Introduction: Corporate Social Media Policy
Depending on the structure and objectives of an organization, the need for social media policy and use guidelines, will be the eventual alternative of every organization and will at some point in time within the near future, require the use of social media documentation outlining the rules and policies associated with workplace and private, use of social media. Although every company do not use social media within the firm during the run an average business day, employees who use it privately can cause harm in the form of trade secrets associated with the firm and its brand equity, (Smith, Wollan, Zhou, 2011). That is where the need for governance and the creation of guidelines by the governance committee comes into play, which is done with the hope of creating a balance between protecting the company from economic risk and that of ensuring accountability on behalf of the employee, with hopes that the company can use the social media as a way of promoting and differentiating it’s objectives in the marketplace, (Smith, Wollan, Zhou, 2011).
The guidelines compiled by the governance committee should include such things as how and when, employees should and shouldn’t engage other entities on social media networks. The guidelines should also include methods for ensuring that first-line managers are well informed about social media strategies and their updates, going forward, that is, training and continues education on such matters going forward. Other ways of connecting with the corporate citizen in terms of social media policies would be the holding of workshops at intermittent intervals, and the publishing of material in pamphlets relating to guidelines incorporated as social media rules and procedures by the organization’s governance committee.
How To Identify Internal Champions
Managers can go about identifying the internal champions of the social media causes by noticing how and if they will welcome the role of change agent. It is a sure bet they will be the one who can work at reconstructing the defining principles relating to social media policies, and procedures. These sorts after champions should be able to match the message with the receiver. With this, we are talking about how to get across the value added processes attached to the adopting of social media, and its integration of this component with the marketing model. Next the champion should be able to show how by, the providing of proof, that the direction of adopting social media is indeed the right direction for the company currently. For example, the charting the number of mentions against the amount of blogging done on a particular platform, and in turn mapping those metrics out over time and relating how these numbers are directly associated with recent increased productivity to the bottom-line, (Sterne, 2010, p. 199).
Next get all personal involved with the strategic change of policy associated with the adoption of social media. Next, bring a plan to the table. Without a plan, there will be cause and concerns that the social media objective might reflect on the idea of sailing off the edge of the earth. The plan set forth by the champion also must presents itself as a plan of intentions in writing, or documentation to show explicit direction of social media objectives. Lastly, read some books on change management that is directly related the social media adoption processes. Getting people to do something different, such as the adopting of social media and it’s innovations, one will be getting them out of their normal routines, or comfort zones, and moving them more towards a progressive way of seeing the future. The reality is that they are, in fact, doing old things in a new way, which will deem a quicker engagement with customer at a lower cost, (Sterne, 2010). Another important challenge directly related to the potential of adopting social media processes would be the increase of court decisions across the United States, which numbered more than 300 published cases in the first half of 2012, (Proskauer, 2012).
Social Media Governance And Corporate Social Media Policies
On studying the guidelines, relating to policies associated with social media governance, it was noted that the natural-side of the process is the focusing of protecting the company from risk with such tactical language as “respect copyright, “respect others” and of course, provide links to all relevant sources of statements published on the company’s social media network. The down side of social media governance is that most organizations are not setting clear boundaries on how employees should use social media networking within the workplace, and that of personal or private use. In terms of length of social media policies, a standard word-count of five-hundred to one thousand words will better serve the overall objective of the social policy. Social media utilities such as Twitter and that of Facebook are the prime candidates of social media policy use.
Companies should try at best to focus on the up-side of social media policies by being proactive not wait, on regulatory compliances, to make its move towards adopting social media policies as business building tools. Instead, stay vigilant, focus on the up-side of innovations, within that particular industry, be proactive, and lead by example, pay close attention to key performance metrics such as the average cost of leads and the average cost of interactions with newly acquired customers, via the newly adopted social media policy processes, Smith, Wollan, Zhou, 2011).
In short, companies should not wait until activities such as legal issues and employee or someone within their industry to pioneer the use of social media and adopt policies thereof, these companies owe it to all stakeholders to be involved with the building of brand loyalty that will affect the bottom-line of the organization, albeit the control of intellectual propriety or the exploration of social media innovations by company employees, the firm should enact social media polices that will further ensure the sustainability goals of the organization, (Smith, Wollan, Zhou, 2011). The main role of the governance board of advisors is to offer value beyond the perceptions of the present business model being used by management.
Lastly, to get management to engage the process of the social media adoption process, the champion of the project must be able to engage the upper-epsilon strategic policy makers within the organization, also manager in charge of project budgets, as well as, business managers who might be heavily involved in planning, about the use of such reports and how it might enrich the bottom-line of their perspective divisions, (Sterne, 2010).
About The Author: James Byrd, M. B.A., business consultant at MediaEclat.
(1) Solis, B. (2011). Engage! Revised and Updated: The Complete Guide for BRANDS and BUSINESS to Build, Cultivate, and Measure Success in the New Web. (2nd ed.). Hoboken, New Jersey: John Wiley & Sons, Inc.
(2) Smith, N., Wollan, R., Zhou, C. (2011). The social Media Management Handbook: Everything you need to know to get social media working in your business. Hoboken, New Jersey: John Wiley & Sons, Inc.
(3) Sterne, J. (2010). Social Media Metrics: How to Measure and Optimize your Marketing Investment. Hoboken, New Jersey: John Wiley & Sons, Inc.
(4) Proskauer Study Recommends Corporate Best Practices for Navigating Challenges of Social Media Use in the Workplace. (2012, November 14). The Free Library. (2012). Retrieved October 13, 2017 from https://www.thefreelibrary.com/Proskauer Study Recommends Corporate Best Practices for Navigating…-a0308370133