How to develop social media strategy

SOCIAL media might be the "biggest gift" for any small business but be warned there are strings attached.

jan decomps

SOCIAL media might be the "biggest gift" for any small business but be warned there are strings attached.

Experts have warned that, without proper training, it can do more harm than good.

And while some businesses bury their head in the sand, there is little escape.

Even if they are not employing Facebook, Twitter, LinkedIn, YouTube, Yammer, Instagram, Flickr and other platforms as part of their business, staff are using them during work for private use that often crosses over.

"Social media for small organisations is almost like the biggest gift you will ever get," Deloitte Digital chief edge officer Pete Williams says.

He says employers trying to ban social media are fighting an uphill battle and soon-to-be-released research reveals that, of the businesses that banned access on their internal systems, 67 per cent of employees still used it.

The study, in association with the Australian Human Resource Institute, found a third of the nearly 580 businesses polled do not have a formal social media policy.

A similar number say there has been an "incident of inappropriate use of social media which has impacted the organisation negatively".

These included online comments about a company restructure, derogatory posts on Facebook about colleagues, breaching confidentiality, updating a colleague's Facebook status without their permission, inappropriate images, political comments, photos of clients posted without their permission, and comments detrimental to the company.

When it comes to a policy, Williams says many of the respondents have sought outside help or made it up as they went along.

He says the wise use of social media is like crowd sourcing a whole group of advocates.

Well-documented cases of Target getting attacked by a mum upset at the sexualisation of girls with what she deemed inappropriate clothes, and the wife of a dairy farmer attacking Coles with a weekend post that went viral, point to a downside.

Williams says businesses need to be upfront and tackle and resolve issues.

"If you are a good business, doing the right thing, you are not going to have any problems," he says.

It is much easier to get even via an embarrassing Facebook post than a letter or waiting on the phone for satisfaction.

Getting the right tone and frequency from social media is important. It has to be informative and not too pushy.

Small cafes, restaurants and retailers can let customers know about new produce, a changed menu or new stock.

Boutique law firm Blands Law believes its use of social media has allowed it to punch well above its weight.

Owner Andrew Bland says the employment and commercial law firm, through its focus on the evolving social media platforms, has been able to mix it with heavyweight firms.

Not only are its staff invited to speak as experts on social media, the firm has formulated a range of social media policies it sells to businesses trying to navigate the new media.

Bland says while it is important to have a policy, it doesn't have to be War and Peace.

"It can be a couple of pages of dot points," he says.

He says the recent Linfox case in which an employee was sacked over posts on Facebook but reinstated by Fairwork as the company did not have a social media policy was instructive.

Bland says while several nominated staff may be responsible for the social media of the business, all the staff can be involved in monitoring what is said about the company.

"Don't ban social media, that is too draconian," he says.

DEVELOPING A SOCIAL MEDIA POLICY

Whether it is Facebook, Twitter, YouTube, blogging or other platforms, the same principles apply:

* Don't write anything that you would be too embarrassed to show your mother.

* Impress upon staff that they should not do anything that will embarrass themselves or the business.

* Posts should be relevant.

* Appointing a social media committee, meeting each month, means it is not left to a couple of social media gurus.

* Ensure there are nominated people who are responsible for moderating.

* Know that social media can be used during work times, but not overused.

* Negativity about the workplace, especially during these times of downsizing, is a big no-no. Don't air your dirty linen.

* Do not comment on customers, suppliers and colleagues negatively.

* Be authentic and have a two-way conversation.

* Clearly spell out penalties for violations, including dismissal.