Social Media can be managed by a business in a number of ways. Traditionally, the best practise approach has been negatively perceived, and has tended to focus on the control and management of such tools. However the reality is that the concept of control, is not one which is able to be associated in today's reality. With social media empowering the masses, individuals can say whatever they like about your brand. Transparency has become the primary focus of marketing ones product or service. Whilst initially, the majority of businesses moved to ban and block employee access to these kind of sites, which were and continue to be perceived as a time waster by many businesses with reports that over half of all businesses continue to adapt this response. However, there are a number of reasons why this approach will inevitably fall to fruit success for most, if not all whom adopt it.
Mashable's article,"Why banning social media often backfires"
by Greg Ferenstein,
Greg describes how IT security experts are finding that restricting Internet access can have the unintended consequences of civic backlash, poor worker productivity, and students unprepared for cyber threats.In the same article, he quotes Ontario Privacy Commissioner Anna Cavoukian noted
that “Employees tend to re-route around a blog, go to another server, and find other ingenious ways of doing what they want to. And these rerouting efforts may actually be even more time consuming.” In fact, in another Mashables article, Sharlyn Lauby
(2009) uses the term “Dooced
” which is an Internet expression that means to lose one’s job
because of things one says online in her guide to social media policy. The first case in NZ Employment Courts involving social media which was heard earlier this year, focused around employee infighting on facebook which had occurred largely outside of work hours. Demonstrating that regardless of weather a business adopts for banning of internal use of social media or not, businesses today can not get away from social media. Their employees are using it, in most markets their customers are using it and now, you are require to use them in order to fulfil the requirements for compliance. With igovt launched a several weeks ago, since in order to contact public departments such as IRD, businesses and individuals alike, will now be required to register a profile on the Government's network.
Realistically, any organisation whom is wanting to participate in the social media revolution, needs to recognise that in order to have the ability to get their brand out there requires them to accept and embrace the decentralisation of their business communications. As a result of this in part, the implementation of a social media policy is becoming increasingly common within businesses internationally (Dybwad, 2010).
The are many examples of the innovative implementation and adoption of Social Media technologies within the large multinationals, with models provided by companies the likes of Kodak and Unilevyer adopting SNSs and enganging and encouraging thier employees to actively utilise these to build thier brand.