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Social media policies & implementation of Webcare
Which companies 'listen' online to what is being said about their brand or products on social media, blogs, forums or plain websites? Can they use this information to improve:
There are a number of products in the market, such as products from Radian6, Sysomos and Alterian. Choosing the right tool for your business is essential. It is your starting point to analyse information and add Value to your social CRM strategy. 
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Corporate Social Media Policy & preventing frolleaging
Another important aspect of this course is to translate your social media goals into a matching Social Media Policy for your employees. Recognizing Social Networks are here to stay it is wise to understand that you employees are very active there, using your companies name in their profiles and addressing customers and stockholders they previously had no access to. Also there often is a mix-up between personal and corporate contacts and networks. It happens so often there even is a new word for it; 'frolleageing'. A proper Social Media Policy brings clarity to those entangled goals. Be informed that some social networks are notorious for creating conflicts between ex-employees and the companies where they worked for. It is not getting out in the open very much but there are a lot of court-cases going on conceirning ‘frolleaging’. |
The problem can be described as follows: an employee mixes his / her personal network and contacts with the contacts he / she acquires during employment at company X. The reality is that employees change jobs / employers and continue using their social network (and thus also create marketing and other actions) towards their network. LinkedIn doesn’t give you a filtering option where you can select networking contacts acquired during a certain period, resulting in all sorts of legal conflicts. Simply put, it is in no-ones interest to talk about it, but the problem remains. In legal terms, everything you do on social media (so also your personal account on social networks!) is owned by the company you work for, once you use it professionally during your employment.
That is why I always advise to use / make a corporate profile instead of your personal profile on a social network in order to prevent frolleaging. Keep your personal network away from your company contacts at all time, so that you can transfer ownership of the network you build during employment to the next person.
Most people don’t understand this, since you are using a personal social network profile to do your actions. Some react by stating that this might be incorrect use of the network, but it is the only way to prevent it.
Therefor, a good social media policy should at least address the problem of frolleaging.
That is why I always advise to use / make a corporate profile instead of your personal profile on a social network in order to prevent frolleaging. Keep your personal network away from your company contacts at all time, so that you can transfer ownership of the network you build during employment to the next person.
Most people don’t understand this, since you are using a personal social network profile to do your actions. Some react by stating that this might be incorrect use of the network, but it is the only way to prevent it.
Therefor, a good social media policy should at least address the problem of frolleaging.
