Strategise before you socialise

There is an increasing tension in the way companies are using social networking as an internal operations and business branding tool. Deloitte, who have announced that almost one-third of executives are in on the game, have also written at length on how business leaders are struggling to communicate with Generation Y. And as you can see from eMarketer’s new stats below, whilst brands are using social networking in a number of different ways, 74% of employees agree or strongly agree that using social media can damage a company’s reputation. No wonder, when 53% consider their online profiles none of their boss’s business, and one third give no thought to professional impact of what they post personally.

It seems incredible that so many companies are jumping into the space when 55% of executives admit that their companies do not have an official policy for social networks. Treating word of mouth as a short-term, reactive experiment is a recipe for disaster, and employees are often the ones who become the fallguys. It’s great to see brands embracing social media, but they really need to think about what they are trying to do by using these tools, and which are the most appropriate for them. I suspect that many of them just spewing out white noise and diluting their presence without adding value to either these venues or themselves - and at worst, they might be using and discarding consumers in the space, encroaching into communities they don’t know how to communicate with, failing to properly guide or protect their employees, and escalating the negative WOM around their brand.

So, a few suggestions for these eager but anxious executives. Question what your intended outcomes are. Ask whether you have anything relevant to say. Investigate where the genuinely powerful, selective synergy is between social media and your brand. Make a long-term plan, and think before you tweet.

Brought into the world on Thursday, May 28th, 2009 and filed under Uncategorized.