Employees can destroy your social media strategy, yes?
The greatest enemy of knowledge is not ignorance; it is an illusion of knowledge.
–Stephen Hawking
Does your business permit employees to participate in its social media strategy? The greatest danger of participating in online social media? Just like Stephen Hawking says … it is an illusion of knowing what you are doing.
Employees can destroy your social media strategy, yes? And in the worst case put the business at risk.
Every day, people discuss and debate brands in online conversations. As a business, you need to recognize the vital importance of participating in these online conversations.
And commit your business to ensure that participation in online social media with excellence. Having employees contributing to social media in various ways can be a very positive thing. But not without recognizing the potential dangers and by training employees to appreciate these risks.
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This blog is intended to outline how employees should be engaged in the online social media space and to guide their participation, both when they are participating personally, as well as when they are acting on behalf of the company.
We encourage all employees to explore and engage in social media communities at a level at which they feel comfortable. Have fun, but be smart.
The best advice is to approach online worlds in the same way we do the physical one – by using sound judgment and common sense, by adhering to both your and your business values.
Forget that the internet is permanent.
Issue:
Once information is published online, it is essentially part of a permanent record, even if you “remove/delete” it later or attempt to make it anonymous. Something that should be at the forefront of your mind.
Recommendation:
If your complete thought, along with its context, cannot be squeezed into a character‐restricted space (such as Twitter), provide a link to an online space where the message can be expressed completely and accurately.
Employees can destroy … local posts can have wide significance
Issue:
The way that you answer an online question might be accurate in some parts of the world, but inaccurate (or even illegal) in others.
Recommendation:
Keep that “worldview” in mind when you are participating in online conversations.
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Sharing confidential business information
Issue:
Publishing, posting, or releasing information that is considered confidential or not public. If it seems confidential, it probably is.
Recommendation:
Do not discuss numbers and other sales figures (non-public financial or operational information), strategies and forecasts, legal issues or future promotions/activities. Do not post any merchandise pricing information or comparisons.
Employees can destroy … not thinking before posting
Issue:
Employees are personally responsible for their words and actions, wherever they are. As online spokespeople, you must ensure that your posts are completely accurate and not misleading.
Recommendation:
Exercise sound judgment and common sense, and if there is any doubt, DO NOT POST IT. In any circumstance in which you are uncertain about how to respond to a post, ask someone responsible for social media and communications.
Never hesitate to ask anytime.
Not acting as if you’re responsible
Issue:
The company understands that employees engage in online social media activities at work for legitimate purposes. However, these activities may become a distraction for the business.
Recommendation:
Encourage all employees to exercise sound judgment and common sense to prevent online social media sites from becoming a distraction at work.
Employees can destroy … not giving credit
Issue:
Claiming authorship of some work that is not yours.
Recommendation:
If you are using another party’s content, make certain that they are credited for it in your post and that they approve of you utilizing their content. Do not use the copyrights, trademarks, publicity rights, or other rights of others without the necessary permissions of the authors.
Not remembering you are representing the business
Issue:
Not having your posts convey the same positive, optimistic spirit that the company instills in all of its communications. Not being respectful of all individuals, races, religions, and cultures.
Recommendation:
Have employees conduct themselves in the online social media space in a way that not only reflects on themselves but also as a direct reflection of the company.
Employees can destroy … no full disclose your affiliation
Issue:
Not disclosing your name and business affiliation. Never use aliases or otherwise deceive people.
Recommendation:
State your relationship with the Company from the outset, e.g., “Hi, I’m Mike Schoultz, and I work for Digital Spark Marketing.” This disclosure is equally important for any agency/vendor/partner/third party who is representing the company online. They must disclose that they work “with Digital Spark Marketing Agency.”
Not following business policies
Issue:
Not following the Code of Business Conduct defined for the business.
Recommendation:
Know, understand and follow the Code of Business Conduct of your business. Act with honesty and integrity in all matters. Also, several other business policies may govern your behavior as a Company spokesperson in the online social media space, including the Information Protection Policy and the Insider Trading Policy.
Employees can destroy … not being a “scout.”
Issue:
Not sharing positive or negative remarks you see on social media about the brand you represent.
Recommendation:
Even if you are not an official online spokesperson for the company, you are one of our most vital assets for monitoring the social media landscape. If you come across positive or negative remarks about the brand online that you believe are important, share them by forwarding to your marketing organization.
Quick response to negative posts
Issue:
Responding to negative attacks or comments about your business.
Recommendation:
Unless you are a certified online spokesperson, avoid the temptation to react yourself. Pass the post(s) along with company spokespersons that are trained to address such comments.
Mixing you’re business and personal social media
Issue:
Online, your personal and business personas are likely to intersect. Not being sensitive to the fact that customers, colleagues, and supervisors often have access to the online content you post.
Recommendation:
Don’t take public positions on issues of the company that doesn’t reflect company views.
The bottom line
The purpose for you to become more actively involved with social media is to find additional opportunities to connect with customers and share information with them that they enjoy receiving.
As a front-line salesperson, or any employee for that matter, this should be another valuable tool that will help you further accomplish that goal—but it shouldn’t take away from the very important person-to-person contacts that you will continue to make each day.
Above all, remember to have fun and be yourself!
Remember this simple fact. Sometimes you need to slow down to go fast. Let your social media marketing success be your difference maker.
