Businesses are becoming more accustomed with social media and are beginning to move past the initial excitement of what social media can do for businesses. As this shift takes place and businesses begin to implement social media, it is important that businesses execute an effective social media strategy and get everyone on board. This will involve training, cohesive business culture, and building a system where all of the important parts can participate. Since a social organization is internally and externally active, it can get complicated.
Everyone can think of those huge PR screw-ups where major corporations acted carelessly and gave the company a bad name. Most of the time we think those are done by careless employees and clueless interns tweeting from branded accounts. The solution to this is not to allow anyone on a branded account with whom you don’t fully trust to be the voice of your company. Employee communication from their own accounts is a little more difficult. This solution is a little more complex because of two impulses tugging at each other.
1. Some think in such a way that since its their account they can say whatever they want because they have Freedom of Speech. This is true. People are entitled to feel this way especially if they are not in a customer facing section of the business.
2. Others think employees’ personal accounts are still part of the companies face and can represent the company regardless. Many think this way especially if their Twitter account is associated with the company and they identify their company in their bio.
The solution is to balance self expression with a structured compliance. It often comes down to training, mentoring, and establishing clear set guidelines of the best possible practices. If things are too structured and strict, employees will rebel. However, if things are too loose, no one will be careful in the first place. Find a happy medium.
If your thinking about a social media policy that uses harsh threats and discipline, try again. This is often just going to create resentment and employees trying to be sneaky. Instead, provide education and resources that are secured with the right system. Be clear about major no no’s and what is allowed. Click for a full list of social media policy tips to get employees on board.
