1. Building & Enforcing
Effective Social Media Policies
Presented by:
Alan Webber, Principal Analyst, Altimeter Group
Devin Redmond, CEO & Co-founder, Social iQ Networks
Protecting Social Brands
2. Introductions 2013 Finalist:
Most Promising Start-up
Why you need social media policies
The role of training
Why you need technology guardrails
Conclusion
“Social media is the modern Pandora’s box: It has had a meteoric rise
as a tool to interact and engage with customers, but also a dark
underside exposing companies to new types of risk.”
“Guarding the Social Gates: The Imperative for Social Media
Risk Management,” August 9, 2012
Confidential Slide 2
35. Three Areas to Apply Tech
1. Employees using social networks
2. Employees using company social accounts
3. Audiences engaging on company social accounts
Confidential Slide 35
36. Technologies
1. Web gateways (company network / device)
◦ Productivity controls by network, app, or time quota
◦ Security controls to keep employees from bad places
◦ Data controls to keep sensitive data from leaving
2. Listening platforms to detect bad / illegal
conversations in PUBLIC forums
3. Social iQ Networks SocialDiscover to find
employee accounts that are intentionally and
openly representing the brand
Confidential Slide 36
37. Technologies
1. Marketing Suites
◦ Workflow for publishing
◦ Quality campaign and content management
◦ Analytics and ROI measurement
2. Social Account Level Controls
3. Application control on the account itself
4. Content and conversation compliance
Confidential Slide 37
38. ① Symptom:
• Poor admin access
control causing a
Rogue & Compromised Admins
mess…
• MLB admin not de-provisioned (pages MLB had admin
rights to were also compromised in stunt)
• Agency employee with admin access to Pfizer page was
compromised allowing Pfizer to be compromised
② Cause: SiQN Solution:
ProfileLock detects
• Admin provisioning is easy tampering and
and not governed… remediates content
Any Facebook user can be made admin anytime
Slide 38
39. ① Symptom:
• Accounts will have multiple apps, not
managing that creates more mistakes Unmanaged App Access
• One KitchenAid admin via a mobile app
and compliance violations (authorized on work and personal accounts)
• Agency employee with publishing app
authorized on multiple work and personal
accounts
② Cause:
SiQN solution:
• Lack of awareness / management of Publishing App policies
multiple apps
• Workflows in a publishing app doesn’t
manage your other apps…
The app authorized
on personal and
private account
Slide 39
40. ① Symptom: ASB Upholds
Complaint Against
• Increasing regulatory and Foster’s Facebook
Comments
compliance focus, fines,
roadblocks
Novartis Slapped
• No proof of coverage (process, by the FDA
remediate, discovery)
① Cause:
• Manually moderating content via
outbound posts only (poor content
coverage, low scale, doesn’t cover all
vectors of content)
SiQN Solution:
• Missed accounts, publishing workflow Compliance and
bypassed with other apps Archiving policies
• Lack of common enterprise archiving of
content with pre-built classification tags
(smart archiving is import for usability
and proof of coverage) Slide 40
41. 1. Have an Acceptable Content Use Policy
2. Have the ability to respond to audiences via your
marketing or engagement platform
3. Have the ability to detect and automatically remove
abuse, exploits, offensive content, and sensitive
information that is commented, replied, messaged,
and wall posted on your accounts
Confidential Slide 41
42. ① Symptom:
• Bad dialogue on pages causes social
crises for the brand
• Accidental brand post ignites a crisis
• Exploitative, abusive, or inappropriate One Company – Two Very Different
Brands and Audiences
content creates liability • Social teams need to apply different
moderation rules to create openness for
some and protection for others
② Cause:
• Manually moderating spam, malware,
pornography, profanity is taxing social
teams / cannot scale and is bad
resource usage
• Missing just one tweet or post can
SiQN Content Moderation Counter
jeopardize a brand’s reputation, ignite a
• The ability to see how removing
crises, and result in significant cost security/inappropriate content saves a brand
• Over 5% of Social traffic is now SPAM time and money
and Malware (source: Sophos) Slide 42
43. 1. Set clear guidelines with real world examples
2. Apply those guidelines to the appropriate channels and
demographics
3. Use technology as the guardrails to keep your
guidelines on track
Confidential Slide 43
The Social Media Governance website has over 160 Social Media policy documents from a wide variety of companies
1.5H x 10W10% transparency40 point font.1 indent
http://instoresnow.walmart.com/Community.aspxSo, it’s instructive to watch how SeaWorld is using social media to respond to a tragedy that they did not predict.1. First (as you might expect) SeaWorld suspended @Shamu’s twitter account.2. SeaWorld explained why they suspended the account.SeaWorld didn’t just quiet @Shamu; they shared their reasoning and offered alternative information options. From Sea World’s blog:About a year ago SeaWorld launched a Twitter account giving voice to Shamu. In part because of his worldwide celebrity and in part because of his ability to find humor in the world around him, @Shamu has gained a significant following on Twitter. Many of his most loyal followers have noted his absence from Twitter since the tragic events of Wednesday, February 24 at SeaWorld Orlando.4. SeaWorld is using social media to respond to negative as well as supportive comments about the tragedy. And, they are continuing to discuss issues related to the orcas and the employees of SeaWorld.