distinct accounts to make absolutely clear when they are and aren’ t speaking in a professional capacity.
We come away from our study with a belief that most professionals would be best served by a Custom or a Content strategy. A Custom Strategy allows for richer relationships to be forged with peers through the sharing of information that goes beyond the strictly professional. At the same time, it saves the boss from seeing too many party and baby pictures, and spares friends all the job-related content that means nothing to them. However, you must have the capabilities to execute this Custom strategy effectively or else it could backfire. A Content strategy is the next best alternative that requires fewer capabilities, but may allow you to connect with a broad audience effectively.
But again, the important thing is for employees to make strategy choices for themselves – with their eyes open to the risks; with an understanding that no personal social media strategy is perfect; and with an awareness that context matters. Some industries are more formal than others; some organizational or country cultures may be more or less open to“ letting it all hang out.” Managers who think through their own social media strategies and put these topics on the table aren’ t hassling people, they’ re helping them. They’ re making it easier to avoid social media’ s troubles, and to access its treasures.
Ariane Ollier-Malaterre Nancy Rothbard
Intelligent Social Media Marketing www. kacharagadla. in