Did you know there are currently 3.484 billion people actively using social media around the world? To put that in perspective, that comes out to roughly 45 percent of our global population. And while the pervasiveness of social media may be well-known, what about its effects, particularly on brands? If you’re in one of the most highly regulated industries, like banking or healthcare, social media can be a double-edged sword. Here’s what you need to know about creating a social media moderation policy, and how to improve a company’s social media presence.
Did you know there are currently 3.484 billion people actively using social media around the world? To put that in perspective, that comes out to roughly 45 percent of our global population. And while the pervasiveness of social media may be well-known, what about its effects, particularly on brands? If you’re in one of the most highly regulated industries, like banking or healthcare, social media can be a double-edged sword. Here’s what you need to know about creating a social media moderation policy, and how to improve a company’s social media presence.
A Blessing and a Curse
Many people have mixed feelings about social media. They often enjoy using it but also worry about potential deleterious effects. However, perhaps brands should be the ones most concerned. Negative messages and content on social media channels can destroy consumer trust in a company in a few seconds, and instantly harm even the most solid of reputations.
On the flip side, social media platforms can also be great for brands, as they offer a new customer service channel that can be used to connect with buyers and get helpful feedback. But especially in highly regulated industries, there’s a lot to lose with something so public and instant.
Protection via Policies
If you’re in banking or healthcare, there are endless ways in which your compliance could be compromised by simply social media mistakes. For instance, an employee snaps a picture of how she decorated her workspace for the holidays and shares it on Instagram. She didn’t realize it, but a customer’s sensitive financial information was on her computer screen and is now visible online. Or, someone from the social media team posts a photo of a celebrity patient who came in to receive medical care, inadvertently violating HIPAA regulations (and upsetting the patient).
To handle social media well, the best approach is to work with a BPO partner like Conectys to activate social media moderation. If you’re trying to keep this in-house, however, your first step is to put in place a solid social media moderation policy. This should include where your passwords are stored (and who is allowed to access that information), who has permission to post on behalf of the company, and specific guidelines for what can be posted publicly. Every employee who interacts with your social channels should go through in-depth training about how to remain in compliance while sharing photos and text with your audience.
Furthermore, check your security measures. Hackers are often lurking in the background, looking for any opportunity to obtain sensitive information you have. Make sure your digital security is kept up to date, and that your policies reflect stringent security measures.
Aggravated Customers Airing Grievances
Many companies in highly regulated industries use Twitter and Facebook as primary customer service channels. The problem is that this opens the door for angry customers to tag these business accounts and disparage the company. This usually stems from a botched phone interaction or what is perceived as a service failure and is done in order to draw immediate attention to the issue. But of course, this can be incredibly damaging to a brand’s reputation.
The best way to deal with this is to rely on true social media moderation. We can help you set up a program in which negative, inflammatory, offensive, and/or harmful content will be flagged, reviewed, and removed as deemed necessary. This not only protects your brand (and its reputation), but it also protects your consumers from being exposed to damaging content on your social channels. It’s a win-win.
Interested in how to improve a company’s social media presence? We can help you get started with social media moderation right away. Please give us a call.
