Creating Social Media Policy or Shutting Down Engagement?

Recently, the Washington Post issued social media guidelines to its staff and they've caused some controversy, thanks to the long list of "can't do's" that some see as stymying the kind of conversation in which journalists need to be engaged. It's not just media companies that are looking at how to manage the Tower of Babel some feel social media has wrought upon their businesses. Organizations of all kinds seem to be of two minds about the nitty gritty of public engagement, and feel they need to draw the line somewhere. So, we're beginning to see a surge of policy development around how employees can interact online and how organizations engage with the outside world on platforms like Twitter.

Personally, I don't have a problem with this if the resulting policy encourages creative engagement but ensures that the business is protected, that employees use good sense and everyone behaves with mutual respect. A website that's currently circulating is Social Media Governance, which has a database of over 100 social media policies from organizations ranging from municipalities to health care organizations, from the U.S. Navy and Air Force to tech companies to museums. This database is growing and is instructive for organizations considering implementing their own social media policies.

I was surprised to find I liked Wal-Mart's brief and direct approach to Twitter. They recognize that many of their associates may have their own Twitter accounts but identify the official Wal-Mart accounts. The best line is this: "We won’t reply to off topic @replies. Personal attacks and foul language = FAIL. Adding to the discussion = WIN." Do you really need more than that to let people know your philosophy?

But what about internal policies? I like the approach Shift Communications takes with their employees and contractors. Again, it's simple and to the point: Be respectful, be transparent, be diplomatic, have the facts, stick to your area of expertise.  Even the State of Delaware, for all its governmental, bureaucratic jargon and formatting, has it right. They reiterate their ethical stance, the need to be transparent, and, of course, that they must protect confidentiality within the system. They also go one step further and commit to correcting information later found to be in error.

Compare these to Sentara's Social Media Policy. Here's one where the lawyers were clearly let loose. If any spelled-out policy were to have a chilling effect, this would be it. Yes, they're a health-care organization but here we have so much dense legalese, the glazed over eyes have no way to take in anything other than "keep out!" "You must adhere," You are prohibited," "You will not violate..." My favorite? "Sentara/OptimaHealth reserves the right to monitor, prohibit, restrict, block, suspend, terminate, delete, or discontinue your access to any Sentara/OptimaHealth Social Media Site, at any time, without notice and for any reason and in its sole discretion." Clearly, someone doesn't quite get the spirit of social media. And it just gets worse.

So, to those managers who feel compelled to develop a clear social media policy for employees and outside participants on their sites, go forth. Be clear that employees must not compromise protected information, that they must be transparent, respectful, and courteous, and talk only about what they know (having to do with the organization). That they must follow basic stated organizational guidelines already a part of your culture. If you open up a blog or other social media on your site to the public, you should state your position as well. People should respect the rules when they're in your home. But, be judicious and try to avoid a defensive heavy hand. You're trying to encourage engagement and idea sharing, not send people running.

Closing the Communication Gap

There's nothing mind-blowingly brilliant about this, but if you are investing the time and funds to launch and maintain a social media communications platform, I hope you're not forgetting one crucial element. Asking your customers (and if you're a home builder, your potential buyers and brokers) for their social networking contact information.

All of the contact forms you present to potential customers--whether in person at the shop, sales office, or online--should allow them to tell you if they're on Facebook and Twitter, and, if they're on Twitter, what their Twitter account  name is. The forms should also enable customers to confirm that they would be agreeable to your company making these connections with them.

Trust me, even with a list with people's names and email addresses, chances are you will never find them by doing a search on Twitter and, depending on how unusual their names are, you might not be able to identify them on Facebook. Plus, it's just ridiculously time consuming to do that kind of search.

It should go without saying that, in turn, your Twitter and Facebook information (and Linkedin, if appropriate) should be included in every communication you have with customers, from your website, emails, and blog (you do operate a frequently updated blog, don't you?) to any collateral material you've printed, as well as stationery and business cards. If your salespeople have their own business-related social media accounts, those should be part of all of their communications, including email signatures and business cards.

I know this all sounds ridiculously obvious, but it has been endlessly surprising to me to find this pretty big detail not automatically integrated into social media programs. And, if you're making an effort to establish social networking for your business, you should have someone--many someones--to connect with.

Flying Solo This Week on San Diego Gourmet

With both Robert and Maureen traveling, I'm flying solo this week on San Diego Gourmet. So, I did something smart -- I invited my friends Dominick Fiume and Candice Woo of Slow Food Urban San Diego on the show. We had a great time discussing this relatively new convivium in San Diego, and anyone who is even mildly interested in the Slow Food movement or getting to know people interested in good food, fruitful gardens and home cooking should listen in and then get involved.

Has Social Media Jumped the Shark? Hardly

I love days when there's a convergence -- or maybe I should really say collision -- of thought patterns that begins before I've even had my first cup of coffee. Here I was at my desk before 6 a.m. and I open my email to find an intriguing blog post in AdAge Daily News by Phil Johnson of PJA Advertising & Marketing: "Selling Social Media Isn't Hard; Implementing It Is." Then, I hear a most ridiculous essay on NPR's Morning Edition by John Ridley, "Keep Your Tweets to Yourself." Now Johnson is spot on in his analysis for advertising agencies: We've pretty much passed the point in which you have to convince clients that social media is a worthwhile endeavor, but unless you've been engaged in it yourself, it's going to be difficult to advise your clients on the best course of action to take and how precisely to implement it across a variety of channels.

Johnson jumped right in and made his own agency a proof of concept. He was able to understand firsthand how to work Twitter, how difficult it can be to establish a consistent brand from Facebook to YouTube and, what may be the biggest challenge for those who market brands, how to rejigger values so that you're not pushing yourself on others but engaging with them. It was refreshing to find someone go in a skeptic and come out with a true grasp of the nuts and bolts of what social media really involves.

But, then there's Mr. Ridley. He rants about Twitter, but admits, "I haven't Tweeted once in my life." And, why not? He's sick of the uber-personal ramblings of people commenting on their every move in life. And of the hypocrisy of people who claim to want privacy protection yet yammer endlessly about their "private nonsense."

Fair enough. Except that those of us in business, in journalism and in other arenas have come to embrace a collection of communications vehicles that allows us to get and share information, meet others with the same interests and promote the things that need attention. As Phil Johnson said in his AdAge piece, "You can't understand it without experiencing it firsthand."

I believe that's where a lot of businesses are right now. They're listening to John Ridley early in the morning and nodding in agreement. But, they have yet to dip a toe in the water and haven't a clue about the great potential of tools like Twitter and Facebook and YouTube and Linkedin. Or maybe they use it for personal stuff but haven't had that visionary moment that makes them realize what a boon it might be to their business or career.

That's why I encourage business leaders to get a little personal coaching -- from me or someone else -- to learn about these tools themselves so they can experience it firsthand and be able to glean the potential power they hold. Now will Twitter endure? Will Facebook? Who knows? As long as people are creative and technology continues to advance, there will always be new ways to engage on the horizon. It's not the specific mastery of these specific applications that is the be all and end all (although it's very important right now while we're using them), it's the understanding that standing still isn't an option.

But wait, John Ridley, surely you must have some inkling of this yourself. After all, you blogged about it on NPR. Yes, Ridley has a blog -- called Visible Man. Even Morning Edition host Steve Inskeep snickered a bit at the end when he mentioned that little nugget.

Giuseppe Ciuffa Guests on San Diego Gourmet

We had some fun on San Diego Gourmet with Giuseppe Ciuffa of Giuseppe Restaurants & Fine Catering! If you've enjoyed lunch at the Museum of Contemporary Art San Diego's Museum Cafe, you've definitely enjoyed Ciuffa's cooking. Robert, Maureen and I got some wonderful tips about warm weather foods, everything from what types of dishes work best for a picnic to how to actually make a good pasta salad. And, oh, his description of his mother's artichoke dishes. You've got to hear it! And you can -- below:

Capitalist Pig Virus?

I've got more information from my friend Paula McDonald about the background of the start of this virus. She lives in Puerto Escondido, a coastal fishing village in southern Mexico. San Diegans know her as a longtime writer and photographer who covered Baja from Rosarito. Smithfield is the largest hog producer in the world with 40,000 pigs in cramped pens on site at the La Gloria, Veracruz site near Jalapa (Xalapa) where the first Swine Flu case started. That first case, btw, is the kid you see on all the U.S. newscasts now known as Patient One or Swine One or whatever they're calling him. About five years old and interviewed these last three days about as often as Elian Gonzalez.

Those Smithfield pigs produce 800,000 kilos of pig meat annually in La Gloria. Evidently, the pig excrement problem is beyond imagination. It's kept in giant in-ground vats, like swimming pools, covered with plastic tarps. (And then what do they do with it?) Smithfield was fined in 1984 in the U.S. for water contamination, and opened the Mexican site about 15 minutes after the NAFTA Treaty was signed.

The investigative reporters down here are nosing around into allegations that local officials have been paid off to issue certificates of compliance with local clean water regulations...etc. and look the other way. And, the governor of Veracruz, to this very minute, is claiming this child was the only case of Swine Flu in the state, even though hundreds of people in La Gloria got sick in February, were treated with anti-virus medications quietly by Smithfield, and then spread it to Mexico City and the world. As I said the other night, if Smithfield had reported it immediately to the World Health Organization or even to the Mexican health authorities, we wouldn't be facing the possibilities of a pandemic.

Oh, btw, the governor of Veracruz is up for reelection in a very tough fight. He can't admit that his state totally blew it by also not catching or reporting this or he's dead meat in the campaign. Hmmm...bad analogy.

This just in from my buddy in Boston:

>>>I, too, had heard about the multinational pork corporation polluting the epicenter town (from a friend who suggested we call it Capitalist Pig Virus).

Capitalist Pig Virus!

Anyway, that's the news from the south. Mexico City is all blue masks and empty streets. Only one mask in town here, in our funny surfer town where all that seems to matter is whether surf's up or not. That's my friend, a local hotel owner, who when I last saw her was standing on the street barefoot, yelling at her straying poodle mutt and wearing it on her head like a New Year's hat.