Best Practices for Managing Social Media in the Workplace

In an average workweek, how well does your company manage its social media presence? Is there a strategy in place to manage this valuable resource? Social media is a regular part of many businesses today, for a variety of practical reasons. From a human resource standpoint, it can be an effective way of connecting with future and current employees. Yet, far too many companies understand the true power of social networks and that they need to be carefully managed in order to realize the greatest success. Truth is – social networking takes time and management in order to benefit the business.

In a study conducted by Intersection Consulting, Ltd., a digital strategy firm in Vancouver, a question was posed to companies across a broad spectrum of industries “How much time does your organization invest in social media management?” The above infographic illustrates the results, which were based on an average workweek of 40 hours. These were some of the findings about how much time is spent on various social media activities.

• 7.5 hours is the most time spent on blogging
• 4 hours updating social networks
• 4 hours researching and planning
• 4 hours engaging with readers
• 5 hours dealing with problems
• 2.5 hours reviewing analytics
• 2.5 hours planning a strategy

What many experts advise is that strategy and engagement should be at the top of the list of priorities when working with social media. Yet, it’s evident this is not always the case in the real world.

How many businesses use social media?

According to CNN’s 2012 Fortune 500 Companies list published each spring, 139 companies, representing 28 percent of the companies, had public-facing corporate blogs. “These included two of the top five corporations (Exxon and Wal-Mart, as well as Chevron, ConocoPhillips and Berkshire Hathaway”. (Source: University of Massachusetts Dartmouth, 2012)  There has been a significant amount of growth of use of social media in all industries.

How can a business manage social networks more effectively?

There are several pieces of the chain of good stewardship of corporate social networking activities. In many cases, the human resource team can lead the way towards better utilization and risk management of social media in the workplace. Here are some basic guidelines.

1. Have a clear written policy on social media use in the company. Make sure there is an official social media use policy included in your employee handbooks. This should include when social networking is allowed and who may represent the company, as well as disciplinary action for wrongful use of social media (such as stalking, bad mouthing the company)
2. Assign key personnel to manage company social networks. There should only be a select few people managing the corporate social media accounts at one time. The core should be based on the executive team with guidance from HR and marketing.
3. Collaborate social networking with marketing and recruitment efforts. Use your social networks as a communication tool with employees to alert them to important events. Encourage employees to share with each other professionally. Recruit new hires and market to the outside world in a carefully managed way.
4. Deal with complaints and comments promptly and professionally. Social networks can be a platform for customers and employees to provide feedback. Make sure this is being monitored to avoid a PR nightmare.
5. Engage strategically with prospects and employees using integration. Add social sharing buttons to all publications, and encourage website visitors to join your social networks. Make sure your social networks clearly display your brand.

Using social media in the workplace can be a highly rewarding aspect of connecting with more people and making long-lasting relationships, when managed well.

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