How JAG’s Doing

Our fictional company, JAG, has also come a long way since the beginning of the book. When JAG first evaluated itself on the H.U.M.O.R. Matrix, the company rightfully rated itself as performing poorly in all the areas. With regards to social media, the company had no policies, was not protecting their intellectual property, had not allocated budget or resources to social media, had no tools or systems in place, and were not monitoring relevant mentions online. Not only was JAG unprepared to deal with any situation that might arise, it was not even dedicating any time to understanding which opportunities social media could have afforded its business. Issues ranged from hiring people to understanding the company’s competitiveness to creating positive word-of-mouth marketing.

Over time, JAG came to understand the importance of evaluating its social media risk exposure and, as a result, developed and implemented policies and procedures for the organization. JAG trained employees in the secure use of social media, on company expectations, and on ways to interact with JAG customers online. JAG also implemented monitoring tools to reduce the risk of reputation attacks and to measure the impact of public sentiment on its business model. In Table 17-1, you can see that JAG has gone through the exercise of updating the measurement of its security posture in the H.U.M.O.R. Matrix. Looking at the H.U.M.O.R. Matrix now, JAG has made headway in each area and can rate itself as “Average,” or more mature, in all of them.

Table 17-1 JAG’s Changed Social Media Environment After Six Months