In an earlier blog we discussed 5 questions that will start a dialogue about social media in your organization. Here are 5 more questions to keep the conversation going:
How do we describe our corporate culture?
Do you or your employees have a clear idea of your culture? It will come out, so be prepared. If your management team is more paranoid than North Korea, don’t expect to see a rosy picture put forth to potential customers. Corporate culture is one area that definitely shows up on social media.
What is the line between personal and professional branding?
If an employee posts information concerning his or her company on a personal page, who owns the content? Can you influence what someone posts in his or her spare time about himself or herself? The short answer is that if the person shares with the world that he or she is an employee of the company, then that person is responsible to the company for protecting the brand.
What do we want the world to know about us as a company?
Your employees are ambassadors for your company, for better or worse. For many prospective buyers, their first point of introduction may be through the social interactions of an employee, whether professional or personal. If you don’t have a clear message, what do you think will happen in the market?
What are our expectations around professionalism for our employees?
If you have a dress code, code of conduct, and so forth, then it would be logical to have a more restrictive code for social media conduct. If you have loose expectations around how employees are expected to engage, then you probably don’t expect to have a corporate image projected from your employees.
Who owns the relationship/account?
If your junior account team person connects to one of your customer’s employees, what happens when that employee leaves your company? Who owns the customer when a sales rep leaves who is directly connected to the customer on LinkedIn? How about when they have built their pipeline over social media? What happens when your customer service people build a following on Twitter with a personally branded account? What if your employee starts an account on behalf of the company?
How do you build, nurture, and capitalize on your relationships? Take our Free Relationship Signature Index assessment which will identify you in one of four quadrants with a high level profile and a set of recommendations.