2. Contents
ENTERPRISE SOCIAL MEDIA LANDSCAPE
SOCIAL MEDIA USE CASES IN THE ENTERPRISE
MARKETING
CUSTOMER SERVICE
EMPLOYEE ADVOCACY
TALENT ASSESSMENT
INDUSTRY SOCIAL MEDIA GUIDELINES
TRAINING AND COMPLIANCE
PROACTIVE AND REAL-TIME INTERVENTION
EMERGING VENDOR LANDSCAPE FOR SOCIAL RISK AND COMPLIANCE
HOW CAFYNE CAN HELP YOU LAUNCH A COMPLIANT SOCIAL MEDIA PROGRAM
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3. Enterprise
Social Media
Landscape
According to the 2014 State of Enterprise Marketing Report by Forrester, 98 percent of companies market on at least
one major social media platform with three out of four companies measuring their business value based on audience
response to social marketing. The acceptance of social media as a part of the marketing strategy is on the rise. Last
year, 69 percent of large companies increased their staffing for social marketing.
Facebook and LinkedIn are the two most popular social media platforms for marketers. These platforms are a great
place to exhibit your company’s personality and work culture. Marketing on social media is done through posts, videos,
promotions and targeted campaigns. Companies can also increase their brand influence by posting material that would
interest their target audience and trending topics relevant to the brand or business industry.
4. Social Media
use cases in
the Enterprise
Marketing
Social Media is a value-add to online content.
The interactions of users with information
shared online (through likes, comments and
shares) greatly contribute to how certain
information is perceived. Some of the most
popular social media platforms among enterprises
today are Twitter, Facebook and LinkedIn. Social
Media allows you to not only share user-generated
content but also create it – an activity, rapidly
gaining popularity, not just among people but also
among brands and enterprises.
Social Media has proven to be an ideal platform for
enterprises to reach billions of people across the globe
– all with the single click of a button.
Customer Service
Customer service is presented with an interesting
opportunity with social media. By providing social
media based responses to customers, the community
is more empowered to share their experiences. Many
organizations are providing customer service channels
on key social media platforms. However, the risk of
unfavorable feedback can harm the organization’s
brand - so listening and responding in near real-
time is essential to contain any potential damage.
In addition, regulated industries need to meet the
guidelines corresponding to the use of social
media.
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5. Employee Advocacy
By enabling employees to participate in their
social media outreach, organizations have an
opportunity to amplify their reach and increase
the authenticity of the message. Many in the
regulated industry are barred from using social
media. This can be counterproductive as denying
use of social media reduces the organizations foot
print and provides an opportunity for competitors to
advance their offerings.
By being able to discover employees and partners
who have a wide social media following on social
media platforms, and are viewed as credible and
trustworthy online ambassadors allows organizations
to channel authentic conversations with partners
and prospects. This invisible layer of talent is often
comprised of skilled online networkers who become key
influencers driving the conversations around company’s
product, services and brands.
By championing employee advocacy, organizations can get
significant benefits, including improved employee morale,
increased traffic to websites and higher quality leads.
Talent Assessment
Organizations need tools to measure the real impact
different influencers have on their community
campaigns and optimize their social outreach strategy
based on reliable analytics and insights. They
need to be able to measure which posts are most
effective across social media channels. By collating
metrics over time, organizations can assess which
employees are providing the most impact on the
community in the organization.
In addition, by being able to track social media
usage by employees, organizations can also
gauge the sentiment of the organization and
reward positive engagement. They can include
social media analytics as part of their employee
talent assessment frameworks providing
another data point for talent assessment.
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6. Industry
Social Media
Guidelines
Information shared by enterprises have to be compliant with industry regulations and
standards such as;
• Federal Financial Institutions Examination Council (FFIEC) for financial institutions
• Food and Drug Administration (FDA) for healthcare institutions
• Federal Trade Commission (FTC) for retailers and commercial institutions
• General regulations like the Securities and Exchange Commission (SEC), National Labor
Relations Act (NLRA), Children’s Online Privacy Protection Act (COPPA), Disclosure
Guidelines, Digital Millennium Copyright Act (DMCA), Computer Fraud and Abuse Act
(CFAA) and the Communications Decency Act (CDA)
Social Media is a double-edged sword – while it is fully capable of catapulting your business
to the forefront of the market, it also brings with it a plethora of unprecedented risks and
concerns. By putting a Social Media compliance program in place, enterprises can reap the
benefits of social media outreach while reducing any inherent risk to the business stemming
from broader employee engagement
To ensure a productive social media experience, it is the responsibility of the enterprise to
develop guidelines that optimize social media use for both regulated and unregulated roles.
These guidelines form the foundation of an enterprise social media compliance function and
should seamlessly integrate into the marketing, legal, customer service, human resources,
IT security, audit and risk management departments. Given the high volume of data emitting
from social media activity, enterprises need to embrace the technological capabilities required
to put the compliance function in place.
7. Training and
Compliance
Social Media Compliance begins with a firm’s social media policy. It is the responsibility of the company
to define how it wants to engage with the world via social media and how it will enable its employees
to do the same. Social Media policy formulation may be a collaborative effort of an organization’s
communications, HR, marketing, IT, legal and compliance department.
Once a social media policy is in place, an enterprise’s next step would be training its employees to stay
within its legal boundaries. This step is critical to meeting the regulatory standards set by authorities.
Failing to provide the right training to employees about social media is one of the most common reasons
for the failure of an organization’s social media policy.
Rule 17a-4 (b) of the U.S. Securities and Exchange Commission states that all employee business
communications on social media should be archived for a minimum period of three years.
8. Proactive
and real-time
intervention
Whether engaging with Social Media in Marketing or Customer Service, with the increase in
the quantity of interactions, ‘its not a matter of if but when’, a post will become viral for the
wrong reason catapulting the company into a PR crisis. To reduce the probability of such an
eventuality is the job of every marketing and customer service leader.
By employing specialized software to prevent rogue posts from reaching the Internet, the
organization can be assured that their reputation is maintained while they also meet the
requirements of their regulators. In addition all social media posts need to be archived to
ensure easy retrieval in case of an audit or e-discovery. Social media monitoring tools help
organizations identify counterproductive social media interactions and respond to them
effectively.
9. Emerging Vendor
Landscape for Social
Risk and Compliance
Selecting the right tool is important for enterprises based on their usage. These tools can be
broadly classified into the following groups:
To meet the varied demands of the organization, whether it is to meet the needs for marketing or
customer service, organizations need to ensure their social media tool can:
• monitor, moderate and enforce controls across multiple social accounts
• automate review and other compliance processes using workflow capabilities
• capture social data and satisfy archiving requirements
• provide real-time compliance alerts using automated pre-defined rules
A comprehensive tool that provides these capabilities can provide a robust platform for a
company’s social media strategy.
Social Marketing and Social
Selling Platforms:
These are selling tools that
help improve engagement of
large sets of employees on
social media but don’t provide
compliance obligations. These
platforms also lack tools that
help you define key influencers in
the organization.
Social Listening Platforms:
These are platforms that monitor
brand activity on social media
platforms but are not suited to
manage social risk arising from
employee engagement with
social media.
Social Archiving Tools:
These tools help enterprises
maintain public records of social
media for audit and regulatory
purposes. Though these tools
support compliance, they are
reactive and do not cover all risk
scenarios.
10. How Cafyne can
help you launch a
compliant Social
Media program
Cafyne’s enterprise solutions are designed for better social
media risk management in the age of pervasive social
media use by employees, partners and customers. Cafyne.
com. brings to market a unique comprehensive enterprise
social media risk management solution which combines
expert social media policy development and training with
a Software-as- a-Service based predictive analytics-driven
engine, empowering employees and partners to generate
impactful and risk-free social content.
Cafyne.com provides a prebuilt rules library to help
implement the organizations social media policy designed
to mitigate risks such as brand and marketing violations,
unauthorized IP disclosure, phishing, cyberstalking,
regulatory violations and more. The solution also leverages
pre-built industry specific compliance rule libraries which are
continuously updated to stay relevant and in accordance with
new regulations. Cafyne.com enforces real-time compliance
using predictive analytics to score all content, flag non-
compliant posts and identify relevant employee influencers
across multiple social media networks..
Cafyne is the first social
media compliance
vendor to optimize
social media listening for
employee compliance
monitoring.
Gartner, Cool Vendors in Risk Management, 2014
28 April 2014 G00262306
Analyst(s): John A. Wheeler | French Caldwell
