social media: balancing risk and control

Social media Balancing risk and control

Kate Carruthers Nov 2013

http://www.socialmedianews.com.au/social-media-statistics-australia-may-2013/

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~50% of Australians are using Facebook

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~4 million Australians are on LinkedIn

http://press.linkedin.com/News-Releases/305/LinkedIn-India-Crosses-the-20-Million-Member-Milestone

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39 million people aged 65+ using

http://www.forbes.com/sites/sap/2013/05/20/the-overlooked-social-media-marketing-for-senior-citizens/

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http://exchange.telstra.com.au/?p=25416

Each one of these is used by business

http://exchange.telstra.com.au/?p=25416 Nov 2013 © 2013 Kate Carruthers 6

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https://www.vividwireless.com.au/mobile-data-usage-in-australia

Implications for business

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Business context

•  Democratisation of communication •  Inversion of power relationships •  Communication production in hands of

many •  Growth in peer-to-peer •  Mobile

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Business context

•  Mobile generation: – Assumes access to

any resources – Online – On demand – Real time – Anywhere – Any device

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Business context

• Workforce changes • Co-working • Collaboration •  Increased decentralisation • Shorter change cycles

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Source:  Kevin  Kelly,  h1p://www.kk.org/thetechnium/archives/2007/11/four_stages_in.php    12  

“…a shift towards the individual as the centre of a network of relationships mediated and enabled by technology...”

Business context

•  Issues with boundaries: –  between public and private –  between personal and business –  blurring between roles –  increasingly difficult to establish

role clarity

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Risk and governance

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Some key starting points

•  Monitor your business online •  Assign responsibility for social channels •  Include social media in digital strategy •  Link digital strategy to marketing strategy •  Ensure cross media planning in place •  Develop mechanisms to track progress

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Monitoring  

Training  &  skills  

Risk  management  

Policy  &  guidelines  

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•  Create and manage loosely connected networks

•  Grow a business in a networked world •  Engage people so they want to know more •  Garner advocates for your business •  Focus outward while protecting your brand

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The challenge

10 Tips for integrating social

1) Digital strategy Social is just part of it, includes websites, email marketing, etc.

2) Tactical plans For implementation of campaigns

3) Resource plan Social is not free it needs people and tools

4) Tools Required to enable management, tracking and monitoring

5) Metrics Need to be decided prior to implementation to enable effective reporting

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10 Tips for integrating social

6) ROI Need to track investment and results

7) Reporting For good governance

8) Roles & responsibilities

Defined and clear to all parties, in particular governance

9) Cross media plan Integration with other digital and marketing activities

10) Risk management Includes social media policies and procedures and crisis management process

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Thank-you Slides available on: http://slideshare.net/carruthk

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