is social media policy a barrier to wider employee customer engagement
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IS SOCIAL MEDIA POLICY A BARRIER TO WIDER EMPLOYEE CUSTOMER ENGAGEMENT ?
XeeMe.com/Peter Finney
Currently lives in the UK
Worked globally over 27 years
Strategic consultant
A thinker, innovator, technologist
Helping customers realise business value from emerging products and technology
XeeMe.com/peterfinney
Peter Finney
Social Media today
The lines between public and private, personal and professional are becoming blurred on
social networks
Companies Fear
Allowing employees to engage in dialogue with their customers on social media
What if they engage in
discourse, rumours or speculation, are unethical, personal insults, obscenity, topics that may be considered offensive or inflammatory etc.
Impact
This could lead to Viral negative sentiment
Potentially wiping out the company reputation
Damaging the brand
Compliance and lawful issues
Security breaches
and for the employee Loss of employment
Legal ramifications
How do they act
Companies either
stand back and just listen to the social media channels
only allow a few approved employees to engage in customer dialogue via social media
marketing/PR, contact centre
Bring in Policy / Guidelines
Adopt guidelines for social networking sites
Some examples compiled by the Social Media Academy
http://www.socialmedia-academy.com/index.php/resources/social-media-guide-lines/
BUT Do guidelines stop Human error ?
NO !
Barrier to wider engagement?
Are our employees now fearful of doing the wrong thing ?
Does this drive them to stand back
and in some cases not engage in customer dialogue at all via social media
What about TRUST ?
Would a doctor mention a patients personal details on-line
or discuss a medical case anonymously
Would Recommendations work?
A course of action that is advisable
Can we manage potential mistakes by monitoring and correcting on-line errors?
Build recommendations with our employees
“Let them learn by their mistakes”
Would this drive wider employee engagement with our customers ?
Wide Employee ECO system
Is the social voice of our company only a few employees ?
Some will gel other not with customers
Are we missing the untapped social network reach and sales potential of our employee base
What do you think ?
Check out the Blog and comment …
http://peterfinney.wordpress.com/2011/11/27/social-media-policy-is-this-a-barrier-to-wider-employee-customer-engagement/
End of presentation