Business leaders recognize that customers and potential customers expect real-time interaction and quick reaction time from their businesses. Many also recognize that social media tools can enhance interactions with this external audience and are useful for monitoring online business branding.
Most good leaders also recognize that employees interact with and influence customers in many ways, and they recognize the value of an engaged workforce for positive customer interactions.
Yet many companies still ban or attempt to centralize control of social media use in the workplace, stifling the potential for an engaged workforce.
Three social media strategies
Social media policy seems to fall into one of three categories:
1. Turn it all off, lock it down!: Sometimes this policy is derived from external requirements, such as in government workplaces.
But often this approach stems from fears that employees will waste time on social networking sites or use those sites to share proprietary information or make derogatory comments about the company. Or it may be due to an inability or unwillingness to educate and promote the effective use of these powerful tools.
Whatever the reason, this approach can indicate a complete lack of trust in the workforce or naivety about the access employees already have. Neither of these is conducive to an engaged workforce!
two. Limit access with many rules: This approach attempts to capture all possible appropriate and inappropriate uses of social media tools in one mind-blowing rulebook, in an apparent effort to leave little to chance.
However, as a modification of the above approach, the use of social networking tools is restricted to one or a few people, possibly in public relations, marketing or human resources, whose work is considered to include interaction with the public.
This approach fails to recognize that all employees influence public and customer opinion about the company, regardless of their position. Nor does it recognize the value of an engaged workforce for positive customer interactions. To the workforce, it can seem like they are being treated like little children who need to be protected from themselves. Or even worse, such an approach, like the first, may indicate a lack of trust in employee judgment or an inability or unwillingness to participate in discussions and training.
3. Free access with the understanding that usage is monitored: Unlike the others, this approach offers guidelines and relies on employees to use social media responsibly and accept the consequences of not doing so.
He recognizes the influence each employee exerts on clients and the public, and chooses to hope for the best, but it can certainly come with the proviso “As a leadership team, if we feel a one-on-one conversation is required to clarify our standards, we will follow up with you directly.“.
This approach requires the greatest effort to communicate and educate managers and employees about the brand, company, and audience, and help them make decisions about using social media in that context. But the potential business benefits are also great.
Rulebook vs. Guidelines: Which Social Media Policy Would You Prefer?
Think about it. Treat people like little kids and they will act like little kids. Treat them as responsible adults and you will interact with them. Which would you prefer to represent your company?
Instead of running away from the problem and limiting the reach of employees on the Internet, consider opening up access to all social sites and tools, so that employees can play an active role in managing the company’s online presence.
Get there
1. Know what your culture and brand is all about.
2. Being able to clearly articulate to your employees how they can help or hinder both the culture and the brand using social media.
3. Provide the time, training, support, and guidance to advise managers and employees about their options and responsibilities.
4. Have the resources to monitor and “correct course” when necessary.
5. Keep in mind that whether you have five employees or 500, everyone represents your brand and company nearly every minute of every day on and off social media.
Harness the power of social media and engage a workforce!
Copyright 2011 Christine McLeod