How to Implement Social Media Governance ARMA Vancouver Jesse Wilkins

How to Implement Social Media Governance ARMA Vancouver Jesse Wilkins President, Athro Consulting March 16, 2022

"Despite the euphoria of Internet enthusiasts and the hyped-up selling palaver of some web services providers, we remain uncertain as to the long-run substantive benefits the Internet will bring to businesses and to individual users. until the webmeisters persuade us otherwise, we'll hang on to our CDs and floppies, along with the aperture cards and other imaging artifacts that have served our corporate and personal purposes so cost-effectively in the past." 2

Every Minute on Social Media 3

Prohibition is not realistic. 4

Question #1 Does your organization use social media as an official channel? If so, is it one-way/broadcast, or is it twoway? 5

Agenda Introduction to Social Media Governance The Social Media Policy Tools & Training Monitoring & Auditing 6

Defining Social Media Commercial stuff, sure. But also the work stuff! Facebook Instagram TikTok Etc. 7 Teams? Slack Yammer Jive Igloo Etc.

Why Social Media Governance Matters Privacy, e.g., PIPEDA Government recordkeeping requirements, e.g., FOIP Regulated companies' recordkeeping requirements Brand/company liability 8

The Five Pillars of Social Media Governance Social media policy Training Monitoring Crisis management plan Frequent review and updates Source: PCWorld, https://www.pcworld.com/article/468288/4 components of a social media governance model.html 9

Assess usage of social media Identify organizational social media accounts Getting Started With Governance Review the service level agreements for official accounts Develop a strategy Develop a social media policy Training & tools Monitoring & auditing 10

Assess Social Media Usage Strategy Technology External brand Internal culture Process issues Governance concerns 11

Question #2 When was the last time you conducted an audit of all social media usage – official and unofficial within your organization? 12

Question #3 When was the last time anyone did an audit of your official social media accounts? 13

Internal Review 14

External Review 15

Send Users Surveys 16

Search Engines And Alerts 17

Check the service level agreements 18

Develop A Strategy 19

Create A Response Plan Image source: Social Media Influence 20

Agenda Introduction to Social Media Governance The Social Media Policy Tools & Training Monitoring & Auditing 21

Do you have a social media policy? Question #4 22

Ensure that employees know what is expected of them Why Develop A Social Media Policy? Provide guidelines for being more effective Reduce risk of someone posting inappropriate content Address legal and operational concerns 23

Keep It Simple The longer the policy, the harder to enforce Rate of technology change Broader applicability Blurring of boundaries 24

Appropriate Usage Official commercial accounts Internal accounts Guidelines for look & feel Guidelines for content 25

Inappropriate Usage Illegal content or conduct Offensive content Disparagement of the organization or of others 26

Whether there are limits to official account creation Account Creation And Managemen t How official accounts are managed and tracked Note: good idea to have a central list of them somewhere 27

Representation Who can speak for the organization What topics are off limits Disclaimers for unofficial accounts/responses 28

Protection Of Information Confidential or proprietary Sensitive Forward-looking Personal Employees’ Customers’/constituents’ 29

Accountability Personal accountability for content Perception Potential consequences to organization Disciplinary action 30

Public Sector Considerations Links to primary site (“content of record”) Whether comments are allowed And monitored Public records act concerns Public safety and monitoring issues Privacy 31

Sense And Sensibility No policy can cover every: Encourage users to be smart Service or application Process Situation Contingency 32

Example Social Media Policies Government of Canada https://www.canada.ca/en/treasury-board-secretariat/topics/governmen t-communications/social-media-web-requirements.html City of Vancouver https://vancouver.ca/your-government/social-media-policy.aspx Government of Newfoundland and Labrador Social Media Policy and Guidelines https://www.gov.nl.ca/wp-content/uploads/social media guidelines.pdf Canada Post https://infopost.ca/social-media-employee-policy/ 33

Agenda Introduction to Social Media Governance The Social Media Policy Tools & Training Monitoring & Auditing 34

Social Media Compliance Tools 35

Training, Training, Training 36

Train Your Employees! Everything in the policy During onboarding and refresher training How to keep themselves secure using social media Blurring of boundaries, devices, and accounts What can happen – think before they post! 37

Agenda Introduction to Social Media Governance The Social Media Policy Tools & Training Monitoring & Auditing 38

Monitoring And Auditing Auditing: After the fact Monitoring: real-time review Regularly scheduled In response to an incident 39

The Need For Monitoring Ensure employees adhere to policy Ensure organizational information is protected Know what’s being said about the organization Incident response Sentiment analysis over time 40

Monitoring Tools Many tools available, even for commercial services Monitor for keywords/phrases, patterns Racist, sexist, derogatory terms Sensitive information like acct or CC numbers Attachments Can block posts, send notifications to management 41

Is a Facebook “like” a record? 42

Social Media Records Management It can be done Do you need to do it? Social media archiving vs. records management Content considerations 43

Conclusion It’s a scary social media world out there! 44 But you can protect yourself

Questions? 45

Additional Resources NARA Best Practices for Capture of Social Media Records http://www.archives.gov/records-mgmt/resources/socialmediac apture.pdf AIIM Social Business Assessment http://info.aiim.org/how-to-conduct-a-social-business-assessme nt AIIM Social Business Roadmap https://info.aiim.org/aiim-how-to-briefing-8-steps-to-an-effectivesocial-business-strategy 46

Additional Resources International Institute of Municipal Clerks, The Clerk’s Guide to Social Media Recordkeeping https://www.iimc.com/DocumentCenter/View/5463/The-Clerks-Guide-to -Social-Media-Record-Keeping Texas State Library and Archives, Capturing Social Media Records https://www.tsl.texas.gov/slrm/blog/2016/05/capturing-social-media-rec ords/ Queensland Government (AU) Social Media Records https://www.forgov.qld.gov.au/information-and-communication-technolo gy/recordkeeping-and-information-management/recordkeeping/manag e-specific-record-types-and-activities/social-media-records 47

Additional Resources “Social Media Revolution” videos – on YouTube, search for “Social Media Revolution Erik Qualman” and watch them, either just the most recent or all of them starting with the oldest! Jesse Wilkins on Slideshare: https://www.slideshare.net/jessewilkins/presentations 48

For More Information Jesse Wilkins, CIPP/US, CRM, IGP, ICE-CCP, CIGO President and Principal Consultant Athro Consulting [email protected] http://www.twitter.com/jessewilkins http://www.linkedin.com/in/jessewilkins 49