Hypothetical situation. Let’s say this guy…
works for your company.
When he isn’t living the new status symbol of “Crazy Busy,” he maintains a fairly visible presence in social media. He’s (mostly) professional in what he chooses to share with the world because he mentions the name of your company in every one of his bios. But, he’s also a self-proclaimed “big deal when it comes to doing the weekend laundry” and tweets songs when he
is working. He tried drawing a line between his personal and professional brands, but there’s now an unending high tide quickly washing over those tracings in the sand.
So, through the eyes of some of his online connections, his avatar doesn’t just show them the face of a friend. In their eyes, his avatar, his online presence, has become the face of your company.
Let’s say you’re okay with all this. You say to yourself (remember, this is hypothetical), “I don’t mind a few people seeing him as the face of the company. He usually says the right thing at the right time. He’s loyal and does really good work for us. Also, I secretly think he’s one of the coolest people I’ve ever met, regardless of the fact that he wears jeans to work way too often.”
Then, you see a potential problem. He works exclusively in the marketing department. And, the marketing department isn’t always aware of everything that’s going on in operations…or in recruiting…or in training…or in HR. And, he’s especially not aware of everything those departments are doing in social media.
Potentially, you could have five conflicting messages being presented in social media on behalf of your company. And, all of those messages are being presented by completely different employees
who are perceived by completely different people
as being the face, the voice, of your company.
So, what do you do now? Do you quickly draft an addendum to your social media policy? Do you ask all of those employees to remove themselves from social media, even though they include your company’s name in their bios because they’re proud to work for you? Do you represent your entire online brand through one account, with your company logo as the avatar? Do you focus only on spreading the message of one department and not the others, missing out on all kinds of opportunities in the process?
Remember that line attempting to be drawn between a personal and professional brand? Those same lines in the sand were once, and perhaps still are, drawn between the various departments within your company.
Whether or not your company is jumping into the social media wave, those lines are being washed away by a high tide over which none of us have any control. The need for one shared voice, the need for proud faces of your brand, the need to internally collaborate, the need to be aware of what’s happening on the other floors of our buildings, and the need to take advantage of opportunities to easily join in the initiatives outside of our departments are all needs that have become readily apparent for the future success of our companies, our brands, as a whole.
You have many faces working for you, many faces representing your brand. The question is, are they all speaking with one collaborative voice?
If the time has come for your company to develop a social media strategy to navigate the rising tide, join us in Dallas on February 24th and 25th for Talent Revolution LIVE. Please don’t hesitate to contact me if I can be of any assistance, or visit http://www.talentrevolutionlive.com