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Mapping the social media technology stack
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Transcript of Mapping the social media technology stack
Mapping the Social Media Technology Stack
Unlocking The Social Web
Building An Architecture To Support Your Social Web Efforts
March 2014Alan Webber
It is a jungle out there
How we communicate has changed
Social media has changed the landscape
Connected people see the world differently
Social media can be a great channel
But it isn’t without its risks
Companies have to be there because their customers are
Used under Creative Commons Attribution License on Flickr from Riaz Kanani
But sometimes companies get it wrong
10
And sometimes companies are targets
It is easy to get lost
But how do companies maintain control?
By building the right architecture to handle and manage social media
Building the social web architecture
Social Engagement Platforms
Building the social web architecture
Social Engagement Platforms
Listening, Monitoring, and Analytics Platforms
Building the social web architecture
Social Engagement Platforms
Listening, Monitoring, and Analytics Platforms
Social Web Security Platforms
Start with a solid foundation
Social engagement tools provide the foundation
Social engagement platforms
• Engage with communities and customers
• Provide workflow and BPM
• Deliver targeted content and ads
• Deliver domain specific aps
• Running marketing campaigns
Social Engagement Platform
Build a framework to support the social media efforts
Listening, monitoring, and analytics tools for the foundation for a social media platform
Used under Creative Commons Attribution License on Flickr from brittreints
Listening, monitoring, and analytics platforms
• Mine external conversations
• Find brand and competitor mentions
• Analyze volume, sentiment, & other measures
• Identify trends and influencers
Listening, Monitoring, & Analytics Platform
Social Engagement Platform
Final aspect is putting social web security in place
Social web security should be there but not seen
Listening, Monitoring, & Analytics Platform
Social Engagement Platform
Social web security platforms
• Audit and track social accounts
• Content filtering
• Find social account hacks and misuse
• Enforce appropriate use, aps and publishing
• Regulatory compliance and archiving
Social Web Security Platform
Then your social media efforts can really stand out
Thank you!
Alan [email protected]@AlanWebber
Technology Architecture for Managing Social MediaDevin Redmond@DevinHRed
Visualizing the social tech stackWhere security fits
NexgateProtect branded accounts and ensure compliance
Find, audit, and track the actual social accounts of the brand Catch & remediate social account hacks, tampering, and misuse Remove bad ‘inbound’ content including spam, malware, and acceptable use Enforce usage of approved publishing platforms Comply with regulations using prebuilt content policies, workflow, and intelligent archiving
Listening PlatformsMine external social data and conversations
• Find brand ‘mentions’ and present them with inferences• Provide volumes of market data that is analyzed for trends, share of voice, etc.• Social CRM identification of key conversations and influencers that may need engagement
Publishing PlatformsEngage audiences and track outcomes
• Build communities• Deliver content, custom apps, ads with workflow• Promotions, contests, and campaigns
This is best practice
Social Web StackWeb Stack
Web Analytics Social Web Analytics
Web Engagement / CMS Social Web Engagement / CMS
Web Security Social Web Security
Security Use Cases
① Brand social account sprawl• Can’t inventory, audit, track social
media infrastructure• Can’t continuously find fake accounts
② Inbound protection for accounts• Nothing to detect and remediate
account anomalies / hacks• No automated coverage for volumes of
inappropriate and malicious content
③ Outbound compliance controls• Too many admins and apps installed
across multiple accounts• Little or no automated coverage for
sensitive and regulated data
Novartis Slapped by the FDAFINRA begins social
compliance audits
Spam
Visibility for Protection
① What accounts do you have?• Authorized?• Good intentions, but not authorized
② What’s happening on them?• Safe content?• Right apps?
③ How do you find fraud?
Requirement: Automated Account Discovery & Analysis
Scaling safety
① Success = Eyeballs = Bad Content
② Bad Content ≠ Good Conversation
③ Moderating junk doesn’t require or scale with people
Spam
Requirement: Automated Bad Content Filtering & Removal
Addressing control
① Reality = 3 – 6 apps can publish on your accounts• Denial and not knowing are the problem with this• Not knowing = not managing = inefficiency & risk
② Reality = you will always have multiple admins with account access• Your SMMS helps, but, repeating point 1’s reality, that isn’t
enough
Requirement: Dedicated Account Access & Application Controls
Ensuring Compliance
① Workflow / Keywords aren’t compliance• Data science and compliance expertise builds
real policies to detect things that a marketing expert shouldn’t have to
• The content here went through workflow and keyword filters of the CMS system that missed the compliance violation (the combination of words plus the lack of a valid disclosure / disclaimer)
② Who is governing the workflow route / app• If you can’t prove you enforce usage of the app
with workflow and control the other apps publishing, then that is a compliance fail
Top 5 Apps Used to Publish on 50 real FinServ Accounts
Requirement: Sophisticated / Dedicated Content & Application Controls
Other ConsiderationsIntegrating security
Archiving ≠ Compliance Archiving is a best practice
① Archiving is common layer for communication channels, but…• They are not content classification,
detection, and enforcement systems• They are secure information stores for
audit and compliance processes• For example, your company still uses a
security layer for inbound spam and outbound data loss prevention / compliance
② You should leverage intelligent archiving of social using your preferred enterprise archive
③ Nexgate integrates and adds intelligence with all of the pervasive Archives
Nexgate Partners:
Security Unification Social isn’t an Island
① Social is part of your communication infrastructure
② IT and InfoSec should play a role in protecting that infrastructure
③ That protection requires more unified visibility via SIEM into social infrastructure events alongside other infrastructure events
Nexgate Partners:
Summary
① Your social program has a growing technology stack
② Ignoring / downplaying security hurts your audience, your ROI, and your program
③ Security is a dedicated layer that• Protects your brand image and accounts• Protects your audience and frees up social resources• Protects your SMMS utilization and ROI• Protects your program from regulatory fines• Protects your existing investments in archiving and SIEM
Thank You!!!
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