…Gary and I talked about company guidelines and policies aimed at limiting or somehow controlling social media “exposure”.
You can watch that part of the interview here — the points Gary makes are awesome!
The attempt to control a company’s social media presence or “exposure” through policies and compliance does not mitigate risk at all — it simply takes away opportunity.
The perceived ability to control your company’s message is twofold: internal control and external control.
Internal control is when companies choose (or try to choose) what their employees say. External control is trying to influence what 3rd parties have to say.
Internal control is more limited than most companies want to admit.
For example, you might be able to keep your employees from using your official Twitter account to post messages in your company’s name — or you can choose to “sanction” certain content with your company name on it. However, a simple Twitter search will likely find your company’s name being used in many different contexts — every day.
Here’s the reality. Because of how information is linked these days, your company name is going to be used in ways you never imagined.
Even if you can keep everyone inside your company from saying anything on social platforms, people outside your company can and will be talking.
The question you should be asking yourself is, “Do we want in on this conversation — or, do we want to stand in the corner quietly”?
In my opinion, a company’s goal should never be to hide from their customers or those conversations.
The benefit of engaging with your customers and contributing to the social conversation (which is happening with or without your permission anyway) is INVALUABLE.
Going out and talking with customers makes you a better company — and that is where financial ROI begins.