A string to any news reporter’s bow is the issue of social media and privacy. It’s rare that a week goes by without there being a news headline claiming that Facebook, Twitter, or some other social network has breached our privacy rights and are branded as immoral rouges who have set out to destroy the universe.
The reality is often very different and social media, when used correctly, is a fantastic way to communicate, share and build relationships. The very nature of social media, and what makes it so powerful, is the ability to engage your audience in one-to-one conversations, rather than the more traditional broadcast communication.
Here lie the ‘not so obvious’ risks:
Quite often, an organisation will jump into social media without a proper strategy. In order to ‘test the water’, they may create a Facebook page, sign up a new Twitter account and encourage sales and/or marketing staff to use their LinkedIn accounts to spread the word and prospect for potential leads.
As the number of followers grows, and before the organisation begins to see the benefits to using social media as a bone-fide marketing and communications channel, you could be risking your brand reputation and/or posting inappropriate content without even realising.
Organisations need to create an effective governance structure around their social media activities. They will need to identify appropriate social media objectives, as well as assign roles and responsibilities.
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