Peter R. Scott, APR,
is a senior-level social media and public relations strategist, working with some of the world's largest and most respected brands and agencies. For more than fifteen years, Peter has led numerous communications, marketing, and interactive media, including serving as the director of marketing and web operations for The Institute of Internal Auditors.
J. Mike Jacka, CIA, CPCU, CLU, CPA, has worked in internal audit since 1983. He has been involved in all aspects of the profession, including development of fraud protocols and procedures, development of a training curriculum and materials for a 200-person audit shop, design of continuous audit techniques used to streamline field audit processes, and management of a thirty person department. He is coauthor of the book Business Process Mapping: Improving Customer Satisfaction, published by Wiley.
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.
Chapter 4 Social Media Policies.
The Social Media Policy Team.
Internal and External Stakeholders.
Elements of an Effective Social Media Policy for Internal Stakeholders.
Elements of an Effective Social Media Policy for External Stakeholders.
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.
Committee Makeup/Department Feedback.
Legal, Compliance, and Risk Assessments.
Chapter 7 The Social Media Audit.
Appendix A Chapter Links.
Appendix B Common and Popular Social Media Tools and Platforms.
Appendix C Common and Popular Social Media Monitoring Tools.
Appendix D Links to Publicly Available Social Media Policies.
Appendix E Links and Information Regarding Regulation, Guidelines, and Legal Issues Involving Social Media.
About the Authors.