Social Media: a Strategic View

1. Social Media: a Strategic View SLACIAG Workshop Leader: Philip Atkinson www.philipatkinson.com

2. 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

3. 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

4. Demographics www.philipatkinson.com

5. 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

6. What is being said about you? www.philipatkinson.com

7. What is being said about you? www.philipatkinson.com

8. Developing Social Media www.philipatkinson.com

9. 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

10. Developing Social Media Stage 1: Define Principles & Policies • Why do we need Principles and policies to guide ‘social media • What factors need to be considered in their design? • Where does responsibility reside? • Where does IA fit? www.philipatkinson.com

11. 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

12. Contingent Factors in Policy Design www.philipatkinson.com

13. Lets vote. But first, a quick test question… www.philipatkinson.com

14. You have just reversed into your Audit Committee Chair's car in the car park, what do you do? • Drive off and hope no one has seen you • Claim someone else did a hit and run! • Own up and face the music • Phone in sick • Drive off and hope no one has seen you • Claim someone else did a hit and run! • Own up and face the music • Phone in sick www.philipatkinson.com

15. Contingent Factors in Policy DesignWhat stage of maturity is your organisation's... Strategy for Social Media? • Immature • Informal • Develop Awareness • Positive Client Focused • Mastery • Immature • Informal • Develop Awareness • Positive Client Focused • Mastery www.philipatkinson.com

16. Contingent Factors in Policy DesignWhat stage of maturity is your organisation's... Principles & Policies? • Immature • Informal • Develop Awareness • Positive Client Focused • Mastery • Immature • Informal • Develop Awareness • Positive Client Focused • Mastery www.philipatkinson.com

17. Contingent Factors in Policy DesignWhat stage of maturity is your organisation's... Measure & Promote? • Immature • Informal • Develop Awareness • Positive Client Focused • Mastery • Immature • Informal • Develop Awareness • Positive Client Focused • Mastery www.philipatkinson.com

18. Contingent Factors in Policy DesignWhat stage of maturity is your organisation's... Platforms & Tools? • Immature • Informal • Develop Awareness • Positive Client Focused • Mastery • Immature • Informal • Develop Awareness • Positive Client Focused • Mastery www.philipatkinson.com

19. Contingent Factors in Policy DesignWhat stage of maturity is your organisation's... Culture & Change Process? • Immature • Informal • Develop Awareness • Positive Client Focused • Mastery • Immature • Informal • Develop Awareness • Positive Client Focused • Mastery www.philipatkinson.com

20. Issue Management www.philipatkinson.com

21. 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

22. 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

23. 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

24. 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

25. 3. What guidelines or policies on the use of social media are in operation? www.philipatkinson.com

26. 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

27. 5. What action has been taken, or is being taken, to minimise risk? www.philipatkinson.com

28. 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

29. 6. What are the major advantages of using social media to your organisation? www.philipatkinson.com

30. 7. What should be the role of Internal Audit in relation to social media within your authority? www.philipatkinson.com

31. 8. How can it be monitored? www.philipatkinson.com

32. 9. Is the use of social media allowable within the authority? www.philipatkinson.com

33. 10. Should social media be open to the use of all local authority employees? www.philipatkinson.com

34. 11. What role should SLACIAG play in understanding the implications of social media for their membership and their authorities? www.philipatkinson.com

35. 12. Do you think SLACIAG use Social Media for its own purposes, and what could they be? www.philipatkinson.com

36. 1. How are you as an individual making use of Social media and if not – why not? www.philipatkinson.com

37. 2. Have you ever encountered any problems in the use of Social media? How did you overcome these? www.philipatkinson.com

38. 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

39. Developing Social Media Stage2: Designing Learning • Who needs L&D? • Have you identified specific learning needs? • How will you deliver? www.philipatkinson.com

40. Developing Social Media Stage 3: GeneratingAwareness • Benefits of raising awareness • Who are your core audiences? • How are you going to deliver? www.philipatkinson.com

41. Developing Social Media Stage 4: Resolving Issues • What do you need to monitor? • How can you do that? • Who is responsible? • Where does IA fit into the process? www.philipatkinson.com

42. Developing Social Media Stage 5: Putting it into Action www.philipatkinson.com