Social Media strategy is not about “Control”, it’s about “Steering” the message

I was speaking to someone the other day and I was saying that an organizations’ Social Media practice needs to be free, without barriers and with a heavy reliance on the community to build. He was saying that there are policies, procedures, protections, etc. in place to control the interaction and content around anything the “organization” is doing. Then it hit me, I need to balance my free spirit attitude towards Social Media recruitment with the organizations reluctance to get too deep in the Social Media space.

So let me re-phrase my thoughts,… Social Media strategy is not about free communication or control, it’s about “STEERING” the community towards your SMR goals. I follow the principle that “communities build brands, brands don’t build communities”, so, organizations should allow more free speech however re-act, monitor and reply in such a way that you can steer the message from a rant, abuse or slander of your organization’s brand into a positive user experience for all to see.

This is where an effective Social media administrator comes into play. If content, channels and interaction are monitored, your organizational ship can be steered before anything gets too far out of control. Where the organizational “bend” needs to be is in what the community is saying,… bad is good,,… how you handle the message will reflect your organization.


Richard Matthews

15 Toronto Street, Suite 304

Toronto, Ontario M5C 2E3

(416) 628-5481

Views: 121


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