Posts tagged ‘Policies’

How to Get Legal to Embrace Social Tools

red tape

For any business heavily governed by compliance or legal policies, this article from Social Media today shares some important tips for working with those areas as you develop your social media plan. Legal Versus Social: 7 Steps to an Amicable Relationship

October 28, 2009 at 2:45 pm Leave a comment

Top Tips from a Social Media Pro

In search of top tips from a social media pro, I talked with Alona Cherkassky, a social media strategist who recently came to speak to my Digital Communications class at Columbia. After a ten-year career in broadcast journalism, Alona obtained her M.S. in Strategic Communications at Columbia University, then went on to work at Fleishman-Hillard on their strategy and social media business. Most recently, Alona and a fellow Columbia alum launched their own company, Bite Size Strategies, which Alona manages along with various communications consulting projects for clients that include UNICEF and UN Peacekeeping.

Q: How important is it for a business to have clearly defined social media policies/guidelines?

Alona: It is crucial for businesses to have clear policies that outline exactly what employees can and cannot post on their private blogs. It is mainly done to protect company’s reputation when people not employed by the company are searching for information. Employees must know that posting any type of slander, or uncomplimentary information, or even information that could be considered private to the company, is just not acceptable. However, there are ways to make it work. As an example, I’ve known former colleagues to have had their own blogs. They were able to express their opinions intelligently, but were clear about disclosing that were an employee of a large public relations firm.

Q: What are some of the biggest mistakes companies make when they jump into social media without a clear strategy?

Alona: One of the biggest mistakes I’ve seen is taking the old “kitchen sink” approach, as well as the “me too” approach. Companies think, if my competitor is doing it, then I must do it. Social media is just a vehicle for one’s message. That message can be relayed through other mediums but social media allows for interactivity like no other mediums have been able to previously. It requires a carefully thought out strategy, which involves potential crisis management. But most importantly, it requires engagement. If you don’t engage your audience through questions, quizzes, interactivity of any sort, you’re going to lose at this game. The point is to have people come to you because you not only have interesting things to say, but you also facilitate the conversation. And you enable others to congregate under your umbrella, and so on. Remember, social media is a marketing vehicle but it should never be showcased as such. It should be authentic, smart, but never a tool to market your products. It’s a conversation tool. Strategy, potential crisis management (not everyone will say something complimentary about you), engagement, consistency, creativity and out of the box thinking  are all keys to successful social media program.

Q: Can you think of any examples of companies/brands that are really doing it right?

Alona:  Zappos’ CEO regularly tweets and engages with his customers. Ford Motor Company’s Scotty Monty who manages social media, responded to thousands of  inquiries/questions when US automakers got into a ton of trouble. Dell has a robust social media strategy and may have even rescued what was a dying brand. Apple computer – unquestionable. Wells Fargo Bank has at least 7 blogs. Sun Microsystems’ CEO regularly blogs. Visa Business Network started a small business Facebook application and community.

Q: Any tips for a company new to social media?

Alona: Engage! Social media is all about engagement with your audience. Do not use every tool if it doesn’t make sense. Use only those that make sense. It may be just a blog. It may be just a facebook page. Take it a step at a time. Monitor and monitor constantly! Watch what people are saying about you. What is their tone? What is the volume of conversation? Take your cues from this monitoring. Don’t be afraid to lose control.  Allow for it all to take a bunch of time. It’s not an overnight turnaround. You have to be patient and wait for results — but social media actually works, so results will come!

October 21, 2009 at 3:12 am Leave a comment

Social Media Policy Tips to Help You Get Started

As you start to draft your social media policy, Mashable offers some general rules of thumb for what to include in their article “1o Must Haves for Social Media Policies”.

Make it clear what employees can say when they use social media.

Make it clear what employees can say when they use social media.

If you’re ready to go but need a little help getting started, here is a sample social media policy template from Jaffe Associates, a PR agency serving law firms. Although their template focuses on lawyers and firms, the basic issues covered in this template can apply to many different types of businesses.

October 19, 2009 at 12:09 am Leave a comment

Defining Social Media Policies: An Inside-Out Approach

traffic-lightIn upcoming posts, we will address social media policies, including surveying what other businesses have done and tips for starting your own.

Before tackling external policies, it can be beneficial to first define your company’s internal social media policies. What are your employees saying about your company on their own personal blogs or Facebook or LinkedIn? What information about your company should be considered appropriate to comment on? What topics are off-limits? Remember to review any existing general communications policies for background. 

Starting with an internal evaluation will help you in several ways. First, it provides you with perspective on how your employees are engaging in social media. It also establishes a framework for approaching forthcoming external policies and strategies. Another benefit: by engaging multiple departments and key stakeholders to contribute to the process, you raise awareness of the importance of social media. If more decision-makers understand the importance of social media and how it impacts your organizatoin, it may be easier to get support and sign-off when it’s time to pitch your social media strategies.

 The following article from Dave Fleet offers clear guidance on common issues to look out for.

Social Media Policies for Your Company: Internal Policies

October 18, 2009 at 1:11 am Leave a comment


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