If you think social media is only for your company’s marketing department, think again.
Coca-Cola recently unveiled a 3-page document (below) to govern and encourage the use of social media by all of its employees. The company understands that its employees may be representing themselves not only personally, but also as employees of the company, through social media. Coca-Cola sees the value in building its brand through social media but must realize how much harder it is to monitor social media than company e-mail. Through the implementation of its ”Social Media Principles,” Coca-Cola can help ensure that its brand is helped – not harmed – by its employees’ use of social media.
How can lessons from a multinational corporation like Coca-Cola be implemented by small- to medium-sized businesses? Here are five things every business, large or small, can take away from Coca-Cola’s social media policy:
- Train all employees in social media. Coca-Cola requires that “Certified Online Spokespeople” complete a certification program prior to representing the company online in an official capacity. Because your business is likely smaller than Coca-Cola, it’s good practice to train all of your employees in social media policy. In connection with the roll-out of your social media policy, implement a training program for all employees, teaching them the basics of social media, which social media outlets to participate in, and best practices for using social media to promote your company.
- Everyone is a watchdog, but designate representatives to deal with negative comments. Coca-Cola encourages its employees to engage in social media and expects all employees to serve as “scouts,” reporting both positive and negative comments to the company. However, only Certified Online Spokespersons or “subject matter experts” may respond to negative posts. Like Coca-Cola, make sure all employees are on the lookout and are reporting comments about the company, but appoint certain individuals, such as department heads, to collect reported comments and respond to negative remarks.
- Have your employees promote your brand, but keep them honest. Coca-Cola calls it “Transparency in every social media engagement.” You want your employees engaging in social media to promote your company, but make sure they disclose to other social media users that they are representing the company.
- Stick to your company policies. Your company’s social media principles should uphold your existing policies and procedures, while providing a way for your employees to freely market your brand and engage with others who are speaking about your brand on the web.
- Ask your employees to participate in social media, but for goodness sake, make sure they utilize sound judgment and common sense. Your employees should be helping out by engaging in social media to promote your company, but inform them that they will be held responsible if they tarnish the company’s image in the process. Train your employees on confidentiality, IP rights, and privacy. Even better, have employees keep records of all communications, a practice followed by Coca-Cola’s Certified Online Spokespeople.
I’m so glad you posted this article. Indeed social media is in the trend but let’s also not forget that online media is the hardest avenue to control what can be shared and what not.
This really shows that as fun and interesting social media can be, it can also be a dangerous tool if not dealt with properly.