Every company needs to be concerned about how they appear on social media channels.It isn’t just enough to have a presence — you need to have a complete strategy for brand awareness, a team that understands how to represent your company, and plans in place to avoid disasters.

1.Establish Company Values That ALL Employees Abide By
Company values are really the basis for everything that happens in a company.Just a few things these values will determine — who is hired, how employees are treated, how customers are treated, how teams will work together,and how employees are expected to behave at all times.Every decision by every employee should be impacted by the values of your brand.The customer goes online and leaves bad reviews about the company.Or,the customer reaches out on social media and the social team has to try and fix the problem (which can causeturmoil between departments).The customer may even record the conversation and post it on YouTube (it happens).The customer could write articles, do a review video, call the news…you are looking at an online reputation management problem you don’t want.This could all be avoided by setting the values you want to be reflected by every employee ahead of time.Remember, setting expectations and establishing values ensures consistency for the long-term.No matter how much time passes or how much employee turnover occurs, you want to always be a good company to work with.

2.Hire Based on Company Values
When researching employee candidates, my recommendation is to go beyond scanning their social networks to see if they are an appropriate fit.Dig deep into conversations they have online.Don’t just look at tweets, look at the “tweets and replies.”How do they act when they think not everyone can see their comments?

Find the date when they left their last job and use it in Twitter advanced search to see how they talked about the company they left.Check Facebook conversations with friends (I check their recent friend pics and review conversations).Drunken pics don’t matter; what matters is their behavior overall.When interviewing, give them mock scenarios and ask them to explain why certain things may be offensive, like the following social shares.If they can’t tell you what is wrong with them they might not be a good fit for your company.

3You MUST Have Disaster Protocols in Place
No one expects a disaster, but they do happen.Sites are hacked, servers go down, high-level employees get arrested and end up on the news…things happen!Break down what needs to happen in differentsituations — what do you want said, what departments do you want them to contact, do you want it documented, etc.

Here are good protocol starting points:

*Crisis Management
*User error
*Support / Help / Questions / Requests / Suggestions
*Billing issues
*Website issues
*Avoiding sharing from personal accounts

Lastly, create a contact guide for your social team with cell numbers of those running different departments so they can always reach someone in an emergency.This is especially important if you have a remote team.

Do Your Company a Favor, Create a Strong Social Team

If your company wants to create a strong social and community team that will protect your brand, the best thing you can do is to have values that will make your brand memorable, create a team that will protect your brand, and have disaster protocols ready — just in case.


Peter Zmijewski is the founder and CEO at KeywordSpy.His expert knowledge on Internet Marketing practices and techniques has earned him the title “Internet Marketing Guru“ He is also an innovator, investor and entrepreneur widely recognized by the top players in the industry.