Are you wanting to start an enterprise level conversation about implementing Social Alignment in your company but are not sure where to start? Here are five more questions have been devised to help start a dialogue in your organization:
1. 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.
2. What is the line between personal and professional branding? If an employee posts information concerning their company on their personal page, who owns the content? Can we influence what someone posts in his or her spare time about himself or herself? The short answer is that if they share with the world that they are an employee of the company, then they are responsible to the company for protecting the brand.
3. What do we want the world to know about us as a company? Our employees are ambassadors for our 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 we don’t have a clear message, what do you think will happen in the market?
4. What are our expectations around professionalism for our employees? If you have a dress code, code of conduct, etc., 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.
5. 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?
Certainly not easy questions – but then again, social media is a disruptive force which we believe will evolve many industries.
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