As more and more companies start to dip their toes into the world of Social Media they are faced with the increasing dilemma of how do they brand themselves, who speaks for them and what is the message they want to convey to their target audiences in this medium. This isn’t just a Fortune 500 company dilemma either, the smallest of companies that have employees that are venturing into this medium have to address the same questions, although they have less red tape to cut through to get to their answers.
Inevitably when we start a social media strategy for a client we are faced with the question, “Who Speaks For Us?” on these channels. Is it the CEO? Does he have time? Is it the marketing department, are they just going to try to jam a message down the community’s throat? Should the Public Relations Director handle this or are they going to try and control what people say? Maybe the Search Marketing team is better equipped, or is their main focus going to be about the links? Somewhere there has to be a happy balance right? Most definitely.
Paired with the question of “Who Speaks For Us” comes along the worry about it just being one voice. One single solitary person speaking for the whole organization. Companies can become very leery of this, quite fast if the person speaking becomes popular, or even an overnight sensation. For this reason its important that companies set out policies and guidelines as well as expectations of employees and their work in the social media space for the company. Once employees get a taste of the attention that social media brings, sometimes the though of Personal Branding can come into play and their intentions and actions can enter into murky waters while they are suppose to be doing work for the company. Beth Harte addresses the idea of Personal Branding very well and as background information to this post, I highly recommend taking a moment or two to read this if you are thinking of building a personal brand or are concerned about employees who might.
Stepping into social media, guns blazing, on fire and ready to roll isn’t always the wisest strategy, especially when you already have invested money, time and other resources into branding (both offline and online) already. Ensuring that your logo, your marketing and your message stays true two what you have already established is imperative, stepping out into social media with a new logo for every employee working on your social media strategy can be damaging to your established work and confusing to your audience. This is why having a plan mapped out for all scenarios, especially when those people you’ve entrusted to build your social media presence decide to leave the company, is essential. You’ve spent a lot of time an resources on building your brand, letting it walk out the door with a employee could be a huge mistake!
Different situations require different strategies. Take for example Zappos and their use of the social media tool, Twitter. Zappos employees are encouraged to use Twitter and other Twitter users can identify a Zappos employee by the “Zappos” in their Twitter name. There’s Zappos who’s Tony the CEO, Zappos_Alfred the COO, Zappos_Tid who’s head of the training & call center and even the Zappos_Lynn who’s “now working and playing at Zappos.com“. For Zappos and their adaption of Twitter into the rank and file employees to help promote the company through this form of social media, it’s become a rather important branding piece for them and they’ve formulated a strategy around it.
So before you set out on your adventure in social media, stop first and grab a map! If there’s not a map handy, then ask for directions. I know a bit metophorical, but this is a strange new world in social media, a lot of mistakes have been made by companies who just “jumped in”. However, there’s a lot of great successes by companies who just took to stop and look at their strategies and how to integrate their company branding into the social media plan when they are engaging their customers.