risks are even recognized by an enterprise.
With recent user data reporting that
Facebook has eclipsed two billion monthly
users, along with Instagram and Twitter
users combining for another billion,1 a
simple five-second video captured on a
smartphone can instantaneously influence
millions before compliance or risk teams
are even aware of
media users and
each month, how can
up? The following
are a few suggestions
that I recommend
Develop a risk triage plan
Not all risks require an “all hands on
deck” remediation strategy, but knowing
when and how to implement this strategy
requires proper training. Developing a
risk triage plan ensures you can properly
evaluate emerging social risks before they
snowball into larger problems. Crucial to
the development of this strategy is being
able to answer two key questions:
1. Does this risk pose the potential to
have a larger impact?
2. What is our ability to quickly act upon
and suppress the risk before it grows?
These questions provide the foundation
of any risk remediation strategy as they
help you prioritize and properly address
risk by identifying which fires are worth
fighting and which are not. That is, if a
risk appears minor and can fizzle out on
its own, it is wise to limit your resources
assigned to this risk and, instead, allocate
them toward risk that creates more pressing
Risk management teams should
document the proper processes to take given
the answers to these questions and educate
teams on what to do, and even what not to do,
as risks arise.
In today’s social
the first step for
employees, is to
post on social
media. From bad
frustration, or even concerns over enterprise
actions, social media has emerged as the
front line for airing negative experiences.
Savvy brands need to continuously
monitor for mentions of their brand and act
upon them in a quick, appropriate manner.
Social media teams should also work closely
with risk management teams to identify
and recognize the difference between
an everyday complaint and a national
Additionally, risk teams must remember
that employees can emerge as the cause of
a social brand risk, whether intended or
unintended. From talking about bad days
at work to leaking undisclosed product
information, employees carry an authoritative
voice when discussing their brand.
It is important for enterprises to have
internal protocols in place to educate their
employees on the importance of brand
representation within the social environment.
Today’s media is “always on”; thus, employees
must follow suit on social channels.
Developing a risk
triage plan ensures you
can properly evaluate
emerging social risks
before they snowball
into larger problems.