{"id":42739,"date":"2012-06-25T10:16:49","date_gmt":"2012-06-25T09:16:49","guid":{"rendered":"https:\/\/visionarymarketing.wordpress.com\/?p=2801"},"modified":"2020-07-23T08:02:48","modified_gmt":"2020-07-23T06:02:48","slug":"social-media-governance","status":"publish","type":"post","link":"https:\/\/visionarymarketing.com\/en\/2012\/06\/25\/social-media-governance\/","title":{"rendered":"social media governance: that necessary evil \u2026"},"content":{"rendered":"<p><em><span style=\"color: #4bacc6;\">On June 25, I attended the<\/span><\/em> <em><span style=\"color: #4bacc6;\">Usefulsocialmedia conference in London, at the Marriott Regents Park. The first panel was dedicated to social media governance. \u201cEverybody now has a printing press\u201d, so that this creates huge issues in terms of Governance; anyone can publish anything, and to what degree should we \u201cgrant people permission\u201d?<\/span><\/em><br \/>\n<strong>Panel members:<\/strong><\/p>\n<ul>\n<li>Justin Hunt (\u201cit\u2019s open\u201d social media consultancy)<\/li>\n<li>Ben Padley, Barclaycard, former Sony-Ericsson<\/li>\n<li>Alkesh Shah, GSK<\/li>\n<li>Vijay Solanki, Philips<\/li>\n<\/ul>\n<figure id=\"attachment_54591\" aria-describedby=\"caption-attachment-54591\" style=\"width: 519px\" class=\"wp-caption aligncenter\"><img decoding=\"async\" class=\"wp-image-54591 size-full\" src=\"https:\/\/visionarymarketing.com\/wp-content\/uploads\/2012\/06\/jumpstory-download20200723-055721-e1595483866813.jpg\" alt=\"Social Media Governance\" width=\"519\" height=\"340\" srcset=\"https:\/\/visionarymarketing.com\/wp-content\/uploads\/2012\/06\/jumpstory-download20200723-055721-e1595483866813.jpg 519w, https:\/\/visionarymarketing.com\/wp-content\/uploads\/2012\/06\/jumpstory-download20200723-055721-e1595483866813-458x300.jpg 458w\" sizes=\"(max-width: 519px) 100vw, 519px\" \/><figcaption id=\"caption-attachment-54591\" class=\"wp-caption-text\">Social Media Governance is a necessary evil<\/figcaption><\/figure>\n<p><strong>Governance and social media panel<\/strong><\/p>\n<ul>\n<li><strong>Sony Ericsson<\/strong> (B.P.): setting guidelines was essential in order to establish some level of discipline. Local moderation was also set up. They also wen through the wiping out of all abandoned social media presence. Because the brand was global, a lot of people were discovering the brand from the central hub and then were directed to the local pages.<\/li>\n<li><!--more--><\/li>\n<li><strong>GSK<\/strong>: Al\u2019s view is that if you value your employees and want them to become brand advocates you have to give them leeway. GSK tried to set up control at the outset and then realised it wasn\u2019t possible and had to drop the initiative after a few months. GSK is a regulated firm and Al realised that when the company was into trouble in the Press, employees would jump into social media and that could have caused trouble. Employees \u201care all adults\u201d and they \u201care already marketers\u201d, it\u2019s mostly a matter of education. But how do you control when employees speak on your behalf? Al said they chose a roundabout way of liaising with everyone in the organisation using Yammer. Then the staff\u2019s questions and concerns can be addressed through <a href=\"https:\/\/www.yammer.com\/\" target=\"_blank\" rel=\"noopener noreferrer\">Yammer<\/a>. \u201cThat was a hard sell to legal\u201d Al added, \u201cbecause they wanted to vet everything which was posted\u201d.<\/li>\n<li><strong>Philips<\/strong> (V.S.): \u201cWe all know what has to be done, but the real issue is the organisational culture, hence the very first step is that you understand what management thinks\u201d. Vijay had a previous experience in which the GM didn\u2019t want it, and found it didn\u2019t make sense trying to force it onto them. \u201cYou have to understand the rhythm of your organisation\u201d Vijay added. But \u201cthere are ways of circumventing the issue\u201d. You can use \u201cchampions\u201d and countries which are in the lead and you can shine the light on those countries. \u201cAt Philips, different country, different cultures, we are empowering our employees. Only the Chinese would know what to do in China\u201d Vijay very wisely said.<\/li>\n<li>about the <strong>Barclaycard process<\/strong> (B.P): One of the things that Brad found out is that Social Media in actual fact is about business, not tools. Barclaycard has also used the rise of social media in order to improve on its customer service and \u201cjump on every issue raised by customers online\u201d. Barclaycard\u2019s is also a regulated industry. \u201cWhen people are talking about governance, they are thinking about control, whereas it\u2019s mostly an issue of effectiveness\u201d, Brad added.<\/li>\n<\/ul>\n<p><strong>Social media governance: that necessary evil<\/strong><br \/>\nSocial media governance is particularly challenging because it\u2019s even hard to know about all the comments which employees are making about their company. On the one hand, mostly in regulated industries such as the ones which were represented today. Yet, as Vijay pointed out very rightly \u201conly the Chinese would know what&#8217;s best for China!\u201d and similarly, employees re professionals above all. They know how to behave in public when they talk about their company and, in essence, in social media, things aren\u2019t that different. Trust really has to be at the core of social media governance, but I\u2019d also add education and counselling because most employees need help and are requesting it. At the end of the day, social media guidelines and social media governance is a necessary evil; maybe it\u2019s just the vocabulary which isn\u2019t right. What about social media induction?<\/p>\n","protected":false},"excerpt":{"rendered":"<p>On June 25, I attended the Usefulsocialmedia conference in London, at the Marriott Regents Park. The first panel was dedicated to social media governance. \u201cEverybody now has a printing press\u201d , so that this creates huge issues in terms of Governance; anyone can publish anything, and to what degree should we \u201cgrant people permission\u201d?<\/p>\n","protected":false},"author":2,"featured_media":54591,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[4073],"tags":[4447,4741,4884,4899],"class_list":["post-42739","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-social-media","tag-governance","tag-organisation","tag-sociail-media","tag-social-media-guidelines"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.5 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>social media governance: that necessary evil \u2026<\/title>\n<meta name=\"description\" content=\"On June 25, I attended the Usefulsocialmedia conference in London, at the Marriott Regents Park. The first panel was dedicated to social media governance. \u201cEverybody now has a printing press\u201d , so that this creates huge issues in terms of Governance; anyone can publish anything, and to what degree should we \u201cgrant people permission\u201d?\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/visionarymarketing.com\/en\/2012\/06\/25\/social-media-governance\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"social media governance: that necessary evil \u2026\" \/>\n<meta property=\"og:description\" content=\"On June 25, I attended the Usefulsocialmedia conference in London, at the Marriott Regents Park. The first panel was dedicated to social media governance. \u201cEverybody now has a printing press\u201d , so that this creates huge issues in terms of Governance; anyone can publish anything, and to what degree should we \u201cgrant people permission\u201d?\" \/>\n<meta property=\"og:url\" content=\"https:\/\/visionarymarketing.com\/en\/2012\/06\/25\/social-media-governance\/\" \/>\n<meta property=\"og:site_name\" content=\"Marketing and Innovation\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/vismktg\" \/>\n<meta property=\"article:author\" content=\"http:\/\/facebook.com\/ygourven\" \/>\n<meta property=\"article:published_time\" content=\"2012-06-25T09:16:49+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2020-07-23T06:02:48+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/visionarymarketing.com\/wp-content\/uploads\/2012\/06\/jumpstory-download20200723-055721-e1595483866813.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"519\" \/>\n\t<meta property=\"og:image:height\" content=\"340\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Yann Gourvennec\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@ygourven\" \/>\n<meta name=\"twitter:site\" content=\"@ygourven\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Yann Gourvennec\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"3 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"NewsArticle\",\"@id\":\"https:\\\/\\\/visionarymarketing.com\\\/en\\\/2012\\\/06\\\/25\\\/social-media-governance\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/visionarymarketing.com\\\/en\\\/2012\\\/06\\\/25\\\/social-media-governance\\\/\"},\"author\":{\"name\":\"Yann Gourvennec\",\"@id\":\"https:\\\/\\\/visionarymarketing.com\\\/en\\\/#\\\/schema\\\/person\\\/3754fee1e558f47b8deb46f53c37423e\"},\"headline\":\"social media governance: that necessary evil \u2026\",\"datePublished\":\"2012-06-25T09:16:49+00:00\",\"dateModified\":\"2020-07-23T06:02:48+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/visionarymarketing.com\\\/en\\\/2012\\\/06\\\/25\\\/social-media-governance\\\/\"},\"wordCount\":667,\"commentCount\":0,\"image\":{\"@id\":\"https:\\\/\\\/visionarymarketing.com\\\/en\\\/2012\\\/06\\\/25\\\/social-media-governance\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/visionarymarketing.com\\\/wp-content\\\/uploads\\\/2012\\\/06\\\/jumpstory-download20200723-055721-e1595483866813.jpg\",\"keywords\":[\"governance\",\"organisation\",\"sociail media\",\"social media guidelines\"],\"articleSection\":[\"social media &amp; social networks\"],\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"CommentAction\",\"name\":\"Comment\",\"target\":[\"https:\\\/\\\/visionarymarketing.com\\\/en\\\/2012\\\/06\\\/25\\\/social-media-governance\\\/#respond\"]}]},{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/visionarymarketing.com\\\/en\\\/2012\\\/06\\\/25\\\/social-media-governance\\\/\",\"url\":\"https:\\\/\\\/visionarymarketing.com\\\/en\\\/2012\\\/06\\\/25\\\/social-media-governance\\\/\",\"name\":\"social media governance: that necessary evil \u2026\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/visionarymarketing.com\\\/en\\\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\\\/\\\/visionarymarketing.com\\\/en\\\/2012\\\/06\\\/25\\\/social-media-governance\\\/#primaryimage\"},\"image\":{\"@id\":\"https:\\\/\\\/visionarymarketing.com\\\/en\\\/2012\\\/06\\\/25\\\/social-media-governance\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/visionarymarketing.com\\\/wp-content\\\/uploads\\\/2012\\\/06\\\/jumpstory-download20200723-055721-e1595483866813.jpg\",\"datePublished\":\"2012-06-25T09:16:49+00:00\",\"dateModified\":\"2020-07-23T06:02:48+00:00\",\"author\":{\"@id\":\"https:\\\/\\\/visionarymarketing.com\\\/en\\\/#\\\/schema\\\/person\\\/3754fee1e558f47b8deb46f53c37423e\"},\"description\":\"On June 25, I attended the Usefulsocialmedia conference in London, at the Marriott Regents Park. 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