I think the question isn’t “Should Your Company Have a Social Media Policy?” as Mashable.com recently asked, but more precisely what should be “in” the social media policy?
We are so far past the question for needing policy around social media guidelines. It is here, it is happening and it is impactful – whether we want to face up to it or not. So let’s dig deeper than should it exist and look more closely at what should it contain.
In their article, Mashable.com addresses the 5 W’s of social media policy content: Why, What, Who, Where and When. That is a very good start. But I contend the order may not be priority-based. “When” seems to be first in the need-based ranking. When is the right time to implement a policy? Considering Twitter itself is growing at a 1,382% rate, based on a Nielson Online study from February 2009 to February 2010, the time is now.
Where do you start in establishing guidelines and policy around social media? And even more important, where do you start the education? Formal policies can drive effective business practices, not just police abuse of social media. When set up properly and sufficient training around the appropriate and beneficial uses of social media is provided to staff, employees can begin to use this innovative and immediate tool to reach out to customers in a whole new way. The author uses Zappo’s as an example. They train their staff during new-hire orientation on the proper use of Twitter. They don’t start with the rules of what they can’t do, but actually show them the best way to use a social media platform as part of their responsibilities. The result is a personal connection between management and staff, and between staff and the customer.
Who should use social media? It isn’t just for marketing as once believed. Customer service, shipping, and research and development find positive uses for social media on a daily basis that not only benefits their work, helps to achieve their goals, and ultimately increases the bottom dollar, but also makes the experience for the consumer richer and more rewarding. As a result of this positive experience, they become a return customer; the prize of all prizes.
Social media has become a respected form of communication and in some markets, an expected form of communication. It is no longer an afterthought but an integral part of a good communication plan. Building policy and guidelines for social media use will only add to the effectiveness of that communication plan.
Melody K. Smith, March 9, 2010
Note: Post not sponsored.
