Although I am a late and limited adopter of social networking, I think it is important to know, recognize and address the use and exploitation of this media.
Social media can be defined as a networking platform for community feedback, opinions and relationship building. Often the goal of these platforms is to generate education, interest, encourage membership and become a trusted resource.
Social media networks such as Facebook, LinkedIn, blogs, Twitter and MySpace offer a larger audience than our historical print, Web site or e-mail platforms. Most of these sites allow you to use the platform to design a personal profile, add friends or colleagues, send messages, and load photos or documents.
With the right intention, blogging, Twittering, Facebook or LinkedIn participation can infuse interest and referrals. Did you know that most colleges today require Facebook registration as a means of communication with students? According to Wikipedia, the fastest-growing group of Facebook participants is the 35-and-older demographic. The average user has 120 friends on the site.
Building an online identity
The use of social media to generate interest can be rewarding, informative and to the point. But beware: It can also become controversial without boundaries.
Our culture over time has grown to accept and embrace a more casual atmosphere of living. From dress to slang language, it appears most of us have either forgotten or have not learned the rules of Emily Post. With that and the unguarded nature of social media, it's easy to be misguided into thinking that social networking participation is going un-scrutinized.
Balance and security should be your guideposts to your personal or business success on social networking sites. The less control you have over your message, the more distorted the feedback and opinions.
Define your mission and goal. Let your followers or invited guests, clients and prospects understand you are a resource of relevant information consistent with your goals. Your well-defined initial efforts will provide you with a strong network of friends and colleagues. Whether it is personal or business, your network may be your best research and development team for that new endeavor you decide to tackle.
Be consistent. Social media has been historically inconsistent. Set the standards that best portray you, your family, your business and your interests and stick to them. You are building your identity online.
The old expression of "don't judge a book by its cover" is a hard one to refute in the social media context. For instance, your dry sense of humor well known to some may not translate to others in your friendly banter of Tweets. Use caution.
Legal considerations
In a company setting, you want to create and define security guidelines for your media sites. Identify the key personnel in your organization who will uphold the company philosophy and goals so that the appropriate material is provided to maintain a positive image. You can limit the authorized users.
Today, more employers are using social media to screen job applicants. However, this type of research could also work against a company if an unsuccessful candidate files a failure to hire claim. According to Fred Dawkins and Martin Heller of Freeman, Mathis & Gary, LLP, most social network Web sites keep records of the IP address of site visitors. Should a suit be filed, a third-party request for documents may reveal tangible evidence that the employer viewed an applicant's Facebook page before denying the applicant employment. Dawkins and Heller go on to define that some states have statutes that afford privacy protection to employees' off-work activities. So, an employer reviewing a private membership site like Facebook may be committing invasion of privacy.
The goal of social media is to reach all user groups quickly. Harnessing the power of this new tool will engage new interest and empower action. Remember it can reveal the good, bad and indifferent. Enjoy the friendly communication, but use caution, etiquette and common sense.
Braner, president of the Atlanta Association of Health Underwriters, is an employee benefits producer with Pritchard & Jerden. She can be reached at jbraner@pj-ins.com.
PODCAST
Are you using social media to your advantage? Insurance Georgia's Andrew Windham shares lessons from his EBA Summit session, "Meet the Five Most Important People in Your Career via Social Media," on eba.podhoster.com. He explains which platforms are most effective and why it's important to embrace this growing marketing venue.
