Social media channels can be used for marketing campaigns, brand
awareness, product feedback, investor communications, recruiting
employees. The strategy should be based on business objectives with
clear measures supported by high impact, low risk initiatives to
Given the exploding levels of social media adoption, chances are
any stakeholder group that the organization engages with is using
social media channels. Identifying critical stakeholder groups is a
first step, messaging for different audiences is next. At any time
a customer, investor, shareholder advocate, employee or a regulator
could be looking for information or talking about your
Monitoring tools such as dashboards provide a view of what key
messages and sentiments are being expressed about the
organization's brand through online conversations. The tools
are simple to use and can often save the day by identifying
dissatisfaction before it leads to a crisis.
Crisis will happen to the best of organizations and in social
media, the magnitude of the issue can be amplified quickly. To be
sure that an organization's reputation and brand value
doesn't get crushed in times of trouble, it's important to
have a well-defined response plan.
Using social media channels is a long-term commitment to
customers and employees alike. It's important to develop a
supporting business system of training, policies and guidelines,
technology and operational measures to support the use of social
media for business purposes.
Creating a social media risk framework helps manage risks in a
fluid, dynamic environment that is always on. Any good risk
framework identifies the risk, assesses how risk will be managed
and responded to.
Building trust is a way of life on social media channels.
Consumers expect and demand honest responses and authentic
discussion rather than canned public relations messages. Every
social media spokesperson should be aware of the organization's
principles for response as well as being capable of inserting their
Whether you give access to employees during work hours or not,
employees can easily use social media on personal mobile devices
any time. Having a clear policy is a good start but employees need
help in understanding how they should or shouldn't use social
media in relation to their business activities. Equipping employees
with tools and training will go a long way in keeping them engaged
and representing the organization professionally.
The organization needs to be clear on the resources that are
required to handle the new communication channels. There are new
technologies, roles and work processes required to integrate and
effectively manage social media into other channels. Consider the
risk of customer dissatisfaction if interactions on social media
channels are not captured by other parts of the organization.
Some CEO's have their own Twitter accounts; others have PR
firms that create YouTube videos for them, the choices for CEO
engagement range from passive to very active. Regardless of the
level of engagement, many social sites discuss and rank the
reputation of your CEO and it's important to manage that
The content of this article is intended to provide a general
guide to the subject matter. Specialist advice should be sought
about your specific circumstances.
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Software license agreements generally require the customer to pay fees for the software license and related services, which fees are usually based upon the duration of the license and the manner in which the customer is allowed to use the software, together with applicable taxes and withholdings.
In less than nine months, on July 1, 2017, persons affected by a contravention of Canada's anti-spam legislation will be able to invoke a private right of action to sue for compensation and potentially substantial statutory damages.
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