Social Media and Business Continuity
April 12, 2017 - Social media has been around quite a while now, and its use continues to grow. How does your company handle social media? Is it an important part of your business continuity plan? Do you encourage employees to use it or worry about the risks? Since it's not going away anytime soon, the time is definitely here to determine where social media fits into your BC strategy and how you're going to use it to best advantage. And don't forget that there are benefits AND risks of using social media in your business.
Then this October, we learned the app would be officially shut down by Twitter. Even before then, attention had already shifted to newer, more flexible video formats like the new giant on the block, Facebook Live. This constant social media turnover is all-too-familiar and, oftentimes, all-too-costly. Companies invest in new tools and strategies, develop marketing plans, and race to bring employees up to speed... only to see the proverbial rug pulled out overnight.
Social media is a big leveler. Big budgets don't necessarily win this war. Smart Planning and Focus on Results do. Use these five trends as a checklist to guide your social media marketing initiatives on a week to week and month to month basis.
A 2014 survey on Social Media in the Workplace revealed that 88% of businesses are using social media in some form. Much of the focus to date has been about creating policies for appropriate employee use of social media vs. broadening how the tools can be used for crisis management. While employee misuse of social channels is a concern, this fear has slowed the expansion of social media for legitimate business purposes. There are many ways social media can be used to improve crisis management and overall organizational resiliency.
Social media magnifies business impacts in disasters and crises. It is no longer enough to view social media as solely another marketing medium. The failure to monitor social media risk may mean the end of your business, reputation, or brand. Social media risk is an identified vulnerability and needs to be included in every BIA and Business Continuity Plan.
Firms need to identify the risks of social media, develop comprehensive governance policies to mitigate risk and then deploy the right technology to reinforce those policies. Work out how your firms is going to comply with various local and industry rules and regulations, including data privacy and protection, advertising, record keeping and supervision.
The number of people fired over social-media posts is rising, and many employers look closely at a job candidate's online presence before making a decision. Some advocates say employers should be doing even more than they are now to monitor social media---they should keep an eye on workers' tweets and updates around the clock. Privacy proponents and worker advocates say it's unnecessary. Most of what people post has nothing to do with work, they say, and shouldn't be monitored unless there's a clear reason to suspect wrongdoing.
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