Your Business

Whether you are considering a policy enforcement approach to social media or simply letting it involve there are 10 things you really need to consider.

1) Outline the purpose of social media in your organisation. Outline what’s in it for the reader or user and remember that if using a policy concentrate on what employees can write rather than what they can’t do. Old fashioned restrictive models of customer engagement will not leverage the potential benefits.

2) Be responsible for what you write. Social media is not a place for ‘hot-heads’ and the right to ‘express online’ is not an excuse to be impolite, dismissive or lacking consequences.

3) Consider Your Audience. Regardless of the social media you are active in- from Blogs to Twitter remember that your audience will consist of future and existing customers as well as past, current and future employees.

4) Respect Copyright. If you want to use someone elses work – ask for permission before using it and give the proper credit – it’s the right thing to do.

5)Be Authentic. People buy from other people, friends recommend their friends. So invest in the best possible picture of yourself. And Add your Company name, Title and other appropriate contact details.

6)Always add value. Social media is about engaging and above all listening. To get value consider asking for ideas, improvements, comments etc. Customers value their time yet if they believe they will be appreciated and engaged seriously will contribute hugely valuable ideas and comments on a regular basis.

7) Don’t give away your key secrets. Being social does not mean – having to give away sensitive and important proprietory company data. Employee/client transparency has definitely limits-and staff should be told!

8) Productivity issues. Finding a balance between execution of core competencies and engaging clients on social media platforms needs is imperative. There is no doubt that engaging with existing and potential clients will yield accurate and previously unknown data. Considering that social media will take anything from 3 – 12 months to gain meaningful traction – finding that balance between your own short term performance goals is paramount.

9) Know the essence of what a social community means. Your fans and site contributors will become your brand ambassadors – only if you realize that as a community there is an ethos of listening, sharing and supporting. Do not push sell you latest gadget or product. Recognize the effort that goes into the comments that potential and existing customers write. Be truthful, transparent, write in the first person and create an environment where customers feel comfortable sharing ideas and connecting.

10) Be fair and non judgemental. At all times refrain from making comments that could be seen to be racist, dismissive, demeaning or inflammatory. Having an opinion is one thing – but you do not want to be labeled as narrow minded, racist or an irrational hot-head under any circumstances. Your comments stay with you for life and with companies motoring social media – always think twice before hitting the ‘send’ button.

Warwick Smith-Chandler is CEO of Bizassist.co.za and course leader of the Social Media workshop for entrepreneurs held last week in Johannesburg and Cape Town.