Social Media: A Cautionary Tale Wednesday – May 5, 2010

1. Social Media: A Cautionary TaleWednesday – May 5, 2010 Michael Gotta Principal Analyst mgotta@burtongroup.com mikeg.typepad.com Alice Wang Director alice.wang@gartner.com www.burtongroup.com

2. Testing • Testing • Testing 3000 friends 100 fan pages 50 groups Has Own Channel Blogs Daily Following 325 Followers 915 Social tools enable employee self-expression

3. Benefits of Social Tools • Social tools are often associated with “Enterprise 2.0” and CRM strategies • Benefits expected from social media • Connect people internally and externally (e.g., expertise location) • Build community across different function areas (e.g., best practices) • Improve external relationships and “brand” reputation • Break down organizational barriers and information silos • Promote broader participation in innovation (ideation) efforts • Address generational shifts (e.g., aging workforce) • Meet technology expectations of younger workers • Support strategic talent and learning initiatives

4. At times, we want to control what is revealed

5. Risks of Social Tools • Social tools generally lack management capabilities that help support identity, security, privacy, and compliance needs • Risks associated with social media • Poor support for policy-based management • Inability to support identity assurance needs • Inadequate access controls at granular levels • Privacy concerns (such as racial and diversity profiling) • Compliance demands • E-Discovery and data retention • Data loss prevention • Increase risk due to correlation / social engineering capabilities

6. Saying “no” is not the answer photo by *smiling pug*: http://www.flickr.com/photos/bugbunnybambam/2171798309

7. Listen to people Construct use case scenarios from those stories Identify points where risks can be mitigated

8. Use Case #1: Social Claims +1-234-567-9012 zxcvbcvxvxcccb@bah.com zxcvxvxcccb +1-234-567-9012 zxcvbcvxvxcccb@bah.com Source: Booz Allen Hamilton

9. Use Case #1: Social Claims Trusted Identity Sources HRMS Directory Other Systems-of-Record +1-234-567-9012 zxcvbcvxvxcccb@bah.com zxcvxvxcccb +1-234-567-9012 zxcvbcvxvxcccb@bah.com Enterprise Identity Source: Booz Allen Hamilton

10. Use Case #1: Social Claims +1-234-567-9012 zxcvbcvxvxcccb@bah.com zxcvxvxcccb +1-234-567-9012 zxcvbcvxvxcccb@bah.com PersonalClaims Internal Social Identity Source: Booz Allen Hamilton

11. Use Case #2: Profile Proliferation • A single profile? Multiple profiles? Federated profiles? Women Returning To Work After Extended Leave Employee Profile #2 Employee Profile #3 DiversityCommunity Professional Exchange of Best Practices Employee Profile #4

12. Use Case #3: Over-Sharing • Activity streams reveal conversation and community actions Employee Profile Jane Doe: Joined Community: “Women Supporting Women” John Doe: “Working on a big M&A deal,need to work late tonight… stay tuned!” Fred Smith: &#%^%$* we just lost the Company ABC account… Jane Doe: Joined Community: “Diversity Appreciation Community” Betty Smith: @Bob Jones That patientID number is 123456789 Bob Jones: @SamJ I’ve changed the access controls so you can get into the workspace “Women Supporting Women” Automatic posting of community actions “Diversity Appreciation Community” Activity streams & “Enterprise Twitter” messages

13. Use Case #4: Connected Identities +1-234-567-9012 zxcvbcvxvxcccb@bah.com zxcvxvxcccb +1-234-567-9012 zxcvbcvxvxcccb@bah.com External social data can be “plugged into” social network sites, e-mail clients, and other application contexts PersonalClaims

14. Use Case #4: Connected Identities • Is it me? How much is being shared? Under what controls? Profile Status Message Activities Photos Profile Groups Contacts Profile Following / Followers “Tweets” My politics My groups My music My friends Unification of an employee’s work and non-work social structures Enterprise Identity + Enterprise “Social Identity” “TheCitizenMe” “TheWorkMe”

15. Use Case #5: Oversight: Approved Use • Regulatory policies can define use/non-use of capabilities • Identity (brand and individual) • Content • Communications • Collaboration • Connections • Applications • Notifications • 3rd parties • Correspondence, recordkeeping, and supervision requirements Source: http://twitter.com/bofa_help

16. Use Case #5: Oversight: Personal Use • Ad-hoc business use can cause enterprise risk

17. Use Case #6: Deciphering Relationships Trusted Identity Sources HRMS Directory Other Systems-of-Record Authentication, Authorization, Provisioning, RBAC, etc. Role Sources +1-234-567-9012 zxcvbcvxvxcccb@bah.com Role Management Applications Business ProcessManagement (BPM) Systems Enterprise Portals zxcvxvxcccb +1-234-567-9012 zxcvbcvxvxcccb@bah.com • My Roles • IT Architect • SME on “ABC” • Approver for access to “XYZ” • Certified on “123” Enterprise Roles

18. Use Case #6: Deciphering Relationships Social Roles “Answer Person” “Wiki Gardener” “Idea Person” “News Filter” Social Role Attributes Social Data Aggregation & Correlation Social Network Analysis

19. Use Case #6: Deciphering Relationships • Social analytics • Assess, correlate, and visualize relationship structures • Within the enterprise, discovery of latent connections most valuable • Evolution of tool capabilities can discover too much information on organizational structures, activities, and relationships Needs to figure out how to help a company deal with export / import regulations in country XYZ Members Of Investigation Unit Node 8 To Node 10 To Node 14 To Node 15 Has dealt with import / export problems in country XYZ for years in past job role Source: Telligent

20. Identify Control Points To Mitigate Risks A mix of strategies and tactics to produce results • People • Effective policies • Balanced privacy considerations (enterprise and employee) • Adequate training • Visible enforcement • Relevant social feedback • Process • Assessing social media risks • Handling social information • Delivery social applications • Technology • Support for access control and entitlement management • Effective monitoring, auditing, and logging

21. Awareness & Management Of Risks • Use Case concerns relevant to identity and security teams • Profiles And Profiling • Credibility of profile and social claims • Possible bias against employees by co-workers based on race, diversity, affiliation information made open and transparent via social media tools • Information Security • Intellectual property, compliance, e-Discovery, monitoring… • Aggregation / correlation capabilities • Data management and data integration (profiles, roles, etc) • Privacy • Adherence to regulatory statutes, level of employee controls, possible stalking situations (hostile workplace) • Social Network Analysis • Makes relationships visible that perhaps should not (“connecting the dots”) • May lead to “befriend / defraud” situations, social engineering

22. Recommendations • Moving forward with social media and social networking efforts • Social media and social networking are strategic initiatives that are here to stay – saying “no” is not the right approach • A decision-making framework and governance model is an essential component of any strategy • Policies and procedures need to focus on the human element and avoid technology as a panacea • Identity and security objectives need to be viewed on the same level as desires for openness and transparency • IT teams that should be viewed as key stakeholders in social media and social networking strategies include: • Groups responsible for collaboration and community efforts • Identity management and security groups • Information management and data analysis groups

23. Social Media: A Cautionary Tale • References Collaboration and Content Strategies • Social Media & FINRA: Twitter and LinkedIn Considerations • Social Media: Identity, Privacy, and Security Considerations • Field Research Study: Social Networking Within the Enterprise • Field Research Study: Getting Started with Enterprise Social Networks • Field Research Study: Addressing Business and Cultural Needs • Field Research Study: Facilitating Social Participation • Field Research Study: Enabling Social Platforms • Field Research Study: Actions To Take Identity and Privacy Strategies • The Emerging Architecture of Identity Management • Barbarians at the Gate: Identity Proofing and Assurance • Privacy • A Relationship Layer for the Web . . . and for Enterprises, Too • Blogs • Collaboration and Content Strategies blog (http://ccsblog.burtongroup.com/) • Identity and Privacy Strategies blog http://identityblog.burtongroup.com/

24. Q&A