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07/08/2012 06:50
ThemeFuse
http://igo2group.com/blog/how-vodafone-fail-social-media-governance-test/
fter seeing 700,000 customers desert it due to network failures and being the subject of a popular #vodafail social media campaign Vodafone Australia certainly didnt need an employee-induced social media crisis. When Arthur Kotsopoulos (@GrathiusXR) tweeted disparaging remarks from the floor of a Vodafone shop which ridiculed customers and vendors Vodafone had yet another PR mess to clean up. Kotsopoulos was suspended, and an investigation started. To top it off Im serving mentally retarded people who buy phones and have no clue how to use them. Asking me to message people for them.. Arthur Kotsopoulos (@GrathiusXR) July 31, 2012
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igo2group.com
How did Vodafone fail the Social Media Governance Test?
07/08/2012 06:50
Employee protections in place, including the social media policy and training Company protections in place, including legal Social architecture assessed in context of risk and monitoring Crisis management plan developed and integrated Risk assessment and risk management in place and practice is conducted Executive and Board reporting in place critical items in relation to business strategy and risk
The flurry of articles already posted about this, and how to manage it, have all focused on having an effective social media policy, and training. While they are important, but not the whole story of social governance and risk. The key is how governance fits within the overall social strategy, and how that links with business strategy.
http://igo2group.com/blog/how-vodafone-fail-social-media-governance-test/
So from that list of points we can see that the social media policy per se is only one part of an overall set of protection activities. Were familiar with many excellent guidelines on social media policies, and when it comes to social media employee training companies like Dell lead the way. Executive and Board reporting relates to oversight, audit and risk management. For Protect to be effective it requires active social media monitoring to be in place, and thats covered in our Phase 8. So we know all the pieces, and there are many good examples.
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igo2group.com
How did Vodafone fail the Social Media Governance Test?
07/08/2012 06:50
Take social architecture for example. A structured and strategic approach takes into account the need for a coherent and effective social architecture in our case this is an output of Phase 2 Strategy. If that is not done then it is difficult to properly undertake the other phases of our approach to developing a social business. For example it is not possible to do Phase 4 Protect or Phase 8 Monitor properly unless you know the complete and accurate social architecture. The risk assessment and risk management aspects of our Phase 4 would highlight this exposure where the social architecture was missing or inadequate. Jay Pring gives a great insight into the problems caused by a lack of social architecture when he talked about helping Microsoft to establish their social media practices: But not before more than 280 employees had taken it on their own back to set up Facebook accounts and Twitter profiles. The result was a huge brand mess that saw hundreds of employees talking to an audience of around 2 million people, with almost no management or marketing involvement or oversight. Microsoft spent more than a year closing these accounts and transitioning their fans and followers to official company profiles. As you can also imagine, having an ill-defined social architecture makes the use of social during a PR or other crisis far less efficient and effective as weve seen recently in the Brumbys PR problems. In terms of risk management you are already batting against yourself unless you get the social architecture right. The type of brand mess referred to by Pring is something we see very often in clients, and we see it emerging around us everyday as we observe organisations continuing to approach social media as a brand or marketing exercise, and not as an integral consideration in their business strategy.
http://igo2group.com/blog/how-vodafone-fail-social-media-governance-test/
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