Get everyone involved in social media and bolster your crisis management
People work best when feel that they have ownership of a project. It’s a long-accepted fact of business and team building, so why are so few integrating that thought with their online reputation management programs?
Often the social media programs of large organizations are run by a segregated team that works in their own bubble, not communicating with others except in case of crisis or to receive orders. This is exactly the opposite of what you’re seeking to achieve. The following quote, from a Social Madness article by Dov Hirch, should help put your thinking on the right track:
Create a shared reputation. As a business, build a team to monitor your reputation. Train employees to be watchful of information they come across, and create a process of reporting to ensure information makes its way to the right stakeholders in your organization.
You could actually take this further and make it even more effective. To really get everyone engaged, they’ve got to understand what’s going on out there, and how they fit into the picture. Some progressive organizations have a monitor mounted in the office specifically to display social media mentions. That way, those outside the social team can see how their work is impacting customers in real time and either shift gears or get the pat on the back that they deserve. This is actually a fantastic tool for monitoring crisis management situations in real time for the same reason.
Although the specifics of how you achieve it will vary according to business, niche, etc., the goal is to have EVERYONE in the organization understand how social media impacts them, their work, and the health and success of their employer. With the direct correlation revealed, sharing social media responsibility will take on a whole new level of importance.
The Bernstein Crisis Management team of Jonathan Bernstein and Melissa Agnes, in fact, just practiced what we preach and created a global crisis communications plan for a client company that fully integrated social media crisis communications in its strategy and tactics.
The BCM Blogging Team