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Social Media Governance

Now that social networks have become a widely accepted communications and marketing channel, managers and directors are beginning to notice not only their importance, but the attached risks, too. Potential damage to reputation, unfair competition and loss of credibility are just a few of the consequences of improper social media management. However, with the right teams and tools, your presence can easily be monitored and managed. This is why it is necessary to implement a sound social media governance programme.

What is Social Media Governance?

Social media governance is a process that concentrates on the identification, evaluation and definition of priorities, as well as the mitigation of risks, deriving from the use of social media networks. These risks include the improper management of published content, by negligent or uninformed employees, unhappy clients, revengeful former workers and unfair competition.

If you are present on-line and on social media, everything that is done must be accounted for and monitored. This is why social media governance cannot simply address user interaction and notification management, but must also include guidelines, processes and resources that monitor all involved parties: audience, content managers, brand ambassadors and employees. The final objective is to avoid reputational crises and guide internal and external users to successfully mention (if not represent) the company or organisation on social media.

The Importance of KPI Monitoring

Establishing a governance model for your social media profiles is not sufficient, though. In order to achieve lasting results, it is also important to monitor the activity on your social ecosystem (including the social media channels of employees, users and ambassadors who mention your brand) and update policies, guidelines and processes. This is accomplished through KPI monitoring, the supervision of the key performance indicators defined at the beginning of the project (i.e., fans/followers, visualisations, comments, answers, shares, etc.).

By defining performance objectives, KPI monitoring allows you to evaluate whether the implemented governance policy and actions continue to prove efficient. If the KPI monitoring identifies an anomaly or a fall in consensus, the governance strategy will need to be revised in view of the identified critical issues.

Social Media Governance at Cultur-e

Our work methodology at Cultur-e assigns a central role in the achievement of project objectives to social media governance. We begin with a few simple questions: What are the rules? How do we manage content? How do we moderate conversations? How do we evaluate performance?

We answer the first question with an internal and external policy for social media. Internal social media policy addresses client employees and defines the guidelines for how to interact with corporate content, how to constructively use personal profiles, how to responsibly manage content shared by other users, how to behave in case of a reputational crisis and how to prevent the irresponsible or unlawful use of social media. On the other hand, external social media policy addresses users and provides guidelines and netiquette for interaction, along with social care guidelines, comment moderation regulations and the management of users who do not respect privacy and/or policy.

Content management is regulated by the social media editorial plan, while user management is based on a community management model that describes how to manage conversations with other users, how to answer and what tone of voice to use. The model also includes guidelines on how to counter critical issues and/or reputational crisis, identifying how to evaluate the damage caused by content based on where it is posted, the user engagement level, the level of influence of the poster and its on-line propagation rate. This is all the information that is necessary to act adequately.

Together with the social media editorial plan, the social media governance plan is a fundamental tool. It allows social media managers to efficiently complete daily page and profile updates satisfying the user and reader communities, who, in time, will convert into contacts, consumers and clients.


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