Social media governance, also referred to as social media policy, constitutes a vital building block of your organisation’s social media strategy. It not only guides your employees, and your social media teams, to reflect your organisation’s vision and values in their messaging, but also helps you ensure that essential workflows are in place for consistent and coherent presence, and social channels are aligned, interconnected and on brand. No less important is ensuring that your governance and guidelines also help to safeguard your company’s confidential information, as well as define and put in place crisis management processes. This seems to be an increasingly burning issue as perceived by CEOs, given proliferation of social media use. So how can you define and implement social media governance in your organisation? Where to start, what to be weary of and how to ensure employee engagement and adoption of the final product?

1. Social Media Fundamentals - July 2012
Governance
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2. ABOUT US
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3. LONDON
LINCOLN
PORTLAND PHILADELPHIA
ST. LOUIS NEW YORK
AUSTIN
SINGAPORE
We are a global, integrated, end-to-end social business consultancy.
We are leaders in social strategy, implementation and business intelligence.
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4. OUR SERVICES
PERFORMANCE BRAND CONNECTED SOCIAL BUSINESS
MARKETING COMPANY INTELLIGENCE
+ Social brand strategy + Enterprise social + Dashboards & benchmarks
+ Applications and experiences technology + Data services
+ Community management + Workforce collaboration + Reporting & analytics
+ Advocacy programs + Workforce learning + SaaS applications
+ Listening programs + Social CRM
+ Influencer outreach programs + Change programs
+ Social media buying
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5. OUR APPROACH
TO SOCIAL
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6. WHAT WE OBSERVE
-“I have to do something”: scattered initiatives, no
clear direction, low consistency (content and
experience).
-“It’s hard to keep it all under control”: scalability
issues (structural / resources), global vs. local, high
number of stakeholders, channels, assets, products,
online vs. offline.
-“I have to convince management”: common
language, business case, KPIs.
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7. TAKE A STEP BACK
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8. THINK: WHAT IS YOUR VISION?
-Think of the big picture: what do you want to achieve?
What value do you bring to the market? How do you
want to be perceived?
-Own social: do not over rely on agencies.
-Leverage internal and external: what is the role of
your employees? Do you need to organise for Social?
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9. ASSESS: WHERE ARE YOU NOW?
-What does your social ecosystem look like?
-What are your competitors doing?
-What are your priorities?
-What is the social maturity level of your channels?
-What initiatives have you undertaken?
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10. PLAN: WHAT ARE THE NEXT STEPS?
-Prioritise goals.
-What are the components to execute your vision?
-Build a roadmap.
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11. SOCIAL MEDIA
GOVERNANCE
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12. WE WILL DISCUSS
1 WHAT - WHY - WHEN 2 ELEMENTS 3 SOCIALISE
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13. 1. WHAT - WHY - WHEN
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14. WHAT IS SOCIAL MEDIA GOVERNANCE
-Set of guidelines, rules and recommendations
clarifying best practices for interactions on social
media channels.
-Also referred to as social media policy.
-Can be anything from a one pager, a video, a deck, or
an exhaustive document.
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15. EXAMPLES: WHAT OTHERS HAVE IN PLACE
-Cisco: personal vs. work representative.
-Coca Cola: shared values.
-Dell: lightweight.
-Morgan Stanley: in a regulated industry.
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16. WHY DO YOU NEED GOVERNANCE
-Brand opportunity: participate in customer
conversations.
-Risk mitigation: new study shows social media
perceived as high risk.
-Crisis management: being prepared pays off as
recently seen with O2.
-What about common sense?
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17. WHEN SHALL I START?
NOW
-Blend between personal and professional.
-Social media no longer only for marketing.
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18. 2. ELEMENTS
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19. WHAT GOES INTO GOVERNANCE
Entire organisation
Social Media team
-Entire organisation: high level ‘principles’ focusing on
brand values, tone of voice, disclosure and
confidentiality.
-Social media team: more detailed ‘playbook’ focusing
on running the channels, resources, processes, look
and feel.
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20. ENTIRE ORGANISATION
-Company vision and social media strategy.
-Definition of social media.
-Purpose of the governance + living
document.
-Social media principles.
-Important to strike a balance between
inspiration and practical guidance.
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21. SOCIAL MEDIA TEAM
-Roles and responsibilities within your
organisation.
-Processes.
-Channels.
-Safety considerations.
-Crisis management.
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22. 3. SOCIALISE
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23. AVOID THE FOLLOWING
-Long, text heavy decks and documents emailed
around or uploaded onto intranet: no one will read
them!
-Threatening language: NO, DON’T, SHOULD, MUST.
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24. ROLLING OUT GOVERNANCE
-Involve your employees: what matters, buy in.
-Be visual: video, poster, desktop saver, ambient.
-Be interactive: training app.
-Share: YouTube, SlideShare.
-Do hands on training: practice makes perfect.
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25. EXAMPLES
Infographic
Videos *Salesforce
*Darthmouth-Hitchcock
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26. RECAP
-Social media requires vision and strategy
-Social media governance as first step
-Living + breathing document
-Socialisation is key, it’s a journey
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27. QUESTIONS
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28. Thank you!
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29. CONTACTS Olga Kozanecka SOCIAL BUSINESS CONSULTANT
olga.kozanecka@dachisgroup.com
Serena Alboni SOCIAL BUSINESS CONSULTANT
serena.alboni@dachisgroup.com
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30. MORE CASE STUDIES OUR BLOG
www.dachisgroup.com/case-studies/ www.dachisgroup.com/blog/
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