A Blueprint for a Corporate Policy Statement on Social Media (10 major issues to be addressed)

A Blueprint for a Corporate Policy Statement on Social Media

Most companies are embracing the functionality of Social Media and are implementing it within the company’s boundaries with the following objectives;

1. Enhance Workforce Productivity
2. Service Workforce Mobility (NWoW / HNW)
3. Optimize Knowledge Management
4. Optimize Customer Relationships

Since no company is alike, a policy should be developed focussing on all aspects of Social Media. This Blueprint gives you an overview of these aspects.

But before you move on I should emphasize that a Policy Paper must be widely supported. Putting thing down on paper is not even half the work.

Remember that Social Media is not just a tool or a way of working together. It is a way to add VALUE to your business. Whether it is internal exchange of knowledge and information or – on the other side of the spectrum – the intensification of customer relationships. Implementations of Social Media techniques require involvement of senior management and almost all other disciplines within the enterprise.

This is not the place to go into the process implementing an Enterprise Policy. I will cover that in the near future;

A Policy should – at least – consist off;

1. Vision statement

Social Media have become a part of everyday life to most of us. We carry it with us constantly, even in our working environment. We relate to family, friends, colleagues on the topics that have our interest.

Professional interest groups organize themselves in a spontaneous way. It is our challenge to project this functionality into our company and thus create a collaboration environment in which we can organize ourselves, our work, our communications, our knowledge and even our business processes.

At the same time we can streamline communications among ourselves, but also with our customers and all other stakeholders.

This policy statement describes all aspects concerning the use of social media,

Forrester describes a Social Media Strategy based on 4 aspects
o Assessment of capabilities and needs of employees, customers and management
o Review Business Objectives
o Define scenario based social media strategy
o Select platform based technology solution

2. Internal (New World of Work / Het Nieuwe Werken)

Companies have two main internal assets, People and Knowledge. How can Social Media implementations help maximize the value of these assets.

I see at least 5 points of interest that need to be addressed;
b. Social media and e-mail
c. Social Media and Chat
d. Social Media and Knowledge Management
e. Social Media and Collaboration
f. Social Media and Professional Behaviour. (Code of Conduct)

3. External Existing Customers(Sales)

Customer services is a highly criticised corporate function in which customer relations have been frustrated over and over again. Still new ways for customers to express themselves will become available. From teller to twitter account, all customers must be heard and serviced.

a. Instant communications (Chat / Communicator / Email)
b. Shared knowledge environments (Vision, Best Practices, Programs and Projects)
c. Self-care portals (service, delivery and performance)
d. Product Development and Innovation

4. External Prospects (Marketing)

The marketplace has changes dramatically over the last 5 years. With the rise of Social Media (in 2010 larger than search engines) a substantial shift in marketing effort has taken place in favour of these Social Networks.

a. Campaigning (Marketing)
b. Relationship Building (Account Management)
c. Communities (Knowledge / Practice leads / Customer groups)

5. Stakeholder information (Communications)

All these stakeholder groups need to be informed on the company’s performance

a. Fans & followers
b. Financial Information (Stock, QRP, FRSF)
c. Sustainability
d. Environmental issues

6. Tooling (Business Solutions / Personal Solutions)

When implementing Social Media techniques the choice of platform is as complex as ever. Al main providers have developed a Social Media proposition. From Microsoft to Google, from Huddle Workspace to Dropbox, the choice of tooling is virtually unlimited. Whatever the choice may be, an integrated approach is necessary for a durable solution.

7. Portfolio;

When designing a Social Media Policy, be aware of the fact that your existing products and services portfolio needs to be evaluated in order to align them with the new opportunities the policy offers. Be sure to evaluate based on solid business cases, otherwise a strongly supported innovation calendar is needed.

8. Training;

Individuals have adopted Social Media. The have explored it, embraced or discarded it, but all have learned to work with it in their own individual manner. Business processes that add value to the enterprise however a more formal approach is required. You need to agree on how the various tools will be used, how you stimulate its use and how you will reward individual performance in this respect.

9. Governance issues
a. Organisational Impact
b. Personal Governance & HR
c. Workforce Productivity Measurement
d. Security
e. Management styles (From task to context)

10. Security

If this one needs explanation, do not start writing a policy paper……….

I hope to have given you a Blueprint to get you started building your own Corporate Policy on Social Media.

Do not hesitate to contact me….and do not forget that a policy is nothing if you can’t get them started.