How should companies regarding the use of social media behave? What approaches should companies use for their own marketing strategy?

Whether Facebook, YouTube, Twitter or other social network to communicate with each other in the people: social media world covering all ages and social classes. For professional networking, for private or public communication or just a pastime. Companies operate differently in the use: some restrictive ban all social networks, while encouraging others to engage their employees themselves. The key question is: Is the use of these networks during office hours for your own business or non-productive?

Social media company policy

Customers love fast service and quick responses. Depending on implementation, the use of social networks can be reduced to the value of a toy. Smart companies turn the options into an invaluable tool. The communicating employee networks can be used, for example to boost sales. Social networks retain employees, customers and prospective customers alike! Each social media company policy will be determined by the following three “must haves”:


Positive presentation

An overly restrictive policy may lead to the loss of the structural benefits of social networks. Achieve not underestimate what positive public image smart people can read, without expensive advertising campaigns! Companies that have a social media policy to live, is in the Allowed in the majority compared to the forbidden encourage the employees. Too personal to be disconnected from the business environment, the use of separate accounts has been proven.

Clear expectations

The definition of acceptance framework regarding the use of social media to avoid unnecessary misunderstandings . Employees who have internalized the philosophy of this, and abuse potential are given but not to provide for their online behavior in question. In the case of the behavior, and the professional judgment of the individual soft skills in the context of a review should be subjected.


The social networks are in constant flux and constantly evolving. Your company policy should it too! If there are changes, be sure that all staff are made ​​aware: An idea for this would be like using a private workers’ Facebook group. Social media is everywhere! The social media are so popular that they are indispensable in our daily lives. As a result, each company will establish its inevitable social media policy , develop and propagate.

Social media communications from the perspective of the company

After the goal-orientation and definition are the appropriate measures for the introduction define. The three pillars of social media communications are company employees and customers. Before these should be in accordance with justice, the business requirements must be fulfilled: available manpower and social media skills. After that the entry can be active or more passive. From Hannes Mehring of the social media wrought derived three approaches:

Proactive approach, Active efforts voluntarily

The fundamental objective is to build customer relationships in order to boost product sales. By directly addressing the customers at the same time this will be given the option of echoes: the company blog, Facebook profile or a community website. This feedback allows the customer involved in the production process and based on his experiences and desires are. The proactive approach is “alive” social media, which governs the rules of social media communication within the entire organization.

Reactive approach, responding to demand

“(Drink tea) waiting” is the attitude of the reactive approach. Nevertheless, the activities are observed in the social networks critical ( social media monitoring ) and reflects on demand. Primary goal is the customer information and the appropriate responses to posts, opinions and statements in order to prevent a negative representation. According to Mehring’s assessment, this approach is the first social media entry as one studies the behavior and get a first impression of the communication.

Passive approach, observer role

The passive approach is not really a stand-alone strategy. The company occupies the observer’s role and is eager to communicate to pursue. The lessons learned are used as required, the possibility of meaningful intervention to have available. Thus, for example in the case of negative reporting of the reactive approach being taken or to be acquired as required by the proactive approach.