Governing Social Media — an Oxymoron Brands Must Address
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How do you govern the ungovernable? Isn’t social media by definition the ultimate democratic medium that empowers anyone who wants to publish content? And don’t you want a tone of freedom that drives organic, authentic engagement instead of command and control that yields shiny pre-packaged ad campaigns? Besides, power is so yesterday. To wit: “Power is decaying” (from “The End of Power,” by Moises Naim, 2014).
This may all be true, but in companies with tens of thousands of employees, hundreds of products and services, and hundreds of thousands of customers to support, social governance teams must impose guidelines to avoid confusion and disorder. You should commit to delivering a simplified digital experience that will make it easy for anyone to do business with you online.
So, how does one govern social media? Here’s a three-pronged approach we’ve used at SAP:
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