Social media has quickly proven to be a tremendous resource for marketing, human resources, support, and many other business functions. However, that same communications tool can also introduce a significant amount of risk to an organization – risk to corporate compliance, from security threats, employee error and abuse, and much more.
View the slides from Alan Webber, Principal at Asymmetric Insights, John Hair, Director, IT Advisory for KPMG, Chris Walker, Partner at Connect Marketing, and Devin Redmond, Co-Founder & CEO of Nexgate and their webcast on organizational roles and responsibilities in social risk management. Our expert panel shared their insights into how to define and manage enterprise social risk across your social media marketing teams.
You can watch a recording of the webcast here: http://nexgate.com/resources/webcast-roles-and-responsibilities-for-social-risk-management/
9. Marketing &
Communications
Human
Resources
Legal & Audit
Information
Technology
Social Media
Risk
Management
Community
Management &
Customer
Service
Social Media
Tech
Social Media
Marketing
Roles in social media
risk management
10. Marketing &
Communications
Human
Resources
Legal & Audit
Information
Technology
Social Media
Risk
Management
Community
Management &
Customer
Service
Social Media
Tech
Social Media
Marketing
Roles in social media
risk management
11. Titles
Roles in social
media risk
management
Marketing and
Communications
Management
Role Level
Social Media
Responsibilities
Risk Concerns
• Chief Marketing Officer
• VP of Marketing
• VP of Corporate Communications
• Strategic
• Executive Sponsor
• Accountable to Board for success or failure
• Brand/image protection
• Reputation management
• Regulatory compliance
12. Titles
Role Level
Social Media
Responsibilities
Risk Concerns
• Chief Information Officer
• Chief Information Security Officer
• Strategic
• Executive Co-Sponsor
• Accountable to Board for privacy, IP,
company information, IT security
• Data Privacy
• Security
• Regulatory compliance
Roles in social
media risk
management
Information Technology
13. Titles
Roles in social
media risk
management
Social Media Technology
Role Level
• Chief Technology Officer
• Digital Security Manager
• Enterprise Architect
• Strategic to tactical
Social Media
Responsibilities
• Deployment of standardized applications
• Account management
• Training and policy enforcement
Risk Concerns
• Account security
• Standardization of risk mitigation efforts
• Channel and app proliferation
14. Titles
• Chief Legal Officer
• Chief Compliance Officer
• Chief Risk Officer
Role Level
• Strategic to operational
Social Media
Responsibilities
Risk Concerns
• Regulatory and legal compliance
• Policy and governance
• Audit of accounts
• Regulatory compliance
• Brand hijacking
• Erosion of brand reputation
Roles in social
media risk
management
Legal and Audit
21. Next Steps
1. Define a governance
structure
2. Put a social media policy
in place
22. Next Steps
1. Define a governance
structure
2. Put a social media policy
in place
3. Select technologies that
will support your
organization
23. Next Steps
1. Define a governance
structure
2. Put a social media policy
in place
3. Select technologies that
will support your
organization
4. Test your organization
27. • Agencies are often engaged to:
– Enhance marketing efforts
– Foster customer engagement
– Build community
– Improve customer support
– Drive leads and sales
– Generate content
28. • Agencies should also be engaged to:
– Set up or refine infrastructure
– Protect company reputation
– Monitor for compliance
– Archive social content
– Issues management and
crisis prevention
– Provide third-party experience and views
29. • How do you:
– Handle governance and compliance issues?
– Become educated on applicable laws, policies and
regulations?
– Monitor and report social media policy violations?
– Archive social communications? How long?
– Work within set style guidelines?
– Manage issues to prevent crises?
39. What to do…
①
Do something! Avoidance and procrastination are not safe
–
②
Start simply by getting visibility
–
③
If you manage social media for your company, be proactive
Do an audit of accounts with a consultancy, agency, technology, etc.
Use audit findings to fuel your R&R planning and assignment
–
Lots of / fake accounts = work with legal, account owners, tools, etc. to set up
and execute policies with ongoing tracking
–
Spam = work with community managers, legal, tools, etc. to enact policies
41. Want to Connect?
John Hair
hhair@kpmg.com
Devin Redmond
devin@nexgate.com
Chris Walker
chrisw@connectpr.com
Alan Webber
alan@asymmetricinsights.org
www.asymmetricinsights.org
@AlanWebber
42. Download the Whitepaper
Mapping Organizational Roles &
Responsibilities for Social Media Risk
How to Define and Implement Organizational
Enterprise Social Media Risk Management
Roles with an interest in social media
risk management,
Social media risk management
responsibilities,
Roles and responsibilities in common
risk scenarios,
Budgeting and procurement for
controls, and
Steps to mitigate risk to your social
media programs.
Get the paper at http://nx.gt/18chLBi
Hinweis der Redaktion
Agencies typically report to:Public relationsSocial mediaMarketingAdvertising
Wide and deep – for most of our clientsOverall program strategyBuild, manage and maintain infrastructureTraining and educationContent creation and coordinationSEOMonitoring and measurementIssues managementWord of mouth and engagement programsIntegrated marketing campaigns
ScalabilityResourcesSustainabilityContent Value Measureable
Social listening or Social CRMComplianceInfrastructure
Ask them to:Read and signed the company social media policyBecome familiar with laws or regulations governing your company’s use of social mediaProvide you with information to help you navigate internallyNever work with interns
Plan in advance what you’ll do when faced with an issue
Understanding and managing the touch points and scale of your social presenceLow barrier to adoption => unmanaged account sprawlFocus on sentiment alone => miss activity, risks, and opportunities on what your company is responsible forManual moderation/measurement => Rapidly rising costs, reduced effectiveness, risks of PR crisesEstablishing governance policies and processes to protect your brandSocial accounts & applications live outside the corporate network => corporate governance and security risksSiloed account owners => no auditing of account accessManual moderation for content on accounts => higher probability for errors and crises