Increasingly, companies use social media websites (Facebook, Twitter, YouTube, etc.) in their marketing, recruiting, relationship-building and communication efforts. But they’re already way behind many workers who have been using these sites for years.
The Prevalence of Social Networking
According to David Baer, president of Ethos Business Law, “Millennials use social media as a communication tool, even more than e-mail. They embrace it; they understand it.” The implication is that companies must also learn to embrace social media as a versatile communication tool. Some experts believe it is better to structure the use of social networking in the workplace than it is to prohibit employees from using it. They contend that ignoring or squelching social media will curtail or block communication.
Companies are Getting On Board
Business and Legal Reports, Inc., cites survey results showing that companies have come to understand the potential value of social networking sites. Eighty percent of their corporate respondents agreed that social networking can enhance relationships with customers and/or build brand reputation. Additionally, respondents cited the value of social networking in:
- Recruitment (69%)
- Customer Service (64%)
- Employee morale (46%)
The most popular vehicles were:
- Facebook (80%)
- Twitter (66%)
- YouTube (55%)
- LinkedIn (49%)
- Blogs (43%)
Social Media Policy
Bauer recommends the establishment of a social media strategy within the organization. This strategy should be based on the company’s philosophy and culture, as well as on the vision it holds for the ultimate place of social media.
Once a clear strategy is defined, a social media policy can be developed that is similar to those regarding other aspects of employees’ work lives. A good place to start is a review of policies concerning e-mail and other forms of communication. The social media policy should cover conflicts of interest that could occur when employees mix business and personal blogs (online, informal journal-type communications), videos or Tweets (communications of 140 characters of less) through Twitter, Facebook, LinkedIn, YouTube or other social media venues.
Acceptable use of the company name, its trademarks and logos and other information pertaining to the company should be clearly defined. Admonitions against disclosure of sensitive or proprietary material should also be included, as should clear restrictions regarding inappropriate or injurious comments about co-workers, managers, customers, suppliers, partners and vendors.
The use of a disclaimer is particularly important when communications or personal blogs can be traced back to the company. The disclaimer should clearly state that the posting does not reflect the company’s position, but instead is a personal opinion. Once the policy is in place, training should be used to reinforce it.
Source
“Top 10 Best Practices in HR Management,” White Paper, 2010, Business & Legal Reports, Inc., Margaret A. Carter-Ward, Editor in Chief.
Wayne Smith - Wayne Smith is a freelance writer who publishes on business topics and a variety of other subjects. In addition, he provides consulting ...
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