Planning a Social Media Policy
Social media offers tempting opportunities to interact with employees, business partners, customers, prospects and a whole host of anonymous participants on the social web. But those that participate in social media need guidance from their employer about rules, responsibilities, norms and behaviors expected of them.
Today we live in a radically different marketing landscape. There used to be only so many magazines, newspapers and only so many television stations. It was easier competition was minimal. People found ads interesting,amusing and helpful. In the new age, everyone’s attention is really fragmented. Budgets are reduced and competition is overwhelming.
These new social communication tools offer organizations both vast rewards and risks. Many organizations don’t have guidelines for what types of information their employees can share in these forums, nor do they know the extent with which they are being utilized.
Creating a social media policy or guidelines for your organization can be a daunting task. The number one question is where do you start? Many companies begin communicating in the social media landscape and then have to step back to build their policies.
There’s a lot of talk about social drivers and how to build a network community. A social media plan is more than meets the eye. It’s more than blogs and wikis. The range of social tools is endless and the interaction, integration and fine tuning of these applications are important.
What are you trying to achieve? What is your outcome, target market, age group, gender, social-graphic, what area do you want to infiltrate and where do the customers converse online? Align your social media goals with strategic business goals, your customer’s social graph and have clear S.M.A.R.T. goals. You get out of social media what you put into it. it’s business transformation. It’s about integrating social media into the workflow.