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20140423 ARMA Houston How to Conduct a Social Business Assessment.pptx

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20140423 ARMA Houston How to Conduct a Social Business Assessment.pptx

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This presentation delivered at the ARMA Houston 2014 Spring Conference described an approach for assessing an organization's social media usage with an eye towards implementing effective governance and records management.

This presentation delivered at the ARMA Houston 2014 Spring Conference described an approach for assessing an organization's social media usage with an eye towards implementing effective governance and records management.

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20140423 ARMA Houston How to Conduct a Social Business Assessment.pptx

  1. 1. Copyright © AIIM | All rights reserved. #AIIM The Global Community of Information Professionals aiim.org How to Conduct a Social Business Assessment Jesse Wilkins, CIP, CRM, IGP ARMA Houston Spring Seminar April 23, 2014
  2. 2. Copyright © AIIM | All rights reserved. 2 "Despite the euphoria of Internet enthusiasts and the hyped-up selling palaver of some web services providers, we remain uncertain as to the long-run substantive benefits the Internet will bring to businesses and to individual users.…until the webmeisters persuade us otherwise, we'll hang on to our CDs and floppies, along with the aperture cards and other imaging artifacts that have served our corporate and personal purposes so cost-effectively in the past." Our Position on Social Media
  3. 3. Copyright © AIIM | All rights reserved. 3 Learning objectives  At the end of this session you should be able to:  Identify different methods for identifying organizational social media accounts  Identify risks associated with unmanaged use of commercial social media services  Identify specific questions to ask as part of a social media assessment
  4. 4. Copyright © AIIM | All rights reserved. 4 Agenda Introduction How to identify organizational accounts The risks of unmanaged social media Social business assessment questions
  5. 5. Copyright © AIIM | All rights reserved. 5 Why assess?
  6. 6. Copyright © AIIM | All rights reserved. 6 Purpose of the assessment  What the organization is doing  And isn’t but should be  What’s working – and what isn’t  Develop the roadmap
  7. 7. Copyright © AIIM | All rights reserved. 7 Gather information
  8. 8. Copyright © AIIM | All rights reserved. 8 Review and analyze results
  9. 9. Copyright © AIIM | All rights reserved. 9 Update strategy and roadmap
  10. 10. Copyright © AIIM | All rights reserved. 10 Agenda The risks of unmanaged social media Introduction How to identify organizational accounts Social business assessment questions
  11. 11. Copyright © AIIM | All rights reserved. 11 The usual suspects  Compliance  Effective information governance  Lawsuits  Etc.  Etc.  Etc.
  12. 12. Copyright © AIIM | All rights reserved. 12 Older, out-of-date accounts
  13. 13. Copyright © AIIM | All rights reserved. 13 Off-message accounts  Wrong message  Conflicting messages  Potential liability issues
  14. 14. Copyright © AIIM | All rights reserved. 14 Parody or negative accounts
  15. 15. Copyright © AIIM | All rights reserved. 15 Loss of context  Promises made  Authority to make promises  “Squeaky wheel gets the grease”  And never gets followed up on  Or never gets reported to identify larger issues
  16. 16. Copyright © AIIM | All rights reserved. 16 Agenda How to identify organizational accounts Introduction The risks of unmanaged social media Social business assessment questions
  17. 17. Copyright © AIIM | All rights reserved. 17 Internal review
  18. 18. Copyright © AIIM | All rights reserved. 18 External review
  19. 19. Copyright © AIIM | All rights reserved. 19 Survey
  20. 20. Copyright © AIIM | All rights reserved. 20 Search engines and alerts
  21. 21. Copyright © AIIM | All rights reserved. 21 Vetting and validating
  22. 22. Copyright © AIIM | All rights reserved. 22 Moving Forward: Registration  Recommend or require that official accounts be registered  User name and password provided  List all official counts in a single place  Review and revise periodically
  23. 23. Copyright © AIIM | All rights reserved. 23 Agenda Social business assessment questions Introduction How to identify organizational accounts The risks of unmanaged social media
  24. 24. Copyright © AIIM | All rights reserved. 24 Assessment areas  Strategy  Technology  External brand  Internal culture  Process  Governance
  25. 25. Copyright © AIIM | All rights reserved. 25 Strategy assessment  What are the goals of the initiative?  What are the use cases included?  What are competitors doing?  Is this an internal or external initiative?  Who owns the initiative?  Who owns the “messaging”?
  26. 26. Copyright © AIIM | All rights reserved. 26 Technology assessment  What external sites are in use?  What internal tools are in use?  Which sites and tools are of interest but not being used?
  27. 27. Copyright © AIIM | All rights reserved. 27 External brand assessment  Are there any unofficial or negative presences or communities on external sites?  Who are the influencers for a given page or community?  Is there a plan or schedule for social media updates?
  28. 28. Copyright © AIIM | All rights reserved. 28 Internal culture assessment  Is the organization open and transparent?  Does the organization restrict access to any social media sites?  Has management committed to support the initiative?
  29. 29. Copyright © AIIM | All rights reserved. 29 Process assessment  What processes are included?  What tools are being used or expected to be used?  What are the inputs and outputs and who else is affected by them?  Are there dedicated social media roles?
  30. 30. Copyright © AIIM | All rights reserved. 30 Governance assessment  Is there a social media policy?  Does external social content require review before posting?  Are there dedicated governance roles in place?
  31. 31. Copyright © AIIM | All rights reserved. 31 For more information Jesse Wilkins, CIP, CRM, IGP Director, Research and Development AIIM International +1 (720) 232-9638 direct jwilkins@aiim.org http://www.twitter.com/jessewilkins http://www.linkedin.com/in/jessewilkins http://www.slideshare.net/jessewilkins

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