKE A STEP BACK
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8. THINK: WHAT IS YOUR VISION?
-Think of the big picture: what do you want to achieve?
What value do you bring to the market? How do you
want to be perceived?
-Own social: do not over rely on agencies.
-Leverage internal and external: what is the role of
your employees? Do you need to organise for Social?
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9. ASSESS: WHERE ARE YOU NOW?
-What does your social ecosystem look like?
-What are your competitors doing?
-What are your priorities?
-What is the social maturity level of your channels?
-What initiatives have you undertaken?
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10. PLAN: WHAT ARE THE NEXT STEPS?
-Prioritise goals.
-What are the components to execute your vision?
-Build a roadmap.
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11. SOCIAL MEDIA
GOVERNANCE
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12. WE WILL DISCUSS
1 WHAT - WHY - WHEN 2 ELEMENTS 3 SOCIALISE
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13. 1. WHAT - WHY - WHEN
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14. WHAT IS SOCIAL MEDIA GOVERNANCE
-Set of guidelines, rules and recommendations
clarifying best practices for interactions on social
media channels.
-Also referred to as social media policy.
-Can be anything from a one pager, a video, a deck, or
an exhaustive document.
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15. EXAMPLES: WHAT OTHERS HAVE IN PLACE
-Cisco: personal vs. work representative.
-Coca Cola: shared values.
-Dell: lightweight.
-Morgan Stanley: in a regulated industry.
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16. WHY DO YOU NEED GOVERNANCE
-Brand opportunity: participate in customer
conversations.
-Risk mitigation: new study shows social media
perceived as high risk.
-Crisis management: being prepared pays off as
recently seen with O2.
-What about common sense?
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17. WHEN SHALL I START?
NOW
-Blend between personal and professional.
-Social media no longer only for marketing.
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18. 2. ELEMENTS
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19. WHAT GOES INTO GOVERNANCE
Entire organisation
Social Media team
-Entire organisation: high level ‘principles’ focusing on
brand values, tone of voice, disclosure and
confidentiality.
-Social media team: more detailed ‘playbook’ focusing
on running the channels, resources, processes, look
and feel.
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20. ENTIRE ORGANISATION
-Company vision and social media strategy.
-Definition of social media.
-Purpose of the governance + living
document.
-Social media principles.
-Important to strike a balance between
inspiration and practical guidance.
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21. SOCIAL MEDIA TEAM
-Roles and responsibilities within your
organisation.
-Processes.
-Channels.
-Safety considerations.
-Crisis management.
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22. 3. SOCIALISE
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23. AVOID THE FOLLOWING
-Long, text heavy decks and documents emailed
around or uploaded onto intranet: no one will read
them!
-Threatening language: NO, DON’T, SHOULD, MUST.
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24. ROLLING OUT GOVERNANCE
-Involve your employees: what matters, buy in.
-Be visual: video, poster, desktop saver, ambient.
-Be interactive: training app.
-Share: YouTube, SlideShare.
-Do hands on training: practice makes perfect.
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25. EXAMPLES
Infographic
Videos *Salesforce
*Darthmouth-Hitchcock
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26. RECAP
-Social media requires vision and strategy
-Social media governance as first step
-Living + breathing document
-Socialisation is key, it’s a journey
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27. QUESTIONS
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28. Thank you!
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29. CONTACTS Olga Kozanecka SOCIAL BUSINESS CONSULTANT
olga.kozanecka@dachisgroup.com
Serena Alboni SOCIAL BUSINESS CONSULTANT
serena.alboni@dachisgroup.com
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30. MORE CASE STUDIES OUR BLOG
www.dachisgroup.com/case-studies/ www.dachisgroup.com/blog/
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