This presentation from the info360 2011 conference describes a social governance framework including management, organization, and policy.

1. Developing an Effective Governance Framework for Social Media Jesse Wilkins, CRM AIIM International March 23, 2011

2. It’s just a fad…. By the end of 2013, half of all companies will have been asked to produce material from social media websites for e-discovery. Source: “Social Media Governance: An Ounce of Prevention”, Gartner

3. Agenda Introduction Structural elements of a comprehensive social media policy Social media policy statements

4. Introduction

5. Prohibition is not realistic

6. “A new class of company is emerging—one that uses collaborative Web 2.0 technologies intensively to connect the internal efforts of employees and to extend the organization’s reach to customers, partners, and suppliers. We call this new kind of company the networked enterprise.”

7. Why a governance framework? Ensures that employees know what is expected of them Provides guidelines for being more effective Reduces risk of someone posting inappropriate content Addresses legal and operational concerns

8. The governance framework Management Governance roles and responsibilities Organization Groups and structures required to manage information Policy Processes and standards for managing information and processes

9. Management Provides support for social media initiative(s) Determines need for policy guidance Determines need for enterprise solutions Supports – or doesn’t – transformation efforts

10. Organization Governance roles required to ensure compliance with the framework Includes usual suspects… Also includes new roles Social media strategist Community managers Moderators

11. About the social media policy Social content is just another form of content Policy should provide a framework applicable to most or all social media tools – and to other content/communication-related technologies as well DON’T write e.g. a Facebook policy, a Twitter policy, etc.

12. Best Buy Social Media Policy Be smart. Be respectful. Be human. http://www.bby.com/2010/01/20/best-buy-social-media-guidelines/

13. Zappos Twitter Policy Be real and use your best judgment.

14. Policy 2.0 – in 140 characters Our Twitter policy: Be professional, kind, discreet, authentic. Represent us well. Remember that you can’t control it once you hit “update.”

15. Structural elements of a social media policy

16. Policy elements Purpose Scope Responsibilities Definitions Policy statements References

17. Purpose and scope This policy has three purposes: Establish definitions relevant to social business technologies Describe usage policies relating to social business technologies Describe security and technology policies relating to social business technologies Scope: This policy is applicable to the entire enterprise.

18. Responsibilities Responsibilities for policy development and maintenance Responsibilities for policy administration Responsibilities for compliance with policy

19. Definitions Uncommon terms Common terms used in an uncommon fashion Acronyms and abbreviations

20. Policy statements Many different elements available Detailed in the next section

21. References List any references used to develop the policy Internal strategic documents Existing policies and procedures Statutes and regulations Publications Examples and templates

22. Social media policy statements

23. Official vs. unofficial Link to social media policy

24. Creation of official accounts

25. Look & feel guidelines Account details Handle Picture – including corporate logo usage Bio Contact information Friends/buddies/contacts Groups/fans/likes

26. Content guidelines Whether posts will require approval Pictures and video By the organization By third parties Links (i.e. “sharing”) Applications and widgets Likes, retweets, etc.

27. Personal access and usage Access to personal accounts using organizational resources (time, computers, network, etc.) Access to sites using personal devices (iPhone, tablet, etc.)

28. Inappropriate usage Offensive content Disparagement of the organization – or of competitors or others Slander or libel Sexual content Solicitations of commerce Threats Illegal activity Violation of copyright

29. Sensitive materials Personnel-related information Financial information Confidential information Health information If you wouldn’t post it to your website or send via email, don’t post to FB or send via Twitter.

30. Monitoring and reviewing comments

31. Official response to third-party sites Response to comments

32. Governmental considerations Links to primary site (“content of record”) Whether comments are allowed And monitored Public records act notices Public safety and monitoring issues

33. Whether the account is monitored for actionable content (screenshot) Public records

34. Questions?

35. For more information Jesse Wilkins, CRM, CDIA+ Director, Systems of Engagement AIIM International +1 (303) 574-0749 direct jwilkins@aiim.org http://www.twitter.com/jessewilkins http://www.linkedin.com/in/jessewilkins http://www.facebook.com/jessewilkins http://www.slideshare.net/jessewilkins

36. Social Business Roadmap Describes steps to implement social business effectively Based on experience of the authors, the broader AIIM community, and dozens of published case studies and resources Available under Creative Commons license at http://www.aiim.org/roadmap

37. Social Business Strategy Workshop Schedule a 1-day workshop to learn how your organization can use social technologies to redefine and improve business processes Briefing objectives: Identify how you can use social technologies to improve communication, marketing, sales, support, R&D, and HR. Document business opportunities and ROI Identify necessary functionality and possible solutions Outline required governance structure to minimize risks and ensure regulatory compliance Get a roadmap for how to implement social processes and technologies effectively www.aiim.org/workshop

38. Additional resources “How Federal Agencies Can Effectively Manage Records Created Using New Social Media Tools”, Patricia Franks, Ph.D., IBM Center for The Business of Government, 2010 “Electronic Records Management: Blogs, Wikis, Facebook, Twitter, & Managing Public Records”, Washington State Archives, September 2009

39. Additional resources “Managing Social Media Records”, U.S. Department of Energy, September 2010 http://cio.energy.gov/documents/Social_Media_Records_and_You_v2_JD.pdf “Guidance on Social Networking”, Arizona State Library, Archives, and Public Records, June 2010 http://www.lib.az.us/records/documents/pdf/Social_Networking.pdf

40. Additional resources NARA Bulletin 2011-02, “Guidance on Managing Records in Web 2.0/Social Media Platforms”, October 2010 http://www.archives.gov/records-mgmt/bulletins/2011/2011-02.html “A Report on Federal Web 2.0 Use and Value”, National Archives and Records Administration, 2010 http://www.archives.gov/records-mgmt/resources/web2.0-use.pdf

41. Additional resources Eric Schwartzman’s Social media policy template http://ericschwartzman.com/pr/schwartzman/social-media-policy-template.aspx PDF: http://ericschwartzman.com/pr/schwartzman/document/Social-Media-Policy.pdf

42. Additional resources Compliance Building Social Media Policies Database http://www.compliancebuilding.com/about/publications/social-media-policies/ 57 Social Media Policy Examples and Resources http://www.socialmediatoday.com/davefleet/151761/57-social-media-policy-examples-and-resources Web 2.0 Governance Policies and Best Practices http://govsocmed.pbworks.com/w/page/15060450/Web-2-0-Governance-Policies-and-Best-Practices

43. Additional resources Social Media Governance policy database http://socialmediagovernance.com/policies.php “Analysis of Social Media Policies: Lessons and Best Practices”, Chris Boudreaux, December 2009 http://socialmediagovernance.com