Many brands are nervous about letting people engage on their behalf in social media. This leads to policies that control and restrict the use of social media, whereas the ideal would be the opposite.
Many brands have made it difficult for their staff to engage in social media. It's just a traditional understanding of social media as something that distracts people from work.
For a lot of brands, social media is a channel that is beginning to change the way parts of a business function. These companies need people to use social media as part of their job.
There are many reasons for businesses to encourage this:
1. If every employee had an hour or two to engage with customers, they could deal with a larger volume of issues without adding to the workload.
2. Allowing employees to build their own brands allows them to learn from and share ideas with people who are dealing with similar issues.
3. It allows for people who work for a particular brand to have a direct channel with people who buy from that brand.
A true social business to me is about finding how and where social media should be used by every employee. We need to stop having restrictions on the use of social media, and start creating policies that encourage it.
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