When it comes to social media and Enterprise Content Management (ECM) systems, there are a number of unique challenges that companies face due to the collaborative and ever-changing nature of social media content. Some of the challenges facing companies who wish to incorporate social media into their content management strategies include:
- Keeping records from multiple communication channels
- Managing ownership internally AND in conjunction with the sites in which the content is hosted
- Maintain the ability to capture and authenticate frequent updates
- Establishing a retention plan for social media “documents”
- How to transfer social media “documents”
- How do you manage standard content management tasks?
- How do you determine which social media communications qualify as important content?
What Social Media Content Do I Retain?
In order to understand how social ECM will function, companies must first qualify what social media content is considered a record worth retaining. Just like email messages, not every social media message is considered a record. While developing an entire new set of retention rules may seem difficult, it is in fact rather simple. Content that should be retained on social media is the same as the content that should be saved when working on any other platform.
It is important to understand that the subject matter and impact of content is what is important – the platform in which it is created and managed is irrelevant.
Who Will Own & Manage Social Media Content?
Once the ground work has been established, analytics and ECM systems will be used to organize and evaluate information. The ideal future holds a software solution which can semantically review content to decide what is to be retained – leaving only the exceptions to be handled by your staff.
ECM’s Role in Social Media:
ECM’s role in social media is to help provide governance to social businesses and help bridge the gap to core business processes. However, social ECM is much more than governance and control over content. It will also provide access to valuable information from across an organizations online presence in order to better manage, improve, and govern the company as a whole. The more data available along with the proper controls can prove to be an invaluable source of information. Additionally, this data can provide protection should any “issues” develop on social media.
In general, social Enterprise Content Management should do what any good ECM strategy should, leverage content tools to drive efficiency. The goal is to do more with less – and part of this efficiency is the ability to communicate with the right people, at the right time, in the best way possible.
Implementing a Social ECM Strategy:
Implementing a social media ECM strategy is very similar to any other need for content management. Small volume needs and focused solutions do not meet the same management requirements that a larger company will have. This too can be said about any social content management strategy. However, should a need be established, it is very important that (just like ant ECM solution) your strategy/system is scalable, accessible, and must include analytical tools to interpret large data sets effectively.
In short, companies will find it easy to implement a social ECM strategy by adhering to the standards of other ECM processes. There will be a need to create new data constructs; however, the core business features/needs of a social ECM system are no different from any other.