Auditing Social Media (eBook)

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.

Foreword.

Acknowledgments.

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.

Listening.

Learning.

Responding.

Measuring.

Sharing.

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.

Index.