As you know, social media has transformed the way we interact. The
transparent, rapid-fire communication they make possible means people can
spread information about companies more rapidly than ever.
Do organizations understand yet how to use social media effectively?
Perhaps not. Recent findings indicated that only three out of ten CEOs in the
Fortune 500 have any presence on national social media sites. Many
executives are wary of these new technologies because they cannot always
control the outcomes of their communications. However, whether they are
directly involved with social media or not, companies should recognize that
these messages are out there, so it behooves them to make their voices
heard. Some experts say social media tools improve productivity because
they keep employees connected to their companies during non-office hours.
And social media can be an important way to learn about emerging trends.
André Schneider, chief operating officer of the World Economic Forum, uses
feedback from LinkedIn discussion groups and Facebook friends to discover
emerging trends and issues worldwide. Padmasree Warrior, chief technology
officer of Cisco, has used social media to refine her presentations before a
"test” audience.
The first step in developing a social media strategy is establishing a brand for
your communications--define what you want your social media presence to
express. Experts recommend that companies begin their social media
strategy by leveraging their internal corporate networks to test their strategy in
a medium that's easier to control. Most companies already have the
technology to use social media through their corporate websites. Begin by
using these platforms for communicating with employees and facilitating
social networks for general information sharing. As social networking expert
Soumitra Dutta from Insead notes, "My advice is to build your audience slowly
and be selective about your contacts.”
Despite the potential advantages, companies also need to be aware of
significant drawbacks to social media. First, it's very difficult to control social
media communications. Microsoft found this out when the professional
blogger it hired spent more time promoting himself than getting positive
information out about the company. Second, important intellectual capital
might leak out. Companies need to establish very clear policies and
procedures to ensure that sensitive information about ongoing corporate
strategies is not disseminated via social media. Finally, managers should
maintain motivation and interest beyond their initial forays into social media. A
website that's rarely updated can send a very negative message about the
organization's level of engagement with the world.
Sources: B. Acohido, "Social-Media Tools Boost Productivity,” USA Today (August 13, 2012),
p. 1B; S. Dutta, "What's Your Personal Social Media Strategy,” Harvard Business
Review (November 2010), pp. 127-130; and G. Connors, "10 Social Media Commandments
for Employers,” Workforce Management Online (February 2010), www.workforce.com. 1 ， Take us on a virtual field trip... Post a link to an organization, group, or
business that you think is doing particularly well with their social media and
include a brief description of why you think so.

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