The fears of Company
Understandably, a company must also pay more attention to legal requirements, such as imprint obligations, data protection regulations or liability issues, more than private individuals.
But the company's fears go a lot further: in many places employees are prevented by firewall from using social media services like Twitter at all because no valuable working hours are to be wasted.
Control prevents information flow!
Apart from the fact that these regulations can easily be circumvented with BlackBerry and iPhone - unless you also carry out pocket checks - companies naturally cut themselves off from the flow of information on the Internet. And of the growing group of digital-native-generation professionals for whom social media simply belongs - as a working tool. Because Twitter allows a much faster exchange of information than for example eMails and is not limited to only sender and receiver. In addition, tweeting is spontaneous - this is exactly what makes the communication so authentic.
It is clear that this open communication behavior bites among peers with the hierarchical control and instruction structures of traditional companies. Because in many companies, the blessing from above must be obtained for every message that is given outside. Even if, of course, hastily tweeted internals could influence the share price or justify liability claims of third parties: it would be better to specify clearly defined regulations, which may be tweeted and what not, and then let the employees act on their own responsibility. However, trust is needed here. In contrast, control anger and protracted release processes virtually prevent Twitter in companies. Because real live communication can not work that way, of course!
An example of good approaches that are not yet an optimal solution is Daimler's strategy: the company regularly updates news from the company on a news channel, but does not do this entirely with the dialogue with the followers. In addition, there is a second account, on which three members of staff regularly tweet with live events and receive inquiries.
The reason for the split is certainly that with an international corporation a handful full-time employee can not answer all questions directly to the company as a whole - on the one hand because of the clarity, but on the other hand certainly because they are not allowed to publish any information freely. Therefore, we limit ourselves to a certain area and a manageable number of followers. The efforts also appreciate this: the interest in the dialogue channel is far greater than in the pure company news. For Uwe Knaus, who launched the first corporate blog of a Dax company at Daimler two years ago, social media and Twitter offer other advantages as well.
Krisenkommunikation via Twitter
In an interview that appeared on a blog a few months ago, he said, "My personal opinion is that 'social' in social media is not social, charitable, or even benevolent. But it is meant the diverse conversations that take place networked and are not always easy to locate. This development requires professional listening - some call it monitoring.
Now, when I know where and how to talk about my company or brands, social media offers me many opportunities to engage in these discussions. "One possibility that the group recently used when Daimler was on the media pillory, because ... the group of applicants takes blood samples. Daimler responded to the many critical inquiries with a blog post that was published on Twitter. While crisis communications probably did not satisfy every critic, the positive reactions in the social media scene showed that the Group's efforts were generally rewarded with openness.
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