Practical, big-picture guidance toward a mastery of social mediabenefits and the risks to avoid Packed with useful web links, popular social media tools,platforms, and monitoring tools, Auditing Social Media showsyou how to leverage the power of social media for instant businessbenefits while assessing the risks involved. Your organization seesthe value in social media and wants to reach new markets, yet thereare risks and compliance issues that must be considered.Auditing Social Media equips you to successfully partnerwith your business in achieving its social media goals and track itthrough strong metrics. * Shows how to ensure your business has adequate metrics in placeto capitalize on social media while protecting itself fromexcessive risk * Reveals how to ensure your social media strategy is alignedwith your business's goals * Explores the risk and compliance issues every business mustconsider when using social media * Includes a sample audit program Auditing Social Media is the one-stop resource you'llkeep by your side to clear away the confusing clutter surroundingsocial media.
Autorentext
Peter R. Scott, APR, is a senior-level social media and public relations strategist, working with some of the world's largest and most respected brands and agencies. For more than fifteen years, Peter has led numerous communications, marketing, and interactive media, including serving as the director of marketing and web operations for The Institute of Internal Auditors.
J. Mike Jacka, CIA, CPCU, CLU, CPA, has worked in internal audit since 1983. He has been involved in all aspects of the profession, including development of fraud protocols and procedures, development of a training curriculum and materials for a 200-person audit shop, design of continuous audit techniques used to streamline field audit processes, and management of a thirty person department. He is coauthor of the book Business Process Mapping: Improving Customer Satisfaction, published by Wiley.
Klappentext
Get the commonsense guide to the side of social media you never hear about
Reap the benefits of social media. Help your business achieve its social media goals. Protect it from possible risks involved. Auditing Social Media shows you how to leverage the power of social media for instant business benefitssuch as reaching new markets and increasing sales, while evaluating the risks involved.
The most successful businesses of now and the future are using social media to gain real advantages over their competitors. But do they fully understand the risks? Peter Scott and Mike Jacka, leading experts on social media compliance, explore the risk and compliance issues every business must consider when using social media. They explain social media's history; what it is and why it works; the legal issues involving social media; how to develop a social media strategy; and how to track it through strong metrics.
Packed with useful web links, popular social media tools, platforms, and monitoring tools, Auditing Social Media is the one-stop resource you'll keep by your side to clear away the confusing clutter surrounding social media.
From strategy to compliance to governance, you'll find practical, proven, big-picture guidance toward a mastery of social media, the benefits you can expectand the risks you must avoid.
Zusammenfassung
Practical, big-picture guidance toward a mastery of social media benefits and the risks to avoid
Packed with useful web links, popular social media tools, platforms, and monitoring tools, Auditing Social Media shows you how to leverage the power of social media for instant business benefits while assessing the risks involved. Your organization sees the value in social media and wants to reach new markets, yet there are risks and compliance issues that must be considered. Auditing Social Media equips you to successfully partner with your business in achieving its social media goals and track it through strong metrics.
- Shows how to ensure your business has adequate metrics in place to capitalize on social media while protecting itself from excessive risk
- Reveals how to ensure your social media strategy is aligned with your business's goals
- Explores the risk and compliance issues every business must consider when using social media
- Includes a sample audit program
Auditing Social Media is the one-stop resource you'll keep by your side to clear away the confusing clutter surrounding social media.
Inhalt
Foreword.
Acknowledgments.
Introduction: Why Should Anyone Care About Social Media?
Chapter 1 Social Media: An Overview.
Definition of Social Media.
History of Social Media.
A Minefield of Opportunities and Risks.
Chapter 2 Social Media: A Corporate Strategy.
Delivering Value: If Nothing Else Listen and Learn.
Delivering Value: The Social Media Strategy.
The Evolution of Social Media Strategy.
Developing the Strategy.
The Social Media Plan.
Applying Social Media to Achieve Business Objectives.
Chapter 3 Monitoring and Measuring.
How It Can Go Wrong and What To Do.
Listening.
Learning.
Responding.
Measuring.
Sharing.
Chapter 4 Social Media Policies.
The Social Media Policy Team.
Internal and External Stakeholders.
Elements of an Effective Social Media Policy for Internal Stakeholders.
Elements of an Effective Social Media Policy for External Stakeholders.
Social Media Policy Training.
Chapter 5 Social Media Risks.
Strategy and Planning Risks.
Execution and Process Risks.
Other General Risks.
Chapter 6 Social Media Governance.
Boards of Directors.
Executive Oversight.
Project/Process/Tactical Oversight.
Committee Makeup/Department Feedback.
Legal, Compliance, and Risk Assessments.
Assurance Providers.
Chapter 7 The Social Media Audit.
Appendix A Chapter Links.
Appendix B Common and Popular Social Media Tools and Platforms.
Appendix C Common and Popular Social Media Monitoring Tools.
Appendix D Links to Publicly Available Social Media Policies.
Appendix E Links and Information Regarding Regulation, Guidelines, and Legal Issues Involving Social Media.
About the Authors.
Index.