Creating Social Culture

18 10 2010

This chapter discusses the notion of social culture that is created from an organization’s online presence.  The book defines organizations that have social cultures as:

  • use social media to engage in two-way conversations
  • embrace mistakes and take calculated risks
  • reward learning
  • use a “try it and fix it as we go approach”
  • overcome the need to do things as they have always been done
  • understand and appreciates the informality of social networks
  • trust staff to make effective decisions and respond rapidly to online situations

Often organizations are afraid to let go of their control and chose to engage only partially online.  This is not an effective way to build a social culture.  An organization’s online activity should be real and authentic.  One way to help ease the fears of organizations when it comes to social networking is to create a social media handbook or online communication guidelines.  The book mentions the American Red Cross’ social media handbook.  This will ease the feelings of fear and anxiety of letting control go.  I found a website that links to different organization’s social media handbooks.  It is very interesting to see how different organization’s attempt to ease fear of losing control with the principles it outlines for social media use.  The American Red Cross does an excellent job of guiding users through FAQs, explanations of social media tools, how to create a strategy, etc.  This is something my group feels that our client, Safe Harbor, really needs help with.

This chapter includes an outline of what should be included in social media guidelines.  The suggestions are:

  • A purpose statement for the policies
  • Reminder that everyone is responsible for what they say online.
  • Encouragement to be authentic.
  • Reminder of who the audiences are and what they mean to the organization.
  • Encourage good judgement.
  • Balance personal and professional roles.
  • Respect copyright and fair use.
  • The need to protect privacy of clients.
  • Use social media in a way that adds value to the organization.
  • Create balance between online and on land activities.

 

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