Best Practices in Social Media Governance

Develop a robust strategy for the promotion, management and monitoring of your organisation's social media activities.

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  • Publication date: February, 2012
  • Pages: 71
  • ISBN: 9781908640239


The business benefits of social media use are clear. It’s creating and protecting a positive presence in this unpredictable territory that presents the challenge.

An effective governance strategy is critical if you are to maintain control of participation while still allowing freedom for benefits to accrue in intrinsically unexpected ways. 

Ark Group’s report, Best Practices in Social Media Governance will enable you to develop a robust strategy and framework for the promotion, management and monitoring of social media activities throughout your organisation. It provides a vital understanding of the basic principles, imperatives and legal considerations of social media governance, as well as the key policies and documents that should be in place to ensure your strategy is a success.

Specifically, this report is designed to help you:

  • Understand the benefits and risks involved in social media participation;
  • Create a successful social media policy for your organisation;Integrate your social media policy with existing organisational strategies;
  • Ensure your documentation is fit for purpose;
  • Encourage top level buy-in;
  • Train employees, manage expectations and instil organisational values into their activities; and
  • Measure and manage the impact of your social media activities.

Real-life case studies of well-known organisations such as Domino’s Pizza, Johnson & Johnson, Dell and Chapstick exemplify the best and worst approaches to take when faced with an online backlash.

These cautionary tales and the example policies from the BBC, IBM and the American Institute of Architects will help you to consider the most effective policies for your own social media activity. 


Chapter 1: What is social media?

Chapter 2: Why govern social media?

Chapter 3: The legal context – Protecting your IP on the internet

Chapter 4: Governance structures and documentation

Chapter 5: Creating a social media policy

Chapter 6: Managing social media participation

Chapter 7: Managing social media impact

Case study 1: Domino’s Pizza

Case study 2: The Johnson & Johnson Motrin advertisement

Case study 3: Dell

Case study 4: ChapStick

Example policy 1: BBC

Example policy 2: The American Institute of Architects

Example policy 3: IBM

Check our Executive Summary and full table of contents here


Dion Lindsay
Dion Lindsay is an experienced knowledge manager, consultant and trainer. His UK based consultancy, Dion Lindsay Consulting, works with large charities, membership organisations and the public and private sectors on knowledge sharing and management strategies. He is also partner in a world wide consultancy (CyberWorkplace) for remote collaboration techniques. He writes the well-known intranets column in eLucidate, the e-journal for emerging topics in electronic information management, and is a committee member of its publishing body. He is an experienced workshop facilitator on topics including social media in the workplace, for the Ark Group, and intranets, presented with Martin White of Intranet Focus. Dion can be contacted via email at Dion Lindsay Consulting.

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