By Cara Brooke Schultz
Social media burst onto the scene, but like any new medium, it has brought with it a slew of questions. Marketers are asking, “How do I deal with…
- Privacy issues in social networking?”
- Data safety—visitors can get hit by identify theft and frauds?”
- Negative or undesirable posts?”
At last week’s Advertising Law & Public Policy Conference presented by Microsoft several of the speakers weighed in with their opinions. During the presentation by Douglas J. Wood, senior partner, Reed Smith LLP; Christopher Sloan, assistant vice president and senior corporate counsel, Liberty Mutual Group; Divya Narendra, chief executive officer and co-founder, Sumzero.com we learned that in order for a company to actively participate in social media the company must enable conversations, monitor conversations, influence conversations, react to conversations, and monetize conversations—which translates into saying, “no you cannot just set up a Facebook fan page and walk away.”
Seems like a lot of work huh? Well it is, and it doesn’t just stop there—with your new social media sites your company needs to adopt a social media policy for internal and external communications. A key point to keep in mind as you dive into social media, “don’t ban what you can’t stop.” Social media is not ending anytime soon, in fact recent statistics state the sites are still growing at a rapid rate, “Two yeas ago, 20 percent of survey respondents were using social networks and social media, now that figure is 66 percent,” (Research Report: Harnessing the Power of Never Media Platforms for More Effective Marketing, 2nd Edition. ANA 2009).
For more information about the conference, visit our Web site.