Social Media: a
Strategic View
SLACIAG
Workshop Leader: Philip Atkinson
www.philipatkinson.com
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?
www.philipatkinson.com
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
http://tinyurl.com/bnb7y7b
www.philipatkinson.com
Demographics
Baby Boomers
Generation X
Politics & Economy
Societal Values
Dominant Events
Core Values
Role of Family
Cultural Norms
Education
www.philipatkinson.com
Generation Y
Managing Expectations
Risk Appetite - Generational
• Users of SM: trust and are most adept at using
SM
• Staff Input
• End Users or Recipients:
• Regulators
www.philipatkinson.com
What is being said about you?
Reactive
Proactive
High Control
Low Control
www.philipatkinson.com
What is being said about you?
High Control
Website response
Customer Response
FaceBook Fan Page
Facebook
Twitter
Open Forums
Blogs
Viral Social Media
Youtube
Non moderated Blog
Company You Tube
Linkedin Groups
Low Control
www.philipatkinson.com
Reactive
Proactive
On site Reviews
Online Videos
Company Blog
Managed Twitter
Developing Social Media
Define
Policies
Develop
Action Plan
Design
Learning
Resolve
Issues
Generate
Awareness
www.philipatkinson.com
The Questions
• Assess attitudes and risk appetites to
SM
• Is SM an issue for HIA?
• How can SLACIAG harness the
benefits of SM?
www.philipatkinson.com
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?
www.philipatkinson.com
Contingencies in SM Policy Design
•
•
•
•
•
How it fits with Existing Policies
Is Culture an issue
Generational issues: Risk Profile & Appetite
User Permissions
Legal
www.philipatkinson.com
Contingent Factors in Policy Design
Stages of
Maturity
1. Immature
2. Informal
3. 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
www.philipatkinson.com
Lets vote. But
first, a quick test
question…
www.philipatkinson.com
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
22%
2. Claim someone else did a hit and run!
9%
3. Own up and face the music
65%
4. Phone in sick
4%
www.philipatkinson.com
Contingent Factors in Policy Design
What stage of maturity is your organisation's... Strategy for
Social Media?
1.
2.
3.
4.
5.
Immature
Informal
Develop Awareness
Positive Client Focused
Mastery
www.philipatkinson.com
13%
17%
65%
4%
0%
Contingent Factors in Policy Design
What stage of maturity is your organisation's... Principles &
Policies?
1.
2.
3.
4.
5.
Immature
Informal
Develop Awareness
Positive Client Focused
Mastery
www.philipatkinson.com
0%
30%
48%
22%
0%
Contingent Factors in Policy Design
What stage of maturity is your organisation's... Measure &
Promote?
1.
2.
3.
4.
5.
Immature
Informal
Develop Awareness
Positive Client Focused
Mastery
www.philipatkinson.com
0%
52%
43%
4%
0%
Contingent Factors in Policy Design
What stage of maturity is your organisation's... Platforms &
Tools?
1.
2.
3.
4.
5.
Immature
Informal
Develop Awareness
Positive Client Focused
Mastery
www.philipatkinson.com
9%
48%
35%
4%
4%
Contingent Factors in Policy Design
What stage of maturity is your organisation's... Culture &
Change Process?
1.
2.
3.
4.
5.
Immature
Informal
Develop Awareness
Positive Client Focused
Mastery
www.philipatkinson.com
0%
61%
39%
0%
0%
Issue Management
1. Immature
2. Informal
3. Develop
Awareness
4. Positive
Client Focused
5. Mastery
Lack defined
Strategy
Absence
from SM
Ext Relations
use only
Cross
functional
KPI’s agreed
SM strategy
is the driver
Drives Value
Little Training
Guidance
None
Generic
Company
Specific
Site & Goal
Specific
Company &
Goal specific
Drives Value
Shared
password
Unique
account
Secure
Passwords
Vault storage
Password
Standards
applied
Unaware of
access
Prohibition
thru
technology
Allowed and
tracked
SM feedback
integrated
into business
Monitoring
public
domains
SM Managed
No value
No 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
Absence
Allowed &
uncontrolled
Controlled
Monitored
Strategically
aligned
Decentralised
Lack of
Controls
Social Media
activity
ignored
Failure to
Monitor
www.philipatkinson.com
100%
Controlled
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?
www.philipatkinson.com
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
www.philipatkinson.com
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
www.philipatkinson.com
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 email
• 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.
www.philipatkinson.com
3. What guidelines or policies on the
use of social media are in operation?
Not
Known
10
Informal
25
Policies Promoted
Set
60
5
www.philipatkinson.com
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
www.philipatkinson.com
5. What action has been taken, or is
being taken, to minimise risk?
Not Known
10
Some
Action
10
Policies Set Advanced
Policy+
40
40
www.philipatkinson.com
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
www.philipatkinson.com
6. What are the major advantages of using
social media to your organisation?
Vital
Important
Moderate
Little
Quick release, sharing vital info in real time
25
Big opportunity for ‘us’ for those on the move
15
Project modern Image and brand
10
Citizen stakeholder interaction feedback and choice
10
Cheaper, cost effective
7
Direct to targeted citizens appeals to their way of
communicating, listening and engaging
7
Educating, Comms to media, talk to those who don’t have 26
access, 24/7 and many others
www.philipatkinson.com
7. What should be the role of Internal Audit in
relation to social media within your authority?
Major Issues Report on Policies in Place, Review Adherence
Important
Engagement & Participation in Design, Risk Mgt
Minor Issues Operational Control
Brand & Customer Loyalty
Monitoring staff on line
www.philipatkinson.com
8. How can it be monitored?
SW, Tools, Real Time alerts
Line Management
Policies & Protocols
Comms Team
Informal oversight, ICT services,
Risk Register, On-line team,
Comms, General email account etc
www.philipatkinson.com
35
15
10
10
30
9. Is the use of social media allowable
within the authority?
Yes with Strict Guidelines 80
No – not yet
20
www.philipatkinson.com
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 45
competency on using social media and
procedures in place to balance of risk and
control for reputation of the Council.
www.philipatkinson.com
11. What role should SLACIAG play in
understanding the implications of social media
for their membership and their authorities?
1 RM Assess Risks of SM, strategic role of SM, data
security, safe harbour storage, access, SLA’s
28
2 Learning, Training Opportunity
3 Raise awareness & Good Practise
24
16
4 Promote U/D to Authorities Balanced Benefits vs. Risk 16
5 Enable Members to UD SM
9
6 Depends on SM Maturity
www.philipatkinson.com
7
12. Do you think SLACIAG use Social Media for
its own purposes, and what could they be?
Linkedin - comments – Limited, SM
Champion, twitter
No strong views
Promoting IA issues as voice of LG
41
32
27
“Possibly – but do we have enough to say and is the
audience wide enough?”
www.philipatkinson.com
1. How are you as an individual making use of
Social media and if not – why not?
Advanced
Usage
Recreational
& Selective
Minimal
No
12
40
32
16
www.philipatkinson.com
2. Have you ever encountered any problems in the use
of Social media? How did you overcome these?
None only minor
70
Some difficulty using and learning
10
N/A
20
www.philipatkinson.com
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
www.philipatkinson.com
Developing Social Media
Stage2: Designing Learning
1. Who needs L&D?
2. Have you identified specific learning needs?
3. How will you deliver?
www.philipatkinson.com
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?
www.philipatkinson.com
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?
www.philipatkinson.com
Developing Social Media
Stage 5: Putting it into Action
www.philipatkinson.com