Media Policies
In an organisation, various departments manage and interact with Social Media. These include the marketing, PR or corporate communication, and sometimes the IT divisions. The latter is there because some organisations still ban social media at work. In addition, some governments have IT policies that preclude the viewing of videos or use of news services.
Code of Conduct in Social Media
Clear social media policies and guidelines should be in place in all organisations. Specifying who can comment on work-related matters in social media as well as outlining protocols and standards to follow. Nominating who is responsible for social media monitoring and reporting is vital.
Because most social media accept advertising, the management of social media follows the tradition of advertising in many organisations. Thus it falls under marketing practices. However, posting news, monitoring social media, and responding to online comments when required, is more typically a PR or corporate communication responsibility. Leaving all social media engagement to marketing can lead to the urge to sell. However it is important to not be overly promotional in using social media.
Social Media for Public Relations
Public relations professionals embraced digital and social media, because it creates new ways of reaching and engaging with stakeholders. This development provides organisations the opportunity to engage in conversations. Companies can tell and elaborate their story or key message to stakeholders, or the general public, in an interactive way.
It is now generally recognised that we are in a new era for communication, one in which transparency and actual dialogue with stakeholders play key roles. However, despite the importance of openness and interactivity for dialogue, participation and engagement, there are signs that social media are not living up to the transformist promises. Rather, social media is used as a one-way transmission of political and organisational messages.
However, organizations, especially the large ones, do not seem to be fully utilising the interactive potential of social media to build and maintain relationships with stakeholders. And if we look at the use of social media by most large corporations, we see social communication tools used in a one-way fashion to push messages out to the public.