auditing social media
DESCRIPTION
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 activitiesTRANSCRIPT
Auditing Social Media
Iyad Mourtada, CIA, CMA, CFE, CPLP
www.OpenThinkingAcademy.com
People
are conne
cted
more
Tradi0onal Media Online and Social Media
Media Channels
The focus should be on the strategy rather than the tac0cs and technology
Iden0fy
Business
Objec0ves
Iden0fy
Social Media
Strategy Ignor ing
Not Participating
Participating With a Plan
Participating without a Plan
Iden0fy
Target
Audiences
Social Technographics
Social Media Ac0vi0es
Listening
Learning
Responding
Measuring
Sharing
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.
1 Listening
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
2 Learning
3 Responding
Organizations should teach their employees to take the right action and response.
4 Measuring
How social media is helping the organiza0on to meet its business objec0ves.
-‐ Stakeholder engagement.
-‐ Share of voice Brand Recogni3on and Awareness
-‐ Issue resolu0on rate
-‐ Customer sa0sfac0on rate Customer Service
-‐ New hire rate
-‐ Employee reten0on rate Human Resources
-‐ Ideas submiKed
-‐ Idea and issue impact Innova3on
-‐ New customer acquisi0on
-‐ Customer life0me value Sales and Marke3ng
Metrics Objec,ves
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
5 Sharing
Social Media -‐ Risk Management
Social Media Governance
Social Media CommiKee
Execu0ves
Boards of
Directors
• Understand the opportunities and risks of social media. • Approve the social media strategies of the organization
• Understand how to align social media with the organization’s strategies • Create the appropriate social media objective and strategies
• Champion the implementation of the social Media Strategies • Oversight the execution plan of social media in all the departments
Social Media Policy
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.)
Best Buy Social Media Policy
What you should never disclose: • The numbers • Personal information • Anything that belongs to someone else • Confidential information
Be smart. Be respectful. Be human. What you should do: • Disclose your affiliation • State that it’s YOUR opinion • Act responsibly and ethically
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
Social Media Governance
Social Media Strategy Social Media
Plan
Plan Execu0on
Metrics
Monitoring
Training
Social Media Policy
Regulatory and Compliance
Social Media Audits
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