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Social mediaBeyond the risks,how it can work in organisations
For the Institute of Internal Auditors, Australia
Walter AdamsonGM Victoria, iGo2 Group
[email protected] 4 December 2012
mailto:[email protected]:[email protected]7/30/2019 Social media goverance - beyond the risks, how it can work in organisations
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Objectives of this webinar
To allow Internal Auditors to:
communicate effectively with those managing the use of social
media when they are conducting an audit
to understand the inherent release of control of information posted
in social media
to understand the tools and systems which might be in use to
distribute and monitor social media activity
to understand what governance and control means regarding
social media when its utility is heavily linked to not being in control
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Walter Adamson
Set up BHP IS Audit GroupCertified IS Auditor CIO (Asia Pacific Minerals)Certified Social Media Strategist (2009)Linkedin.com/in/adamson My social web: xeeme.com/walter
@adamson
http://linkedin.com/in/adamsonhttp://xeeme.com/adamsonhttp://xeeme.com/adamsonhttp://xeeme.com/adamsonhttp://linkedin.com/in/adamsonhttp://linkedin.com/in/adamson7/30/2019 Social media goverance - beyond the risks, how it can work in organisations
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Audience poll #1
Which networks do youcurrently use?
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COMMUNICATE
CORE TERMS
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Some key social media facets
Strategy formulating policy and strategy through researchingyour brand, customers, partners and competitors
Intelligencemonitoring, collecting and analyzing social data tomake informed, agile business and policy decisions
Communities building owned social platforms for listening, support,building, collaborating, content
Governance social business metrics, ROI, policy and guidelines,processes
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How to think about social
Elevate your view. Take a look
down from on high:
Its not about the tools but
about what you want to
achieve
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Social network fundamentals
Three key issues:
1. N Network size
2. C Contribution
3. P Participation
The behavioural and methodological foundation of success
in social media lays in the NCP Model
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Social Presence
What is Presence?
Presence is about your voice
being heard
Reach is about increasing the
pathways for your voice to
travel
Influence is about increasingthe impact your voice has on
others.
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Social Architecture
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Social Media Policy
Specifically, it should:
Educate employees, then empower them;
Help employees understand and own the risks;
Hold employees accountable;
Address organization social media account ownership and hand -
offs when spokespeople leave.
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RELEASE OF CONTROL
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Audience poll #2
Do you find social media to be
challenging to audit because it
is changing so fast?
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Challenge
Simply put, the risk challenge with social is because of its
potential viral and permanent nature.
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Loss of controlHashtags become Bashtags
Dude, I used to work at McDonalds. The #McDStories I could tell
would raise your hair. (via Twitter)
#McDStories I lost 50lbs in 6 months after I quit working and eating
at McDonalds (via The Daily Mail) These #McDStories never get old, kinda like a box of McDonalds
10 piece chicken McNuggets left in the sun for a week (via The LA
Times)
McDonalds execs recognized the PR disaster in progress and endedthe campaign after two hours. But it was too late. The trending topic
had already gained a life of its own.
https://twitter.com/http://www.dailymail.co.uk/news/article-2090862/McDstories-McDonalds-Twitter-promotion-backfires-users-share-fast-food-horror-stories.htmlhttp://www.latimes.com/business/money/la-fi-mo-mcdonalds-twitter-fail-20120123,0,7220567.storyhttp://www.latimes.com/business/money/la-fi-mo-mcdonalds-twitter-fail-20120123,0,7220567.storyhttp://www.latimes.com/business/money/la-fi-mo-mcdonalds-twitter-fail-20120123,0,7220567.storyhttp://www.latimes.com/business/money/la-fi-mo-mcdonalds-twitter-fail-20120123,0,7220567.storyhttp://www.dailymail.co.uk/news/article-2090862/McDstories-McDonalds-Twitter-promotion-backfires-users-share-fast-food-horror-stories.htmlhttps://twitter.com/7/30/2019 Social media goverance - beyond the risks, how it can work in organisations
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Good news! There IS a methodology
1.Assess
2.Strategise
3.Create
4.Protect
5.Participate
6.Share
7.Engage
8.Monitor
SocialBusiness
Framework
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Examine risks by business use case
Recruitment & Retention
Investor relations
Public relations
Marketing / branding
Lead generation
Customer service & complaints
Innovation & product development
Employee relations
Business partner relations
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Key is to integrate social with business
1. Social strategy which aligns with
business strategy
2. Social business risk which is part
of business risk management and
compliance programs
Regulators ? Advertising Standards Bureau, ACCC, Australian
Association of National Advertisers
(AANA), ASIC, APRA, etc.
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Internal audit as a partner
As advisers, internal audit can partner with management to develop a strategy in such a way that it does not violate the International Standards for the Professional Practice of Internal Auditing. You cant even address lower issues until youve really got astrategy and governance
process in place .
- Mike Jacka, a senior audit manager withFarmers Insurance Group (Phoenix).
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TOOLS AND SYSTEMS
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When Social goes Wrong
Governance
Monitoring
Risk ManagementCrisis Management
Bankrupt!
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Customer Brand
(You)
Partner Competitor
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Phase 8 Monitor6.Share2.Strategis
e
1. Assess
3.Create
4.Protect
5.Participate
6.Share
8.Monitor
Monitoring tools and services
decided
Keyword and location searches
Competitor tracking
Brand tracking
Key measures agreed
Integration in place
Workflow and escalation processes
defined
Mobile considered
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Monitoring fundamentals
Be aware that tools have 3 parts:
1. Social data sourcing
2. Data processing and analysis
3. Reporting and insight delivery
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Does Listening support governance?
Does the listening platform
support governance rules and
roles and workflow?
If it cant exceptions are created.
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Social listening post - tools
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Workflow and decision tree
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GOVERNANCE AND CONTROL
What would it mean to you if you could assure your organisation that social media was well controlled?
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This is one of the most
common problems we see
Confusion of Roles and Responsibilities
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Its not just the Team
Its about cross-organisational roles and coordination.
Confusion of Roles and Responsibilities
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6 Step Audit Approach
1. Strategy Assessment overall goals
2. Presence Assessment where are you the social web
3. Listening Assessment what data and how managed
4. Organisation & Internal Culture Assessment
5. Process Assessment workflow, timeliness, escalation
6. Governance Assessment Policy Roles Risk Assessment Compliance
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Consider starting with an Assessment
A big challenge is trying to
figure out everything thats going
on, because you will be shocked
by the different people doing social media that you dont even
know about , says Mike Jacka.
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Organisational Model for Social Media
Then, get a grip on the model
OR
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Check Approval Workflowse.g. For New Presence Creation
Have youreviewed theSocial MediaGuidelines?
Yes
Is there a trueneed to create
a new socialmedia
channel?
Yes
Is there a pre-existing presenceyou can partner
with?
Yes
Do you know theinternal contact?
YesBe sure to
connect withthem.
No
Reach out to theSocial Business
Center of Excellence
No
Looks like youmay need to
create a presencebut two
considerations.
1. Have younotified your
manager aboutthis?
Yes See #2.
No Be sure to discusswith your manager
2. Do you haveresources tosustain the
presence longterm?
Yes
Create a presenceand not social
media team.. SharePW with manager
No Discuss needs withmanager
Im
NotSure
Click here toconnect with theSocial BusinessCOE to discuss.
No
Hold off untilthere is
communitydemand
NoReview Social
MediaGuidelines
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Finish
To allow Internal Auditors to:
communicate effectively with those managing the use of social
media when they are conducting an audit
to understand the inherent release of control of information postedin social media
to understand the tools and systems which might be in use to
distribute and monitor social media activity
to understand what governance and control means regarding
social media when its utility is heavily linked to not being in control
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CONCLUSION
You can successfully apply internal audit frameworksto social media.
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APPENDICES
FOR REFERENCE
1. Assess
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Regulatory compliance considered
Data collection, retention and archiving determined
Employee protections in place, including the social media policy and training
Company protections in place, including legal
Social architecture assessed in context of risk and monitoring
Crisis management plan developed and integrated
Risk assessment and risk management in place and practice is conducted
Executive and Board reporting in place critical items in relation to
business strategy and risk
4. Protect Phase of iGo2 Strategy MethodologyOverview
2.Strategise
5.Participate
6.Share
7.Engage
8.Monitor
4.Protect
3.Create
1. Assess
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4. Protect PhaseRisk Management - 1
2.Strategise
5.Participate
6.Share
7.Engage
8.Monitor
4.Protect
3.Create
Identify listening, brainstorming, reviewing
Assign an owner
Qualitative or quantitative evaluation
Mitigation accept, reduce, reject, transfer
Categorising social media risk:
Reputation
Compliance and regulatory
Legal, IP, Privacy
Operational reducing employee productivity
1. Assess
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4. Protect PhaseRisk Management - 2
2.Strategise
5.Participate
6.Share
7.Engage
8.Monitor
4.Protect
3.Create
Identify and review risks
Review historical activities
Workflow triage from listening
Review 3 rd party case studies and reports
Create and review threat lists
Incorporate risk management into social initiatives
Keep up with platform developments and associated legal terms
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A Multi-level Governance Model
0th level: Terms of Usage posted with some very simple
"guidelines" (not policy, not rules, etc.)
1st level: community managers and/or helpful individuals
2nd level: corporate platform managers3rd level: exec sponsors
4th level: ad-hoc committee of exec VPs (IT, HR, etc.) for issues that
requires serious discussion
Levels 0 through 2 open and transparent, e.g. anyone can comment
and/or contribute.
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Awareness
Mark Pearson @journlaw
Social media best practice: New
guidelines released Australian
Association of National Advertisers
(AANA) seehttp://www.leadingcompany.com.au/technolog
y/social-media-best-practice-new-guidelines-
released/201211283150
http://www.leadingcompany.com.au/technology/social-media-best-practice-new-guidelines-released/201211283150http://www.leadingcompany.com.au/technology/social-media-best-practice-new-guidelines-released/201211283150http://www.leadingcompany.com.au/technology/social-media-best-practice-new-guidelines-released/201211283150http://www.leadingcompany.com.au/technology/social-media-best-practice-new-guidelines-released/201211283150http://www.leadingcompany.com.au/technology/social-media-best-practice-new-guidelines-released/201211283150http://www.leadingcompany.com.au/technology/social-media-best-practice-new-guidelines-released/201211283150http://www.leadingcompany.com.au/technology/social-media-best-practice-new-guidelines-released/201211283150http://www.leadingcompany.com.au/technology/social-media-best-practice-new-guidelines-released/201211283150http://www.leadingcompany.com.au/technology/social-media-best-practice-new-guidelines-released/201211283150http://www.leadingcompany.com.au/technology/social-media-best-practice-new-guidelines-released/201211283150http://www.leadingcompany.com.au/technology/social-media-best-practice-new-guidelines-released/201211283150http://www.leadingcompany.com.au/technology/social-media-best-practice-new-guidelines-released/201211283150http://www.leadingcompany.com.au/technology/social-media-best-practice-new-guidelines-released/201211283150http://www.leadingcompany.com.au/technology/social-media-best-practice-new-guidelines-released/201211283150http://www.leadingcompany.com.au/technology/social-media-best-practice-new-guidelines-released/201211283150http://www.leadingcompany.com.au/technology/social-media-best-practice-new-guidelines-released/201211283150http://www.leadingcompany.com.au/technology/social-media-best-practice-new-guidelines-released/201211283150http://www.leadingcompany.com.au/technology/social-media-best-practice-new-guidelines-released/201211283150http://www.leadingcompany.com.au/technology/social-media-best-practice-new-guidelines-released/201211283150