Mapping Roles and Responsibilities for Social Media Risk Management
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Who's on First: Managing Enterprise Social Media Risk
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Social media has quickly proven to be a tremendous resource for marketing, human resources, support, and many other business functions. However, that same communications tool can also introduce a significant amount of risk to an organization – risk to corporate compliance, from security threats, employee error and abuse, and much more. View the slides from Alan Webber, Principal at Asymmetric Insights, John Hair, Director, IT Advisory for KPMG, Chris Walker, Partner at Connect Marketing, and Devin Redmond, Co-Founder & CEO of Nexgate and their webcast on organizational roles and responsibilities in social risk management. Our expert panel shared their insights into how to define and manage enterprise social risk across your social media marketing teams. You can watch a recording of the webcast here: http://nexgate.com/resources/webcast-roles-and-responsibilities-for-social-risk-management/
Transcript of Mapping Roles and Responsibilities for Social Media Risk Management
Who's on First: Managing Enterprise Social Media Risk
Today’s Speakers
Alan WebberPrincipal, Asymmetric Insights
John HairDirector, IT Advisory, KPMG
Chris WalkerPartner, Connect Marketing
Devin RedmondCo-Founder & CEO, Nexgate
Principal, Asymmetric InsightsAlan Webber
Social media platforms have proliferated
As has brand adoption of the platforms
Social media has become integrated into our lives and businesses
With this proliferation has come increased risk
Who is in charge?
Roles in social media risk management
Social Media Risk
Management
Marketing & Communication
s
Information Technology
Social Media Tech
Social Media Marketing
Community Management &
Customer Service
Legal & Audit
Human Resources
Roles in social media risk management
Social Media Risk
Management
Marketing & Communication
s
Information Technology
Social Media Tech
Social Media Marketing
Community Management &
Customer Service
Legal & Audit
Human Resources
Roles in social media risk management
• Chief Marketing Officer• VP of Marketing• VP of Corporate Communications
Titles
• StrategicRole Level
• Executive Sponsor• Accountable to Board for success or failure
Social Media Responsibilities
• Brand/image protection• Reputation management• Regulatory compliance
Risk Concerns
Marketing and Communications Management
Roles in social media risk management
• Chief Information Officer• Chief Information Security OfficerTitles
• StrategicRole Level
• Executive Co-Sponsor• Accountable to Board for privacy, IP,
company information, IT security
Social Media Responsibilities
• Data Privacy• Security• Regulatory compliance
Risk Concerns
Information Technology
Roles in social media risk management
• Chief Technology Officer• Digital Security Manager• Enterprise Architect
Titles
• Strategic to tacticalRole Level
• Deployment of standardized applications• Account management• Training and policy enforcement
Social Media Responsibilities
• Account security• Standardization of risk mitigation efforts• Channel and app proliferation
Risk Concerns
Social Media Technology
Roles in social media risk management
• Chief Legal Officer• Chief Compliance Officer• Chief Risk Officer
Titles
• Strategic to operationalRole Level
• Regulatory and legal compliance• Policy and governance• Audit of accounts
Social Media Responsibilities
• Regulatory compliance• Brand hijacking• Erosion of brand reputation
Risk Concerns
Legal and Audit
Making It Real
Scenarios & Case Studies
Five common scenarios
Account Hack
Spam and Malware
Tracking Accounts
Release of Customer
Data
Compliance Violations
Use case – Unauthorized Accounts
Photo by thenails / CC BY
Use case – Inappropriate Comments
Photo by Bev Goodwin / CC BY Flickr
Next Steps
Next Steps
1. Define a governance structure
Next Steps
1. Define a governance structure
2. Put a social media policy in place
Next Steps
1. Define a governance structure
2. Put a social media policy in place
3. Select technologies that will support your organization
Next Steps
1. Define a governance structure
2. Put a social media policy in place
3. Select technologies that will support your organization
4. Test your organization
Partner, Connect MarketingChris Walker
AGENCY REPORTING STRUCTURE
AN AGENCY’S ROLE
PRIMARY OBJECTIVES
• Agencies are often engaged to:
– Enhance marketing efforts
– Foster customer engagement
– Build community
– Improve customer support
– Drive leads and sales
– Generate content
RISK MANAGEMENT OBJECTIVES
• Agencies should also be engaged to:
– Set up or refine infrastructure
– Protect company reputation
– Monitor for compliance
– Archive social content
– Issues management and crisis prevention
– Provide third-party experience and views
ASK YOUR AGENCY
• How do you:
– Handle governance and compliance issues?
– Become educated on applicable laws, policies and regulations?
– Monitor and report social media policy violations?
– Archive social communications? How long?
– Work within set style guidelines?
– Manage issues to prevent crises?
DEALING WITH ISSUES
• Astroturfing
• Newsjacking
• SPAM
• Inappropriate content posting
• Compromised accounts
Director, IT Advisory, KPMGJohn Hair
© 2013 KPMG LLP, a Delaware limited liability partnership and the U.S. member firm of the KPMG network of independent member firms affiliated with KPMG International Cooperative (“KPMG International”), a Swiss entity. All rights reserved. 37898WDC
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Real Life Social Media Missteps –SPECIFIC COMPANY NAMES ARE NOT IMPORTANT
Tweeting personal opinions via the corporate Twitter handle on personal smart phone
Getting into an endless argument with a critic on the company Facebook page
Releasing a “hip” YouTube video with no meaningful vetting beyond the creators
Disclosing key financial or operational results on Google+ pages
Updating personal LinkedIn profiles and inadvertently disclosing company IP
Leaving an old Pinterest pin board active well after the campaign ended
Taking too much time to address negative commentary that’s going viral
© 2013 KPMG LLP, a Delaware limited liability partnership and the U.S. member firm of the KPMG network of independent member firms affiliated with KPMG International Cooperative (“KPMG International”), a Swiss entity. All rights reserved. 37898WDC
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The Board of Directors is getting involved – MOST DON’T GET IT AND THAT MAKES THEM NERVOUS
Research from KPMG’s Audit Committee Institute notes that Board of Directors (BoD) have identified technology change and innovation as one of their top priorities
Use of social media is a primary area of technology change and innovation that BoDs are focused on
BoDs aren’t asking if the company uses Social Media, but how the company uses it and how it does so responsibly
Many BoDs are creating a technology committees within the BoD and are actively seeking tech-savvy directors within
© 2013 KPMG LLP, a Delaware limited liability partnership and the U.S. member firm of the KPMG network of independent member firms affiliated with KPMG International Cooperative (“KPMG International”), a Swiss entity. All rights reserved. 37898WDC
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What does being “Responsibly Social” look like?
Guidelines
Metrics
Oversight Technology
Third Parties
Finance
© 2013 KPMG LLP, a Delaware limited liability partnership and the U.S. member firm of the KPMG network of independent member firms affiliated with KPMG International Cooperative (“KPMG International”), a Swiss entity. All rights reserved. 37898WDC
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Continuous maintenance of corporate policy and
supporting guidelines and messaging
Guidelines
What does being “Responsibly Social” look like?
© 2013 KPMG LLP, a Delaware limited liability partnership and the U.S. member firm of the KPMG network of independent member firms affiliated with KPMG International Cooperative (“KPMG International”), a Swiss entity. All rights reserved. 37898WDC
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Orchestration of strategic input from Legal,
Regulatory Compliance, and other corporate
oversight groups
Oversight
What does being “Responsibly Social” look like?
© 2013 KPMG LLP, a Delaware limited liability partnership and the U.S. member firm of the KPMG network of independent member firms affiliated with KPMG International Cooperative (“KPMG International”), a Swiss entity. All rights reserved. 37898WDC
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Consideration of the key roles played in social media by creative and
technical agencies
Third Parties
What does being “Responsibly Social” look like?
Co-Founder & CEODevin Redmond
What to do…
① Do something! Avoidance and procrastination are not safe– If you manage social media for your company, be proactive
② Start simply by getting visibility– Do an audit of accounts with a consultancy, agency, technology, etc.
③ Use audit findings to fuel your R&R planning and assignment– Lots of / fake accounts = work with legal, account owners, tools,
etc. to set up and execute policies with ongoing tracking – Spam = work with community managers, legal, tools, etc. to enact
policies
Submit your question in the chat box
Panel Discussion & Q&A
Want to Connect?
Alan [email protected]@AlanWebber
John [email protected]
Devin [email protected]
Chris [email protected]
Mapping Organizational Roles & Responsibilities for Social Media RiskHow to Define and Implement Organizational Enterprise Social Media Risk Management
Roles with an interest in social media risk management,
Social media risk management responsibilities,
Roles and responsibilities in common risk scenarios,
Budgeting and procurement for controls, and
Steps to mitigate risk to your social media programs.
Download the Whitepaper
Get the paper at http://nx.gt/18chLBi
