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ISACA IIA – Detroit Chapter Securing Social Networks December 14, 2010
ISACA IIA – Detroit Chapter
Securing Social
Networks
December 14, 2010
Social Media: Tools & Success Stories
www.theschoolofsocialnetworking.com
What is Social Media?
www.theschoolofsocialnetworking.com
What is Social Media? Social media is an umbrella
term that defines the various activities that integrate technology, social interaction, and the construction of words, pictures, videos, and audio.
www.theschoolofsocialnetworking.com
What is Social Media?
It‟s how people engage, participate, and share online…
Organic Inc. 2009 All rights reserved
Social Media Channels and Tools allow
consumers to talk and form communities
around brands
Organic Inc. 2009 All rights reserved
… a publisher …a DJ
…an expert
…a broadcaster …an editor …a critic
…a network …syndicated
Every consumer is….
The conversation is happening.It‟s up to you to shape it.
© & ™or ® , Organic, Inc. Confidential. All rights reserved
Social Media Revolution
• Social media has overtaken porn as the #1 activity on the Web
• 6 of the top 10 ranked web sites are social media related
• 1 in 8 couples married in the US last year met via social media
• The Facebook community (500 million+) is larger than the entire US population
• 80% of companies use LinkedIn as a primary tool to identify and recruit employees
• 1/3 of social media participants post opinions about products and brands
• More than 1.5 million pieces of content (links, news stories, blog posts, photos, etc) are shared on Facebook…daily.
www.socialnomics.com
www.theschoolofsocialnetworking.com
How are brands using social networking?
www.theschoolofsocialnetworking.com
300,000 businesses have
a presence on Facebook
Winelibrary.com Gary Vaynerchuck grew his family‟s wine business from $4 million to $50 million by networking through social media.
He learned:
$15,000 in Direct mail = 200 new customers
$7,500 Billboard = 300 new customers
$0 Twitter = 1,800 new customers
-New Orleans Pizzeria – founded in 2006
-In March 2009, opened a Twitter account
-By April 23, the Twitter-only promotion brought in 15% of total sales, with 90%
NEW customers
- By May 29, set a stores sales record: 69% of sales came from Twitter followers
-Call for Delivery sign replaced with Twitter handle
-Every phone call tracked, every order measured
-People to follow were identified using geo-coding to target people within a 3
mile radius of the store
NakedPizza .
www.theschoolofsocialnetworking.com
Ford: Top 10 social brand
www.theschoolofsocialnetworking.com
“You can‟t just tell „em anymore.
You have to persuade people to say it to each other.”
- Jim Farley, Chief Marketing Officer, Ford
Strategy: to humanize the company by connecting consumers with Ford employees and with each other when possible, providing value in the process.
www.theschoolofsocialnetworking.com
37% of Generation Y were aware of the Ford Fiesta via social media before its launch in the US
25% of Ford‟s 2009 marketing spend was on Digital/Social Media
Organic Inc. 2009 All rights reserved Organic Inc. 2009 All rights reserved
Exceptional Experience TM
Join the Fiesta Movement
Organic Inc. 2009 All rights reserved Organic Inc. 2009 All rights reserved
Exceptional Experience TM
Join the Fiesta Movement
5 Ways Social Media Can Aid Marketing
Content Distribution - Announce breaking news - Transmit time sensitive info - Position Your Company as a
thought-leader - Provide an alternative forum for
comments
5 Ways Social Media Can Aid Marketing
Commerce Support - Promote last minute deals - Provide sales support / customer
service - Monitor conversations and
proactively address customer concerns
5 Ways Social Media Can Aid Marketing
Advocacy / Evangelism -Enable your fans to participate in conversation about you -Ability for conversation to go viral
5 Ways Social Media Can Aid Marketing
PR Support - Reputation monitoring: ability
to join the conversation and/or set the record straight
- Provide channel for crisis mgmt - Reach out to journalists and
provide content
5 Ways Social Media Can Aid Marketing
Research - Track Trends - Poll or Survey
To Mitigate Risk? Provide usage and etiquette Training
Explain Best Practices and Protocols
Introduce the company policy on Social Media
Risks of Social Media
Potential of Employee Postings
Expose the company to legal
liability (Defamation, harassment
and privacy violations)
Leak proprietary information or
trade secrets (Impact
competitiveness)
Damage the reputation of the
company through false, disparaging
or reckless communications
Source: Baselinemag.com
Examples of the Risks
Lawsuits demonstrate lack of readiness
An employer had to defend itself against
allegations of defamation when an employee
posted a negative opinion about a prior
employee
A health care facility was sued after an
employee posted the results of a treatment of
someone
Other lawsuits include libel suits over blogs,
school suspensions over fake MySpace pages
and subpoenas to force identification of posters
Source: Baselinemag.com
IT is feeling the pressure
What is Web 2.0?
Addressing the risks
To address social media risks, organizations have to go beyond
the creation of business-use policy and virus management. SY
LLC suggests a five-step approach.
1. Define appropriate social-media
business-use policy
2. Communicate the policy via Security
Awareness and training program
3. Implement the policy through
deployment of “content filtering”
software for Web 2.0
4. Monitor the results to ensure the policy
is being followed
5. Enforce the policy for those who
violate the policy
1. Policies
Define social media business-use policy.
Content should include:
The proper use of blogging, texting and electronic
communications.
Specific examples of “improper use’ of social media
which can impact company’s interests
Remind the users of other company policies like
privacy and anti-discrimination policies
Remind employees about protecting intellectual
property of the company
Communicate to employees that their social media
use may be intercepted, analyzed and archived by
the company
Don’t just say it, show the employees in step
5 the results of the policy enforcement
2. Awareness and training
Provide user security awareness training
Shows employees examples of the proper use of
social media tools
Show employees examples of misuse of social
media tools and the consequences of the misuse
Illustrate the impact of the violation on employees
and the potential legal impact on the company
Provide examples to the employees on how the
company is planning to utilize technology and
software to intercept and analyze the social
media traffic
Make this awareness training part of every new
employee’s on-boarding process.
3. Deploy technology
Implement a “content filtering” software
to enforce social media policy
Technology in Web 2.0 arena has matured
where it can assist with the enforcement of
social media policy
Keep in mind that the software alone is not
the solution. The total solution involves the
People, Process and Technology
Be careful about the “sales pitch” of Web 2.0
security solutions. Test it before making a
purchase commitment
Investigate if your current content filtering
vendor (vendor who provides for email
filtering, internet filtering etc.) can provide a
solution for Web 2.0 also.
4. Monitor the results
Monitor the results
Review the reports from the Content
Filtering software to analyze if the policy
is being violated.
Implement a process to notify the
violators and take appropriate action
Notify the HR and Legal of any glaring
violations of the policy
Re-configure the software based on the
results, if necessary
5. Enforcement
Enforce the policy
Take appropriate action once the
violators of the policy are identified
Provide periodic updates to the
employees of the results of monitoring
Conduct periodic feedback from the
employees to see if the policies need to
be modified based on business
requirements
