Today’s workforce communicates and gets information through social media. It is a mainstream communication channel. The more people who talk about you on social media, the further the conversation carries. Reach is determined by the number of people involved in the conversation. And since no one engages everyone all the time, you’re better off having all your employees using social media than you are with a handful of social media specialists.
Social networking is visible, accessible, and recorded. So there’s a tremendous upside when everyone uses it to get their jobs done. Because they leave behind a trail of digital breadcrumbs that lead back to you. Starwood Hotels recently doubled the membership of their loyalty program and increased what members spend by 60% with a broad social media program than encouraged customers to share online.
Why aren’t more companies using social at the corporate level?
Fear has been holding them back. But now there’s a practical way to manage the risk associated with enterprise-wide social media engagement. Social media performance management combines web-based online training with assessments and certifications to qualify personnel for effective social media use.
Social media policy without training is lip service because you can’t comply with a policy you don’t understand. And no one reads the policy. You can’t protect yourself, or your organization, if you don’t understand the risks. The first question you’ll be asked in an investigation is was the employee trained.
Courts, law enforcement, and regulatory agencies place value on genuine efforts taken by organizations to promote a culture of integrity and respect for the law and credit them for it in disputes. And it’s less expensive to prevent social media misuse through training than litigation.
Social media compliance training is the answer to capitalizing on the opportunity and managing the risk of social media at work. The best way for organizations to protect themselves is to make social media training part of the HR process, so everyone knows the rules.
When two Domino’s Pizza employees filmed a prank in the restaurant’s kitchen violating other health-code standards, the perceived quality of their brand went from positive to negative in a matter of hours. But classroom training is expensive and ineffective for teaching computer-based skills. Price Water house Coopers says 71% of senior managers use technology for risk and compliance training. We are at the point now where you need to have a social strategy that goes beyond just marketing or you’re behind the curve.
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