Auditing Social Media: A Governance and Risk Guide / Edition 1

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A Governance and Risk Guide

When it comes to business communication, social media hastransformed how consumers interact with corporations, governments,traditional media, and each other. The game haschanged—organizations and traditional broadcast media nolonger control the message, consumers do—telling it like it isinstantly—through uploaded text, images, audio/video content,and, let's not forget, instant global reach.

If you want your business to stay ahead in the game, then thisone-stop guide will help your business navigate through the maze ofrisks and governances surrounding social media. Auditing SocialMedia explains how your organization can thoroughly ensure it hasthe adequate measures in place to capitalize on social media whileprotecting itself from excessive risk.

Authors Peter Scott and Mike Jacka provide a solid overview andthe tools you need to:

  • Evaluate the opportunities and risks of social media
  • Develop a strategic approach that best addresses theseissues
  • Use social media as a tool—and monitor its use
  • Comply with Federal Trade Commission guidelines
  • Gain significant strategic value from social media
  • Ensure your social media are aligned with the business'sstrategy, goals, and objectives
  • Implement tracking with the right metrics

The bottom line for your business's bottom line isn't if it'sgoing to participate in social media. If you want to matter in yourindustry, it's go time! From delivering value to governance,Auditing Social Media equips you to successfully partner with yourbusiness in achieving its social media goals.

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Product Details

  • ISBN-13: 9781118061756
  • Publisher: Wiley
  • Publication date: 3/22/2011
  • Edition number: 1
  • Pages: 208
  • Sales rank: 1,195,115
  • Product dimensions: 5.90 (w) x 9.10 (h) x 1.00 (d)

Meet the Author

Peter R. Scott, APR, is a senior-level social media andpublic relations strategist, working with some of the world'slargest and most respected brands and agencies. For more thanfifteen years, Peter has led numerous communications, marketing,and interactive media, including serving as the director ofmarketing and web operations for The Institute of InternalAuditors.

J. Mike Jacka, CIA, CPCU, CLU, CPA, has worked ininternal audit since 1983. He has been involved in all aspects ofthe profession, including development of fraud protocols andprocedures, development of a training curriculum and materials fora 200-person audit shop, design of continuous audit techniques usedto streamline field audit processes, and management of a thirtyperson department. He is coauthor of the book Business ProcessMapping: Improving Customer Satisfaction, published by Wiley.

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Table of Contents



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.






Chapter 4 Social Media Policies.

The Social Media Policy Team.

Internal and External Stakeholders.

Elements of an Effective Social Media Policy for InternalStakeholders.

Elements of an Effective Social Media Policy for ExternalStakeholders.

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 andPlatforms.

Appendix C Common and Popular Social Media MonitoringTools.

Appendix D Links to Publicly Available Social MediaPolicies.

Appendix E Links and Information Regarding Regulation,Guidelines, and Legal Issues Involving Social Media.

About the Authors.


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