As mentioned in previous posts, behind every organizational voice across social media channels there are people (or a person) who represents the organization.
These people have a critical responsibility because they must not only provide content across social media channels that will be valuable to readers, they often are called on to drive revenue, as well. Around both of these goals is the need to use a vocabulary and style that represent the tone and feel the organization wants to provide to its
If the people who manage the organization's social media voice get it right, they create a positive impact for the
organization. At the same time, an employee can make a single comment and injure the organization’s relationship with everyone. Oft times, people seem to forget the volume and reach social media channels represent. If an organization has 100,000 followers, the actual reach is much greater because if something posted is really good or really bad, many followers will forward the information or comments to their contacts.
So potentially the number of people who could “hear” about it could be one million or more. Because the responsibility is so great on those who post on behalf of the organization, it makes sense to have rules and reviews in place so costly mistakes are avoided.
The first step is to make sure you’re aware of anyone who reports to you who creates content for one of the organizational voice channels. You should provide specific assistance for these folks. It makes
sense to review these concepts and provide training for all your people so that no one finds out the hard way the dangers of a misstep.