Making your employees use social media

It seems that every smart employer has a social media strategy¬†of some sort. We acknowledge that communicating with our customers is what strong brands are all about these days. ¬†More and more we are seeing employers involving their team members on social media, asking them to engage with hashtags and share what’s going on at the company. I completely advocate for this approach. Get your team involved on social media, it’s good for your recruitment brand and your culture if you get it right.

But can you mandate your employees to be part of your strategy? Can you wake up one day and decide it’s going to be part of everyone’s job to post to Twitter and LinkedIn. Sure you can draft a policy that makes it so, but does it really? Social media is about freedom. Freedom to connect, express your opinion and who you are. If your employees choose to engage in your strategy then that is great, but you shouldn’t place any direct or indirect pressure on them to post and share content about the company on their personal profiles.

If you want to go down this path you should consult your team members about the change. Remember these are their personal accounts you want to influence. These accounts that are attached to their names and internet identify for life, consultation is key.

Social media is a bit of unchartered territory and we are all learning and growing with it. But we must never lose sight of what makes social media valuable – the freedom and power to express our voices.

Image credit: Jason Howie | Flickr

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