Last week we had a (cue Mrs Merton) heated debate about whether or not its OK to use Social Networking websites at work. There’s no doubt that some businesses lose money because employees are spending time on social networking sites like Facebook, MySpace, blogs and Twitter. On the other hand, some actually benefit from employee involvement in Social Networking.
Time Wasting or Money Making?
These sites CAN be enormous spinning vortexes of wasted time and energy, but they can also provide a brand new channel through which your target audience can access your goods and services.
Today more than ever it is important that companies are seen to be part of the discussion about their own goods and services. To stay out of the discussion suggests that your customers’ opinions don’t count. Who needs that kind of reputation?!
It requires courage to join the discussion because you won’t be able to control the comments, but to be seen to be listening to clients’ comments and opinions can help your business/brand enormously.
Developing a Social Networking Policy
But – before you create your Facebook account, jumping into the social networking waters for business purposes without some kind of plan is to court death by drowning in Tweets! Having a plan – a flexible, regularly updated plan – will help you turn social networking from a Business Suck to a Business Success.
If you have many employees, this would be a task for your Human Resources Department (Personnel!). However, if you are only a small business with a handful of employees and no distinct HR Department, designing that policy is going to fall on your shoulders.
This post is aimed at YOU, the small business who needs to get a grip on those man hours lost by employees adrift in cyberspace and busy doing the work that YOU are paying them for.
I don’t recommend creating your Social Networking policy without consulting your employees in some way. It’s such a fast-developing area, they may be more clued up than you! Listen to their input fairly. You never know, it might just result in a truly inspired business presence on the networking sites!
I envisage that there are two types of employee here:
A) The employee whose job remit is to be the public face of your business on Social Networking platforms.
B) The employee who’s just faffing around on company time.
14 questions you need to answer in order to develop your social networking policy:
1. Goal – what is it that you want to achieve with your involvement in social
2. How will you quantify your business’s success in social networking?
3. Will it be a project with a time limit or an ongoing involvement?
4 . To which social networking platforms are you directing your efforts and why have you chosen them? E.g. – is there any evidence that being present will have a positive influence on your business/customer interface?
5. Which employees are working as your official social networking staff?
6. On what basis are they acting on your behalf?
Are they working as a team (anonymously involved under business name)?
Are they to be recognised as named individuals?
How will your logo/brand be used?
7. What kind of communication is permitted? Eg – Product information on Facebook? Discount vouchers on Twitter? Personal comments?
8. What kind of communication is not permitted? Eg – disparaging the company or a client?
9. When is communication permitted (for type 1 and type 2 employees it will probably be different – if you are taking social networking seriously as a business tool). For type 2, only after certain specified tasks carried out?
10. What are the consequences for breaching the communication rules? Verbal warnings, written warnings, instant dismissal?
11. Will there be different consequences depending on the level of position within the company? Is it more serious if your Director of Finance is found slagging off the CEO’s dinner party in his blog than the junior store-keeper blogging the same gossip?
12. Do these regulations apply solely within business hours?
13. Consider the consequences of possible identity fraud on these sites. Do you know what to do if someone steals your logo/details and sets up as YOU?
14. Bullying – your bullying policy may need to be extended to cover cyber-bullying. The tragic results of sustained bullying on networking sites are well-documented in the press. Make sure your company/school has a policy in place.
This list of questions is not by any means exhausted, but should be able to get you started in formulating your own policy.
What else would you add to a social networking policy for your business?
About Alison Cross
Alison Cross lives on the Isle of Bute where she has built over a dozen websites using our software. She also helps people use Twitter to market their business. For more info or advice about social media or web design, visit her website alisoncross4webs.co.uk.