A Little Birdy Told Me – social media must equal social responsibility

We have been hearing a lot of talk recently about the effect Twitter is having on information exchange, and in particular how tweeters may be viewed by others. If so much can be perceived in less than 140 characters–what should this mean for organisations adopting social media as a communication tool?

The co-founder of Twitter in 2006, Jack Dorsey suggested it was developed to provide an avenue ‘for short bursts of inconsequential information’ and to create an instant ‘buzz’ of information between global networks devoid of complications involved with other social media platforms.  It quickly became successful in celebrity markets for its ability to boycott tabloid opinion. Before long, it was adopted by other global influencers as a fast and inexpensive means of communicating a preferred world-view to wider audiences. Five years on, many SMEs, as well as multinationals, are integrating social media strategies into their communication plans; along with individuals who are tweeting and following as a means of sharing information and entertaining themselves.

Twitter, being a relatively new communication forum, lacks serious protocols around the regulation of its use. In fact, the governance of social media is emerging as a major issue globally. According to the PRIA, a 2010 study undertaken in Europe has found that more than 80% of major organisations do not have policies, guidelines, regulations or training in place in relation to social media use by employees. In March this year the PRIA made a decision to be part of a global study and asked its members to participate in the Global Social Media Governance Survey aimed at exploring the role of PR & corporate communication departments and practitioners. It will identify the framework needed for effective social media engagement, management attitudes, current practices, and future opportunities.

As change is moving faster than regulators can keep up, policy to date has been reactive and ‘adhoc’ at best. In this dynamic environment, there is more emphasis on self-regulation within the vague parameters outlined by the owners of the site. In other words about 90% of the responsibility rests firmly on our shoulders. But are we up to the challenge?

From an organisational perspective, the most important thing is to be sure that those communicating on your behalf have your best interests at heart; and more importantly understand that the written word is there for keeps. Once a tweet is sent–it can be deleted from your account–but not anywhere else. This poses critical questions around who is speaking on your behalf, and more so, if they can be trusted. Like other aspects of your communication strategy, strict protocols must be applied to social media strategies for the sake of your employees as much as your brand. The strategy must be thoroughly developed with aims, objectives and measures for evaluation.

With regard to choosing your social media team, three key character strengths must be available in anyone you select: organisational knowledge; personal integrity; and social responsibility. Those responsible for speaking on behalf of your business must understand its mission, goals and objectives completely, and ensure that any communication they make is directly linked to these important organisational anchors. Integrity plays an important part in ensuring that those chosen are completely cognisant of their responsibilities, and fully aware that others may view your organisation negatively based on further investigation of ‘your’ wider social networks. Who are your staff connecting with now? If you don’t know the answer, then you already have some important work to do.

Integrity and social responsibility are a two-way street. Not only is there an expectation that those responsible for your social media strategy will have your best interests at heart; but just as critical is how you are perceived by your spokespersons in your dealings with others in the organisation on a daily basis. Loose lips sink ships–so lead by example.

It has been suggested that new media technologies such as Twitter don’t necessarily change the way people think or behave–they just make certain tasks faster, easier, more efficient and more far reaching. If human behaviour is the only constant here, then we must understand that the fall-out from mis-communication and errors in judgement will have even more far reaching consequences than ever before. 

Once these issues are managed effectively, social mediums such as Twitter offer amazing opportunities for engagement at a whole new level...short pithy comments on topical issues; engagement in meaningful forums; invitations to come to your site; communication of good works and R&D; promotional opportunities; and most importantly, the ability to easily research targeted networks and competitor offers.

When Sufi poet Rumi wrote in the 12^th Century: There is a community of the spirit. Join it, and feel the delight of walking in the noisy street, and being the noise, he may well have been writing about Twitter today. There is a whole new buzz out there and a level of existence worth pursuing and participating in, as long as you can get it right.