Social media is transforming the business landscape, completely changing the way organizations communicate with their business partners and the public. In order to remain competitive in our business environment ABC Corporation is developing a social media platform to capitalize on the benefits social media sites provide. Yet, in utilizing social media technology it is integral to remain aware of the threats social media can present to ensure our business's reputation and relationships are not harmed. Therefore, when utilizing new social media sites we believe it is wise to take a cautionary approach, ensuring our business is able to capitalize on potential benefits and mitigate any possible risks.
The corresponding white paper, found here, provides further insight into social media’s role in business, ABC Corporation’s stance and subsequent reasoning surrounding social media, and six key guidelines for effectively utilizing social media platforms.
You bring up a great point that social media is forcing your business to live in a glass house!
ReplyDeleteThe best thing a company can do is take a proactive approach and determine what role social media is going to play in their company as it appears the ABC corporation has.
Greg - nice touch with the 6 bullets. Aside from the potential to do harm to the organization, the active committment to social media is key. Lack of diligence in regard to communication through social media can be as detrimental as conveying bad information.
ReplyDeleteI see that, similar to my paper, your Marketing Department has the final say in what is or is not appropriate. It would certainly be important for someone to be the "go to" person to ensure the company mission is properly conveyed.
In reading the "sticky" book, I wonder if marketing and management did a better job conveying the mission of the organization (ie. "names, names, names". "the cheapest airline") if that would allow for employees to make the best decision in regard to their own social media contribution. Perhaps this is where we all hope to be heading. What do you think?
Thank you for your comments Paige. I agree that the goal should be to arrive at a point where all employees can make valuable social media contributions. Like you stated, I think this will depend on management's ability to instill the organization's core mission within their employees. Being aware of the core mission will provide the employees with the direction they need in order to make proper and valuable contributions. I also think allowing employees to make social media contributions will rely on educating them about the proper use of social media platforms. Informing the employees about proper techniques, manners, written communication, etc. will ensure they are aware of the most effective ways to use social media without risking the company's image or credibility.
ReplyDeleteIt's interesting how my company's view point and yours differ. Ours is worried about actual cyber attacks while yours has to make sure that the company isn't misrepresented in any way. Both are very valid, and I think I should have included misrepresenting the company in my white paper too.
ReplyDeleteGreg, I really enjoyed the way in which your white paper explained how your company uses and benefits from social media, while still putting a great deal of emphasis on the risks. It is often difficult to keep the message positive while getting across serious risk points, and you definitely accomplished that here.
ReplyDeleteI also really liked your point: "while it takes years to build credibility and a good reputation, it only takes seconds to destroy it." This is so true in the era of social media. Say or do one thing wrong and everybody knows about it instantly. It cannot be said enough how vital it is to control the message the company is relaying via social media.
Finally, I think your six bullet points are very effective and I think they do a great deal to increase the "stickiness" of your white paper.
Greg,
ReplyDeleteYour paper had a great layout and professional touch to it. The subject matter was clear and concise while still maintaining a polished approach. As David touched upon, your use of the bullet points helps ad to the stickiness while the clarity helps to keep it simple. Overall you presented an effective document using the "SUCCESS" approach outlined in the Heath brothers' book.
Greg,
ReplyDeleteI think you did a really great job on your white paper. You focused on the benefits but never let the risks out of sight. While it is really important for organizations to utilize social media sites to benefit their business, it's even more important for them to stay professional and focused on their core values.
Your white paper is comprehensive and well-laid out. Your peers validate this. You covered all the common bases in this policy and I liked your tone. The line between the ABC Company social media sites and ABC Company employees use of personal sites is missing. If you company is fully endorsing social media use, this might be worth considering.
ReplyDelete