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1. Social Media Governance Document
Purpose
Use this template to create a social media governance document to help you govern the
“COMPANY XYZ” social media marketing program.
At the highest level, this document is intended to address the following:
1. Governance Goals
2. Governance Structure
3. Governance Process
4. Social Media Roles & Responsibilities
5. Implementation Timeline
6. Social Media Training
7. Social Media Funding Model
8. Social Media Program Metrics
9. Continuous Improvement
Scope
This document is limited to “COMPANY XYZ’s” social media properties, and does not
include information pertaining to the corporate website, intranets, extranets, portals, micro-
sites, landing pages, and/or “Company XYZ” subsites.

2. This document describes “COMPANY XYZ’s” Social Media Governance Framework (the
Framework). The Framework is to be used by all “COMPANY XYZ” employees & contractors
to introduce consistency in the way “COMPANY XYZ” social media properties are created,
managed, and maintained. Senior Management and the Governance Committee have
endorsed development and implementation of the Social Media Governance Framework.
This document is subject to modifications and amendments from time to time as required.
Please be sure to check back frequently for updates.
Background & Architecture
This section is not required but it will provide the reader with a better understanding of
why this document exists.
A good example of background information can be found below:
 “COMPANY XYZ’s” social media properties are now mainstream channels through
which information is being communicated. Therefore, social media marketing efforts
should project a unified, positive image of “COMPANY XYZ” locally, nationally and
globally in order to better support our customers/clients.
 On “Enter Date Here” we undertook an internal audit of “COMPANY XYZ’s” social
media marketing efforts to gain a comprehensive understanding of our current
infrastructure and quality of communications.
 The Review revealed that “COMPANY XYZ’s” corporate social media program is
inconsistent and fragmented.
 In response to the findings of this review, the fragmented social media channels
were re-branded aligned and social listening software was purchased.

3.  This Social Media Governance Document will assist “COMPANY XYZ” employees and
contractors to focus on delivering effective communications that are aligned to the
needs of our clients/customers and will lay the path for clear ownership and
responsibility over social media marketing activities.
1. Governance Goals
The main goals of this governance document include:
1. Facilitating communication & collaboration across the organization
2. Creating a better managed and maintained social media marketing program
3. Decreasing the amount of time it takes to train new employees
4. Building a more “Customer Centric” social media program
5. Increasing the speed at which decisions can be made
6. Controlling the quantity & quality of content for the social media program
2. Governance Structure
The governance structure is depicted in the diagram below:
Corporate Governance
Committee
Social Media
Governance Committee
Expert Groups E-Governance Sub
Committee
The Governance Structure identifies the roles and responsibilities of individuals and groups
that participate in the day to day and strategic decision making required for the
development, management and administration of “COMPANY XYZ’s” social media
governance.

4. 3. Governance Process
Any employee wishing to make representation on the Social Media Governance Committee
is required to provide the following to the Social Media Governance Committee Chair:
 Their name, address and telephone number;
 Details of why they wish to become a member of the committee; and
 Whether they are speaking on their own behalf or also representing the views of
others.
If you need to locate a Social Media Governance Committee member, use “COMPANY
XYZ’s” intranet portal and search for “Social Media Governance Committee Members.”
Compliance with the Social Media Governance Documents will be checked on an on-going
basis.
The penalty for not complying with this document depends on the severity of the
infraction and will be judged on a case-by-case basis by the Social Media Governance
Committee.
Responsibilities of e-Governance Sub-Committee:
 Provide policy directions for the Framework (current and future) through
collaboration with representatives, for example the Social Media Governance
Committee and Expert Groups (when required).
 Provide clarity and assistance to “COMPANY XYZ” departments on the policies and
standards in the form of tools and implementation guides.
Responsibilities of Expert Group:
Contribute to and assist in the development of best practice standards as required.

5. Responsibilities of Social Media Governance Committee:
 Administration of the Framework policies and standards.
 Communication, marketing, awareness raising and promotion of the Social media
Governance Framework.
 Manage and maintain relevant policies.
 The Social Media Governance Committee will meet Monthly to discuss revisions to
policies, change requests, and to update the Social Media Governance Document
when necessary.
Responsibilities of Corporate Governance Committee:
 Provide strategic direction setting for all strategic matters concerning the
development of the Social Media Governance Framework.
 Approval authority for policies where there is significant policy impact to the
organization as a whole.
 The Corporate Governance Committee will continue to meet Quarterly.
4. Roles & Responsibilities
Governance Committee Chair
Insert Name Here
Responsibilities Include: Guide the committee in accomplishing its objectives, keep the
committee focused, ensure new members are well oriented, develop meeting agendas,
assign tasks as required, work with executive sponsor to ensure objectives are met, develop
final reports, proposal, create supporting documentation, etc.
Term: Appointed, 1 year renewable.

6. Governance Committee Members
Membership composition of the Social Media Governance Committee shall consist of a
minimum of four members, including the Chair of the Corporate Governance Committee.
Current Members of the Social media Governance Committee are:
 Insert Name Here
 Insert Name Here
 Insert Name Here
 Insert Name Here
Responsibilities Include: Develop, review and monitor the Social Media Governance
Document, benchmark best practices with regard to social media governance, retain
outside experts and specialists to advise the Social Media Governance Committee, respond
to any matter that may be referred to the Social Media Governance Committee Chair,
review the Social Media Governance Committee's annual agenda of activities, etc.
Term: Appointed, 1 year renewable
Chief Marketing Officer (or VP Marketing, VP Sales & Marketing)
Insert Name Here
Responsibilities Include: Align marketing objectives and programs to enterprise objectives
and strategies, define metrics based on overall business objectives, maximize the mix of in
house versus agency services, establish strategic service provider partnerships, optimize
and design marketing processes, optimize costs of services through a mix of internal and
external resources, etc.

7. Executive Sponsor (Director of Marketing)
Insert Name Here
Responsibilities Include: Advocate & champion the social media program internally &
externally, obtain budgets, accept responsibility for the social media program, support the
program, lead generation, deepen product awareness, generate brand awareness, etc. For
additional responsibilities & requirements, check out Demand Metric’s Director of
Marketing Job Description.
Social Media Marketing Manager
Insert Name Here
Responsibilities Include: Oversee social media project, set goals, objectives, and targets,
monitor traffic, report to key stakeholders, manage integration, strategy, etc. For additional
responsibilities & requirements, check out Demand Metric’s Social Media Manager Job
Description.
Social Media Specialist
Insert Name Here
Responsibilities Include: managing content, overseeing and managing the content
publishing model, establish relationships with the online community, identify key
influencers, educate & train employees and contractors, etc. For additional responsibilities
& requirements, check out Demand Metric’s Social Media Specialist Job Description.
Note: Your content publishing model might be different depending on your social media
marketing goals. In this example, the content publishing model is broken down into the
following 3 categories:

8.  Internal Content: Content created from within your company. Examples include:
Whitepapers, Video, Data Sheets, Case Studies, Webinars, etc.
 External Content: Content that has been self-published on your social media
properties by customers, prospects, competitors, partners, etc. Examples include:
Analyst Reports, Facebook “Likes”, Blog Comments, Twitter “Re-Tweets”, etc.
 Sponsored Content: Sponsors publish on your social media properties. Examples
include: 3rd Party Blog Posts, 3rd Party Presentations, 3rd Party How-To Guides,
etc.
Social Media Administrator
Insert Name Here
Responsibilities Include: Review & publish content (when necessary). The Webmaster can
assume this role. This person is ultimately responsible for maintaining and updating
content across social media properties.
Graphic Designer
Insert Name Here
Responsibilities Include: Design look and feel of social media properties, work with HTML
templates and style sheets, outline page design, document and implement SEO procedures,
etc.

9. Departmental Liaisons
Sales: Insert Name Here
Responsibilities Include: Owner of marketing generated leads, manages middle of sales
funnel, etc.
Customer Service: Insert Name Here
Responsibilities Include: Increase customer engagement on LinkedIn, forums, message
boards, Twitter, Facebook, etc.
Product: Insert Name Here
Responsibilities Include: Product feedback, product reviews, etc.
Human Resources: Insert Name Here
Responsibilities Include: Helping to build policies that protect employees, contractors and
“COMPANY XYZ”.
IT: Insert Name Here
Responsibilities Include: Support & maintenance, organizing & mining data, etc.
Legal: Insert Name Here
Responsibilities Include: Heading a pro-active approach to warding off potential legal
problems before it’s too late.
5. Timeline
“COMPANY XYZ’s” corporate social media program will be developed and maintained in a
2 part approach. Some functionality will be phased in and other recurring activities will be
happening in unison.

10.  New Roles: Phased in as needed
 Launch: On-Going
 Maintenance: Weekly
 Publication: On-Going
 Integration: Complete
6. Social Media Training
Consult Demand Metric’s Social Media Policies and Guidelines Template.
7. Social Media Funding Model
Funding for “COMPANY XYZ” corporate social media program will continue to be the
responsibility of “Enter Current Owner Here.”
If the situation arises whereby “COMPANY XYZ’s” corporate social media program requires
additional funding for development or redesign, “Enter Current Owner Here” will be
required to ensure the request for funds complies with this governance document.
This will require signoff from the Governance Committee that the proposed social media
program reflects the business priorities of “COMPANY XYZ” and that sufficient funding will
be made available to maintain the social media properties throughout their lifecycle.
8. Social Media Metrics
Measurement should be a key component of your social media program. Demand Metric’s
Social Media Metrics Dashboard can be used to define, track, and report on your key social
media program metrics and key performance indicators. All the metrics can be easily
customized to suit your organization's needs. Some examples include: Social Network
Reach, New Facebook Fans, New Twitter Followers, etc.

11. 9. Continuous Improvement
In addition to the KPIs outlined in your social media program metrics dashboard, the
following best practices for continuous improvement on your social media should be
followed and administered accordingly:
Evaluate End User Value
Does each part of your social media program provide value to the end user?
Conduct Testing & Obtain Feedback
Survey customers & users to obtain feedback
Perform Content Maintenance
Is older content still relevant?
Proofreading
Copyediting
Testing
A/B testing on pages where applicable