Don’t Overlook This Part of Your Social Strategy
From the brand Facebook page to a social network customer response team, you think you have this social media strategy thing down to a science. But, do you? Even if your ear is to the ground, listening intently for consumer sentiment and content resonance you could be missing an often overlooked part of social media monitoring: employee sentiment.
Does it matter what the employees say? You bet. In one of the most publicized social media blunders of all time a Ketchum VP famously tweeted that he would “die” if he had to live Memphis, the town where the firm’s uber-client FedEx was headquartered. A blogger spotted the message and called attention to it. The resulting national notice triggered apologies and, no doubt, more than a few headaches.
A social media monitoring service can play a key role in reputation management by giving you near real-time access to potentially problem-causing issues. For example, imagine the office’s serial dater starts to chronicle his escapades with co-workers on Facebook, which is exactly what happened to a California technology firm. Online listening can help head off problems before the lawyer for an offended employee shows up at the door.
Don’t have corporate social media guidelines yet? Now is the time to do it. To find out what a comprehensive social engagement policy looks like, check out these guidelines from Intel. You can also check out this blog post “Nancy Flynn on Creating a Social Media Policy” for an outline of considerations to make when formulating policies. While all companies should have social media policies in place, it’s especially important in industries that undergo oversight or regulation, such as health care or finance.
Remember, too, that it’s not enough to listen employees on social media or have a written policy in place. Your firm needs to enforce the policy as well, notes Craig Carpenter, VP of Marketing for information management company Recommind. Create appropriate disciplinary actions for violations and stick to them—just as you would for infringements of any other company policy.
Even if you have a comprehensive policy regarding employees’ use of social media during work time, it can’t completely eliminate what they’re saying. Contact Social Strategy1 to find out how to monitor employee sentiment and protect your brand.