social media: governance and strategy
DESCRIPTION
Talk give to QUT students on 14 April 2011. It deals with three 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?TRANSCRIPT
Social media: governance and strategy
Helen Mitchell
Guest lecture for
Queensland University of Technology
Master of Information Technology (Library and Information Science)
April 2011
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
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?
About me
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
Social media…
What is it good for?
Image credit: http://www.ethority.de/weblog/social-media-prisma/
Ideas & co-creation
Government& policy
development
…?
Customerservice
Internal collaboration Recruitment &
talent attraction
Learning & professional development
Knowledge &expertise sharing
PR & external communication
Brand engagement
MarketingNetworking
TheSocial Media
Universe
The idea
• What do you want to do with social media?
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
Examples
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.”
Impacts
• What do you think this does to…
– Trust
– Morale
– Culture
– Enthusiasm
– Engagement
– Ability to do their jobs?
The reality is…
• Social media can be everywhere and anywhere, anytime
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
So what are the issues & risks?
• The Institute of Internal Auditors identify nine:
1. Lack of social media strategy 2. Intellectual property issues3. 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
In my experience
• Use of social media:
– For the organisation
– For the individual
– and how it all links together
Brand & reputation
IP / data ownership
Staff useat work / outside work
…Underpinned by resourcing & budget for social media
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!”
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/
‘Common sense’ needs encouragement
Desired behaviours
Creating the righttone & culture
Align with existing Code of conduct
Align with business strategy
What’s acceptable,What’s not
What happens If somethinggoes wrong
Governance & Policy
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
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
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
In practice: Commonwealth Bank
In practice: Commonwealth Bank
In practice: Victorian Department of Justice
justice.vic.gov.au/socialmedia
In practice: Victorian Department of Justice
http://www.youtube.com/watch?v=8iQLkt5CG8I
In practice: Telstra
http://www.telstra.com.au/abouttelstra/download/document/social-media-company-policy-final-150409.pdf?red=/at/m/d/smcpf150409pdf
In practice: Telstra
http://exchange.telstra.com.au/training/flip.html
In practice: ABC
• A one-pager...here’s an excerpt…
http://www.abc.net.au/corp/pubs/documents/useOfSocialMedia.pdf
In practice: National Library of Australia
• Summary at the end of the policy…
http://www.nla.gov.au/policy/social-media.html
There’s more!Database of social media
policies
• 164 policies:– International– Australian
http://socialmediagovernance.com/policies.php
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…
Over to you
• Questions and comments
Find me
@helmitch
helmitch.blogspot.com
linkedin.com/in/helenmitchellaus
Resources for you
• Why you need a Social Media Policy – David Meerman Scott with Vivienne Storeyhttp://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 Excellencehttp://www.web-strategist.com/blog/2011/04/04/program-plan-the-social-media-center-of-excellence/
• The POST Method: A systematic approach to social strategyhttp://forrester.typepad.com/groundswell/2007/12/the-post-method.html
• Launch of Social Media Strategy Frameworkhttp://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 Policyhttp://sncr.org/wp-content/uploads/2008/09/sncr-social-media-policy-best-practices.pdf
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