Mapping the social media technology stack

Mapping the Social Media Technology Stack

Unlocking The Social Web

Building An Architecture To Support Your Social Web Efforts

March 2014Alan Webber

It is a jungle out there

How we communicate has changed

Social media has changed the landscape

Connected people see the world differently

Social media can be a great channel

But it isn’t without its risks

Companies have to be there because their customers are

Used under Creative Commons Attribution License on Flickr from Riaz Kanani

But sometimes companies get it wrong

10

And sometimes companies are targets

It is easy to get lost

But how do companies maintain control?

By building the right architecture to handle and manage social media

Building the social web architecture

Social Engagement Platforms

Building the social web architecture

Social Engagement Platforms

Listening, Monitoring, and Analytics Platforms

Building the social web architecture

Social Engagement Platforms

Listening, Monitoring, and Analytics Platforms

Social Web Security Platforms

Start with a solid foundation

Social engagement tools provide the foundation

Social engagement platforms

• Engage with communities and customers

• Provide workflow and BPM

• Deliver targeted content and ads

• Deliver domain specific aps

• Running marketing campaigns

Social Engagement Platform

Build a framework to support the social media efforts

Listening, monitoring, and analytics tools for the foundation for a social media platform

Used under Creative Commons Attribution License on Flickr from brittreints

Listening, monitoring, and analytics platforms

• Mine external conversations

• Find brand and competitor mentions

• Analyze volume, sentiment, & other measures

• Identify trends and influencers

Listening, Monitoring, & Analytics Platform

Social Engagement Platform

Final aspect is putting social web security in place

Social web security should be there but not seen

Listening, Monitoring, & Analytics Platform

Social Engagement Platform

Social web security platforms

• Audit and track social accounts

• Content filtering

• Find social account hacks and misuse

• Enforce appropriate use, aps and publishing

• Regulatory compliance and archiving

Social Web Security Platform

Then your social media efforts can really stand out

Thank you!

Alan Webberalan@asymmetricinsights.orgwww.asymmetricinsights.org@AlanWebber

Technology Architecture for Managing Social MediaDevin Redmond@DevinHRed

Visualizing the social tech stackWhere security fits

NexgateProtect branded accounts and ensure compliance

Find, audit, and track the actual social accounts of the brand Catch & remediate social account hacks, tampering, and misuse Remove bad ‘inbound’ content including spam, malware, and acceptable use Enforce usage of approved publishing platforms Comply with regulations using prebuilt content policies, workflow, and intelligent archiving

Listening PlatformsMine external social data and conversations

• Find brand ‘mentions’ and present them with inferences• Provide volumes of market data that is analyzed for trends, share of voice, etc.• Social CRM identification of key conversations and influencers that may need engagement

Publishing PlatformsEngage audiences and track outcomes

• Build communities• Deliver content, custom apps, ads with workflow• Promotions, contests, and campaigns

This is best practice

Social Web StackWeb Stack

Web Analytics Social Web Analytics

Web Engagement / CMS Social Web Engagement / CMS

Web Security Social Web Security

Security Use Cases

① Brand social account sprawl• Can’t inventory, audit, track social

media infrastructure• Can’t continuously find fake accounts

② Inbound protection for accounts• Nothing to detect and remediate

account anomalies / hacks• No automated coverage for volumes of

inappropriate and malicious content

③ Outbound compliance controls• Too many admins and apps installed

across multiple accounts• Little or no automated coverage for

sensitive and regulated data

Novartis Slapped by the FDAFINRA begins social

compliance audits

Spam

Visibility for Protection

① What accounts do you have?• Authorized?• Good intentions, but not authorized

② What’s happening on them?• Safe content?• Right apps?

③ How do you find fraud?

Requirement: Automated Account Discovery & Analysis

Scaling safety

① Success = Eyeballs = Bad Content

② Bad Content ≠ Good Conversation

③ Moderating junk doesn’t require or scale with people

Spam

Requirement: Automated Bad Content Filtering & Removal

Addressing control

① Reality = 3 – 6 apps can publish on your accounts• Denial and not knowing are the problem with this• Not knowing = not managing = inefficiency & risk

② Reality = you will always have multiple admins with account access• Your SMMS helps, but, repeating point 1’s reality, that isn’t

enough

Requirement: Dedicated Account Access & Application Controls

Ensuring Compliance

① Workflow / Keywords aren’t compliance• Data science and compliance expertise builds

real policies to detect things that a marketing expert shouldn’t have to

• The content here went through workflow and keyword filters of the CMS system that missed the compliance violation (the combination of words plus the lack of a valid disclosure / disclaimer)

② Who is governing the workflow route / app• If you can’t prove you enforce usage of the app

with workflow and control the other apps publishing, then that is a compliance fail

Top 5 Apps Used to Publish on 50 real FinServ Accounts

Requirement: Sophisticated / Dedicated Content & Application Controls

Other ConsiderationsIntegrating security

Archiving ≠ Compliance Archiving is a best practice

① Archiving is common layer for communication channels, but…• They are not content classification,

detection, and enforcement systems• They are secure information stores for

audit and compliance processes• For example, your company still uses a

security layer for inbound spam and outbound data loss prevention / compliance

② You should leverage intelligent archiving of social using your preferred enterprise archive

③ Nexgate integrates and adds intelligence with all of the pervasive Archives

Nexgate Partners:

Security Unification Social isn’t an Island

① Social is part of your communication infrastructure

② IT and InfoSec should play a role in protecting that infrastructure

③ That protection requires more unified visibility via SIEM into social infrastructure events alongside other infrastructure events

Nexgate Partners:

Summary

① Your social program has a growing technology stack

② Ignoring / downplaying security hurts your audience, your ROI, and your program

③ Security is a dedicated layer that• Protects your brand image and accounts• Protects your audience and frees up social resources• Protects your SMMS utilization and ROI• Protects your program from regulatory fines• Protects your existing investments in archiving and SIEM

Thank You!!!

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