Social Media - is it Friend or Foe?

Social media is rapidly becoming a critical tool for communication not only bringing benefits, but also risks. For many organizations, social media is a vital channel for communication to customers, partners and stakeholders. However, some organizations see it as a distraction to their employees and a potential security threat and reputation risks. The key, of course, is to maximize the opportunities it presents and minimize the risks.

As an alternative to simply banning or limiting employees from using social media, organizations should understand the role that these innovative services have in today’s world. With the appropriate amount of governance, organizations can leverage social media to help reach their objectives.

In order to develop, implement, monitor and improve social media activities within an organization, an effective governance framework is imperative. A social media strategy and policy should be established followed by a risk assessment. Based on the outcome of the risk assessment, embed key controls, including an acceptable use agreement, corporate image rules and branding guidelines. Implementation of operational best practice guidelines should cover blogging and usage of popular sites such as LinkedIn, Twitter, Facebook, and YouTube.

Finally, ensure that roles and responsibilities are defined, metrics and monitoring procedures are established, and training and communication organization-wide takes place to help provide awareness and conformity.

Whether your objectives are to generate exposure for your business, increase traffic to your site, build new business partnerships or bring in new, qualified leads, benefits from social media can be realized as long as there is an effective governance structure in place to mitigate the associated risks.