Social media can be a double-edged sword for companies. On one hand there are all the benefits of better engagement with customers and building better brand awareness, on the other there’s significant risk that a half-baked policy could end up doing more damage than good.
As Leon Gettler points out in his piece today, management simply can’t afford to leave the task of managing social media in the hands of employees. So the trick for CEOs, CFOs and CIOs is to develop a strategy that sees them play an active role in managing the use of social platforms.
Building a sound social media policy is not as easy as it looks and there is a fine line between putting forward a genuine message and unashamed PR spin.