social media goverance - beyond the risks, how it can work in organisations

7/30/2019 Social media goverance - beyond the risks, how it can work in organisations

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Social mediaBeyond the risks,how it can work in organisations

For the Institute of Internal Auditors, Australia

Walter AdamsonGM Victoria, iGo2 Group

[email protected] 4 December 2012
mailto:[email protected]:[email protected]


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Objectives of this webinar

To allow Internal Auditors to:

communicate effectively with those managing the use of social

media when they are conducting an audit

to understand the inherent release of control of information posted

in social media

to understand the tools and systems which might be in use to

distribute and monitor social media activity

to understand what governance and control means regarding

social media when its utility is heavily linked to not being in control


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Walter Adamson

Set up BHP IS Audit GroupCertified IS Auditor CIO (Asia Pacific Minerals)Certified Social Media Strategist (2009)Linkedin.com/in/adamson My social web: xeeme.com/walter

@adamson
http://linkedin.com/in/adamsonhttp://xeeme.com/adamsonhttp://xeeme.com/adamsonhttp://xeeme.com/adamsonhttp://linkedin.com/in/adamsonhttp://linkedin.com/in/adamson


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Audience poll #1

Which networks do youcurrently use?


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COMMUNICATE

CORE TERMS


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Some key social media facets

Strategy formulating policy and strategy through researchingyour brand, customers, partners and competitors

Intelligencemonitoring, collecting and analyzing social data tomake informed, agile business and policy decisions

Communities building owned social platforms for listening, support,building, collaborating, content

Governance social business metrics, ROI, policy and guidelines,processes


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How to think about social

Elevate your view. Take a look

down from on high:

Its not about the tools but

about what you want to

achieve


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Social network fundamentals

Three key issues:

1. N Network size

2. C Contribution

3. P Participation

The behavioural and methodological foundation of success

in social media lays in the NCP Model


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Social Presence

What is Presence?

Presence is about your voice

being heard

Reach is about increasing the

pathways for your voice to

travel

Influence is about increasingthe impact your voice has on

others.


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Social Architecture


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Social Media Policy

Specifically, it should:

Educate employees, then empower them;

Help employees understand and own the risks;

Hold employees accountable;

Address organization social media account ownership and hand -

offs when spokespeople leave.


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RELEASE OF CONTROL


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Audience poll #2

Do you find social media to be

challenging to audit because it

is changing so fast?


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Challenge

Simply put, the risk challenge with social is because of its

potential viral and permanent nature.


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Loss of controlHashtags become Bashtags

Dude, I used to work at McDonalds. The #McDStories I could tell

would raise your hair. (via Twitter)

#McDStories I lost 50lbs in 6 months after I quit working and eating

at McDonalds (via The Daily Mail) These #McDStories never get old, kinda like a box of McDonalds

10 piece chicken McNuggets left in the sun for a week (via The LA

Times)

McDonalds execs recognized the PR disaster in progress and endedthe campaign after two hours. But it was too late. The trending topic

had already gained a life of its own.
https://twitter.com/http://www.dailymail.co.uk/news/article-2090862/McDstories-McDonalds-Twitter-promotion-backfires-users-share-fast-food-horror-stories.htmlhttp://www.latimes.com/business/money/la-fi-mo-mcdonalds-twitter-fail-20120123,0,7220567.storyhttp://www.latimes.com/business/money/la-fi-mo-mcdonalds-twitter-fail-20120123,0,7220567.storyhttp://www.latimes.com/business/money/la-fi-mo-mcdonalds-twitter-fail-20120123,0,7220567.storyhttp://www.latimes.com/business/money/la-fi-mo-mcdonalds-twitter-fail-20120123,0,7220567.storyhttp://www.dailymail.co.uk/news/article-2090862/McDstories-McDonalds-Twitter-promotion-backfires-users-share-fast-food-horror-stories.htmlhttps://twitter.com/


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Good news! There IS a methodology

1.Assess

2.Strategise

3.Create

4.Protect

5.Participate

6.Share

7.Engage

8.Monitor

SocialBusiness

Framework


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Examine risks by business use case

Recruitment & Retention

Investor relations

Public relations

Marketing / branding

Lead generation

Customer service & complaints

Innovation & product development

Employee relations

Business partner relations


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Key is to integrate social with business

1. Social strategy which aligns with

business strategy

2. Social business risk which is part

of business risk management and

compliance programs

Regulators ? Advertising Standards Bureau, ACCC, Australian

Association of National Advertisers

(AANA), ASIC, APRA, etc.


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Internal audit as a partner

As advisers, internal audit can partner with management to develop a strategy in such a way that it does not violate the International Standards for the Professional Practice of Internal Auditing. You cant even address lower issues until youve really got astrategy and governance

process in place .

- Mike Jacka, a senior audit manager withFarmers Insurance Group (Phoenix).


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TOOLS AND SYSTEMS


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When Social goes Wrong

Governance

Monitoring

Risk ManagementCrisis Management

Bankrupt!


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Customer Brand

(You)

Partner Competitor


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Phase 8 Monitor6.Share2.Strategis

e

1. Assess

3.Create

4.Protect

5.Participate

6.Share

8.Monitor

Monitoring tools and services

decided

Keyword and location searches

Competitor tracking

Brand tracking

Key measures agreed

Integration in place

Workflow and escalation processes

defined

Mobile considered


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Monitoring fundamentals

Be aware that tools have 3 parts:

1. Social data sourcing

2. Data processing and analysis

3. Reporting and insight delivery


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Does Listening support governance?

Does the listening platform

support governance rules and

roles and workflow?

If it cant exceptions are created.


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Social listening post - tools


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Workflow and decision tree


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GOVERNANCE AND CONTROL

What would it mean to you if you could assure your organisation that social media was well controlled?


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This is one of the most

common problems we see

Confusion of Roles and Responsibilities


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Its not just the Team

Its about cross-organisational roles and coordination.

Confusion of Roles and Responsibilities


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6 Step Audit Approach

1. Strategy Assessment overall goals

2. Presence Assessment where are you the social web

3. Listening Assessment what data and how managed

4. Organisation & Internal Culture Assessment

5. Process Assessment workflow, timeliness, escalation

6. Governance Assessment Policy Roles Risk Assessment Compliance


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Consider starting with an Assessment

A big challenge is trying to

figure out everything thats going

on, because you will be shocked

by the different people doing social media that you dont even

know about , says Mike Jacka.


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Organisational Model for Social Media

Then, get a grip on the model

OR


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Check Approval Workflowse.g. For New Presence Creation

Have youreviewed theSocial MediaGuidelines?

Yes

Is there a trueneed to create

a new socialmedia

channel?

Yes

Is there a pre-existing presenceyou can partner

with?

Yes

Do you know theinternal contact?

YesBe sure to

connect withthem.

No

Reach out to theSocial Business

Center of Excellence

No

Looks like youmay need to

create a presencebut two

considerations.

1. Have younotified your

manager aboutthis?

Yes See #2.

No Be sure to discusswith your manager

2. Do you haveresources tosustain the

presence longterm?

Yes

Create a presenceand not social

media team.. SharePW with manager

No Discuss needs withmanager

Im

NotSure

Click here toconnect with theSocial BusinessCOE to discuss.

No

Hold off untilthere is

communitydemand

NoReview Social

MediaGuidelines


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Finish

To allow Internal Auditors to:

communicate effectively with those managing the use of social

media when they are conducting an audit

to understand the inherent release of control of information postedin social media

to understand the tools and systems which might be in use to

distribute and monitor social media activity

to understand what governance and control means regarding

social media when its utility is heavily linked to not being in control


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CONCLUSION

You can successfully apply internal audit frameworksto social media.


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APPENDICES

FOR REFERENCE

1. Assess


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Regulatory compliance considered

Data collection, retention and archiving determined

Employee protections in place, including the social media policy and training

Company protections in place, including legal

Social architecture assessed in context of risk and monitoring

Crisis management plan developed and integrated

Risk assessment and risk management in place and practice is conducted

Executive and Board reporting in place critical items in relation to

business strategy and risk

4. Protect Phase of iGo2 Strategy MethodologyOverview

2.Strategise

5.Participate

6.Share

7.Engage

8.Monitor

4.Protect

3.Create

1. Assess


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4. Protect PhaseRisk Management - 1

2.Strategise

5.Participate

6.Share

7.Engage

8.Monitor

4.Protect

3.Create

Identify listening, brainstorming, reviewing

Assign an owner

Qualitative or quantitative evaluation

Mitigation accept, reduce, reject, transfer

Categorising social media risk:

Reputation

Compliance and regulatory

Legal, IP, Privacy

Operational reducing employee productivity

1. Assess


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4. Protect PhaseRisk Management - 2

2.Strategise

5.Participate

6.Share

7.Engage

8.Monitor

4.Protect

3.Create

Identify and review risks

Review historical activities

Workflow triage from listening

Review 3 rd party case studies and reports

Create and review threat lists

Incorporate risk management into social initiatives

Keep up with platform developments and associated legal terms


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A Multi-level Governance Model

0th level: Terms of Usage posted with some very simple

"guidelines" (not policy, not rules, etc.)

1st level: community managers and/or helpful individuals

2nd level: corporate platform managers3rd level: exec sponsors

4th level: ad-hoc committee of exec VPs (IT, HR, etc.) for issues that

requires serious discussion

Levels 0 through 2 open and transparent, e.g. anyone can comment

and/or contribute.


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Awareness

Mark Pearson @journlaw

Social media best practice: New

guidelines released Australian

Association of National Advertisers

(AANA) seehttp://www.leadingcompany.com.au/technolog

y/social-media-best-practice-new-guidelines-

released/201211283150
http://www.leadingcompany.com.au/technology/social-media-best-practice-new-guidelines-released/201211283150http://www.leadingcompany.com.au/technology/social-media-best-practice-new-guidelines-released/201211283150http://www.leadingcompany.com.au/technology/social-media-best-practice-new-guidelines-released/201211283150http://www.leadingcompany.com.au/technology/social-media-best-practice-new-guidelines-released/201211283150http://www.leadingcompany.com.au/technology/social-media-best-practice-new-guidelines-released/201211283150http://www.leadingcompany.com.au/technology/social-media-best-practice-new-guidelines-released/201211283150http://www.leadingcompany.com.au/technology/social-media-best-practice-new-guidelines-released/201211283150http://www.leadingcompany.com.au/technology/social-media-best-practice-new-guidelines-released/201211283150http://www.leadingcompany.com.au/technology/social-media-best-practice-new-guidelines-released/201211283150http://www.leadingcompany.com.au/technology/social-media-best-practice-new-guidelines-released/201211283150http://www.leadingcompany.com.au/technology/social-media-best-practice-new-guidelines-released/201211283150http://www.leadingcompany.com.au/technology/social-media-best-practice-new-guidelines-released/201211283150http://www.leadingcompany.com.au/technology/social-media-best-practice-new-guidelines-released/201211283150http://www.leadingcompany.com.au/technology/social-media-best-practice-new-guidelines-released/201211283150http://www.leadingcompany.com.au/technology/social-media-best-practice-new-guidelines-released/201211283150http://www.leadingcompany.com.au/technology/social-media-best-practice-new-guidelines-released/201211283150http://www.leadingcompany.com.au/technology/social-media-best-practice-new-guidelines-released/201211283150http://www.leadingcompany.com.au/technology/social-media-best-practice-new-guidelines-released/201211283150http://www.leadingcompany.com.au/technology/social-media-best-practice-new-guidelines-released/201211283150

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