Hootsuite slideshareSocial Media Governance & Security: Amplify Your Brand While Protecting your Assets
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Social is revolutionising the way we interact with clients and prospects, from official announcements to informal interactions. Yet fear of security breaches and decentralised control make many organisations wary of entering into the social space. Is your organisation prepared to fully leverage these new sales and client engagement opportunities? In this exclusive webinar, experts from the leading social relationship platform, HootSuite, share how to to amplify your brand while protecting your assets. Register for the webinar now to explore must-have social media tools, policies, and workflows.
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Hootsuite slideshareSocial Media Governance & Security: Amplify Your Brand While Protecting your Assets
- 1. Brought to you by In association with Social Media Governance & Security: Amplify your brand while protecting your assets The webinar will begin shortly Listen via your computer speakers or on the phone UK: +44 (0) 20 7151 1848 Access Code: 687-760-461
- 2. Today’s Speakers Social Media Governance & Security Christine Lenihan Enterprise Client Services Manager Hootsuite Noelle McElhatton Consultant Editor Marketingfinder.co.uk
- 3. Interact with us Social Media Governance & Security Follow the conversation on twitter #AmplifySocial
- 4. Social Media in the Enterprise SOCIAL ADVOCACY SOCIAL TEAMS SOCIAL ORGANIZATION • Ad hoc participation • Efforts emerge separately from the bottom up • Centralized control • Social activity repots to individual departments • Cross functional team working across multiple business units • Multinational and autonomous Source: Altimeter research
- 6. Opportunity vs Risk “36% increase in brand awareness”3 “30% increase in sales team quota achievement”1 “10% higher customer loyalty”2 “20%-25% improvement in knowledge worker productivity”4 “Average data breach costs $5.5 million per incident”2 “Negligent insiders and malicious attacks are the main causes of data breaches”2 “The Syrian Electronic Army just hacked another big Twitter Account”2 Sources: 1: Aberdeen Group, Social Selling, Feb 2013 2: McKinsey & Dachis Group 3: Information Week, July 2013 4: McKinsey - The Social Economy, July 2012 Sources: 1: McKinsey Corporate Survey, Spring, 2013 2: Symantec & Ponemon Institute Study, March, 2012
- 7. 71,000,000 Source: Pew Research, Burson-Marsteller, Fortune REACHSOCIAL MEDIA TEAM SOCIAL MEDIA TEAM REACH 167,355 250,000 X EMPLOYEES 126229 Friends Followers
- 8. What you need to know to impress your CIO with your relationship platform of choice. SECURITY GOVERNANCE COMPLIANCE SCALABILITY INTEGRATION
- 9. Step 1: Governance Organizational Flexibility Granular Permissions Secure Profiles
- 10. Step 2: Security Security Audit Single Sign On Secure Connections Real-time Security Alerts BYOD Security
- 11. Step 3: Compliance Maintain Compliance Workflow Automate Content Moderation Archive Social Communications Monitor in Real-Time
- 12. Step 4: Scalability Enterprise Scale Traction Global Reach
- 13. Step 5: Platform Integration CRM Customer Support Analytics
- 15. Your Questions Social Media Governance & Security Christine Lenihan Enterprise Client Services Manager Hootsuite Noelle McElhatton Consultant Editor Marketingfinder.co.uk
- 16. Thank You Brought to you by In association with Social Media Governance & Security: Amplify your brand while protecting your assets
Notas del editor
- Social media typically arrives in an enterprise company at the business unit level, as various divisions create their own presences on public social networks. This decentralized pattern is repeated when some business units adopt social relationship platforms to manage growing numbers of accounts and users. However, most companies don’t keep an overall inventory of these customer-facing profiles, and their security measures vary from department to department.
- Recently, social media networks across the board have undergone an onslaught of spammers and hackers who use weak account passwords to attempt logins: syria electronic army example, our own example, blah blah. Without centralized ownership of corporate social media profiles, it’s nearly impossible to prevent password sharing or even know which employees have access to accounts. Revoking or adjusting social media permissions is a constant source of frustration for IT professionals, who are called in to clean up issues that stem from a variety of unconnected, unsupported systems. Company policies meant to ensure regulatory compliance and brand standards are rendered meaningless by poor security and account provisioning.
- So why take the risk? Data shows that social increases revenue and brand awareness and productivity, while decreasing costs. But it’s not a fail-safe solution. In fact, it comes with many inherent risks. The fear of security breaches and decentralized control make many organizations wary of becoming true social organizations. What do you need to know to prepare yourself, your CIO and your organization for a secure social media strategy?
- The benefits far out weigh the risks. A bit of social media math… In a typical global 100 organization , we have a few folks that are designated as the people responsible for all social activity, and on average, they are engaging ~167 thousand followers, some of which are true advocates Reach is complicated, so in this case, this number represents simply Facebook and Twitter followers. Now lets take a global 100’s employee base (which is massive, but this is just for illustrative purposes so bear with me), multiply it by an average employee’s social following and the impact on reach is huge. Even if we cut down the employee numbers, followers, etc. the impact is massive. But more important than sheer numbers is the quality of this community. These people are advocates, or at least, much more likely than the average, un-invested, un-aligned follower, to be an advocate.
- At that scale, your CIO will want to get involved to make sure that you’ve chosen a solution that’s not only secure, but beneficial to the company at large. Today we’ll cover these 5 key components of your centralized security plan to help you amplify your content while protecting your important social media assets. HootSuite uses the term social relationship platform, because today’s social business does mre than just manage social. Beyond engaging and listening, teams are building and strengthening relationships, internally and externally. HootSuite helps to break down the silos between departments and divisions, and make for more relevant, time sensitve conversations with customers, adovcates and fans. And we do it, securely.
- From a contained, centralized model to a totally dispersed, decentralized strategy, there’s no one right way to organize your model. Effective social media governance can’t be achieved through technology alone, but no policy or process can work without a robust platform. And the technology should map to the unique goals and workflows of your organization. Look for the following: ☑Organizational Flexibility Build role-based team structures that reflect the way your company does business. Securely incorporate partners, contractors and agencies into your enterprise’s social media operations with granular control over publishing and data access. ☑Granular Permissions Safeguard valuable social assets with highly customizable user permissions. Give managers as much or as little control as they require over team member permissions or social network accounts. Manage interns and contractors with publishing approval queues. ☑Secure Profiles Even the most experienced social media manager can accidently select the wrong profile to publish their personal message to, creating an acute brand crisis. HootSuite Secure Profiles protect your brand from mis-tweets. Account owners can designate chosen social profiles as “Secure” for their designated Team Members Team Members are prompted to manually confirm messages before broadcasting to secured profiles Profiles are secured across all platforms, including web, tablet and mobile
- Your organization’s employees are bringing social media into the workplace because they see its value as a business tool. Unfortunately, they’re probably bringing some lax consumer attitudes toward security along with them. They create weak passwords for social media accounts and share them with coworkers. Complicating matters further, they want to be able to access both personal and business-related social profiles from their own devices at any time. Consequently, social media security must be an integral component of every company’s bring-your-own-device (BYOD) policy. Social media affects your entire organization’s risk profile, so security can’t be left to individual departments to figure out on their own. Here’s how HootSuite Enterprise helps IT leaders rationalize social media security. Security audit: You’ll want to understand what the entire scope of your social media footprint is. Identify potential social media security breaches before they occur. Audit current access levels on native social networks, and migrate access to HootSuite’s secure environment as appropriate. Single sign on: Elminate the need for employees to have additional passwords for their lgoin to you social relationship platform, or management system. This reduced the threat of phishing attacks and gives administrats full control of user access. Any enterprise network that supports Security Assertion Markup Language 2.0 (SAML) can extend user authentication for HootSuite accounts. When an employee leaves your organization, your network administrator can effortlessly revoke the employee’s access so they can’t walk away with the keys to your valuable accounts. ☑Secure Connections To ensure the safety of your organization’s accounts and data, all connections are communicated over HTTPS. Users who attempt to connect over HTTP are automatically redirected to HTTPS. ☑Real-time Security Alerts If one of your social media accounts is compromised, every second matters. HootSuite Security Services offers push alerts to notify certified teams when suspicious posting activity is detected on their Twitter accounts. ☑BYOD Security Mobile computing promises tantalizing business impact across every functional area of your company, but opens up significant security and compliance threats that have to be dealt with strategically. As your enterprise conducts more of its business outside the corporate firewall on employee-owned mobile devices, your social media accounts need to be kept safe from malicious attacks and careless mistakes by end-users.
- For regulated institutions, social media demands the same rigorous approach to compliance as other modes of communication. In fact, the only way to effectively secure your organization against brand damage or regulatory violations on public social networks is to bring your social relationship platform into your existing compliance infrastructure. By connecting social media to the pre-publishing, archiving and e-discovery technology that your compliance team is already using, your organization will be able to maintain consistent policies and confidently scale up communications. ☑Maintain Compliance Workflow Incorporate compliance professionals into the publishing approval queue. Eliminate publishing from unauthorized third-party apps. Enforce device-level control over publishing access. ☑Automate Content Moderation Create automated processes to review, categorize or delete messages based on predetermined keywords and URLs. ☑Archive Social Communications Automatically file outbound social messages in your organization’s secure archive, creating a permanent record for e-discovery requests. ☑Monitor in Real-Time Receive alerts instantly whenever changes are made to account profiles.
- Social media is changing the communications landscape for business. It allows large organizations to communicate with customers at more points of contact than ever before, while workers collaborate with colleagues across management hierarchies and with partners throughout the extended value chain. Pulling social media out of departmental silos means choosing a social relationship platform that not only scales reliably, but serves users in every business function. Enterprise scale: Support upwards of 500,000 team members. Manage an unlimited number of social media profiles on over 50 social networks. Enable cross-departmental workflow with message assignments and approval queues. ☑Traction Minimize setup time and maximize traction with optional live training and professional services. Empower your employees with on-demand training through HootSuite University, the global leader in social media education. Meet the needs of the entire workforce, from full-time social media managers to salespeople and subject matter experts. ☑Global Reach Extend your social efforts across geographies with localized versions of web and mobile apps in 13+ languages. Manage your presence on social networks in China, Brazil, Japan and other global markets.
- As consumer-friendly mobile apps and Web 2.0 experiences make technology more accessible, business units are increasingly deploying their own SaaS technologies to achieve specific departmental goals. Although these programs get up and running quickly, their growth is often stymied by functional silos and poor systems integration. Practitioners in each department don’t have the motivation or expertise necessary to help their colleagues in other units take up common tools. Cross-functional workflows inevitably suffer, along with data integrity. IT leaders are uniquely positioned to restore an enterprise framework for communications and data management by integrating best-of-breed products across teams. ☑CRM Integrations with customer relationship management services allow your organization to connect social media to customer records throughout the buying cycle. ☑Customer Support make social media part of your multi-channel customer support process. ☑Analytics Put social media data into context alongside other digital channels in the dashboards your decision makers are already using, thanks to partnerships with Google Analytics, Webtrends, Omniture and more.
- At that scale, your CIO will want to get involved to make sure that you’ve chosen a solution that’s not only secure, but beneficial to the company at large. Today we’ll cover these 5 key components of your centralized security plan to help you amplify your content while protecting your important social media assets. HootSuite uses the term social relationship platform, because today’s social business does mre than just manage social. Beyond engaging and listening, teams are building and strengthening relationships, internally and externally. HootSuite helps to break down the silos between departments and divisions, and make for more relevant, time sensitve conversations with customers, adovcates and fans. And we do it, securely.