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The Financial Times Guide to Social Media Strategy by Martin Thomas

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PART 3

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Managing risks and measuring performance

One of the easiest ways to persuade a board of directors to include social media on its agenda is to focus on risk and corporate governance. The senior leadership team of an organisation is failing in its corporate governance responsibilities if it does not take social media risk management seriously, which means:

  • explaining the risks to employees of both posting sensitive company information and criticising customers or colleagues in social media;
  • devising a social media policy, ideally in collaboration with HR and employment law specialists, which encourages people to use social media safely, while protecting both employer and employee in the event of a problem;
  • providing appropriate ...

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