UBS AG Case Study
Social Media Governance and Risk Framework
2012 – ongoing
Kamales Lardi, Claudia Magri Mandela, Patrick Kramer and Michael Utz
UBS is Switzerland’s largest bank.Building on 150 years of banking history, UBS Switzerland holds a leading position in retail banking, corporate and institutional banking, wealth management, asset management, and investment banking.
Patrick Kramer, Head Strategy & Service Management at UBS:
“Kamales knows how to work within complex organizational settings and easily manages deliverables across countries, work cultures and time zones. She is also very well connected and manages very effectively virtual knowledge networks to the benefit of
any strategic initiative.”
UBS AG needed a social media governance framework to ensure that all their channels were being used in accordance with UBS policies and branding requirements. Further, Lardi & Partner Consulting (LPC) were asked to create and implement harmonized operational guidelines for all social channels.
LPC were engaged to develop the operational guidelines and channel-management processes for all official UBS social media channels, which include Facebook, Twitter, LinkedIn, Instagram, Flickr, Google+, Wikipedia and YouTube.
Individual guidelines were developed for each channel: The framework covered the look and feel, the content strategy, how to engage with clients, restrictions and general rules of how the channel could be used within the UBS social media framework.
In addition, LPC created a framework for operational processes, e.g. how to get a new account approved and set up. This also included elements of risk management, e.g. how to respond to or escalate negative comments and guidelines for how an account should be decommissioned. The material also covered monitoring possibilities and available reports and finally, the onboarding to social media management tool Hootsuite.
The social media governance framework has been implemented and the operational guidelines now serve as official directive for any stakeholder or business division that uses social media for business within UBS AG.