news 9 When work mixes in with social media
Half of all employees have admitted to writing about the company they work for on a social media website, such as Facebook and twitter, a new survey has revealed.
However, a staggering three-quarters of those who have written about their company online either did not know of, or had no guidance from their employers regarding what they could or couldn’t write.
The survey was commissioned by Dorset- based Liz Lean PR working in conjunction with social media and IT consultancy SocialTech, in response to the introduction of the new ASA CAP Code. On March 1, the Committee of Advertising Practice (CAP) and Advertising Standards Authority (ASA) extended their remit to cover online communications. The new remit covers marketing communications
on advertisers’ own websites and other free online platforms, such as social networking sites, to guarantee the same high standards as in other media.
By monitoring social media and websites and reprimanding businesses delivering misleading or untruthful marketing messages, the ASA is striving to provide more comprehensive protection for online consumers. The major concern for companies, revealed by the survey, is that without social media guidelines, businesses are potentially leaving themselves wide open to being penalised by the ASA for employees’ online activity.
Liz Willingham, managing director of Liz Lean PR, said: “The results of our survey highlight the importance of good communication from
the top down. As ambassadors of a brand, employees need to be made aware and given comprehensive guidance on how to conduct themselves in all situations, to protect the overall reputation of the company.“
Added Luke Williams, managing director of SocialTech, which specialises in the more social areas of the Internet: “As this research reveals, businesses need to be educated about the risks involved when undertaking PR and marketing on social platforms. 84% of people use social networking sites for personal reasons, which can lead to mixed messages and a blurring of the boundaries between work and play. We recommend developing a sound business driven strategy to help deliver clear, successful online communication campaigns.“
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www.businessmag.co.uk Business T H E TM MAGAZINE:DIGITAL THE BUSINESS MAGAZINE – SOLENT & SOUTH CENTRAL – APRIL 2011
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