We’ve all heard the story of a major company that totally blew its social networking strategy by doing something really stupid, like tweeting something inappropriate, thinking it would drive business but ended up driving it away instead. But there’s something even worse, at least in my opinion, and that’s a company that wants to engage in social networking but doesn’t understand what engaging in it means. An example is a company that advertises that it has all sorts of hip connections on social networking sites, but then turns around and blocks all of those sites from everyone of its employees. This wouldn’t be so bad if the company didn’t keep sending out notices to employees about how they are now on Facebook, starting up on Google Plus, and then asking employees to participate as well. And when that employee attempts to do so, they get a blocked message, indicating that the job considers that site to be an illegal site for viewing at work.
One of my favorite sorts of erroneous activities involves the housing complex where I live. They put up a bunch of signs around the complex, saying: “Add and Follow us on Facebook for current news and activities!” Four months ago, I attempted to add them on Facebook; they haven’t accepted. Yet, each day I see their signs on the bulletin board at home, just begging me to add them to my Facebook profile.
These are companies that don’t get the whole social networking thing. If you want to engage in social networking, you have to actually engage in social networking. You don’t just get a presence and then expect the masses to come flocking to you, but then decide you don’t want to spend the energy actually working with the environment. The work thing is a no brainer because you’re never going to have a real social networking presence as long as the majority of your staff can’t promote it. If the only Facebook presence you have is a Human Resources person who gets paid to have to maintain the connection, you’ve failed in all things social networking. Basically, it’s a plea to join their network but then a follow up statement to say that your employees aren’t allowed to communicate with the masses you just asked to join. Sure, it keeps people from doing something to embarrass you, but what these companies don’t understand is that social networking is about people, not about people interacting with a company’s icon. That’s why Google is destroying any business presence with Google Plus; at least they understand what a social network should be about. Although, I admit, I suspect they’ll backtrack on that once they realize that Facebook will take advantage of their absence.
Personally, my belief is that any company that avoids letting its employees engage in social networking is doomed to be considered old hat. Any company, like my housing complex, that considers social networking one-way only (we speak, you listen), then they’re doomed to fail as well.
Unfortunately, social networking is one of those animals that takes many years for people to truly understand. And as I’m pointing out, sometimes they never do.
