risky business of social media
TRANSCRIPT
The Risky Businessof Social
Media
Tom SnyderTrivera Interactive
Contents Copyright © 2011 Trivera Interactive and ISACA
• Trivera Interactive– Web site development, Email
Marketing, SEO and Social Media – Social Media Strategies and Policies.
• Tom Snyder– Founded Trivera in 1996– Working with businesses and organizations to find the
acceptable level of balance between visionary possibilities and technological and organizational realities.
I’m the guy who convinces your marketing people to do all the Social Media stuff that turns the IT, IS, Security, Legal and HR people into this:
Top 100 most valuable brands in the world are experiencing a direct correlation between top financial performance and deep social media engagement
~ ENGAGEMENTdb, The World’s Most Valuable Brands
Fortune Global 100 companies65% have active Twitter accounts54% have Facebook fan pages50% have YouTube video channels33% have corporate blogs
~Burson-Marsteller, The Global Social Media Check-up Insights
Social Media Usage
95% of social media users now use it for business reasons
61% use public social media sites like LinkedIn, Twitter, Facebook, and YouTube every day (up from 51% in 2008).
15% use these sites "constantly throughout the day.
56% work for companies that have no policies that cover use at work and outside work
Social Media Usage
76% of companies now use Social Media for business purposes
43% have experienced employee misuse
31% have disciplined employees for misuse
29% block employee access
27% monitor employee use
25% ban use for non-business purposes
Social Media Usage
The Old Paradigm
The New Paradigm
Internal/Infrastructure
•Viruses/malware•Non-compliance with record management regulations (PCI-DSS, HIPAA)•Employee Inefficiency•Employee Headhunting
Risks for Business
• Malicious profile generation – Fake profiles: celebrities, coworkers, ads used in a number of different scams, monitoring users, revenge, business
• Exploitation of “Social Human Touch” – Presumption of Trust between engaged profiles; entry point for malware infection
• Worm Generation – Chain Infection and Reaction – 2 step infection mapped as 1:many that enable Bot Nets
• Drive-by-Download Attacks – Using built-in browser functionality, users machine is exploited and malware is downloaded into the victim’s machine; pervasive and often go undetected by antivirus software
• Exploitation of Custom Code and Social Networking APIs - Generic design of an application development model looks authentic
• Exploitation of URL Shorteners and Hidden Links - malicious links hidden in compressed URLS
Risks for Business
External/Customer Facing
•Lack of control over publicly-generated content•Lack of control over internally-generated content•Customer expectations •Brand hijacking
Risks for Business
Tactics without strategy is the
noise before defeat
Strategy without tacticsis the
slowest route to victory
-Sun Tzu
Addressing Risk
Social Media Strategy•Set your Goals•Identify your Target•Choose your Tools•Craft your Voice•Define your Roles•Commit to Consistency•Measure and Improve
Addressing Risk
Social Media Policy•“Official” Voices•Associated Voices•Everyone Else•Work and Non-Work Usage•Process•Technology
Addressing Risk
Threats and Vulnerabilities
Risks Risk Mitigation Techniques
Introduction of viruses and malware to the organizationalnetwork
•Data leakage/theft•“Owned” systems (zombies)•System downtime•Resources required to clean systems
•Ensure that antivirus and antimalware controls are installed on all systems and updated daily.
•Consider use of content filtering technology to restrict or limit access to social media sites.
•Ensure that appropriate controls are also installed on mobile devices such as smartphones.
•Establish or update policies and standards.•Develop and conduct awareness training and campaigns to inform employees of the risks involved with using social media sites.
Exposure to customers and theenterprise through a fraudulent or hijacked corporate presence
•Customer backlash and/or adverse legal actions
•Exposure of customer information
•Reputational damage•Targeted phishing attacks on customers or employees
•Engage a brand protection firm that can scan the Internet and search out misuse of the enterprise brand.
•Give periodic informational updates to customers to maintain awareness of potential fraud and to establish clear guidelines regarding what information should be posted as part of the enterprise social media presence.
Mitigating Risk
Threats and Vulnerabilities
Risks Risk Mitigation Techniques
Unclear or undefined content rights to information posted to social media sites
•Enterprise’s loss of control/ and/or legal rights of information posted to the social media sites
•Ensure that legal and communications teams carefully review user agreements for social media sites that are being considered.
•Establish clear policies that dictate to employees and customers what information should be posted as part of the enterprise social media presence.
•Ensure capture and log all communications.
A move to a digital business model may increase customerservice expectations
•Customer dissatisfaction with the response received, leading to potential reputation damage for the enterprise and customer retention
•Ensure that staffing is adequate to handle the amount of traffic that could be created from a social media presence.
•Create notices that provide clear windows for customer response
Mismanagement of electroniccommunications that may be impacted by retention regulations or e-discovery
•Regulatory sanctions and fines•Adverse legal actions
•Establish appropriate policies, processes and technologies to ensure that communications via social media that may be impacted by litigation or regulations are tracked and archived appropriately.
• Depending on the social media site, maintaining an archive may not be a recommended approach.
Mitigating Risk
Threats and Vulnerabilities
Risks Risk Mitigation Techniques
Use of personal accounts to communicate work-related information
•Privacy violations•Reputational damage•Loss of competitive advantage
•Work with the human resources (HR) department to establish new policies or ensure that existing policies address employee posting of work-related information.
•Develop awareness training and campaigns that reinforce these policies.
Employee posts that link them to the enterprise
•Brand damage•Reputational damage
•Develop a policy that specifies how employees may use enterprise related images, assets, and intellectual property (IP) in their online presence.
Excessive employee use of social media in the workplace
•Network utilization issues •Productivity loss•Increased risk of exposure to viruses and malware
•Manage accessibility to social media sites through content filtering or by limiting network throughput to social media sites.
Employee access to social media via enterprise-suppliedmobile devices.
•Infection of mobile devices•Data theft via mobile devices•Circumvention of controls•Data leakage
•Route enterprise smartphones through corporate network filtering technology to restrict/limit access
•Ensure controls installed/updated on mobile devices•Establish/update policies and standards regarding the use of smartphones to access social media.
•Social media awareness training and campaigns
Mitigating Risk
ISACA's Social Media Audit Assurance Program released February 2011 and is available to members only
ObjectiveThe objective of the social media audit/assurance review is to provide management with an independent assessment relating to the effectiveness of controls over the enterprise’s social media policies and processes.
ScopeThe review will focus on governance, policies, procedures, training and awareness functions related to social media. Specifically, it will address:
• Strategy and governance—policies and frameworks
• People—training and awareness
• Processes
• Technology
Social Media Audit/Assurance
• 5 low-risk, high-reward experiments that could turn IT people into heroes
• FaceTime Survey Reveals 38% of IT Managers Ignoring Web 2.0 Risks
• IT departments in dark over social media use• Social Media in Healthcare Marketing: Making the Case• Data breaches and the erosion of consumer trust in brands• Top Five Social Media Risks for Business: New ISACA White Paper • Social Media: Business Benefits and Security, Governance and
Assurance Perspectives• Chain Exploitation - Social Media Malware• ISACA's Social Media Audit Assurance Program
released February 2011 and is available to members only
Resources and References
http://www.triveraguy.com
Trivera Interactivehttp://www.trivera.com
ISACAhttp://www.isaca.org/socialmedia
Contents Copyright © 2011 Trivera Interactive and ISACA