Corporate Guidelines for i l di ffSocial Media Efforts

October 2011Raúl Colón, CISA, CGEIT, ISO 27001 LA

Corporate Guidelines for SocialCorporate Guidelines for Social Media Efforts

Show Importance of Social Media to Business Stakeholders

Show ImportanceImportance

of Social

B i

of Social Media for B iBusiness

stakeholdersBusiness

stakeholdersstakeholdersstakeholders

3

Many Stakeholders Many Stakeholders 4

a y Sta e o de sa y Sta e o de sDifferent PerspectivesDifferent Perspectives

CEOCOO

CIOCMO

HR

PRPR

CISO

Where do they agree Where do they agree 5

e e do t ey ag eee e do t ey ag eeregarding SM?regarding SM?

Objectivity = Return On Objectivity = Return On Object ty etu OObject ty etu OInvestment (ROI)Investment (ROI)6

NN Fi i l I tFi i l I tNon Non -- Financial ImpactFinancial Impact

Fi i l I tFi i l I tFinancial ImpactFinancial Impact8

ROI =(Gain from Investment ‐ Cost of Investment)

C f ICost of Investment

R O I E tiR O I E tiR.O.I. EquationR.O.I. Equation

http://thebrandbuilder.wordpress.com

Understanding Strategy, Understanding Strategy, U de sta d g St ategy,U de sta d g St ategy,Tactics, Goals, & TargetsTactics, Goals, & Targets11

Made up of lots of moving parts...p g p

St tSt tStrategyStrategy12

Methods Used to Execute a Strategy

T tiT tiTacticsTactics13

Desired End Point

G lG lGoalsGoals14

S ifi V l

T tT tSpecific Value

TargetsTargets15

Your Policies

16

should be your 1st

What every company shouldWhat every company should know about

17

Social Media Policies.

% of Companies WithoutpSocial Media Policies

by Platformby Platform

Strength Weakness

Business Friendly

Not Easily SearchableFriendly Searchable

Opportunity Threat

Exposes YourFind Quality Exposes Your Employee List

Find Quality Business 

R l ti hi

Li k dIN SWOTLi k dIN SWOTRelationships

LinkedIN SWOTLinkedIN SWOT

Strength Weakness

Synchs withOther Apps

Steps ToCheck InOther Apps Check In

Opportunity Threat

Gives AwayStrong Gives Away Critical Information

Strong Following

SWOTSWOTSWOTSWOT

Strength Weakness

Largest User Base

Constantly Changing Security PoliciesBase Security Policies

Opportunity Threat

FatiguePeople Live on FatiguePeople Live on Facebook

F b k SWOTF b k SWOTFacebook SWOTFacebook SWOT

Strength Weakness

Great Resource for Information

Working on Business Modelfor Information Business Model

Opportunity Threat

Lack ofEasily integrated Lack of Funding

Easily integrated to other Apps

SWOTSWOTSWOTSWOT

Strength Weakness

User Rich Experience

Low AdoptionRateExperience Rate

Opportunity Threat

LargerUsed to Improve LargerCompetitors (FB)

Used to ImproveMorale

G ll SWOTG ll SWOTGowalla SWOTGowalla SWOT

Strength Weakness

New &Innovative

ImmatureSystemInnovative System

Opportunity Threat

Not UnderstandingGreat to Integrate Not UnderstandingFunctionality

Great to Integrate w/ Business Tools

G l SWOTG l SWOTGoogle+ SWOTGoogle+ SWOT

id li fCorporate Guidelines for Social Media EffortsSocial Media EffortsIdentify Risks in Social Media

Identifying Risks at a High Identifying Risks at a High 27

de t y g s s at a gde t y g s s at a gLevelLevel

Can Bring Many Black Can Bring Many Black 28

Ca g a y acCa g a y acSwansSwans

D ’t R AD ’t R A29

Don’t Run AwayDon’t Run Away

Many Myths that Can Hurt Many Myths that Can Hurt Your Organization Your Organization

30

Social Media is a Social Media is a 31Waste of TimeWaste of Time

It’s ComplicatedIt’s ComplicatedIt s ComplicatedIt s Complicated

Anyone Can Do Anyone Can Do

33

That JobThat Job

w Shiny Thing it Won’t Lastw Shiny Thing it Won’t Last34

w Shiny Thing it Won t Lastw Shiny Thing it Won t Last

Lack of PoliciesLack of Policies35

Lack of PoliciesLack of Policies

Lack of MonitoringLack of MonitoringLack of MonitoringLack of Monitoring

36

No Incident Reporting No Incident Reporting St tSt t

37

StructureStructure

Data LeakageData Leakage

38

Loss of Access ControlLoss of Access Control39

Loss of Access ControlLoss of Access Control

C G id li fCorporate Guidelines for Social Media EffortsSocial Media Efforts

Formulate Social Media Policies for Your Companyfor Your Company

Policies & More PoliciesPolicies & More PoliciesPolicies & More PoliciesPolicies & More Policies

ResponsibilityResponsibilityResponsibilityResponsibility

ConfidentialityConfidentialityConfidentialityConfidentiality

Common Sense & JudgementCommon Sense & JudgementCommon Sense & JudgementCommon Sense & Judgement

Corporate Guidelines for SocialCorporate Guidelines for Social Media Efforts

Plan for Crisis Management and Managing the Inevitable

M i Th I it blM i Th I it bl46

Managing The InevitableManaging The Inevitable

Recognize You are Not In Recognize You are Not In 47

ecog e ou a e otecog e ou a e otControlControl

B ild R l ti hiB ild R l ti hi48

Build RelationshipsBuild Relationships

Robbie Vorhaus | vorhaus.comInternationally recognized, trusted media, Internationally recognized, trusted media, and reputation advisor to world leaders.

New Rules of Open New Rules of Open e u es o Opee u es o OpeLeadershipLeadership

Respect that Customers &Respect that Customers &Respect that Customers & Respect that Customers & Employees Have PowerEmployees Have Power

51

Share Constantly to Build TruShare Constantly to Build Tru52

Share Constantly to Build TruShare Constantly to Build Tru

Nurture Curiosity and Nurture Curiosity and yyHumilityHumility

53

H ld OH ld OHold Openness Hold Openness AccountableAccountable

54

AccountableAccountable

Forgive FailureForgive Failuregg

55

Thank You!Thank You!

Next Steps? Questions?Next Steps? Questions?

More Info Visit http://cimapr.net/LatinCacs

56

Photo CreditsPhoto Credits• Slide 3 - by webtreats- http://www.flickr.com/photos/webtreatsetc• Slide 4 - by Håkan Dahlström - http://www.flickr.com/photos/dahlstroms/• Slide 5 - by tiarescott - http://www.flickr.com/photos/tiarescott/• Slide 6 - by seanmcmenemy - http://www.flickr.com/photos/seanfx• Slide 8 - by digitalmoneyworld - http://www.flickr.com/photos/digitalcurrency/• Slide 9,10 - Olivier Blanchard's - http://thebrandbuilder.wordpress.com• Slide 11 - by Goodnight London - http://www.flickr.com/photos/goodnight_london/• Slide 12 - by Tony Austin - http://www.flickr.com/photos/tonyaustin• Slide 13 - by Mr/Smith - http://www.flickr.com/photos/manuscriptreplica/Slide 13 by Mr/Smith http://www.flickr.com/photos/manuscriptreplica/• Slide 14 - by ericvv - http://www.flickr.com/photos/ericvv• Slide 15 - by bk1bennett - http://www.flickr.com/photos/bk1bennett• Slide 16 - by TaulPaul - http://www.flickr.com/photos/brandandbutter• Slide 17 by clopezhernandez http://www flickr com/photos/61414976@N00/• Slide 17 - by clopezhernandez - http://www.flickr.com/photos/61414976@N00/• Slide 18 -by JanMiddleton - http://www.flickr.com/photos/37333664@N06/• Slide 19 - by draganakotor - http://www.flickr.com/photos/32847557@N06/• Slide 27 - rjhuttondfw - http://www.flickr.com/photos/rjhuttondfw

Photo CreditsPhoto Credits• Slide 28 - by Phillie Casablanca http://www.flickr.com/photos/philliecasablanca/• Slide 29 - by Vincepal - http://www.flickr.com/photos/vincepal• Slide 33 - by gojeffrey - http://www.flickr.com/photos/gojeffrey• Slide 34 - by stevendepolo - http://www.flickr.com/photos/stevendepolo/• Slide 35 - by dougclow - http://www.flickr.com/photos/dougclow/y g p p g• Slide 36 - by Sean MacEntee - http://www.flickr.com/photos/smemon• Slide 37 - by comedy_nose - http://www.flickr.com/photos/comedynose• Slide 38 - by vinotrip - http://www.flickr.com/photos/vinotrip• Slide 39 - by neoliminal - http://www flickr com/photos/neoliminal/Slide 39 by neoliminal http://www.flickr.com/photos/neoliminal/• Slide 46 - by The U.S. Army - http://www.flickr.com/photos/soldiersmediacenter• Slide 47 - by neoliminal - http://www.flickr.com/photos/neoliminal/• Slide 48 - by sprout_labs - http://www.flickr.com/photos/33263856@N02/

Slide 49 Robbie Vorhaus http://Vorhaus com• Slide 49 - Robbie Vorhaus - http://Vorhaus.com• Slide 50 - Charlene Li - Open Leadership Book http://Chareleneli.com

Photo CreditsPhoto Credits• Slide 51 - by timparkinson - http://www.flickr.com/photos/timparkinson/• Slide 52 - by pagedooley - http://www.flickr.com/photos/pagedooley• Slide 53 - by Dan4th - http://www.flickr.com/photos/dan4th• Slide 54 - by livingonimpulse - http://www.flickr.com/photos/markus941• Slide 55 - by soot+chalk - http://www.flickr.com/photos/wilkristin/y p p

Raúl ColónCISA, CGEIT, ISO 27001 LA

raulcolon netraulcolon.netcimapr.net Twitter: @rj_cGoogle +: gplus.to/raulGoogle  : gplus.to/raul