I’ve read in a recent Melcrum study about social media that one of the “issues to consider when developing your social media strategy” is that you have to “prepare to relinquish control and share the process.”
Here’s where I disagree and get concerned….when you’re trying to influence a group of (often) reluctant senior executives to use social media tools at the company, the last thing you want to say is that: “…um…yes…well, you will need to give up control.” I’ll tell you, that meeting won’t go well.
To me, the idea of giving up control suggests we had it in the first place. Did we as communicators or executives ever have control over water-cooler conversations…over what employees say to their colleagues, friends or families? While I agree blogging for instance, means employees (who write well and cleverly) can easily amass an internal following and get the ears of a wider audience. This can be risky. Yes. BUT…at least with blogs we know what employees are talking about.
Social media tools provide insight into hot topics, issues and conversations that are happening in the hallways and beyond. And this in turn provides opportunities to influence these conversations by contributing our opionions/position on any given topic.
So…are we giving up control? I’d argue by bringing these conversations online we actually have more of a chance to really know what’s going on in our own companies.
