We've seen companies who have yet to grasp onto the concept of proper social media etiquette. We wonder is it because the employees who handle these accounts do not have social media "expertise"... or maybe it's some other reason. I think I have the answer to this mind boggling question.
The overall purpose of social media policy is to give companies and their employees direction when it comes to presenting and representing their company through the use of Social Media. Social media policy helps the organization to be more responsible by setting guidelines for the employees to follow. It is is used because organizations are aware of how fast information travels on the Internet, they are also aware of how any bad representation can taint their company's image...possibly for a lifetime; which is when PR comes into play, but I won't go into that. Included in many company's social media policy is how to effectively communicate when using social media.
Social media policy is quite simple; be cautious when tweeting, blogging, updating statuses etc. etc. Deliver to the customer, give them what they need and want, but at the same time keep in mind what is best for the company that you are representing.
Businesses and social media can go together like children and McDonalds or like bad breath on your first date.
Below I have listed a few ways social media can benefit a company and a few ways it can harm a company.
Pros
- Increases reach across various markets
- Inexpensive..or free (Who doesn't love free stuff?)
- Allows businesses to be more personable and interactive with consumers
Cons
- Anyone can put their face on your brand
- Very easy to spread negative publicity about a brand
- It's difficult to control what's being said about your business
Above are just a few pros and cons of businesses using social media that I came up with. Click here for more Pros and Cons.
Social media strategy is all about:
- Finding your niche in social media
- Using your voice to tap into that niche,
- Influencing other's with your voice enough to have them influence others
- Engaging and facilitating meaningful conversations
- Measuring your results
A Brand that seems to have pretty good grasp on social media is Zappos. Zappos effectively uses Twitter by having conversations with their consumers, highlighting interesting facts. Zappo's owner Tony has lent his personality to the company as a way to liven up the brand.
Click here to read about more companies that are making their mark in social media marketing.
