The Headstream blog

Parts of Twitter were a-flutter this morning, as reports circulated that the BBC is examining how to manage actors and celebrities, ie. ‘the talent’ sharing news of their involvement in TV programmes on social networks and by doing so, inadvertently (or not) breaking carefully managed BBC Press Office embargoes.

What’s happening at the BBC demonstrates how the Corporation continues to face the same problem that most businesses face? managing the often very blurry dividing line between personal and professional on social networks.

Most businesses are traditionally geared to manage communications, including social media, through the Communications department, but as we’re regularly reminded, social media should be as much a priority for the HR team as the PR team.

So how does a business protect its brand in a social world in which its employees are engaged?  Specifically, as Headstream’s upcoming White Paper on the topic points out, when the concept of organisation authority versus personal authority is turned on its head? What’s the point of banning Facebook in the workplace, when increasing numbers of employees carry a smartphone in their pocket?

A good starting point is to have a strategic position on social that’s clearly communicated internally, so social media guidelines are important (something the BBC has already got in place, it should be noted).

But guidelines alone won’t work if your employees don’t care about the brand, and this gets to the heart of being a social business. To be truly social, businesses have to forget about channels and think about the business in a new way. It’s about actively listening to what people want and responding? meaningfully. It’s about behaving in a way that’s compelling, true, authentic and transparent. It’s about creating win-win relationships.

Easier said than done, many will say, but great opportunities exist for brands who are willing to rethink what they do in a socially minded way. A look back at the Social Brands 100 is a good reminder of just how many are.