Shireen asked today how can you protect your brand if you allow staff to use Twitter, write blogs or use other social media?
Old style media and PR were about command and control. Create a brand and an image, employ a raft of people to craft words that fit the image, and then distribute them through mass media channels.
In the social media world of today your customers are having conversations about you in public. You can no longer control the message. But you can influence it. No policy will be able to cover all the aspects of a conversation though. Instead you need values. Values enable employees to make smart decisions by themselves about how to engage.
Don’t Zappos values say everything staff need to know about how to engage with people on social media? Microsoft’s blog policy is famously two words: Blog Smart. It’s about empowering staff to make smart decisions based on company values.
Instead of creating a bunch of command and control rules that nobody reads, think about the values that embody your company and how you can use them to enable staff to make decisions by themselves, engage customers, and win new business.
What do you think? Any other ideas to add?