The document discusses developing a social media policy and governance model. It notes that while companies are using social media, many do not have proper policies or governance structures in place. It recommends companies create a governance model to guide employee social media engagement and representation of the company. The document outlines what a social media policy and governance model should include, such as branding guidelines, education processes, and community management plans. It provides an overview of SPECK Media's process for developing such a model with a client.

1. Social Media Policy and Governance
what is it? + how we can help
This document has been prepared for restricted distribution and contains materials and information that
SPECK Media Inc. considers confidential, proprietary, and significant for the protection of its business. The
distribution of this document is limited solely to those either actively involved in evaluation and selection of
© 2011 SPECK Media. All rights reserved. Confidential andthis assignment, or those that will be involved with the program
SPECK Media Inc. as the firm to conduct proprietary.
described within.

2. Social media is in full swing but policy and governance
isn't
According to a survey by eMarketer in June 2012, companies that are using social media
for conversations, marketing, fundraising and promotions and other types of
communication, don’t have a policy or even a governance model in place.
© 2012 SPECK Media. All rights reserved. Confidential and proprietary.

3. A policy and governance model for social media needs to
be the core of your social media strategy
We always start with ideas first, this is by nature. But when ideas lead to actions by
others we need to begin to think of a social media policy and governance in order to stay
in control of the conversation.
© 2012 SPECK Media. All rights reserved. Confidential and proprietary.

4. We work with you to detail a policy and a governance
model that fits your company
We suggest companies develop a social media governance model in order to:
- cover how employees should engage via social media channels
- this document is a collection of policies, guidelines, processes, and
educational resources to guide employees and advocates to successfully represent the
company in all social media activities.
© 2012 SPECK Media. All rights reserved. Confidential and proprietary.

5. What is the makeup of a social media policy and
governance model?
Below is the Table of Contents for this deliverable.
1 - Frequency and Process of Updates
A. We will define the frequency of updates and the process for those updates on all
social media channels that a company has.
2 - Branding Guidelines
A. We will clearly call out the branding guidelines for a company’s social media
channels.
3 - Education
A. Our governance model will include responding to feedback, both positive and
negative.
B. Outlining and defining the escalation process for three types of feedback
• Complaints
• Untruths
• Other Issues
C. Providing three additional graphics outlining the above. Each graphic will be
modified specifically, citing people and process
D. Including a flow chart escalation piece, which will document the process around
a complaint or untruth.
4 - Approval Process and Community Planning
A. Our governance model will clearly call out what approval processes are in place
for employees to engage in social media. It will answer questions such as: Can
everyone participate or only members of certain external-facing groups can engage
via our company’s social channels? What is the process for getting approval for an
official account? We will also have a continuity plan, which covers not only how
accounts are set up but how the account will be transitioned to a new owner, if
needed.
B. - Detailed examples of how to handle each of the three types of feedback (game
plan, response) based on best practices.
© 2012 SPECK Media. All rights reserved. Confidential and proprietary.

6. Social Media Policy and Governance Model /
Project Lifecycle
The project lifecycle entails:
- Listening and understand from a company’s Marketing Team and and Executive
Management what they would like to see in the model.
- Understanding how the organizational structure of a company’s Marketing Team deals
with social media feedback and sharing with them ‘best practices’ on how all types of
Marketing Departments deal with social media feedback.
- Changing, adding and finalizing the document with multiple review sessions with a
company’s Marketing Team in order for ratification and acceptance of the model with
internal compliance.
- Conducting any in-person meeting or calls regarding the model. In the present and
future.
© 2012 SPECK Media. All rights reserved. Confidential and proprietary.

7. Breakdown of deliverables and activities
Main Deliverable #1: Finalized Social Media Policy and Governance Model document
Deliverable Format: PowerPoint, PDF and presentation to (Marketing Team)
Related Activities and Outputs:
1 - Definition of Scope
We will define what is and isn’t covered by our governance model. We will call out the
specific social channels. We will define the global scope.
2 - Frequency and Process of Updates
Given that social media is evolving at the pace of light, our governance model will need
regular review and update. We will define the frequency of updates and the process for
those updates. This will ensure that our governance model is not outdated and provides
clarity on how the updates are made. We will define which employees need to participate
in the review.
3 - Branding Guidelines
We will clearly call out the branding guidelines for our external channels. The same
principles that govern the design of all our external-facing communications such as
website, collateral, etc. should be applied to official social channels. This would include,
but not limited to, branded templates for our social channels like Twitter, social sharing &
follow icons, as well as the use of company logo and related elements on external-facing
channels.
4 - Education
Our governance model will include responding to customer feedback, both positive and
negative. Typically, it’s the customer support and PR organizations that are tasked with
the responsibility of responding to customer feedback. However, social media is breaking
down the traditional boundaries which call for us to define this and stick to it.
5 - Approval Process and Community Planning
Our governance model will clearly call out what approval processes are in place for
employees to engage in social media. It will answer questions such as: Can everyone
participate or only members of certain external-facing groups can engage via our
company’s social channels? What is the process for getting approval for an official
account? We will also have a continuity plan, which covers not only how accounts are set
up but how the account will be transitioned to a new owner, if needed.
3 weeks
Meetings or Client support: Work is
done offsite and subsequent
presentation meeting
© 2012 SPECK Media. All rights reserved. Confidential and proprietary.

8. Social Media Strategy
more about us
We specialize in it
At SPECK Media all we do is social media.
Every project is based on insights into the needs and aspirations of your customers as
we develop a deeper understanding of how the power of social media and technology
networks can be leveraged to change the economics of your business and facilitate
new business and networked marketing models. To see more go to the site: http://
www.speckmedia.com or follow us on Facebook or Twitter to see what we are talking
about.
We have a process for doing it
At SPECK Media following our process is the best way to ensure that results are true to
form and delivery is efficient. Over the past three years of delivering social media
projects for Fortune 500 companies, SPECK Media’s process has become clear. Today
it is what we use on every project we embark on. See the process at: http://
www.slideshare.net/mikeylis/social-media-design-process-explained
© 2012 SPECK Media. All rights reserved. Confidential and proprietary.