The findings of this survey offer public relations practitioners a clear challenge.
- 58% of executives said that reputational risk and social networking should be a boardroom issue. Only 15% said IT ACTUALLY IS.
- 74% of employees responding to the survey said it is easy to damage a brand's reputation.
- Only 17% had a monitoring or mitigating program in place.
- 22% cited a formal poicy for how employees can use social networking tools.
First, share the results of this study and take responsibility for taking the discussion with senior management to the next level. After that, do our homework. Spend some time researching policies designed and implemented by other organization (You're bookmarking them in delicious, aren't you?). You will no doubt find organizations of a similar size or culture who have started. That's a great place for you to start in your organization, too.
Finally, expand the dialogue to include other stakeholders. Get a group of your employees, customers and clients together an assess what common questions and practices are already happening. Find a way to harness it.
Last, come back here and tell us how you did it and what your new policy looks like. We can all learn from each other's success.