20160317 ARMA Wyoming Governance for Social Media

#AIIMThe Global Community of Information Professionals

Applying Effective Governance to Social Media

Jesse Wilkins, CIP, IGP, CRMDirector, Professional Development

AIIMMarch 17, 2016

Agenda

Introduction to Social Media Governance The Social Media Policy Tools & Training Monitoring & Auditing

Agenda

Introduction to Social Media Governance

The Social Media Policy

Tools & Training

Monitoring & Auditing

Introduction

Focus of this session is on organizational governance of social media Organizational accounts Personal accounts that relate to the organization

We’ll talk about personal social media security later today

Prohibition is not realistic.

“A new class of company is emerging—one that uses collaborative Web 2.0 technologies intensively to connect the internal efforts of employees and to extend the organization’s reach to customers, partners, and suppliers.

We call this new kind of company the networked enterprise.”

The Rise Of The Networked Enterprise

Getting Started With Governance

Assess usage of social media Identify organizational social media accounts Review the service level agreements for

official accounts Develop a strategy Develop a social media policy Training & tools Monitoring & auditing

Assess Social Media Usage

Strategy Technology External brand Internal culture Process issues Governance concerns

Internal Review

External Review

Surveys

Search Engines And Alerts

Check the service level agreements

Develop A Strategy

Agenda

Tools & Training

Why Develop A Social Media Policy?

Ensure that employees know what is expected of them

Provide guidelines for being more effective Reduce risk of someone posting inappropriate

content Address legal and operational concerns

Keep It Simple

The longer the policy, the harder to enforce Rate of technology change Broader applicability Blurring of boundaries

Appropriate Usage

Official commercial accounts Internal accounts Guidelines for look & feel Guidelines for content

Inappropriate Usage

Illegal content or conduct Offensive content Disparagement of the organization or of

others***

Account Creation And Management

Whether there are limits to official account creation

How official accounts are managed and tracked

Note: good idea to have a central list of them somewhere

Representation

Who can speak for the organization What topics are off limits Disclaimers for unofficial accounts/responses

Protection Of Information

Confidential or proprietary Sensitive Forward-looking Personal Employees’ Customers’/constituents’

Accountability

Personal accountability for content Perception Potential consequences to organization Disciplinary action

Public Sector Considerations

Links to primary site (“content of record”) Whether comments are allowed

And monitored Public records act concerns Public safety and monitoring issues Privacy

Sense And Sensibility

No policy can cover every: Tool Process Situation Contingency

Encourage users to be smart

Agenda

Tools & Training

Social Media Tools

Scheduling tools May offer pre-review & approval

Monitoring tools and services Archiving tools and services Commercial services’ own tools

Social Media Compliance & Management Tools

• And many others

Training, Training, Training

Train Your Employees!

Everything in the policy During onboarding and refresher training

How to keep themselves secure using social media Blurring of boundaries, devices, accounts

What can happen – think before they post!

Agenda

Tools & Training

Monitoring And Auditing

Monitoring: real-time review Auditing: After the fact

Regularly scheduled In response to an incident

The Need For Monitoring

Ensure employees adhering to policy Ensure organizational information is protected Know what’s being said about the organization

Incident response Sentiment analysis over time

Monitoring Tools

Many tools available, even for commercial services

Monitor for keywords/phrases, patterns Racist, sexist, derogatory terms Sensitive information like acct or CC numbers Attachments

Can block posts, send notifications to management

Why Audit?

Same as monitoring, with one slight twist:

RECORDS MANAGEMENT

Social Media Records Management

It can be done Do you need to do it? Social media archiving vs. records

management Content considerations

Conclusion

It’s a scary social media world out there! But you can protect yourself…

Questions?

Additional Resources Social Media Policy Database

http://socialmediagovernance.com/policies/ SHRM Social Media Policy Template

http://www.shrm.org/templatestools/samples/policies/pages/socialmediapolicy.aspx

NARA Best Practices for Capture of Social Media Records http://www.archives.gov/records-mgmt/resources/socialmediacaptu

re.pdf

AIIM Social Business Assessment http://info.aiim.org/how-to-conduct-a-social-business-assessment

AIIM Social Business Roadmap http://www.aiim.org/Social-Business-Roadmap

For More Information

Jesse Wilkins, CIP, CRM, IGPDirector, Professional DevelopmentAIIM International +1 (720) 232-9638 direct

jwilkins@aiim.org

http://www.twitter.com/jessewilkins

http://www.linkedin.com/in/jessewilkins

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