“Control of the message” has long been one of the most common potholes in the road to social media success. Tables might turn as those who have resisted now face widespread financial implosion caused by bail fail. Its time to say farewell to cloistered corporate mind sets, instead empowering your people to listen to and connect with other people. After all, employees are a company’s greatest asset.

Eyes and Ears: Ask Employees to Listen

Feedback is more valuable than ever, and it’s never too late to track conversations. Whether a direct comment or overheard, input from stakeholders should flow across silos and be addressed. [Image credit: "Listening Post" by Fenchurch!]

What mechanisms do you have in place to monitor references of your organization? Is there a point person (community manager) or team paying attention to your brand mentions? Who is responding to feedback and how?

Hands and Feet: Ask Employees to Engage

Your organization might have stellar strategy, tactics and metrics for social media engagement, but it has to give up the microphone. The voice belongs to your employees. It is time to give them leg room to do more leg work.  [Image by JosephGilbert.org.]

“What if someone says the wrong thing to the wrong person?” There are countless best practices to help guide the way. The troops don’t need to be serving as brand ambassadors on Second Life, per say. But they should be trusted to exude politeness and enthusiasm for your mission wherever they may roam.

Hint: Good Manners Are Free, Fast and Fruitful [Image by Lady_K]

• Please: Your network is bigger than you think. Whether asking for a favor or a donation, correspondence should not be limited to email and direct mail. “The ask” can be broadcast by one (or many) to one (or many).
• Thank you: Expressions of gratitude should be profuse. (”Nice to meet you” is an alternate form of the common “Gracias.”) Recognition and appreciation can lead to higher engagement.
• Congratulations: Kudos are as welcome as the sound of your own name. Everyone likes to be affirmed, for both the big and small things.

It’s one thing to ask, thank and congratulate through private messages social network. But the true power comes through public requests and public affirmation. Getting name-dropped by mutual friends and followers is more likely to drive a response your way. Who can make this happen quickly? Your employees.

An organic, bottom up networking mentality will be a competitive lever from this day forward. Let go and go learn.

Tags: control, feedback, listen, manners, recession