Internal Communications

Social Media – Culturally Diverse, or Simply Take It or Leave It?

Posted on by in Communications Strategy, Crisis Management, Evaluation, External Communications, Internal Communications, Public Relations, Social Media and tagged , , , , , , , , , , , , , .

Apologies in advance – this isn’t a terribly clever post. (And we do like a bit of clever, blog-snorkellers, don’t we?)

It’s simply that I got randomly forced, like a reluctant and rather fleshy square peg into an unattractive and not-terribly-fulfilling round hole, into attending a training course recently, entitled ‘Communicating Across Cultures’. With the help of some Janets and Johns, we were introduced to the pitfalls of dealing with colleagues and stakeholders from other parts of the world, and the things we might need to think about in order to ensure that the message got across, that we didn’t mortally affend anyone and that the right outcomes were achieved. We talked about direct and indirect styles  of communication, task vs relationship focusing and egalitarianism and status as a leadership and personality styles.

Then, in direct contrast, at home, over the weekend, over a glass of wine, I watched a movie called ‘Body of Lies’. (Which gives you an insight into the sort of cultural level at which I am comfortable operating.) Said movie, starring Leonardo DiCaprio and Russell Crowe, is almost an anti-course in cultural awareness. Russell Crowe is extremely effective as the senior CIA operator who – quite clearly – does not give a shit whether he offends or not, and is either self-confident enough, or deluded enough, not to care how he is perceived. At the end, however, you feel he is rather more isolated than he would like to be and, while achieving against his goals and the goals of his employer, there is something slightly pathetic and tenuous about him.

Unfortunately, I cannot help but thinking that social media is the Russell Crowe Body of Lies character. It’s heavy-handed and there’s no room for nuance. Indeed, as the province of the cyber-hippy, where we should all love each other and share everything and give peace a chance, well – there’s no need for nuance, is there?

It works well across communities and countries which share common cultural dimensions. What this will mean in practice is that the US, the UK, Australia and South Africa will be comfortable sharing a social medium, but it’s unlikely that China, or India or (perhaps surprisingly) Brazil are going to want to join them.

The thing about communicating effectively across cultures – and being successful as a business across cultures – is that it requires a basket of difefrent tools – words, attitude, behaviours and knowing which medium to use. The thing about social media is that it is one-dimensional and it brings nothing to this party.

It’s something else for the social media gurus to start working on and something else for their clients to throw money at. And I’d warrant that it’s something else that will never be resolved.

Social Media Policies – Company Hippies vs Corporate Nazis

Posted on by in Communications Strategy, External Communications, Internal Communications, Public Relations, Social Media and tagged , , , , , , , , , , , , , .

Yes, it IS that simple. Apparently. When it comes to social media use in the workplace, you are either one or the other – Company Hippy or Corporate Nazi. There appears to be little in the way of middle ground and the two groups do not like each other very much.

I’ve been on the way to this conclusion for some time – as my regular blog-snorkellers will know, I did a tentative post on the new New Age a bit ago, and postulated the existence of the cyber-hippy – but an article I happened upon today served as the crystallisation catalyst and suddenly all was sparkly clear. (Yes, I know it’s four months old, but the internet’s a big place and I’ve only just got round to this bit of it.)

As background, I’ve been giving a bit of thought to corporate policies on employee use of social media recently – yep, quite late to the party, sorry, but, to misquote Kurt Cobain, ‘here I am now, entertain me’ – and today I found a list of such policies, one of which was the policy cited in the Mashable.com article mentioned above. (If you’ve not seen it before, the list is worth a look – it offers an real insight into the true state of corporate thinking on the social media issue.)

The article and the comments it attracted are a stark illustration of the divide that exists and the lack of middle ground. First we start with the editorial, in which the journalist (a Company Hippy) suggests that the most important question any organisation should ask itself is ‘what can social media do for my organisation’ rather than the (to my mind, more germane) question ‘how can social media harm us and what can we do to prevent it’. (Note the use of language in the second question – I’ll re-phrase it – ‘what potential damage can use of social media do to our organisation and how can we limit that potential damage’.)

The writer then goes on to suggest that ‘any company, really – should encourage their (employees) to intelligently and creatively participate (sic) in the wonderful world of social media. Mixing business and pleasure is bad? I say it gives a human touch.’ Definitely a ‘give peace a chance’ type.

Moving to the commentary – well – have a look at it for yourself. Almost evenly split and (in general) completely polarised. On the one hand, the company hippies – everyone should have a voice, it’s about dialogue and conversations, individual relationships between employee and stakeholder – and on the other the corporate Nazis – there’s a real risk, there’s a lot to lose, serious controls are necessary.

And me? Well, I believe that, as an industry, we communicators do not know enough about social media and how it works to be able to properly evaluate it and devise usage strategies. What I would say, however, is that we do know about other forms of media. We know that other forms of media can bite if mishandled. There’s no reason to expect social media to behave any differently.

Thus – let’s start off with rigid, even draconian, policies. And let’s review them monthly, quarterly, whatever. And let’s relax them – if appropriate – as we learn more about how it works.

Let’s not run before we can walk.

Social Media – Fire the Facebook Five!

Posted on by in Communications Strategy, Crisis Management, External Communications, Internal Communications, Public Relations, Social Media and tagged , , , , , , , , , , , , .

Another day, another example of social media tomfoolery. Today, for your delight and delectation, we have the Facebook Five – a group of prison guards from New South Wales who ‘stand accused of misconduct after making disparaging remarks about their boss on the social networking site’. The full story is but a click away.

 They’ve been threatened with the sack, however their union has gone to tribunal to save their jobs – the argument being that the guards were letting off steam in their own time, in a ‘private’ Facebook group, and therefore it’s simply like shooting your mouth off in the pub, which everyone does.

 And that’s the nub of the matter. Recently, I copped some flack after saying that employees should not be allowed to post to social media either about their employer or on behalf of their employer. This last function should be left to qualified company spokespeople. I said that freedom of speech is not a right that an employee has on company time or when using company equipment. I went as far as to mention disciplinary action.

 What I didn’t say, of course, because I took it as read, is that employees DO comment about their work, their company and their boss. Of course they do. To friends, family, colleagues and the posse down the pub. That’s a given.

 However, no matter what the Facebook Five’s union official may claim, there is a massive difference between making disparaging comments down the pub and making disparaging comments in a Facebook group, even a private one.

 The difference – quite obviously – is that no matter how private your Facebook group, there is a chance that someone – outside of your circle – will see it. And its content – your comments – may become a matter of public record. And, social media and the internet being what they are, your comments may attract a very wide audience.

 Simply put, remarks down the pub last as long as someone’s memory of them. Comments posted to social media last forever, somewhere. Social media, the internet, is not private and no-one should regard it as such.

 The New South Wales prison service should have had a social media policy – this may have acted as a deterrent. The Facebook Five, however, should have thought about what they were doing and recognised the potential consequences of their actions – and it’s for that crass stupidity that they should be fired.

Social Media – Really Worth the Risk?

Posted on by in Communications Strategy, Crisis Management, External Communications, Internal Communications, Public Relations, Social Media and tagged , , , , , , , , , , , , , , .

Came across this paragraph this morning. I’m not going to go into the context – suffice it to say it was the conclusion of a commentary on Barack Obama’s ‘off-the-record’ comment that Kanye West is a ‘jackass’. (Which he is, but that’s another song, as they say.)

 Anyway – it’s not new – it’s what every comms practitioner knows, simply updated for the social media age in which we live.

 “In today’s wired world, every bystander with a camera phone, a blog or a Twitter account can play reporter and turn an off-hand comment into a worldwide news story. For almost any setting, the best policy today is not to say, write or do anything that you don’t want to see in the newspaper tomorrow, on the TV news tonight or on Twitter or YouTube in the next two minutes.”

 So – given that we take this truth to be self-evident – how does this square with official employee use of social media? Already this week I’ve come across – and published – the quite extraordinary assertion that “….since this type of communication is often viewed as less formal than other (sic), there is increased risk for inadvertent disclosure”. And we know, from some very high-profile examples, that – above and beyond inadvertent screw-ups – there are also employees who come over all Tourette’s when confronted by Twitter or YouTube.

 As I’ve said already, I’ve changed my mind. Doing nothing and hoping it will go away is not an option. Every organisation, by now, should either have, or be giving thought to, a social media policy. Preferably one that doesn’t entertain the notion of allowing employees free rein to post to social media either during company time, from company machinery or on behalf of the body corporate. The sanctions against anyone doing it should be quite draconian.

 I was, frankly, open-mouthed when I found out that WholeFoods has over 1,370,000 followers on Twitter. It is extraordinary. I was reasonably shaken when I saw Starbucks had nearly 294,000. Even allowing for the large proportion who became followers on their first visit to Twitter and have never visited again, that still a lot of potential dialogue and a lot of room for error.

 I know that Ford and Coke have created social media ambassadors – carefully trained, briefed and monitored social media spokespeople – to deal with their respective 15,000 and 8,500 followers. I’m presuming that WholeFoods and Starbucks has done the same.

 Best Buy, with its Twelpforce, hasn’t and the experiment is not considered, universally, a success. They’ve had some Tourette’s incidents with some of their employee Tweeters.

 The point is, I guess, that I’m not convinced of the value-add of social media. If it didn’t exist, would anyone actually bother to invent it? What I am convinced of is the increasing amount of time, effort and budget that is going to have to be invested in it – and its ancillary activities like training and monitoring – if those companies who have so bravely (and so very quickly) embraced the technology are going to keep on top of it.

 I am also convinced that the rise of social media has introduced a new, and very elevated, level of risk into external and internal corporate communications that we, the gatekeepers, ignore at our peril. As social media cannot be (properly) monitored and isn’t regulated, so it is difficult to create a plan for its use or target the message.

 Every organisation should, by now, either have, or be working on, a social media policy. And it should aim to restrict corporate usage. Before the trouble starts.

Social Media – Creating a Use of Social Media Policy

Posted on by in Communications Strategy, External Communications, Internal Communications, Internal Communications and Engagement, Public Relations, Social Media and tagged , , , , , , , , , , , , , .

Now, bear in mind that, on balance, I do not think this is a good idea. If a company has a Use of Social Media policy, it should contain no more than half a dozen sentences. Possibly less. Those sentences should contain the words ‘Don’t’ and ‘Ever’ and ‘Disciplinary Action’. It is, in my opinion, far too difficult and far too time intensive to try to let employees embrace social media on the company’s behalf. The potential risk to your hard-won corporate reputation far outweighs any potential benefit.

 (And before anyone starts – I fully understand that a) people use social media on their own account, in their own time, and probably, during office hours and b) a company’s employees do talk about the company to friends, family, colleagues and the man in the pub on a regular basis, and it’s not always positive. And, as I understand this, I expect my readers to understand the inherent difference between commenting to friends and family, and publishing those same comments on a freely-accessible, global social media portal.)

 But, because I’m a good cyber-citizen, what follows is the best template for a corporate social media policy that I’ve come across. The italics are theirs, the rest is my commentary. Enjoy. Prosper.

 1. Overall Philosophy. An effective social media policy should define the company’s overall philosophy on social media and be consistent with its culture. For example, does the company have a supportive, open philosophy on the use of social media or a stronger, more limited embrace of this technology?

This takes as read, of course, that the company has actually bothered to give social media some modicum of thought. My guess is that most haven’t, so you’ll have to do some work on your company’s  social media philosophy, before you can start on your policy. And I am just loving the ‘for example’ – in translation ‘is the company enlightened and open, or dark, twisted, malevolent and medieval?’ Your choice.

 2 Honesty and Respect. One of the most important aspects of a policy is a requirement that employees be open, honest, respectful and transparent in their usage of social media – especially in the business context.

Can’t disagree with this. Do however think it is a bit Utopian and that it might throw up internal communications issues, particularly amongst those employees who may feel that, in asking them to be open and honest etc etc, you’re actively suggesting that they aren’t currently. But I’m sure you can handle that.

 3 Confidential and Proprietary Information. Disclosure of confidential or proprietary information through social media can be prevalent. Especially since this type of communication is often viewed as less formal than other, there is increased risk for inadvertent disclosure. Guidelines should reinforce the company’s confidentiality and proprietary information policies and apply such to the social media environment.

Scary shit. This is where you might want to start using words like ‘draconian’, ‘disciplinary’ and ‘action’. The idea of ‘inadvertent disclosure’ gives me the shrieking ab-dabs.

(Edited to add) Oh, and if there’s any risk of ‘inadvertent disclosure’ – and there is, there is – then you’ll want to brush up your crisis management plans, and give them a thorough testing. And, as the one instance that I can think of when social media really comes to the fore is in a crisis scenario, you’ll need a section about social media policy in your crisis management document. Good thing you’re working on a social media policy, eh?

 4 Online Identity. When engaging in online social networking, it is important to differentiate an employee’s personal identity from his or her business identity. While regulating employees’ usage of their personal identity may be outside of the scope of a company social media policy, defining such is fair game. For example, is it acceptable to have an employee’s business name and title be connected to a personal blog post which is critical of a certain political party? Is it acceptable for employees to post their work e-mail addresses on blogs discussing controversial topics? An effective policy must address such issues and define acceptable limits.

Again – I agree with the sentiments of this, but I can see all sorts of issues involved with identifying the myriad of potential situations and providing guidelines for each one. You’re going to be working on this for some time, I can see that. Or you could just say – ‘no way, we’ve got authorised, trained and monitored spokespeople for social media and it’s not a free-for-all, so don’t do it’.

 5 Focus on Job Performance. There is a lot of discussion on whether social media hurts worker productivity. For example, is it acceptable for an employee to post on a personal blog during their lunch break? Or, can an employee tweet on business-related topics during the work day? Remember, the new work force does not live in an eight-to-five world. The focus should be on job performance instead of “company time.”

‘Remember, the new workforce doesn’t live in an eight to five world’ – no, because it’s now expected to be on call 24/7. I blame Blackberries and workahol and companies insidiously creating cultures where it simply isn’t acceptable not to be available at any time. And I also blame the workers who are so tired of their own lives that they perpetuate it. ‘Company time’? Any time, more like.

 6 Avoid Conflicts of Interest. Conflicts of interest come in many forms – especially when engaging in social media. The policy should discuss how to identify potential conflicts of interest, what types of conflicts are prohibited and who to talk to when in doubt.

This one scares the living bejaysus out of me as well. Conflicts of interest? I humbly suggest that if it’s going to put your employees in the way of having to make judgement calls on conflicts of interest and when to refer them, then you’re better off not doing it. But – hey – if you’ve THAT much time on your hands – go ahead.

 7 Include a Disclaimer. Employees should make it clear that their views about work-related matters do not represent the views of their employer or any other person. The policy should require a disclaimer, such as the following, when there is the possibility for confusion between business and personal identity: “The views expressed on this blog are mine alone and do not represent the views of my employer or any other person.”

But – surely – if you’re wanting your employees to comment on the company, on behalf of the company, then a disclaimer doesn’t really make sense? And if they’re not commenting about the company on behalf of the company – why – in the name of all that’s holy – are you allowing them to do it?

 8 Monitoring. The policy should state whether – and to what extent – the company has the right to monitor social media usage and identify any associated disciplinary guidelines.

Yes, the company has the right to monitor social media usage, to the very ends of the internet – if it is accessed through a company machine or device. (Mind you, the monitoring’s going to cost a bit, both in terms of budget and resource – but you knew that and were prepared for it. Weren’t you?) Here is another opportunity to use the words ‘draconian’ and ‘punishment’.

 9 Universal Application. A social media policy should apply to everyone, not just a subset of employees (i.e., the marketing department).

Absolutely. No further comment.

 10 Other Policies. Other company policies, such as those on workplace environment, discrimination, harassment, ethics, code of conduct and others apply even in the cyber-land of social media. An effective policy should remind internal audiences of these obligations and relate them to social media

Go on. You have a go at relating them to social media. Good luck.

 So there you are. Never say I don’t give you anything. If you’d like to see the whole document that I lifted this from, then perform some dexterous clickaciousness here.

 There’s a bit about training – which you’re going to have to do once your policy’s in place. You’re going to love it.

Social Media – Release the Inner F@*!wit!

Posted on by in Communications Strategy, Crisis Management, External Communications, Internal Communications, Internal Communications and Engagement, Social Media and tagged , , , , , , , , , .

Yep, she be gathering momentum.

Having just made a big fat posting about changing my mind, eating gateau d’humilite, and advocating getting a social media policy (quickly, quickly, before it goes horribly, horribly wrong) if only to control those of your people who will undoubtedly, as sure as a werewolf comes over all bristly roundabout full moon, mutate into dribbly village idiots when confronted with social media –  and I surf directly into this.

Oooop. The fine lads and lasses of the Emergency Department at Swindon’s Great Western Hospital find themselves suspended pending a disciplinary, having decided to play the Lying Down Game (google it, my life’s too short) and post their pictures on Facebook. Seven of them were suspended. You’d have thought, simply according to the law of averages, that one of them would have been bright enough to say ‘hey up, guys – maybe we shouldn’t be doing this’. But they did it anyway.

A fair proportion of the blame lies with the hospital authority. Quite clearly there wasn’t a social media strategy (for strategy, read ‘draconian guideline policy’) in place and quite clearly, no-one had bothered to monitor social media outlets to see what was being said/posted. So you can’t wholly blame the employees – they had a right (I guess) to expect to be protected from themselves.

Now – before anyone points out that I’m being a hypocrite and a two-faced, mealy-mouthed, stance-changer (having made it very clear that I believe social media to be impossible to monitor or regulate) – when I say ‘monitor social media’ what I mean is having a quick look at Facebook and Twitter and searching for the name of your brand, company or organisation.

In this case, it wouldn’t have been too difficult to track down the Secret Swindon Emergency Department Group. 

Actually, on reflection, maybe those employees on suspension deserve everything that’s coming to them.

Social Media – Sadly, Doing Nothing is Not an Option

Posted on by in Communications Strategy, Crisis Management, External Communications, Internal Communications, Internal Communications and Engagement, Public Relations, Social Media and tagged , , , , , , , , , , , , .

It’s one of those horrible moments of dawning realisation, the sinking feeling of impending doom, the painful awareness that the buggers have, in fact, in some way, succeeded.

Yes, ladies and gents, fellow sceptics, I’m afraid that, like it or not, as communicators we are all going to have to embrace social media and actively do something about it. As you may know, this is a bit of a shift for me. I’ve always been of the opinion that there are far better ways of promoting your brand, company or organisation and – while you should not ignore it – social media is one of those things that you keep an eye on (watching for significant change or potential threat) with an 85% certainty that it’s a passing fad and it will go away.

(This opinion is not just something I made up in the bath, mind, it’s the result of having read all sorts of different points of view and assimilated a reasonable amount of data. Some of the latest stuff says that there are now 44.5m Twitterators globally and that, in the UK, the fastest growing age range for Twitter is the over 50s (this from Nielsen). Search the web – there’s loads of stuff – but it all (in a roundabout way) points to two things. That no-one really understands where social media is going or how to harness it and that, unless someone develops that understanding, it is (and will remain) little more than a passing fad.)

Of course, as with any new shiny object, there are those who are terrified that they’re missing out on the next big thing and there are those who feed on that terror to further their own ends. So we’ve seen the rise and rise of the ‘social media strategist’ and we’ve seen more amd more companies embracing social media strategy – some sensible, some less so. At best, you have companies creating networks of highly, trained, carefully controlled brand spokespeople (which they probably already had anyway) with a specific remit to comment on their areas of expertise through social media. At worse, you have an unseemly and dangerous free-for-all, propagated by the cyber-hippies and cyber-socialists, who believe that vox populi, vox dei and that social media is going to change the face of capitalism as we know it.

Still – and so I thought – there’s no need to have – unless you’ve got some spare people, time and budget just sloshing around – a social media strategy. Be aware of what social media is, keep up to date – but as long as your company or brand has a good corporate reputation, is reasonably ethical, fair and honest, and has a decent corporate culture (am I asking too much here?) then you’ve very little to fear and very little to gain.

Of course, there’s always going to be the odd blip, isn’t there? Damage done to corporate reputation by misguided or malicious use of social media? People (employees who are either not enrolled enough in corporate culture, or who are simply not clever enough) using social media without thought for the consequences. Dominos Pizza. Then, earlier this week, Currys and PC World (UK high street retailers). And I’m certain that there are plenty of other examples that simply haven’t attracted as much attention.

Clearly, this is nothing new. There have always been idiots who, given an opportunity to write in a comments book, or give answers to a survey, or email to a suggestion box, are suddenly overtaken by a severe case of Tourette’s. The difference is that, in the past, inappropriate behaviour was generally confined to small audiences of colleagues, or the employee’s friends and family. If it came to light, then suitable disciplinary action was taken. Now however, the Tourette’s-afflicted staff member has instant access to an on-line audience that can number tens of thousands.

So, social media has forced our hand. Doing nothing is not an option. Every company that has a reputation it wishes to protect should now be working on, and implementing , a social media policy which outlines, very clearly, what is and what is not acceptable in the workplace and when/if discussing the brand. As social media use (especially content) cannot be monitored or regulated, it should really be banned altogether in the workplace and the penalties for failng to abide by the policy should be draconian.

All well and good – but imposing a policy like this will inevitably be seen as removing the employee’s right to freedom of speech. (Mind – since when did employees have a right to freedom of speech? They turn up, they work, they get paid for it. Nothing about freedom of speech.) Social media and its soya-sandalled, hessian-draped, patchouli-doused acolytes are creating/have created an expectation of utopia – where everyone is an individual, where everyone has a voice, where the relationship is not between consumer and brand, it’s between consumer and brand employee.

Thus, for the sake of your corporate culture, for the sake of employee relations, it’s not going to be enough just to have a policy on social media usage. No, you’ll also have to have an identification and training programme for social media spokespeople, and a communication programme in place to explain to general population why they can’t post to social media sites and why the accredited spokespeople can.

In fact, you’ll have to develop a social media strategy. Luckily there are simply zillions of social media strategists out there who’ll be delighted to help you work this one out. For a simply stupefying amount of money.

On second thoughts, forget you ever read this.

As you were. Carry on.

Social Media and the Unbearable Smugness of Tweeting

Posted on by in Communications Strategy, External Communications, Internal Communications, Social Media and tagged , , , , , , , , , , , , .

Anyway, by some horrible mischance, someone stumbled upon this blog and that someone was responsible for the content of a US website, Ragan, which is a resource for the PR and coporate communications industries. Cutting a long story short, this person asked whether I’d mind if she published one of my blog posts – this one – and of course I said ‘no’, because, well, the internet, it’s a free-for-all, isn’t it. So she did – perform clickety here – and, my, well – read the commentary for yourself.

I took a number of things out of this experience, and I think one or two of them are worth having a look at in a bit more detail.

My original post was, in part, prompted by an article in the Wall Street Journal, which talked about big firms – such as Ford and Coke – adopting a policy (or considering doing so) which would allow their employees to post to social media sites, on behalf of the company, without going through the communications department first. For one reason or another – you can read it for yourself – I felt this was a bad idea, and I said so.

Plenty of people disagreed with me – plenty of people felt that the age of the employee is upon us, that vox populi, vox dei and that taking away an employee’s unfettered access to social media was like taking away their telephone or email account. This is such a trite piece of bollocks that I won’t even bother to get into it here, as was the idea that by recommending that staff access to social media should be controlled, I was in some way denying the fact that employees have a life outside of work. (Of course they do. Of course they talk to other people about their work, Just not – normally – to hundreds, maybe thousands, of strangers in a virtual environment.)

In addition to the cyber-hippies and the foaming new media evangelists there was, however, comment from both Ford and Coke – authored by the very people mentioned in the original Wall Street Journal article. This was fascinating and I was genuinely delighted that a) they’d found my article and b) they’d taken the time to respond.

On the back of their responses I learned that the WSJ had over-egged the cake slightly. What both firms are doing is less about giving employees free rein to post whatever, whenever and more about creating a network of hand-picked, well-trained social media ambassadors, with the ability to talk about the areas in which they specialise and the understanding to know when to refer an enquiry to someone else (this last is Coke-specific). This is great and sounds very wise – but is very different to what is being preached/recommended by those in the grip of social media fever.

I then went on to consider Ford and Coke’s responses further – and the fact that their reactions had been very rapid – and the fact that their reactions were both posted by the senior social media guy. I’ll leave it with you to decide, but did I detect a slight overreaction? I mean, who am I – and what do my opinions matter? Is it possible that – somewhere – these guys are worried about the substance of social media and its true value to big corporate? Might it just be that they don’t want too many questions asked? Are they the guardians of the horrid secret? That the Emperor is in the buff? As I say – it’s for you to decide.

So, having accepted the brickbats, I conducted a personal brand health check (and if you don’t do this already, you should be doing it). I googled myself. Specifically, I googled ‘jeremy probert social media’. And, there I was. My point of view was being roundly condemned on – ooooooh – at least three online fora.

But most interestingly – for me, anyway (I know, I know – don’t get out much) – was that Scott Monty (the Social Media type at Ford) had tweeted to the effect that he couldn’t find me on Twitter. The implication being (and picked up by one of his fellow twats) that if I didn’t have a Twitter account, then I was in no position to criticise social media.

Again, this is such trite bollocks that I won’t even dignify it. But I will share an opinion. I do wander around social media sites a lot and I do find myself on Twitter on a regular basis. Sometimes I enjoy it – there are some interesting people, sharing interesting stuff – always, however, individual, always unbranded, very often comedy. And then there’s what appears to be quite a large majority, using Twitter as an unconscious ego trip, basking in the delusion that someone actually cares who they are, where they are or what they do.

The research into Twitter usage – and the use of other social media outlets – is well-documented. I don’t have to tell you what it says.

Social Media – Vox Populi, Vox Dei?

Posted on by in Communications Strategy, External Communications, Internal Communications, Internal Communications and Engagement, Public Relations, Social Media and tagged , , , , , , , , , , , , , .

Those of you who’re regulars here will know my views on social media (blah, blah blah, don’t ignore it, yadayadayada, better ways of spending your money, time and effort) and you may aso have some passing awareness of how those views have got me into some small amount of trouble (mainly in the States, unsurprisingly) with those who see Social Media as the Next Big Thing, a digital messiah, a cure-all and something that will change life as we know it. (Don’t get me wrong, it might. Who knows what it might do. Ah – yes – that’s it – no-one knows what it might do. Which is the problem in grasping it with both hands too readily. It might be poisonous.)

Anyway, there’s this school of thought that says that the nature of the contract between audience and brand or organisation is changing. Has, in fact, changed. It says that the contract is now – because of social media – between the audience and the employees of the brand or organisation. That you should mobilise your workforce. That you should allow your employees free access to social media, to post on your brand/organisation’s behalf.

What the school of thought is saying, in summary, is ‘vox populi, vox dei’. Now, as any fule kno, if vox populi, vox dei, then the devil’s in the detail. But it goes further than that. The quotation ‘vox populi. vox dei’ is but part of a larger quotation:

“Nec audienti sunt qui solet docere, ‘Vox populi, vox dei’; cum tumultuositas vulgi semper insanitas proxima est.”

The literal translation of this is: “Do not listen to those who are accustomed to teach [claim], ‘The voice of the people is the voice of God’, because the tumult of the masses is always close to insanity.”

I rest my case, m’lud.

Internal Communications – Here Be Debate!

Posted on by in Communications Strategy, Internal Communications, Internal Communications and Engagement, Public Relations, Social Media and tagged , , , , , , , .

This is a follow-up to the post in which I suggested that it would be an act of near-criminal lunacy to advocate (like Ford and Coke seem to be doing) giving employees of large organisations the freedom to post to social media sites, without any corporate control. (I’m paraphrasing.) Anyway, here’s another reply:

“Yes, employees need to be briefed. And the article you quote (http://online.wsj.com/article/SB124925830240300343.html) states that they will be trained! So I don’t see the idea of letting trained, briefed, hand-picked employees interact with customers on the company’s behalf as a dangerous one.

 Can you imagine someone trying to Tweet on behalf of the company, answering customer service complaints/queries, etc. and having to go to PR for approval of every tweet? No – you pick the right person to tweet and train them so they understand the limits of what they can say and when to get help from PR/Legal, if things get nasty or something big happens. You’re talking about responding to a lot of “I like coke better than pepsi” “why does BK serve Pepsi and not Coke” types of tweets.

 Also, the Domino’s example is one where employees weren’t tweeting or videoing on behalf of the company. Running all official Dominos Tweets and posts through PR wouldn’t have stopped it. And certainly, this was a crisis situation and professionals handled it – I don’t think Dominos let just anyone respond on the company’s behalf.

 I see the Domino’s case as an example of how easy it is for what’s happening internally (especially the bad stuff) to go public, rather than a reason to try and stop employees from talking about work. And I don’t believe it’s possible for a company nowadays to maintain 100% control of messages that go public.

 One of my favorite reads is the Authentic Enterprise report by the A W Page Society: http://www.awpagesociety.com/images/uploads/AE_Summary_4.pdf

Talks about how the walls are dissolving and what a company says externally has to match the way they really are internally – authenticity is key to success. This means trusting employees and moving away from pure command and control.

 Last thought: social media is conversational and personal. An individual needs to post – imagine if a company ran an ‘official’ Twitter stream with no person’s name, only press releases and ‘we’re so great’ messages. It would be a flop and would turn people off. The companies seeing a positive response to their efforts are those who let the customer service rep/pr person/exec be themselves and talk about the company (within a set of guidelines).

 My twenty cents!”

Great reply – and worth responding. 

The WSJ article actually says ‘some companies are training staffers to broaden their social media efforts’ – this is journalese for ‘I’m about to introduce two examples of companies that have told me they’re going to start letting their employees post to social media’. The companies themselves – Ford and Coke – talk more in terms of ‘teaching employees how to use sites’ and ‘authorizing’ employees to post without recourse to the company’s PR staff. This does not automatically imply training programmes for nominated Tweeters and posters – and in any case, when you’re messing with a company’s reputation, even if someone has been trained, you still monitor what they do very closely. Hence briefing documents, position statements and Q&A documents every time a senior executive speaks to the media (common practice in the majority of listed companies).

The whole Customer service scenario described is, I believe, discrete from the plans of Ford and Coke. Customer Service staff normally have sheets of pre-prepared responses which they use (reactively) to answer general complaints and queries and they never stray from the script. If I’ve read the WSJ article correctly, what they’re talking about is allowing staff to be active in their use of social media – not responding to general enquiries, but posting their thoughts, opinions and commentary. This is very different, fraught with danger and would require a whole different type of training/preparation. It could be argued that one cannot train someone to post to social media – you’re talking about delicacy, sensitivity, social awareness etc etc – arguably stuff that you cannot teach.

 As for the Dominos example – the only way to have stopped that happening would have been to have had a policy in place which says Dominos franchisees and their employees do not post Dominos-related material on social media. Any franchisee or employee found in breach of the policy will be fired. Simple and – once you make a couple of examples, pour encourager les autres – highly effective. You’re right, it’s impossible for a company to be 100% in control of the message – but there are ways that the company can get close to it.

I totally agree that the external perception of the company has to reflect the internal reality – but giving employees freedom to post to social media is not the way to achieve this. A good internal comms programme – enrolling employees in the corporate goals and ethos and allowing them to understand why the messages are controlled, what the potential issues are and what the effects could be – is.

I’m afraid that trusting employees to do the right thing is a beautiful idea, but in the real world it cannot work – not because they are inherently untrustworthy, but because they are human and therefore fallible. Even letting them operate ‘within a set of guidelines’ doesn’t work – guidelines are open to interpretation and – therefore – misinterpretation.

I read somewhere recently that in today’s web-based society, a consumers’ relationship is no longer with the company or its brand, but with the company’s employees. I fundamentally disagree with this. The role of a company and its brands is to make money – for its owners, shareholders and employees and, through them, for the country/countries in which it is based. This is capitalism, this is the way of the world – let’s not get it confused with the new New Age that seems to be arising from the social media phenomenon.