A string to any news reporter’s bow is the issue of social media and privacy. It’s rare that a week goes by without there being a news headline claiming that Facebook, Twitter, or some other social network has breached our privacy rights and are branded as immoral rouges who have set out to destroy the universe.
The reality is often very different and social media, when used correctly, is a fantastic way to communicate, share and build relationships. The very nature of social media, and what makes it so powerful, is the ability to engage your audience in one-to-one conversations, rather than the more traditional broadcast communication.
Here lie the ‘not so obvious’ risks:
Quite often, an organisation will jump into social media without a proper strategy. In order to ‘test the water’, they may create a Facebook page, sign up a new Twitter account and encourage sales and/or marketing staff to use their LinkedIn accounts to spread the word and prospect for potential leads.
As the number of followers grows, and before the organisation begins to see the benefits to using social media as a bone-fide marketing and communications channel, you could be risking your brand reputation and/or posting inappropriate content without even realising.
Organisations need to create an effective governance structure around their social media activities. They will need to identify appropriate social media objectives, as well as assign roles and responsibilities.
|Social Media Governance Toolkit
The ITG Social Media Governance toolkit helps organisations create an effective governance structure around their social media activities.
Dealing effectively with social media requires a joined-up approach that is aligned with the objectives and risk appetite of the business – a governance approach.
A comprehensive suite of documents and tools for social media governance
The ITG Social Media Governance Toolkit contains a comprehensive suite of documents and templates that will help you develop, implement, monitor and improve social media activities across your organisation.
The documents in this Social Media Governance Toolkit fall into three groups:
- Documents for creating a social media governance framework, including a comprehensive social media policy that draws on established best practice and can be adapted for almost any circumstances, plus roles & responsibilities, communications & training, and metrics & monitoring
- Documents that help embed crucial controls around social media, including an acceptable use agreement, template for legal guidance, branding & corporate style guide
- Operational Guidelines that set out best practice for social media activity, including guidelines for internet postings, blogging, Facebook, LinkedIn, Twitter and YouTube.
The templates and guidance in this toolkit should help an organisation create an appropriate social media governance framework. It will help organisations identify appropriate social media objectives, as well as assign roles and responsibilities. It contains a full set of policies and procedures that help organisations implement appropriate acceptable use frameworks and reduce risk from the corporate use of social media, while helping them integrate social media into their marketing, communication and positioning strategies.
Improve Social Media Effectiveness while reducing risk