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Risks

Page history last edited by Connie Bensen 15 years, 10 months ago

 

Risks (or can they be viewed as Opportunities & Challenges?)

 

Brand Management

  1. Fear that employees are going to stray from the 'consistent messaging' (ie: effort to silence employees)
  2. Company is so focused on polices rather than logic (why not let employees evangelize their products?)
  3. Fear that something negative is going to be said (even though the conversation is already happening in other places - at other sites most likely)
  4. Requires company to let go & share the conversation with the employees & customers (loss of control or gain new respect in the customer's eyes?)

 

Security issues

  1. Fear that the employees will share company secrets (are policies in place already that cover this? Can they include online interaction?)

 

Poor use of time

risks of allowing employees to use social media on work time

  1. Many companies don’t allow the use of personal social networking sites during business hours.  Does this help minimize risk or just reduce time  waste.
  2. Is networking really that bad? Are employees encouraged to network at live events? how is that different from online networking?
  3. Building customer relationships - Interacting with the customer will increase their brand affinity.
  4. Utilizng social media will give the company a human side. Real people work there! It's not a faceless entity

 

Risk & Social Media - Canadian Marketing Association WOM conference

There's a chance of failure with any project, but the relative newness of social media adds an extra dimension of uncertainty. And while there are answers to all of those questions, there's no avoiding the fact that innovation and risk go hand in hand.

Can you mitigate that risk? Absolutely. Good participation design goes a long way toward avoiding a flop; a smart moderator can encourage productive conversations; a savvy organization can engage its critics.

But here's the thing: when you're charting new territory, then no matter how successful or unsuccessful each venture may be, it always leaves you with something valuable: knowledge.

Engaging audiences in participation and one-to-one / many-to-one / many-to-many conversations is, for most organizations, a completely new skill. The more of it you do, the more you learn; the more you exercise that muscle, the stronger it becomes.

The real risk doesn't lie in having a project that doesn't succeed, or doesn't succeed in quite the way you'd hoped. The real risk is being taken by organizations that aren't investing in learning those conversational skills – because increasingly, the public is coming to expect them. And if a company, organization or agency isn't listening, they'll turn to one that does.

 

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