EDUCATION SERVICE CENTER, REGION 20Serving the Educational Community

Social MediaAwareness

Agenda

• Social Media Players• Statistics and Viral Nature• Possible Uses• Examples of Facebook Security Controls• Threats and Risks• Helpful links

Social Media Players

Guidance

According to Agile Marketing,“When planning or evaluating social media marketing, it’s important to have a clear, well thought out strategy. As most companies have now discovered, there are so many social media channels that it is nearly impossible to participate in or effectively manage all of them. A good strategy for most companies is to determine the two to three channels that can be most productive for your products or services and concentrate on engaging customers and prospects there.”

Facebook Statistics

• 75% of male internet users are on Facebook as well as 83% of female internet users.

• Facebook continues to be the most widely used platform, with 79% of American internet users.

Instagram Statistics

• 32% of teenagers consider Instagram to be the most important social network.

• Female internet users are more likely to use Instagram than men, at 38% vs. 26%.

• Most Instagram users are between 18-29 years old, about six-in-ten online adults.

Twitter Statistics

• 29% of internet users with college degrees use Twitter, compared to 20% with high school degrees or less.

• 81% of millennials check Twitter at least once per day.

Social Media is Viral

Bottom Line

• Develop the justification that addresses the need and use of social media.

• Develop policy that provides guidance for the use of social media.

• Consult legal council

Possible Uses

• Customer Service• Human Resources• Marketing• Public Relations• Sales

Social Media Strategy

• What is the message and who do you want to hear it?• Is use of social media for entertainment and

promotion or useful information?• Student Morale?• Campus Awareness?• News, updates, or reminders for parents and staff?• Is your target audience your followers?• Can hash tags be effective #CampusBusinfo,

#Campusteam, #Campusinfo, #GreattobeaMascot

The Important Things

Content for social media:• Sports/Extracurricular activity schedules and

outcomes.• Calendar Reminders – Grade cycles,

holidays schedules, School activities• Delays, closures, changes to bus times or

routes.• Is the content important enough that it

would be sent as an email or text as well?

Keys to Success

• Proofread everything. Double check spelling, wording and any attachments before posting.

• Check your facts. If you’re in doubt, don’t make the assumption—check and double check your facts.

• Be prepared for attacks and exploits. Work under the assumption that you’re going to be trolled. That way, you’ll always be prepared for the worst.

• Understand hashtags before using them. Hashtags can be a powerful way to get some extra visibility, but only if you’re using them properly.

• Keep content fresh. Have a plan for updating so that information is fresh. Users will fall off if updating is lax.

Facebook Settings –Security and Login

Facebook Settings –Security and Login

• https://www.facebook.com/help/119897751441086?helpref=faq_content

Facebook Settings - Privacy

Facebook Settings –Timeline and Tagging

Facebook Settings - Blocking

Threats

1. Social Networking Worms2. Phishing 3. Trojans4. Data Leaks5. Shortened Links

6. Botnets7. Advanced Persistent Threats8. Cross-Site Request Forgery9. Impersonation10. Trust

https://www.networkworld.com/article/2213704/collaboration-social/top-10-social-networking-threats.html

URL Expanderurlxray.com

Operational Risks

Risk Category Probability Risk Suggested Mitigation Strategy

Security High

Risk of employees downloading or being sent malware through social media services. Your clients are also exposed to this risk; this may undermine their trust of your brand.

Implement policies that outline appropriate precautions by employees, such as using effective passwords and not downloading unauthorizedsoftware.

Install security on the employees’ computers, database files, and harddrives.

Monitor network traffic and restrict access to websites that can pose substantial risks.

Introduce a disclosure policy that your organization does not recommend following third-party links outside its social pages.

Bandwidth Low

Increase in bandwidth needs to support social media efforts, particularly when using video social media such as YouTube.

Plan for any bandwidth requirements with IT network staff.

OutsideVisitors Low

The ability for anyone to view contacts that have joined your organization’s social media groups.

In a public social network, you cannot prevent this. Monitor your own brand as well as monitor contacts. If contact secrecy must be maintained, then you should use a private social network, not a public network (Socialtext, Lithium, private SharePoint site, etc.).

It’s not uncommon for the Legal and IT departments to be overly cautious, which has the unfortunate implication of the business bypassing their expertise. The job of Legal and IT should be to inform the business of the possible risks. The business must then decide when to take these risks and when to stay risk-averse.

Good Governance

Risk Category Probability Risk Suggested Mitigation Strategy

Privacy & confidentiality

High

Risk of inappropriate exchange of information between personal and business contacts.

Abuse of privacy and confidentiality laws.

Whenever possible, implement separate social network accounts for business, and train your employees to avoid using personal accounts at work. Sometimes you would want some of your employees to use their pre-existing accounts for your organization’s benefit. Have a policy in place for how to treat pre-existing accounts versus newly created ones for enterprise use.

Train the end users to find and use privacy controls on social media websites.

Taking into account domestic and international privacy laws, your legal department should be able to decipher which regulations need to be introduced around employees’ access to information, as well as social media content archiving.

In terms of communication with customers, clearly state the applicable privacy rules on every social media site where the organization maintains a presence. Introduce a disclaimer against customers sharing their personal information on social media sites.

Trademark & intellectual property

LowCopyrighted information can be used for promotional and other business purposes.

The legal department should conduct training to make sure organization’s Social Media Representatives only use information in the public domain, nothing privileged or confidential. This is particularly sensitive for Marketing and PR.

Control over brand image & inappropriate content

High

Employees representing the organization on social media channels may post something inappropriate to the nature of your business. If you are a professional services firm, employees can post something that compromises the industry ethical standards.

Select the team carefully and ensure they are fully trained on both official company policy and social media etiquette.

Ensure consistent monitoring by business units and escalation system for non-compliance issues.

Train every person charged with interacting with customers and prospects via social media regarding what constitutes acceptable brand presentation. Ensure the legal department reviews any social mediacontent that may be interpreted as professional advice.

Summary

• Define your business objectives and map them to specific social media goals and opportunities.

• Assess your maturity; organizations in the distributed stage should look for opportunities to increase social media cooperation and governance.

• Put a Social Media Steering Committee in place. Give the committee authority for all cross-enterprise social media initiatives.

• Execute the program. Focus on creating strong leadership, optimizing your social media workflows, implementing the right technologies, and putting effective governance procedures in place.

• Evaluate the effectiveness of the Social Media platform and what it is bringing to the organization.

Recommendations

Evaluate the effectiveness of the platform

Summary

• https://identity.utexas.edu/everyone/how-to-manage-your-social-media-privacy-settings

• https://www.edutopia.org/blog/creating-dynamic-facebook-page-your-school-anne-obrien

• https://www.cisecurity.org/white-papers/cis-primer-securing-personal-social-media-accounts/

• https://www.sophos.com/en-us/security-news-trends/best-practices/facebook.aspx

Helpful Links