April 26, 2012

1. SOCIAL MEDIA GOVERNANCE Dr Kailas Chapatwala April 26, 2012 April 26, 2012

2. What is Social Media? • Social media describes the online technologies and practices that people use to share opinions, insights, experiences, and perspectives with each other. • A few prominent examples of social media applications are: • Wikipedia (reference), • Facebook (social networking), • MySpace (social networking), • YouTube (video sharing), • Second Life (virtual reality), • Digg (news sharing), • Fliker (photo sharing), • Bado (London based Social Networking), • LinkedIn (for the business community), • Eons (for the 50+ community), • Club Penguin (for kids) • Social networking services are primarily web-based and provide a collection of various ways for users to interact, such as status updates, chat, messaging, e- mail, video, games, file sharing, blogging, discussion groups, and more.

3. Difference between Traditional Media and Social Media • Traditional Media (newspapers, television, radio, books, CDs) can't be changed.   • Social media is interactive. • Social media allows for real-time feedback. • Anybody can publish social media. • Social media is infinite with no limitations on length or quantity. • Social media is linkable and easily reused.

4. Social Media is the future for information sharing • According to a national survey conducted by the Pew Internet and American Life Project. • 93% of teens use the internet, and more of them than ever are treating it as a venue for social interaction. • 64% of online teens ages 12-17 have participated in one or more among a wide range of content-creating activities on the Internet. • 55% of online teens ages 12-17 have created a profile on a social networking site such as facebook or MySpace. • 39% of online teens share their own artistic creations online,, such as artwork, photos, stories, or videos. • 28% have created their own online journal or blog. • 27% maintain their own personal webpage.

5. What is Social Media Governance? • Social media governance is much more than just a policy.   Governance is much more broader in scope than policy and has greater significance, especially for larger companies. • While social media policy defines how our employees should engage via social media channels, the governance model is a bundle of policies, guidelines, processes, and educational resources to guide our employees to successfully represent the company in social media activities.

6. 5 Components of a Social Media Governance Model • 1.Social Media Policy:A social media policy is the foundation of any social media governance model. • Its purpose is twofold: • To guide your employees and • To protect your organization and your customers from risk. • Facebook is on target to hit one billion users this year, and Twitter will soon have 500 million. Many of them are your employees, customers and competitors. • At a bare minimum your social media policy should include specific guidelines for each of the top three platforms: Facebook, Twitter and Linkedin. • But though social media has become synonymous with that trio of powerhouses, the landscape is vast, encompassing blogs, wikis, podcasts, video sharing, microbloging, community forums and other tools.

7. Continued... • 2. Training • Every employee is a PR person, and it only takes one rogue Tweet or Facebook post to unravel your brand image. • This makes training an essential part of any governance model. Without the proper resources to educate employees how to represent your organization on the social web, your social media policy is useless. • 3. Monitoring • Nokia recently installed a Mission Control style social media monitoring station of six LCD screens in the lobby of its headquarters so that any employee can see in real time online conversations around the brand. • This ambitious move underscores the importance of gathering and sharing information from the social web to help shape your strategies. • Monitoring is a must for everything from shaping consumer sentiment about your brand to heading off a potential PR crisis.

8. Continued... • 4. Crisis Management Plan • In 2009, Toyota launched the largest recall in the company’s history in response to hundreds of reported cases of sticking accelerator pedals. • Rumors and panic spread across the web, and suddenly the brand, a model of automotive safety for decades, was embroiled in a digital disaster with little foundation in social media with which to combat it. • A PR crisis doesn’t have to be as dramatic as Toyota’s to be damaging. The Toyota recall illustrates a common thread that runs through all PR crises: a slow response from the organization exacerbates the crisis. • At its basic level, your crisis management plan should outline how to use your social media channels to deliver a quick and appropriate response. • Toyota eventually turned to social media to repair its image, but its effort would have no doubt been more effective if it could have been leveraged to diffuse the controversy before it spiraled out of control.

9. Continued... • 5. Frequent Updates • The social media landscape is evolving at lightning speed, and your policies and best practices should evolve right along with it. • Designate a social media governance team and a frequency for re-evaluating all elements of your governance model to assure it's never outdated

10. Relevance of Social Media in Business Functions • (1) Use of Social Media by Functions : • Marketing and Sales is the main area where social media is used by organizations across organisations. • HR, CSR and Customer Services are the two other areas where social media appears to get a favorable response. • (2) Use of Social Media by industries : • IT and ITES companies are paving the way for usage of social media in human resources. • It is surprising to note that the retail sector which traditionally boasts of high usage of social media in marketing and sales lies low in human resources. • The manufacturing sector uses maximum amount of social media channels for marketing & sales and minimum in human resources.

11. Social Media in Human Resources • Social Media platforms can be used in four major HR areas: • Hiring: Organizations must be able to attract and retain the best, making hiring such a critical process. The three sub-processes within this function are: • Sourcing • Pre-joining Engagement • Induction and Orientation • 2. Collaboration and Communication: Four modes of collaboration or communications commonly used, namely: • Organizational Communications • Virtual Meetings • Technical Discussions • Employee Recognition

12. Social Media in Human Resources • 3. Talent Management: The four are within this function: • Training • Leadership Development • Mentorship • Employee Engagement • 4. Internal Branding: To showcasing capabilities of the organization, within the organization. The three areas within this function: • Employer Branding • Employee Branding • Thought Leadership

13. Advantages of Social Media • Connect people that may not be reached otherwise, a new channel for inclusiveness can be created. • Get the message out effectively and efficiently • Obtain buy-in from customers through interactive features • Increase effectiveness internally (tools can be used by government employees) • Improve government as it gives new channels of communication to people and groups who are not normally heard from during the discussion of issues • Provide new ways to discuss issues and create forums and focus groups.

14. Challenges for using Social Media • Despite social media making significant inroads into our lives, most organizations are apprehensive about using it in business processes. • The nature of the challenges perceived and how they compared across verticals should interest anyone keen to understand this area. • Data Security/Privacy • Organizational Maturity • Industry Maturity • Electronic Access • Employee Interest • Team to Manage/ Monitor • Deformity Content • Content which is not acceptable by law • Morphed content • Content Create negative Image • Various Rumour

15. Continued.. • There are not any journalistic standards applied to social media – government needs to understand this and analyze content produced about it by external parties or the press and determine the appropriate official response to make – if any response is deemed necessary at all • Elected leaders, staff and the press may be tempted to relax standards when using social media • Press can use social media content as fact – regardless of the source, again a government needs to determine the appropriate response when this is done

16. Continued.. • There are time and resource costs to government that need to be recognized when social media is used as a communication tool – just because it looks easy to produce, using social media can be a burden in staff time and dollar resources • Social media tools can cause change in government, which may not always be positive – including a feeling of direct access to decision makers and the pressure for immediate action – government needs to recognize this and be ready to address these issues • Social media can amplify the voice of special interest groups and make their opinions appear to be the voice of the majority

17. Thank you