Auditing Social Media: A Governance and Risk Guide

209 Pages·2011·3.777 MB·English

by  Peter R. Scott, J. Mike Jacka

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Auditing Social Media
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Auditing Social Media
A Governance and Risk Guide
PETER R. SCOTT, APR
J. MIKE JACKA, CIA, CPCU, CLU, CPA
John Wiley & Sons, Inc.
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Copyright © 2011 by Institute of Internal Auditors Research Foundation. All rights
reserved.
Published by John Wiley & Sons, Inc., Hoboken, New Jersey.
Published simultaneously in Canada.
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Library of Congress Cataloging-in-Publication Data:
Scott, Peter R.,
Auditing social media : a governance and risk guide/Peter R. Scott, J. Mike
Jacka.
p. cm.
Includes index.
ISBN 978-1-118-06175-6 (cloth); ISBN 978-1-118-06369-9 (ebk);
ISBN 978-1-118-06370-5 (ebk); ISBN 978-1-118-06371-2 (ebk)
1. Internet marketing. 2. Social media. 3. Business enterprises—
Computer networks. 4. Customer relations—Technological innovations.
I. Jacka, J. Mike. II. Title.
HF5415.1265.S394 2011
658.8'72—dc22 2010053514
Printed in the United States of America.
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To my father for his perseverance and generosity,
to my mother for her strength and courage,
and to Taberi, my wife, for everything
—Peter
To Sally and Dan, who opened my eyes to
what was going on
—Mike
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Contents
Foreword xi
Acknowledgments xiii
Introduction: Why Should Anyone Care about Social Media? xv
CHAPTER 1 Social Media: An Overview 1
Defi nition of Social Media 5
History of Social Media 6
A Minefi eld of Opportunities and Risks 16
CHAPTER 2 Social Media: A Corporate Strategy 19
Delivering Value: If Nothing Else—
Listen and Learn 23
Delivering Value: The Social Media Strategy 24
The Evolution of Social Media Strategy 25
Developing the Strategy 26
The Social Media Plan 32
Applying Social Media to Achieve
Business Objectives 36
CHAPTER 3 Monitoring and Measuring 45
How It Can Go Wrong and What to Do 48
Listening 49
Learning 54
vii
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Contents
Responding 55
Measuring 56
Sharing 60
CHAPTER 4 Social Media Policies 63
The Social Media Policy Team 67
Internal and External Stakeholders 67
Elements of an Effective Social Media
Policy for Internal Stakeholders 68
Elements of an Effective Social Media
Policy for External Stakeholders 74
Social Media Policy Training 77
CHAPTER 5 Social Media Risks 81
Strategy and Planning Risks 84
Execution and Process Risks 94
Other General Risks 101
CHAPTER 6 Social Media Governance 103
Boards of Directors 106
Executive Oversight 107
Project/Process/Tactical Oversight 110
Legal, Compliance, and Risk Assessments 116
Assurance Providers 117
CHAPTER 7 The Social Media Audit 121
APPENDIX A Chapter Links 143
APPENDIX B Common and Popular Social Media Tools
and Platforms 151
viii
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