Recently, Pierpont came to a realization: we need to set expectations for our employees for online behavior. Luckily, it came about as a result of best HR practices, not a situation that would wind up on a blog with the title, "what not to do in social media." In short, here's what we discovered:
- Not all "bad" online behavior is as obvious as people think. For example, reasonable people know that posting nude photos will get you fired. It's not as obvious, however, that engaging in a string of entertaining yet snarky comments about a news story or technology product could reflect poorly on your company. Making employees aware of the many implications of social media is a must.
- Employees need help navigating the professional vs. personal line. In our industry, for example, understanding and engaging in social media is part of our job. However, what should your staff members do when a client "friends" them on the Facebook page they've had since their freshman year of college? Don't make your employees answer that question on their own.
- Social media - sanctioned or otherwise - is here to stay. Unlike mine, engaging in social media may not be part of every employee's job description. However, most companies learned long ago that draconian measures like blocking Web sites don't only kill morale, they don't work. A social media policy can show your employees you respect them and give them reasonable boundaries to make it a positive experience for everyone.
Throughout this process, our biggest realization was that we're all learning together. Care to learn from us? Leave a comment, send me an email or drop me a note @Stacy_Armijo and I'll be happy to share Pierpont's social media policy with you. Happy Tweeting!
How many times have you heard, "Not on Twitter / Facebook / LinkedIn? You're way behind." Typically, any one of these thoughts follows:
- "I have real responsibility. I can't play with toys all day that don't deliver value to my business."
- "There may be something to it, but who has the time for this stuff?"
- "I don't need to connect with 13-year-olds. I need meaningful business connections."
I had all of these reactions, but I gave it a try anyway and discovered there's more to social media than I suspected. Here's what I learned.
Expand your reach - For any executive, establishing and cultivating business relationships is critical. Social media helps me do that more effectively and efficiently - yes, more efficiently. How? When I'm intrigued by someone I meet at a networking event, I look up their LinkedIn profile. I might find we have a cause in common or worked for the same company years ago. I could also follow them on Twitter to learn about their interests. The next time we connect, I know them better and we have a more meaningful discussion, which leads to business opportunities sooner.
I don't have an extra minute in my day - I already attend five networking events per week and spend about $40 and two hours per event, including travel, networking and presentations. I spend $0 and less than 30 minutes a day engaging in social networks, much of it in "dead time" between meetings or waiting in airports. Though it does require time to get started, social networking doesn't have to kill your productivity.
What can you really accomplish? - I've been shocked by the influential, respected business professionals I've encountered on social networks. I've solidified business relationships with clients; I follow reporters to stay on top of news; and I know more than ever about my competitors. While there are plenty of 13-year-olds on Twitter, the beauty is that you chose your connections and they're as valuable as you make them.
A risk management tool - In addition to relationship development, I see an issues management component to social networking. Consumers use social networks to air concerns about products or slam speakers at events every day. While it's not always pleasant, we have two choices: (1) monitor relevant communities, addressing simple issues before they escalate; or (2) remain oblivious to criticism until reporters and bloggers inform you of the harsh reality. The crisis manager in me will always vote for option #1.
My take - There are plenty of social media experts and I don't pretend to be one. What I do understand is that networking is critical to everyone and the tools of social media help me do it better. I also see opportunities to integrate social media into existing communication programs to maximize their effectiveness and broaden an organization's reach. However, that's another post...