Social Media Training is challenging. It is a balancing act between teaching employees the risks of social media and activating employees to be more effective in their roles.
A few years back in a previous corporate role, I recall taking a compliance training course and being informed not to leave candles burning on my desk. I was surprised to be told this, as it seemed like a no-brainer, but then realized there must have been a prior incident for this message to be shared broadly across the organization. Social media risk management training is like the candle in this example: we have to inform our employees that there are risks, and there can be damage for the employee and the brand. But on the flip side, candles provide light and warmth, and can be very powerful. Social media, too, is a powerful tool that can bring us closer to the customer, make our business more effective, and help us become better listeners.
In the first Employee Advocacy Summit of its kind, I was provided the opportunity to present ten steps to consider when building out a social media training program, teaching employees how to use social media effectively without burning the building down.
One of my favorite steps is going back to the old marketing creative brief. Remember answering the question of what you want your customers to think, feel and do? It is the same for our employees. What do we want employees to think, feel and do with social media? I've recommended this exercise to numerous customers, encouraging them to write the actual answers down. This will help inform the training content, plus activation plans.
Another favorite tip: get employees to understand a two-page legal document (insert your social media policy here). The reality is that none of your employees are going to read the social media policy. This is the foundation of risk management, and you need to think creatively about how to message this content to your employees. Also, use your Executives: employees tend to listen and follow their input.