On Wednesday, I had the pleasure of attending KC/IABC’s monthly lunch. I volunteer at the registration table for these events (a GREAT way to network/meet people if you are new to an organization), and often stay for the presentations as well. This month’s topic dealt with social media’s impact on crisis communication. Max Muller and Kathleen Leighton shared some great insights on creating internal social media policies and utilizing social media to help communicate your messages during a crisis.
There is no doubt that companies must add social media usage sections to BOTH internal and external communications policies. However, I want to differ from Max and Kathleen as to why social media guidelines are important for employees. Their point is that companies need social media usage guidelines to protect against potential brand damage. I think most of us have seen the Domino’s Pizza YouTube video, or the many other examples of social media use harming a brand.
The perspective I take is one of empowerment. Yes, employees who use social media can harm a brand. However, they also have the ability to POSITIVELY impact a brand’s perception. Companies need to encourage effective and appropriate behavior in these spaces, rather than seeking to limit access. After all, word-of-mouth is king these days, and social media is the driving force behind its popularity. Companies that educate and empower employees to act as brand ambassadors in these spaces can and do realize benefits that outweigh any potential drawbacks.