Social media have huge potential for collectively exchanging information. Through LinkedIn, Facebook, Twitter and the like businesses, managers and leaders have a host of opportunities to raise their profile and communicate.
Few would argue against the benefits of such communication. It allows the user the possibility to become known to a whole professional or social sphere quickly and at little cost. Research shows that social media provide the fastest way to make an announcement or spread a message.
They are also a cost-effective method of testing whether customers like a product or an idea. Indeed, social media are a major part of digital marketing. Three quarters of marketing executives consider facebook and its equivalents as key in their lead generation strategies which prompt consumer interest in their products and services. In addition, managers can use social media as a means of remaining in constant touch with employees or other ‘publics’.
Opportunities, however, are by default accompanied by risks. Apart from the benefits, speed and efficiency can create significant threats. A good example of this comes as a natural consequence of greater outreach. In the same way that desirable information rapidly reaches a huge number of individuals so does undesirable information. Something that negatively reflects on image or goes against stated interests reaches not only direct contacts, but also the contacts of these contacts.
For example, a single consumer’s negative experience with a product or service may be posted to all of his/her contacts or followers, who in turn may post it to their own contacts or followers. Similarly, there are many cases where a ‘private’ or apparently insignificant event blew up disproportionately to have a large negative effect on an individual, and in turn on a whole cause, simply because social media enabled it to reach many people who it should not have reached.
Another threat comes from the fact that social media’s platform - internet - never forgets. Nor indeed do social media themselves in most cases. A badly judged tweet, which once posted leaves its trace even after deletion, may continue to cause misfortune long into the future. This must be seen along with the fact that negative impressions weigh three times more than positive ones in people’s minds.
In order to gain the benefits but avoid the dangers of social media and related technologies the manager or leader would do well to follow certain guidelines. One key rule is to avoid replying straight away or commenting in haste where a sensitive and potentially controversial message is concerned. No matter how much pressure or impulse we might feel to respond instantly we must take a distance, do something else in the meantime then revisit the message after a given length of time (minutes or hours depending on the context). The very meaning of the message might seem different when reread after a short interval. Only then should we seek to respond or comment.
Just as critical is the time taken to revisit a text destined for social networks before putting it online. Dangers increase if we send a message on an important issue immediately after writing it. Again, the best course is to save it and revisit it a little later before we send it. Consulting with trusted colleagues and friends or even family members can also be recommended.
This advice is doubly important in the case of messages or events that arouse strong emotions such as anger, joy and frustration. This is because emotionally-bound decision-making is usually of low quality. We must never communicate immediately upon being informed of something that provokes a strong emotional reaction in us. The emotions in question need to be soothed as it is most likely that with a cooler head judgement will be better.
Beware also sending mass messages, such as tweets, when at social occasions. In a relaxed mood at a social event we are more likely to misjudge the possible impact of a foray onto the social networks. The result is a disregard for the importance and potential consequences or what we put online.
And above all, avoid one of the temptations of our hyper-connected age: do not over-communicate. Limiting messages or posts to topics and issues that are of real importance is the best policy. This cultivates an image of “kudos” that makes the job of the leader easier by creating more respect among both subordinates and superiors.
by Nikos Bozionelos, Audencia Business School, Nantes
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