Texting by Joi Ito
This post was originally published on The Undeniable Ruth in January 2011.
Last weekend I attended a talk by Kade Dworkin to business students on social media strategies for companies. Kade seems to have read every book on this topic and knows the heavy hitters in this area. He suggested that every company have two social media policies.
Social Media Policy for Employees
Is an employee allowed to say who their employer is on their blog? What about their Twitter profile? Is there anything wrong with an employee tweeting out, “Grrr…some days I hate my job” or “My clients are making me crazy?” If there are no rules about what employees can and can’t say online when they’re on their own time, you really can’t get mad at them for what they say, unless there is a blatant violation of client confidentiality or a disclosure of a trade secret. It’s disturbing that only 29% of employers have social media policies. Being active on social media sites is part of doing business today, and if you don’t have a social media policy for employees, you’re asking for trouble.
Social Media Crisis Response Policy
I had never heard this before, but it makes perfect sense. In the past, a company had more time before a bad review is disseminated via newspapers and word of mouth. Now, a bad review can be spread across the internet in a matter of minutes. While a company should hope and work towards providing exceptional goods and services all the time, there will always be individuals who are not happy. When that happens, it’s critical that the company has a plan in place on how it will respond. The company should already have action plans for dealing with the worst case scenarios that might occur. Additionally, Kade suggested that whoever is in charge of social media should have a strong relationship with the company’s legal department to avoid any major missteps.
Recall the fiasco that occurred after Amy’s Baking Company got a bad review on Yelp. The main issue wasn’t that a customer was unhappy, but that the owner did a horrible job responding to the bad review. It’s hard for an owner to get a bad review about their staff and service, and it’s critical that the response be one that attempts to resolve the problem privately and show that the company is customer-focused. In this case, the owner’s response caused irreparable harm to their and their restaurant’s reputation. Many people who read the review and the owner’s response said that they will never patronize that restaurant in the future. I have never been to Amy’s and now given the choice, I’ll go somewhere else.
Kade also suggested that companies never let an intern be in charge of social media because it’s important that whoever is in charge is someone who can make decisions on the fly to resolve problems. This should occur within 30 minutes, not in a few days. A fast and effective response can do as much to bolster a company’s reputation as providing exceptional service.