Poll: Companies Struggle to Address Social Media Risks
Despite the increasing popularity of social media tools like Facebook and Twitter, most companies are still struggling with how to manage their social media risks, according to a poll by Deloitte.
Among more than 1,700 respondents to the survey, 84 percent agreed that that “every company should have policies in place to address social media risks.” However, just 35 percent of the group said their company actually has a policy in place. A third of those polled reported that their firm doesn’t have a policy, and the remaining 32 percent said they didn’t know or it wasn’t applicable.
“There’s a sense of risk awareness around this issue, but in terms of acting companies are still struggling to figure out what to do,” says Benton Armstrong, principal, Deloitte Financial Advisory Services.
While an initial knee jerk reaction by some companies was to restrict use of social media tools by employees, Armstrong says that’s not feasible, particularly since more and more companies are also adopting the tools themselves for communications with their employees and/or others outside of the company.
“It’s an illusion that social media use can be controlled—it needs to be managed from a risk perspective,” he says.
Underscoring that point, six percent of those responding to the survey said their organization has already had to present social media content from employees or vendors in a lawsuit.
Rather than developing separate policies to address social media risks, Armstrong says a lot of companies are applying existing e-mail and other communication policies to social media tools.
“The key is making sure people know what information about the organization can be shared—how and with what approvals—and that they understand that the existing rules apply to things said on Facebook and other social media sites,” said Armstrong.
While he notes that “properly trained internal groups can become self policing,” he says that only happens where there’s effective training upfront and where policies on what’s acceptable are clear.
Not surprisingly, results were split on which function within an organization is primarily responsible for monitoring employee social media activity, if any. While most respondents (38 percent) weren’t sure if their company monitors social media or not, 20 percent said their firms don’t engage in monitoring.
Of the remainder, six percent said the job is tasked to legal; nine percent said it falls on marketing, 14 percent said it’s done by compliance/risk, and 13 percent said it’s done by human resources.
Since monitoring social media use can be difficult, rather than “boiling the ocean,” Armstrong says companies can conduct risk assessments of particular parts of the organization or groups (like bloggers).
The survey of private and public company executives was conducted during a Deloitte Webinar, “Social Networking: Addressing Corporate Risks.”
Compliance Week and Deloitte recently hosted an Editorial Roundtable on this topic of social media and its impact on risk and compliance programs. The Roundtable, which took place June 22 at The Ritz-Carlton San Francisco, featured compliance executives at companies such as Apple, Google, HP and eBay. Coverage of the event can be found here.








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