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Social Media: a Strategic View SLACIAG Workshop Leader: Philip Atkinson www.philipatkinson.com.

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Presentation on theme: "Social Media: a Strategic View SLACIAG Workshop Leader: Philip Atkinson www.philipatkinson.com."— Presentation transcript:

1 Social Media: a Strategic View SLACIAG Workshop Leader: Philip Atkinson

2 Objectives Explore SM trends and how it impacts the role of Internal Audit Summarise Q’re Response Assess attitudes and risk appetites to SM Is SM and Cultural audit an issue for HIA? How can SLACIAG harness the benefits of SM?

3 Generational Attitude to SM Baby Boomers (46-64) Generation X (60-82) Generation Y (83-20) Millennials – Echo Boomers (98 – Philip’s article on Millennials

4 Demographics Baby BoomersGeneration XGeneration Y Politics & Economy Societal Values Dominant Events Core Values Role of Family Cultural Norms Education

5 Managing Expectations Risk Appetite - Generational Users of SM: trust and are most adept at using SM Staff Input End Users or Recipients: Regulators

6 What is being said about you? High Control Proactive Reactive Low Control

7 What is being said about you? High Control Proactive On site Reviews Online Videos Company Blog Managed Twitter FaceBook Fan Page Website response Customer Response Reactive Non moderated Blog Company You Tube Linkedin Groups Facebook Twitter Open Forums Blogs Viral Social Media Youtube Low Control

8 Developing Social Media Define Policies Design Learning Generate Awareness Resolve Issues Develop Action Plan

9 The Questions Assess attitudes and risk appetites to SM Is SM an issue for HIA? How can SLACIAG harness the benefits of SM?

10 Developing Social Media Stage 1: Define Principles & Policies 1.Why do we need Principles and policies to guide ‘social media 2.What factors need to be considered in their design? 3.Where does responsibility reside? 4.Where does IA fit?

11 Contingencies in SM Policy Design How it fits with Existing Policies Is Culture an issue Generational issues: Risk Profile & Appetite User Permissions Legal

12 Contingent Factors in Policy Design Stages of Maturity 1.Immature2. Informal3.Develop Awareness 4. Positive Client Focused 5. Mastery Strategy for SM a.No Strategy b.Few projects c.Few Champions a.Reactive – little planning b.Fearful & unaware of positive ROI a.High level only b.Key platform presence c.SM integrated a.Agreed b.Integrated & ROI defined c.Explore Opps a.Aligned with Corporate b.SM channels defined Principles & Policies a.Unstructured b.Confused c.No ownership a.Informal processes b.Risk unaware c.Evolving Comms a.SM centralised b.SM L&D c.High awareness a.Policies agreed b.Cross organisation c.Open & dynamic a.Integrate SM & Comms goals b.100% awareness Measure & Promote a.Awareness poor b.No metrics c.Little engagement a.Analytics poor b.Monitoring reactive c.Confused users a.Monitoring software b.Focused metrics a.All SM/CRM metrics captured b.Feedback from users a.Quality SM metrics b.Feedback to strategy c.Drives change Platforms & Tools a.Little Understanding b.Few applications a.Popular platforms b.One way c.Listen a.Integrated SM presence b.Platforms linked a.Tailored tools b.Data capture 100% c.Seamless service a.Open secure access b.Advanced tools using variety media Culture & Change Process a.No SM resource b.Confused users a.Individual SM evolution b.Loose ownership c.Erratic a.Awareness across the organisation b.Authoritative voice a.SM best practices & high participation b.Constant content flow a.Transparent feedback b.All users c.Dynamic & engaged

13 Lets vote. But first, a quick test question…

14 You have just reversed into your Audit Committee Chair's car in the car park, what do you do? 1.Drive off and hope no one has seen you 2.Claim someone else did a hit and run! 3.Own up and face the music 4.Phone in sick

15 Contingent Factors in Policy Design What stage of maturity is your organisation's... Strategy for Social Media? 1.Immature 2.Informal 3.Develop Awareness 4.Positive Client Focused 5.Mastery

16 Contingent Factors in Policy Design What stage of maturity is your organisation's... Principles & Policies? 1.Immature 2.Informal 3.Develop Awareness 4.Positive Client Focused 5.Mastery

17 Contingent Factors in Policy Design What stage of maturity is your organisation's... Measure & Promote? 1.Immature 2.Informal 3.Develop Awareness 4.Positive Client Focused 5.Mastery

18 Contingent Factors in Policy Design What stage of maturity is your organisation's... Platforms & Tools? 1.Immature 2.Informal 3.Develop Awareness 4.Positive Client Focused 5.Mastery

19 Contingent Factors in Policy Design What stage of maturity is your organisation's... Culture & Change Process? 1.Immature 2.Informal 3.Develop Awareness 4.Positive Client Focused 5.Mastery

20 Issue Management 1.Immature2. Informal3.Develop Awareness 4. Positive Client Focused 5. Mastery Lack defined Strategy Absence from SM Ext Relations use only Cross functional KPI’s agreedSM strategy is the driver Drives Value Little Training Guidance NoneGenericCompany Specific Site & Goal Specific Company & Goal specific Drives Value Lack of Controls Shared password Unique account Secure Passwords Vault storagePassword Standards applied 100% Controlled Social Media activity ignored Unaware of access Prohibition thru technology Allowed and tracked SM feedback integrated into business Monitoring public domains SM Managed Failure to Monitor No valueNo use of data captured Proactive Listening Automated listening Aligns with strategy and risk mitigation Strategic Monitoring Ignorance of SM No value in engaging Value aware but no action SM Outbound messaging SM – active two way dialogue SM valued as a business tool SM Expert Centralised AbsenceAllowed & uncontrolled ControlledMonitoredStrategically aligned Decentralised

21 Research Summary What is the profile of SM usage across authorities and what are the perceptions of risk? Reassess where Authorities are regarding SM maturity Re Maturity of SM – do the Generational Cultural or Learning issues have any impact on our perceptions of SM?

22 1. To what extent is your organization making use of social media? Varied widely from sporadic to mature view Comms and Marketing team in control Mostly outward facing re updates - Use Twitter and Facebook –service disruptions, school closures, winter updates etc, general communication plans e.g. consultation etc Officer to delete malicious messages Not a great deal of interaction or in bound

23 2. What specific social media is being used and how? Twitter, Facebook, You-tube, Flickr, Wordpress Elected members have Blogs FB and Twitter newsfeed from website Impression that is driven by early adaptors – generational differences 80% of responses referred to use of FB and Twitter as most popular

24 Use of Social Media For example Twitter (30,447 followers), Facebook (542 likes), Flickr (140 photos), You Tube (81 subscribers, 57,314 views), Mobile Apps “My Glasgow”, Internet and The Online Services Team post news, events and answers to questions from Fife Council followers. In addition they share/re-tweet posts from the 357 organisations that they follow, which they think would be of interest to Fife Council’s followers.

25 3. What guidelines or policies on the use of social media are in operation? Not Known InformalPolicies Set Promoted

26 4. Outline any problems which have been encountered in its application? Unaware of problems Policies need to evolve Immediacy and accurate Engage + tone Are we measuring the right things? What about inbound? Inappropriate postings

27 5. What action has been taken, or is being taken, to minimise risk? Not KnownSome Action Policies SetAdvanced Policy

28 Minimising Risk Prior to adoption the IT risks were considered by our IT division and the web filtering and security software was upgraded Use of ‘Crowd control’ software – monitors and highlights the use of nominated terms and allows identification of where posters are, monitors trends and traffic levels etc Monitoring and learning from experience to date Using customer contact centre staff to engage with those who engage with the Council

29 6. What are the major advantages of using social media to your organisation? VitalQuick release, sharing vital info in real time25 Big opportunity for ‘us’ for those on the move15 ImportantProject modern Image and brand10 Citizen stakeholder interaction feedback and choice10 ModerateCheaper, cost effective7 Direct to targeted citizens appeals to their way of communicating, listening and engaging 7 LittleEducating, Comms to media, talk to those who don’t have access, 24/7 and many others 26

30 7. What should be the role of Internal Audit in relation to social media within your authority? Major IssuesReport on Policies in Place, Review Adherence ImportantEngagement & Participation in Design, Risk Mgt Minor IssuesOperational Control Brand & Customer Loyalty Monitoring staff on line

31 8. How can it be monitored? SW, Tools, Real Time alerts35 Line Management15 Policies & Protocols10 Comms Team10 Informal oversight, ICT services, Risk Register, On-line team, Comms, General account etc 30

32 9. Is the use of social media allowable within the authority? Yes with Strict Guidelines80 No – not yet20

33 10. Should social media be open to the use of all local authority employees? Yes, where there is a business need, and provided that they are aware of the risks and the standards of behaviour that are appropriate, and adequate monitoring is in place. 55 No – governance is required to ensure staff competency on using social media and procedures in place to balance of risk and control for reputation of the Council. 45

34 11. What role should SLACIAG play in understanding the implications of social media for their membership and their authorities? 1RM Assess Risks of SM, strategic role of SM, data security, safe harbour storage, access, SLA’s 28 2Learning, Training Opportunity24 3Raise awareness & Good Practise16 4Promote U/D to Authorities Balanced Benefits vs. Risk16 5Enable Members to UD SM9 6Depends on SM Maturity7

35 12. Do you think SLACIAG use Social Media for its own purposes, and what could they be? Linkedin - comments – Limited, SM Champion, twitter 41 No strong views32 Promoting IA issues as voice of LG27 “Possibly – but do we have enough to say and is the audience wide enough?”

36 1. How are you as an individual making use of Social media and if not – why not? Advanced Usage Recreational & Selective MinimalNo

37 2. Have you ever encountered any problems in the use of Social media? How did you overcome these? None only minor70 Some difficulty using and learning10 N/A20

38 What action have you taken to minimise personal risk through the use of Social Media? Decent Passwords Restrict access Never comment on sensitive issues Separate public from private Maximum security settings No reference to employer

39 Developing Social Media Stage2: Designing Learning 1.Who needs L&D? 2.Have you identified specific learning needs? 3.How will you deliver?

40 Developing Social Media Stage 3: Generating Awareness 1.Benefits of raising awareness 2.Who are your core audiences? 3.How are you going to deliver?

41 Developing Social Media Stage 4: Resolving Issues 1.What do you need to monitor? 2.How can you do that? 3.Who is responsible? 4.Where does IA fit into the process?

42 Developing Social Media Stage 5: Putting it into Action


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