Brandle Social Media Governance Blog

3 min read

The Stakeholders Who Should be on Your Social Media Governance Team

By Janet Church on September 11, 2017

When social media arrived on the business landscape the notion of governance and risk management was essentially non-existent. Social media has evolved from a basic customer touchpoint, into a critical business channel for communication, branding, support and sales. With this shift in importance, the risks to an enterprise have escalated. In fact, corporate CEOs consider damage to brand reputation due to the risks inherent in social media as their number one risk concern.

The corporate risks associated with “being social” range in severity from minor events (such as losing one customer due to poor communication on Facebook) to major events (such as counterfeit sites phishing your customers or an account hack that delivers harmful information). Just ask Dove or any of these other brands that have recently found themselves at the center of a firestorm! Even the networks themselves are at serious risk as in the recent Instagram hack. Due to heightened security and risk issues, social media governance has transitioned from an ad-hoc administrative task, to a critical discipline that is firmly part of the corporate risk management strategy.

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3 min read

Why Centralized Social Media Governance Works Best

By Janet Church on June 19, 2017

As discussed by Brandle’s founder CEO Chip Roberson in a recent Forbes article, social media governance is a coordinated set of procedures, protocols, policies, workflows and tools. An organization should know what to rely on in order to ensure that valuable digital assets (social media accounts and websites) are secured, risks are mitigated, and compliance is maintained. 

However, in order to activate a robust social media governance plan, a critical question that large brand companies and multi-site organizations must address is whether to centralize this function, or to allocate authority and responsibility to various local entities (e.g. international offices, regional centers, retail stores, franchisees, etc).

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3 min read

What is Social Media Governance & How Does it Protect Your Organization?

By Janet Church on May 11, 2017

Now that social media is a widely accepted marketing channel to connect with consumers, executives have progressively elevated their concerns about the risks and the potential damage this technology can present to their companies. In fact, AON’s Global Risk Management Survey 2017 lists risk to brand reputation via social media as their number one risk concern.

It is no longer satisfactory to assume that the web is impossible to control — with the right tools and team, it is not only possible to control a corporate brand presence and social media ecosystem, it is necessary. But in order to make all of this risk management happen, a solid social media governance program needs to be created, adopted across the enterprise, and implemented. Like all risk management programs, there needs to be buy-in from the top and there needs to be a corporate-wide commitment to the ongoing discipline that successful social media governance requires.

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6 min read

How to Build a Strong Corporate Social Media Governance Team

By Janet Church on February 02, 2017

Social media governance has become a new focus for the social enterprise. This governance practice is all about managing risks to the corporation (that might arise from social media) and maintaining brand standards and reputation across the social networks. Building the right social media governance team is critical to being successful.

Governance over social media is a difficult task. It is generally very detailed work that is ever-changing due to the ever-changing nature of the social networks and the fluidity of engagement. Strong governance needs to be applied cross-company, and spearheading training and process with multiple department heads can be challenging. To be successful at this governance practice, we recommend a two-tiered team approach : the core social media governance team and the extended team.

This post helps you define the team roles and gives you a start on determining your process for cross-company governance communication.

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2 min read

Coca-Cola's New Social Centre — Where's Social Media Governance?

By Janet Church on October 25, 2016

 I recently read an article in The Drum by Seb Joseph. The article focuses on how Coca-Cola, a mature social company, has created their new North American Social Centre to have central social media marketing of their brands. Seb describes the Social Centre as: 

"... a real-time newsroom to manage social media marketing for all the Coca-Cola trademarked brands (think Diet Coke, Fanta and Sprite). Staffed by 55 people, including marketers from Coca-Cola North America alongside executives from agencies Possible, Havas and Publicis-owned Moxie, they are focused on listening and analytics, content strategy, creation and publishing, community management, marketing science, legal and media buying."

This is really fantastic, especially since Coca-Cola has lead the way in strong storytelling on social, but there is a huge missing discipline in the Coca-Cola Social Centre.

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1 min read

New E-book: How to Create a Corporate Social Media Governance Plan

By Janet Church on June 14, 2016

We are pleased to announce the release of our new e-book — The Social Media Governance Plan. A Guide to Implement a Global Risk Management Process for Your Social Enterprise.

This e-book was written by Janet Church of Brandle, and highlights the steps that are essential for corporate-wide acceptance of a social media governance plan and process. 

For over four years, the Brandle Team has been focused on how we can make social media governance and web presence management as easy as possible for companies with a larger portfolio of brands and social media ecosystems. When you spend that much time thinking about (and working with customers on) governance, risk management, and the global structure of an enterprise, you learn a lot! And now we are sharing the knowledge.

Here is what you will learn in this e-book:

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7 min read

Top 5 Social Media Audit Mistakes!

By Janet Church on May 26, 2016

If you are the person ultimately responsible for enterprise-wide social media governance, then you know how challenging it can be to conduct a social media audit. The first challenge is getting all departments to agree on the key requirements that should be included in the audit in order to protect the company from digital risks. The second challenge is getting the time and resources dedicated to conduct the audit and produce meaningful reports that demonstrate strong social media governance! 

If you have managed to overcome these two challenges and have actually produced a social media audit, the last thing you want to hear is that there are errors or omissions in the audit criteria and final reports.

At Brandle, we not only conduct automated audits every day, but we also see the past audits of companies attempting to update or correct previous manual audit efforts. This post highlights five top social media audit errors or omissions that we see in enterprise brand presence audits. Be sure to include these elements in your next audit to secure your brand presence across the web. 

For each item highlighted, we have placed a High, Medium or Low rating for CORPORATE RISK LEVEL and for FREQUENCY of the occurrence.

We hope this helps you have a higher degree of confidence that you are implementing strong social media governance and social media risk management.

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3 min read

Web Presence Management for a New Mobile App — Snapchat & Peach

By Chip Roberson on March 09, 2016

All around us, the world seems to be going “mobile first”. Given almost all of us walk around with a powerful computer in our pocket, that’s not terribly surprising. However, if you’re an enterprise trying to keep track of each corporate web presence, new mobile-only apps like Snapchat and Peach may be causing you some frustration. 

How do you find and keep track of the accounts your employees may be creating to represent (or protect) your products and brands? It’s not like there is an obvious URL one can type into a browser to go to the app as the whole user experience happens on the phone.

However, all is not lost.

While it may seem that each mobile app is an island to itself, that’s usually not true – especially when the app is just getting started. When the app is young, it focuses mainly on building an audience and that requires a streamlined sign-up and invitation process.

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8 min read

Successful Social Media Governance — Make a Plan & Work the Plan!

By Janet Church on March 02, 2016

This post is the fourth and final entry of our series on how to create and manage a successful Social Media Governance Plan. At this point, you know that your key focus is to mitigate risks for your company that may arise from social media. The main risks that C-suite executives are concerned with are brand reputation damage and technology threats. (See our post on Understanding Key Corporate Risks for more details on C-Suite risk concerns.)

Controlling social media risks is all about creating a solid Social Media Governance Plan and maintaining an ongoing governance process. This series lays out a "best practice" outline that you can use for your company — just customize it to address specific concerns of your company and your industry. 

In Part 1Part 2, Part 3 and  of this blog series, we focused on the first eight steps of your plan:

  1. Gather the Corporate Stakeholders of Social Media Governance, and
  2. Review Corporate Risk Management Priorities
  3. Review the Corporate Goals for Social Media Governance
  4. Analyze Previous Successes, Failures, and Changes
  5. Social Media, Employment, and Industry Law and Regulation Review
  6. Review Corporate Social Media Policy
  7. Social Network Participation and Risk Review
  8. Discovery — Social Media Audit Process 

This is the final post in the series and we will highlight the five steps for processes and procedures of Social Media Governance. 

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9 min read

Prepare for Your Corporate Social Media Audit! Social Media Governance Plan: Part 3

By Janet Church on February 02, 2016

Social_Media_Audit___Brandle.pngIf you have been following this blog series on how to create a Social Media Governance Plan, you know that the key goal is to mitigate risks for your company. Research shows that corporations consider reputation damage as the most crucial risk concern with technology threats in the top ten.

Social media risks fall under both of these risk concerns, so creating a solid plan and ongoing governance process is certainly a "best practice" for every company. It also is critical to ensure the plan ties into the overall corporate risk management program.

In Part 1 of this blog series, we focused on the first two steps to prepare your plan:

  • Gather the Corporate Stakeholders of Social Media Governance, and
  • Review Corporate Risk Management Priorities

In Part 2, we focused on steps three through six:

  • Review the Corporate Goals for Social Media Governance
  • Analyze Previous Successes, Failures, and Changes
  • Social Media, Employment, and Industry Law and Regulation Review
  • Review Corporate Social Media Policy
This post (Part 3) continues with the process of creating your Social Media Governance Plan and prepares you for your corporate social media audit.  

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