That last part is you, your brand, your company, your services and products.
That’s what this policy and its arms and armor is all about: protecting the corporate you from dangerous miscreants and unhappy customers who choose to rant their rage against your machine in sites with more eyeballs today, this minute, than your site has seen since its first day in the ‘sphere.
You’ve been told a good policy will protect you, the corporate you, and by default the professional and even personal you as its leader.
The best protection for your brand is the story you inspire in all your stakeholders from each and every conversation you have with these stakeholders.
No social media policy, no matter how stringently written, no matter how expensive the legal advice, can protect you from the bad story you create with your stakeholders.
A social media policy can only expedite, incrementally, the sharing of your story with your stakeholders and their use of social media.A good social media policy is built on the good story you create with your customers and employees, partners and vendors... all the stakeholders of You.
Your social media policy should start with that:
Create and deliver an inspiring story that compels all of our stakeholders to use every media possible to re-tell it to their communities.
Every media means in-person, and face-to-face around the cooler media, email, forums, blogs, facebook, twitter, myspace (myspace...?), youtube, flickr, foursquare, google local, phone calls, articles, ezines...Ok.
But, what is your story now? No, no. Don’t go to the marketing department. Forget your PR firm. Annual employee job satisfaction surveys...um, no.
What story do your stakeholders tell now when they tell your story?
Do you know?
This is your first step.
How do you do that?
Find out what story you create now with your stakeholders
The easiest way to start listening to what’s said about You is to create a series of Google Alerts. It’s very easy:
While you’re at it, talk with all of your stakeholders. A good template for this conversation is the Net Promoter Score. There are 3 questions. The answers are in the respondents words. That’s key. The result is understanding what story they would tell about You to their friends and colleagues.
1. Go to Google Alerts.
2. Type in your company name, your product or service name, your personal name.
3. Decide the frequency of updates. (I recommend daily).
4. Decide what media you want to review: websites, news, blogs, etc.5. Then listen (or read).
6. Do this for 30 days.
Start with your employees. If that idea makes your neck seize up and back spasms to return....stop. Go no further. If you cannot have an open conversation with your employees, if they do not recommend their company...do not go forward into the social media arena. Remember your employees create the story that arms and armors You.
Build your social media policy on this foundation.Then worry about the cosmetics of grammar and department head approval and what resource to use. The hard work will have been done. Your stakeholders will be inspired now to lead you.