Auditing Social Media
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Many organizations are currently using social media to connect with their customers and achieve marketing and sales goals. However, there are many risks and compliance issues that must be considered and managed to ensure that the social media strategy is aligned with the organization’s goals. The presentation will allow the attendees to understand how to: Ø Monitor and Assess Social Media Objectives Ø Identify Risks related to Planning and Executing Social Media Strategies Ø Develop Social Media policies and procedures Ø Establish Internal Controls related to Social Media Ø Plan and Conduct an audit for Social Media activities
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Auditing Social Media
- 1. Auditing Social Media Iyad Mourtada, CIA, CMA, CFE, CPLP
- 4. op le ed Pe on n ect a re c mo re
- 5. Media Channels Tradi0onal Media Online and Social Media
- 9. The focus should be on the strategy rather than the tac0cs and technology
- 12. 0fy Iden s Bu sines 0ves Objec
- 13. 0fy Iden dia l Me Socia egy I g n o r i n g Not Strat Participating Participating Participating without a Plan With a Plan
- 14. 0fy Iden Target nces Audie Social Technographics
- 15. Social Media Ac0vi0es Listening Responding Sharing Learning Measuring
- 16. 1 Listening 1. Identify the keywords that surround your organization and competitors (brand name, key executives, products). 2. Identify the monitoring tools to be used to listen/ monitor all potential forms of content (blogs, bookmarks, comments, images, news, video, questions) 3. To identify the best areas with greatest impact on the business and using advanced listening for them.
- 17. 2 Learning Organizations use the insights from social media to: -‐ Improve the business processes -‐ Add value to the operation -‐ Reduce potential risk. Reactive Learning vs. Proactive learning based on Listening based on the plan
- 18. 3 Responding Organizations should teach their employees to take the right action and response.
- 19. 4 Measuring How social media is helping the organiza0on to meet its business objec0ves.
- 20. Metrics Objec,ves -‐ Stakeholder engagement. Brand Recogni3on -‐ Share of voice and Awareness -‐ Issue resolu0on rate Customer Service -‐ Customer sa0sfac0on rate -‐ New hire rate Human Resources -‐ Employee reten0on rate -‐ Ideas submiKed Innova3on -‐ Idea and issue impact -‐ New customer acquisi0on Sales and Marke3ng -‐ Customer life0me value
- 21. 5 Sharing Social Media will: Drive greater value in more areas of the organization Be embraced as more than a compliance issue Add value to the organization in new ways Be embraced by top management as a strategic method Reduce its risk
- 25. Social Media -‐ Risk Management
- 26. Social Media Governance • Understand the opportunities and risks Boards of social media. of • Approve the social media strategies of Directors the organization • Understand how to align social media with the organization’s strategies Execu0ves • Create the appropriate social media objective and strategies • Champion the implementation of the Social Media social Media Strategies • Oversight the execution plan of social CommiKee media in all the departments
- 28. Focuses is on: • What the public can and cannot say on the organization’s online sites • What the organization will and will not do to monitor • What the employees can and cannot do on social networks. • What social media tools will and will not be used • Other policies that might be affected by social media (including ethics, confidentiality, harassment, etc.)
- 29. Best Buy Social Media Policy Be smart. Be respectful. Be human. What you should do: What you should never disclose: • Disclose your affiliation • The numbers • State that it’s YOUR • Personal information opinion • Anything that belongs to • Act responsibly and someone else ethically • Confidential information Just in case you are forgeQul or ignore the guidelines above, you could: • Get fired • Get Best Buy in legal trouble with customers or investors • Cost us the ability to get and keep customers
- 30. Social Media Strategy Social Media Plan Social Media Governance Plan Execu0on Social Media Metrics Audits Monitoring Training Regulatory and Compliance Social Media Policy
- 35. iyad.mourtada@gmail.com hKp://ae.linkedin.com/in/iyadmourtada hKp://twiKer.com/iyadmourtada hKp://www.youtube.com/Iyadmourtada hKp://www.iyadmourtada.com hKp://www.facebook.com/iyad.mourtada iyadmourtada