The document discusses the importance of governance and strategy in social media usage, highlighting key issues, risks, and best practices for organizations. It emphasizes the need for a clear social media strategy that aligns with business objectives and promotes a culture of trust and awareness. Various examples from organizations like Commonwealth Bank and Telstra illustrate the application and challenges of social media governance in practice.

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. What we’ll cover About me and my experience in this area Social media strategy Social media governance Social media governance in practice Questions & comments Resources listed for you! … And I’m happy to take questions as we go

3. 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?

4. About me

5. What I’ve learned about social media governance It’s about getting people on the same page Fear of ‘what if’ is a distraction It’s about creating the right environment Keep it simple and easy to understand It will evolve and needs people to drive it

6. Social media… What is it good for? Image credit: http://www.ethority.de/weblog/social-media-prisma/

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. The idea What do you want to do with social media?

9. Examples People : What does your audience care about? Objectives : What are your goals in using social media with your audience? Strategy : How will your objectives change your relationship with your audience? Technology : Which tools and tactics will best reach this audience for your objectives? http://forrester.typepad.com/groundswell/2007/12/the-post-method.html

10. Examples

11. This story is true, only the names have been omitted… Me: “ I see that your organisation is out there in social media, I’ve seen some good conversation on Twitter.” Them: “ Yes, the marketing department is using social media, they’re on Twitter, Facebook, YouTube… yet We’re not allowed to use it internally – everything is blocked. I need it for my job too. I have to log on from home to use it. It’s inefficient and annoying.”

12. Impacts What do you think this does to… Trust Morale Culture Enthusiasm Engagement Ability to do their jobs?

13. The reality is… Social media can be everywhere and anywhere, anytime

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. So what are the issues & risks? The Institute of Internal Auditors identify nine: 1. Lack of social media strategy 2. Intellectual property issues 3. Inappropriate disclosure of information 4. Compliance with applicable laws 5. Liability issues 6. Human resources issues 7. Lack of, or ineffective, key performance indicators 8. Not having the right social media “evangelists” 9. Not incorporating social media as part of the crisis communications plan http://www.theiia.org/theiia/newsroom/news-releases/index.cfm?i=15450

16. In my experience Use of social media: For the organisation For the individual and how it all links together … Underpinned by resourcing & budget for social media Brand & reputation IP / data ownership Staff use at work / outside work

17. There are natural tensions “ We must use social media – we’re being left behind.” “ Prepare me a strategy for <insert social media tool> by <insert date>” and “ What if someone says something bad?” “ We’ve got to close it down!”

18. Governance – why we need it How many different perspectives would be in this crowd? Isn’t it all just common sense? Credit: Anirudh Koul, http://www.flickr.com/photos/anirudhkoul/3786725982/

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. Governance – it’s about setting expectations About behaviour About culture About trust About awareness And to educate It needs a group to drive it: discussion as things happen revision over time

21. What does governance look like? A tour through some examples, in various sectors… Commonwealth Bank Victorian Government: Department of Justice Telstra ABC National Library of Australia

22. In practice: Commonwealth Bank Its social media policy had unintended consequences… http://www.businessspectator.com.au/bs.nsf/Article/CBA-social-media-policy-pd20110203-DQ2N5?OpenDocument

23. In practice: Commonwealth Bank

24. In practice: Commonwealth Bank

25. In practice: Victorian Department of Justice justice.vic.gov.au/socialmedia

26. In practice: Victorian Department of Justice http://www.youtube.com/watch?v=8iQLkt5CG8I

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. In practice: Telstra http://exchange.telstra.com.au/training/flip.html

29. In practice: ABC A one-pager...here’s an excerpt… http://www.abc.net.au/corp/pubs/documents/useOfSocialMedia.pdf

30. In practice: National Library of Australia Summary at the end of the policy… http://www.nla.gov.au/policy/social-media.html

31. There’s more! Database of social media policies 164 policies: International Australian http://socialmediagovernance.com/policies.php

32. Wrapping up: it’s about being clear Setting the right behaviours and expectations, for your organisation, brand and reputation It’s part of your strategy Keep it simple, easy to remember A ‘governance group’ to oversee its evolution Communicate it, role model it, communicate it, role model it…

33. Over to you Questions and comments

34. Find me @helmitch helmitch.blogspot.com linkedin.com/in/helenmitchellaus

35. Resources for you 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/ 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/ The POST Method: A systematic approach to social strategy http://forrester.typepad.com/groundswell/2007/12/the-post-method.html Launch of Social Media Strategy Framework http://rossdawsonblog.com/weblog/archives/2009/07/launch_of_socia.html Database of social media policies: http://socialmediagovernance.com/policies.php Social Media: Business Benefits and Security, Governance and Assurance Perspectives http://www.isaca.org/socialmedia Best Practices for Developing & Implementing a Social Media Policy http://sncr.org/wp-content/uploads/2008/09/sncr-social-media-policy-best-practices.pdf

36. Resources for you Commonwealth Bank http://www.smartcompany.com.au/legal/20110204-cba-social-media-policy-raises-questions-over-control-of-employee-actions-online.html http://www.nett.com.au/opinion/blog/nett-blog/lessons-from-the-commonwealth-bank%E2%80%99s-social-media-policy-1593 http://www.theaustralian.com.au/news/nation/bank-threatens-staff-with-sack-over-social-media-comments/story-e6frg6nf-1226000454432 http://www.news.com.au/business/facebook-could-get-commonwealth-bank-staff-fired/story-e6frfm1i-1226000225097 http://www.fsunion.org.au/News-Views/CBAs-Social-Media-Policy-Impedes.aspx http://egovau.blogspot.com/2011/02/learning-from-social-media-policy.html http://www.businessspectator.com.au/bs.nsf/Article/FSU-slams-CBA-social-media-policy-pd20110203-DQ5MX?OpenDocument&src=hp1 Department of Justice http://www.egov.vic.gov.au/victorian-government-resources/government-initiatives-victoria/law-and-justice-victoria/social-media-policy-department-of-justice.html Telstra http://exchange.telstra.com.au/2009/12/17/telstra-launches-interactive-3rs-social-media-learning-module/ http://exchange.telstra.com.au/training/flip.html http://www.telstra.com.au/abouttelstra/download/document/social-media-company-policy-final-150409.pdf?red=/at/m/d/smcpf150409pdf ABC http://www.abc.net.au/news/stories/2009/11/05/2733929.htm http://www.abc.net.au/corp/pubs/documents/useOfSocialMedia.pdf National Library of Australia http://www.nla.gov.au/policy/social-media.html