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The Carl E. Weise Memorial Seminar:The Do’s and Don’ts of Managing
Social Media
Jesse Wilkins, CIP, CRM, IGPAIIM International
September 16, 2015
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In Memoriam: Carl E. Weise, CRM
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"Despite the euphoria of Internet enthusiasts and the hyped-up selling palaver of some web services providers, we remain uncertain as to the long-run substantive benefits the Internet will bring to businesses and to individual users.…until the webmeisters persuade us otherwise, we'll hang on to our CDs and floppies, along with the aperture cards and other imaging artifacts that have served our corporate and personal purposes so cost-effectively in the past."
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Social everywhere
1,350+ years worth of time spent every day on Facebook.
1.5B Facebook users. 65% log in on any day - and post 4.5B likes/day. 300M photos uploaded per day. And… Twitter and LinkedIn and Pinterest and Google+
and Tumblr and Flickr and Instagram and Myspace(!) and Livejournal and Orkut and Yammer and blogs and millions of private social networks and
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Agenda
Information governance and social media The social media governance framework Using social media safely and effectively
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Information governance and social media
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Information governance defined
“…Specification of decision rights and an accountability framework to encourage desirable behavior in the valuation, creation, storage, use, archival and deletion of information.”
Source: Gartner
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Information governance framework
Organizational structures Stewardship Policy Value creation Data risk management &
compliance Information security &
privacy
Data architecture Data quality
management Classification &
metadata Information lifecycle
management Audit information,
logging & reporting
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Governance?
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Governance!
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New types of content
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Third party content creation
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Third party hosting & physical control
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Professional vs. personal
Devices Accounts
Who owns your content? Your contacts? Who can speak for the organization? Transparency
Services Internal vs. commercial Work vs. personal
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The social media governance framework
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Neither is denial.
Prohibition is not realistic.
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“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
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Why a governance framework?
Ensures that employees know what is expected of them
Provides guidelines for being more effective Reduces risk of someone posting
inappropriate content Addresses legal and operational concerns
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The governance framework
Management Strategic roles and responsibilities
Organization Groups and structures required to manage
information Policy and procedures
Processes and standards for managing information
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Roles and responsibilities
Records management Legal HR Communications IT Etc.
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Check the service level agreements
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The social media policy
Social content is just another form of content Policy should provide a framework applicable
to most or all social media tools – and to other content/communication-related technologies as well
DON’T write a Facebook policy, a Twitter policy, etc.
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Identify security issues
Privacy and confidentiality E.g. third party photos, personal information
Intellectual property Other sensitive topics or resources
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Responding to third party posts
Image source: Social Media Influence
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What to keep?
Determine whether social media content needs to be kept:
Is it legally required? Is it business-related? Does it add value? Is it unique?
Does it have unique comments?
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How should it be kept?
In the native service Snapshots? Archived periodically Archived/captured on the fly
In bulk By keyword/query/account
Captured prior to publication Review
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Social media migration
Between services When a service shuts down
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Using Social Media Safely and Effectively
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Figure out where you are
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Develop a plan
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Apply, extrapolate, create
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Training, training, training
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Consider enterprise versions
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Implement a compliance solution
• And many others
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Sense and sensibility
No single policy can cover every: Tool Process Situation Contingency
Encourage users to be smart
35
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Questions?
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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
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For more information
Jesse Wilkins, CIP, CRM, IGPDirector, Professional DevelopmentAIIM International +1 (720) 232-9638 direct
http://www.twitter.com/jessewilkins
http://www.linkedin.com/in/jessewilkins