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Chapter 8 Social Media Information Systems
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5VTCVGI[ 1. Define how ESN supports the organization’s existing goals and objectives.
2. Define success metrics.
3. Communicate the ESN strategy to all users.
4. Convey an expectation of organization-wide ESN adoption.
5RQPUQTUJKR 5. Identify an executive sponsor to promote the ESN.
6. Identify ESN champions within each organizational unit.
7. Encourage champions to recruit users.
8. Identify groups that would benefit most from the ESN.

5WRRQTV 9. Provide all users access to the ESN.
10. Mandate processes to be used within the ESN.
11. Provide incentives for ESN adoption and use.
12. Provide employee training and ESN demonstrations.
5WEEGUU 13. Measure ESN effectiveness via success metrics.
14. Evaluate how ESN supports the organization’s strategy.
Figure 8-13 15. Promote ESN success stories.
ESN Implementation Best 16. Continuously look for ways to use the ESN more effectively.
Practices

Q8-7 How Can Organizations Address SMIS Security

Concerns?

As you have seen, social media revolutionizes the ways that organizations communicate. Twenty
years ago, most organizations managed all public and internal messaging with the highest
degree of control. Every press conference, press release, public interview, presentation, and even
academic paper needed to be preapproved by both the legal and marketing departments. Such
approval could take weeks or months.
Today, progressive organizations have turned that model on its head. Employees are encour-
aged to engage with communities and, in most organizations, to identify themselves with their
employer while doing so. All of this participation, all of this engagement, however, comes with
risks. In this question, we will discuss the need for a social media policy, consider risks from
nonemployee user-generated content, and look at risks from employee use of social media.

Managing the Risk of Employee Communication
The first step that any organization should take is to develop and publicize a social media
policy, which is a statement that delineates employees’ rights and responsibilities. You can find
44
an index to 100 different policies at the Social Media Today Web site. In general, the more
technical the organization, the more open and lenient the social policies. The U.S. military has,
perhaps surprisingly, endorsed social media with enthusiasm, tempered by the need to protect
classified data.
Intel Corporation has pioneered open and employee-trusting SM policies, policies that continue
to evolve as the company gains more experience with employee-written social media. The three key
pillars of Intel’s policy in 2015 are:

• Disclose
• Protect
• Use Common Sense 45

Those policies are further developed as shown in Figure 8-14. Visit www.intel.com/content/
www/us/en/legal/intel-social-media-guidelines.html to read Intel’s social media guidelines in full. Be
sure to read carefully, as the guidelines contain great advice and considerable wisdom.