Chapter 20
Understanding Social Media Governance and Tools
In This Chapter
Examining several governance models
Instituting SMM policies and guidelines
Dealing with a social media crisis
There’s no doubt that social media is going to have a pervasive influence on marketing in the future; arguably, it already does. It is touching every dimension of marketing. In large organizations, it is resulting in new types of collaboration, processes, policies, and governance structures.
But what’s more, SMM is starting to influence corporations in substantive ways beyond the realm of marketing and into public relations, sales, customer service (or consumer relations), and legal. Having strong social media governance and tools is more important than ever.
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