We’re beginning to do some co-ordinated planning around engaging with our corporate stakeholders in social channels. I’ve written a strategic plan for doing this in a managed way which will hopefully soon be signed off. In creating this plan, I was trying to think of a simple set of top-level principles/pointers which would help those implementing the plan avoid some obvious pitfalls. I didn’t want the list to be too long but I did want it to cover the key points.
The current list looks like this:
- social engagement activity must always support corporate communications objectives and be measurable
- social engagement needs to be adequately resourced – so planned engagement activity must reflect available resources
- it is essential to get the balance right between individual and organisation– individuals engage in social channels, not organisations – so branding and tone of voice are critical success factors
- engagement must start where the stakeholder is
- engagement must ALWAYS be open and honest – including negative sentiment, for which strategies must be agreed up front – as social engagement is based on trust
- third parties acting on our behalf (e.g. PR agencies) must be included in planning and follow our guidelines
- social engagement necessitates greater levels of organisational transparency and can impact on internal processes and organisational culture and structure.
Did I miss anything??