Are you part of the social revolution?
If you are, you're part of a broad network. 70% of Canadians who use the internet say that they use social media at least once a month. 57% of small business owners use social media, 35% of businesses use social media tools to track what is being said about their company. Nearly 50% of business owners use social media to promote their company brand. (see the infographic from Sherpa Marketing)
Should your business use social media?
Maybe. Remember, social media isn't about advertising – in fact, using social media just for advertising is a very weak strategy. Social media is about creating a strong digital presence and building relationships – with your clients, with employees and new recruits, and with other colleagues and allies in your field. It's about stirring conversation and debate, and positioning yourself and your company as experts. In short, it's an incredibly valuable resource, if you use it strategically.
If you decide to use social media in your business, you need clear rules about who will authorize messages. You also need a strong social media policy to provide direction and education to your employees about what they can – and can't – say on-line.
Employees also need to understand that if they participate in social media, their personal comments are still potentially a reflection of the business they represent, unless otherwise stated. See “Securing the Human” for more information for employees.
Even if you decide not to use social media in your business, you still need to be aware of cyber threats such as hackers, viruses, malware or a cybersecurity breach, and implement a formal cybersecurity plan and social media policy for employees. Social media works both ways – you can receive engagement from your followers / patients / clients and you can push information and content to your followers / patients / clients. Consider your social media strategy and determine what is the best approach for you.
Social media developers have added tools in their apps to help you better understand privacy and security risks and allow you to adjust your privacy and security settings. Find out your Facebook security – watch the video from US Today and then test your security status at facebook.com/securitycheckup.
Thinking about using video in your business marketing strategy? Here are suggestions from Dr. Alan Weinstein and 2nd Cousin Media & Marketing.
- If your business uses social media, or is thinking about it, review or start a risk assessment. To help you, see “Reducing the Risks of Social Media to Your Organization“.
- Review your organization's policy and procedure about Social Media. If you don't have one, draft a policy. See SANS for a sample.
- Is your social media policy included in your employee orientation?
Share Privacy Challenge #12!