Maybe you don’t think you need social media marketing.
Maybe you don’t think you need a social intranet.
Maybe you don’t think you need social analytics.
Maybe you are right.
Are your employees active on public social platforms?
Can they be identified as employees of yours?
A rough guess is that at least every second employee is represented on Facebook and just as many on LinkedIn. Probably about as many on Instagram. Somewhere between 10-25% on Twitter and maybe 5-10% even publish their own blog. If my numbers are right or wrong is secondary. The bottom line is that it would be surprising if not a majority of your employees are represented on public social networking platforms and that many of them can be identified as your employees.
Just imagine how many people they can influence. A wet dream for a marketing person. But a nightmare for people concerned with risk management and legal matters.
Just how do you help them to stay out of creating a mess? (for themselves and for you, that is.) Do you have a social media policy? Have you provided any training? Please don’t reply “We don’t allow our employees to use Facebook at work”! Ever heard of mobile internet, have you? If they can’t access their favourite social media network via the computer you provide, you can be pretty sure that they will do so using their mobile phone. And, anyway, this is not about what they do during office hours only. It’s about how they can positively represent your company ate any time of day or night. Or to misrepresent it. Even creating solid reputational catastrophes for you to deal with.
Without a social media policy, how can you tell employees off for creating a mess? How can you support them in representing the organization in the best possible way?
A great example of a social media policy is the IBM Social Computing Guidelines; developed by a group of insightful employees almost a decade ago, vetted by the legal team and made into company policy (the clearest and easiest to understand of them all, by the way).
But, policies are just the start. Unless they have been properly communicated and employees have been properly trained, they remain a rule to hold people against – not a help to do good for the company.
You need all three: Policy, Communication, Training. Irrespective of you doing any social media marketing or nothing at all, irrespective of your organization having a page on Facebook, on or a hundred accounts on Twitter, Instagram, Pinteres, Tumbler or whatever. It’s not about what you do. It’s about what your employees may do, in your favour or to your detriment, consciously or by mistake.