When asked why social media adoption is so challenging, most of us will respond by saying we lack knowledge, time and resources.
Let’s say you’re a company that has already allocated time and money to social media. You’ve hired the consultants, held training sessions and opened “official” accounts on the big three platforms.
You’re ready to rename your company “Social Media R Us”.
BUT you don’t allow your employees social media access.
Seems your “social face” is only for your clients.
A social business is social inside and out.
So why aren’t you extending that handshake to your own team?
The reason I hear most often when I give talks to financial services groups is that they’re worried staff will leak confidential client information or post reputation killing updates.
This is a legitimate concern not only in the financial, but also in the legal, healthcare and government sectors.
These companies already have extensive employee and communications policies.
The problem is not one of managing social media but of managing people.
My suspicion is that they’re worried staff will Google and Tweet away all day at work.
The potential for time wasting is certainly there, but generally it is only those that are determined to waste time that tend to abuse these privileges anyway.
Besides, are there no Smartphones, are there no Tablets?
Many companies look at the integration of social into their business as a huge administrative problem when they should look at it as a huge business opportunity.
To compete in this new economy, companies must join the global conversation.
Clients are your priority. Listening and responding to them is not an option.
In addition to laying out their Social Policy, KPMG also demonstrates why it’s important to have a “digital dialogue” with their clients and the world.
KPMG’s social media policy can be summed up as: Don’t be stupid.
1. Always use common sense
2. Think carefully about what you post.
3. Never share confidential information
4. Be honest.
5. Be professional
6. Be polite.
7. Be transparent – always disclose your affiliations
8. Be clear that the views you express are your own.
9. Never take a defensive posture.
10. If you see something offensive, bring it to the attention of the appropriate people.
I’ve embedded the KPMG video below because it is a great example of a company (albeit a very large one) that walks the talk on social. The basic principles here can apply to companies of any size.
In their publication: Going Social – How Businesses are Making the most of Social Media, KPMG surveyed more than 1,800 managers and 2,000 employees at organizations in ten major markets and found that there remains a significant gap between expectation and reality when it comes to social media. Some of the results may surprise you. Download the PDF here.
Do you have a Social Media Governing Policy in place?
Ray Hiltz is a Social Media Strategist with management roots in restaurant, hotel and performing arts.
A strong proponent for the power of collaborative communication and "humanized" digital networking, Ray writes about social media, social business and Google Plus.
His clients include hotels, restaurants, consulting firms, entrepreneurs, writers and individuals just trying to make sense of "social".
Ray is a popular speaker on Social Media, Social Business and Google+.
This entry was posted by Ray on August 23, 2012 at 12:03, and is filed under Social Business. Follow any responses to this post through RSS 2.0.You can leave a response or trackback from your own site.
Excellent post Ray. I especially agree with your statement, "The problem is not one of managing social media but of managing people." It seems businesses tend to project their problems on the medium instead of the heart of the issue, which is their people.
@DaveGallant So true. Seems that social is seen through the prism of technology as opposed to behaviour. That's always been the problem, hasn't it - always about the media and not about the social.
Appreciate your feedback, Dave. Been way too long since we last talked. Got a Moosehead waiting :-)
What an amazing post! This is so true. I think you score a homerun with all the truth and advice you present here. Love the KPMG’s social media policy. I am going to make a poster out of it!
1 Like
