There have been plenty of embarrassing news stories about businesses that ended up being associated with the inappropriate comments or the actions of employees on social media. This is always a risk. Most businesses make an effort to lock down their social media pages very tightly to make certain that they aren’t used for malicious purposes.
There are some real benefits in allowing your employees to have independent voices on social media and allowing them to associate themselves with your business, in some instances.
If you run a blog that makes its money publishing the news, you may want to consider letting your reporters associate their social media profiles with that of your business. Quite often, reporters build up a following of their own. They may not always say the types of things that your business would say in a social media update, but that doesn’t mean that it’s necessarily disadvantageous to give them their own voices. Remember that the Internet is not a place where people are forgiving to those who err on the side of being too bland. Adding a little bit of spice to your Internet presence may do use some real good in terms of promotion.
If you have a company that produces a specialized product or product that has a lot of technical aspects to it, allowing the experts in your company to interact with people on your social media accounts might be a good idea. For example, if your company produces software and one of the engineers is able to interact with people and answer their questions, it gives people a tremendous amount of access to the inner workings of the company in a very positive way.
There are plenty of ways that you can leverage this to improve your social media presence. Using the example of a news site, allowing people to interact with reporters could allow reporters to clarify points they made in their original reporting, to add updates to it and so forth. You can do many creative things by allowing your employees a bit more freedom in interacting with the people who follow you on social media sites.
Word from the Top
Some CEOs and high ranking corporate officials become celebrities in and of themselves. Steve Jobs is an excellent example of this, as is Bill Gates. Having such individuals maintain their own social media profiles is a great way to tailor the image of the company that you’re putting out there. It’s also excellent for quashing rumors.
One of the big disadvantages of the way the Internet works is that it allows silly rumors to get publicized so many times and so quickly that they become commonly accepted as truths. Having one of the senior people in a company make a statement via social media that something being said about the company is absolutely untrue, is a great way for the company to control information and to control its image.
On Your Site
Don’t forget to carry this over into the one venue where you have the most power: your own website. Many WordPress templates allow the administrators to set up different authors with different profiles and, using some social media services, you can actually get these authors associated with their content on search engines. This makes it easier for the public to get information on your company and, importantly, it makes it easier for the press to get information on your company and to source that information to somebody without sending emails or doing telephone interviews.
Sometimes, offering a bit more freedom to your employees actually gives you tighter control over messaging.
Anny Solway is a dedicated writer at ThemeFuse – a web studio that creates original WordPress templates, that can be used out of the box. She loves to share blogging and technology tips.
Photo – Rob Bouden