Content governance is needed to standardize the way in which an organization deals with contingencies on its social media platforms. The deck highlights what makes the basics of setting up Social Media Governance

1. Content Governance
SocialMedia

2. 2
It can add value throughout the customer experience
Improve customer communication
Customer insights
It has viral attitude and potential
It’s collaborative
It’s personal
It’s Always on, Always connected
It is factual, emotional and full of BS!
It’s…very…human...like!

3. Social

4. 4
Refers to the ‘Interaction of organisms with other organisms and to their
collective co-existence, irrespective of whether they are aware of it or not, and
irrespective of whether the interaction is voluntary or involuntary’ – Wikipedia
Social

5. 5

6. This is what Social Media
is about
6

7. Content

8. Something that is to be
expressed through some
medium, as speech, writing, or
any of various arts.
8
Content Social
Interaction of organisms with
other organisms and to their
collective co-existence,
irrespective of whether they are
aware of it or not, and
irrespective of whether the
interaction is voluntary or
involuntary

9. ‘Through collective co-existence, something that is expressed through some
medium, as speech, writing, or any of various arts, voluntary or involuntary’
9
Social Content

10. That is what we need to manage!
…Through content governance
10

11. Content Governance

12. It is a set of policies; processes, guidelines and educational resources to best
represent your organization to internal and external audience.
12
Content Governance

13. And why do we need it?
To best represent your organization to internal and external audience.
13
Content Governance

14. Set of policies, processes, guidelines and
Educational resources to best represent your organization
14
Content Governance

15. Governance tools

16. What tools are required for effective governance?
16
Governance tools

17. Governance is as an optimal way of managing our reactions carefully through
our collective intellect aided by the use of technology 
Tools refers to the range from policy making to applications which are set of
best practices, guidelines, processes, procedures and best in class available
software to do the job
17
Governance tools

18. Plan it out
18
Governance tools

19. Define your governance team:
Legal & Regulatory, Corporate Communication, Consumer Affairs, Brand, PR,
HR, Digital
19
Governance tools

20. Create your content workflow:
20
Governance tools
• Prepare draft
Content
Creator
• Approve drafts
• Go live
• Feedback
Subject matter
expert • Edit/finalize
drafts
Content
Creator
• Schedule
approved posts
Community
Manager
PUBLISH

21. Draft your Social Media Policy:
Keep it organic and flexible, regular updates on social media best practices …
Adapt to ‘Fail Forward’ logic
21
Governance tools

22. Create Social Media Playbook:
Align with Brand Guidelines, develop content calendar
22
Governance tools

23. Community management & Moderation framework:
Develop moderation framework – keep it 70/20/10
70 is standard moderation with expected interaction and responses with your
consumer base
20 is real time > crisis management/moderation – something that is not in
your regular response
10 is topical that you need to capitalize
Develop a flow chart with Department names/titles of the people, name of the
person, contact details of that person
23
Governance tools

24. Approval Processes:
Develop a RACI matrix when drafting an approval process, best is to have a
flow chart of your approval process
24
Governance tools

25. Effective listening:
Use tools like:
- Social Studio
- Brandwatch
- Sysomos
- Viralheat
- Crimson Hexagon
- Linkfluence
25
Governance tools

26. Training & Education:
Regular training and educating your key stakeholders is a must to keep
everyone up to date on what’s relevant and current in social space.
26
Governance tools

27. To best achieve this:
- Partner with your agency
- Contract a specialist agency
- Hire a specialist (consultant)
- Empower your digital team
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28. Working with teams

29. Working with your teams to formulate effective content governance policies
29
Working with teams

30. 1. Legal
2. Corporate Communications/PR
3. Consumer Affairs
30
Working with teams

31. And lastly

32. Make sure that social gets recognition at the leadership level.
You will need to keep your leadership fully briefed and involved in the social
activities – not your day-to-day posts but with the policies, moderation
framework and approval processes.
Ideally your MD, GM or CEO should be the A ‘accountable’ in the approval
process.
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33. Nadeem Amin
LinkedIn: au.linkedin.com/in/nadeemamin
Twitter: @eQu8ion
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