With Social Media, trust must come from the top down.


Approval Tweet Five levels of approval?

For any social media person this can seem a little scary. I wonder how many of my colleagues out there have to jump through similar hoops?

Trust is something that anyone doing social media must have from the higher ups to really do their job effectively. This trust allows you to act and address concerns of your members as well as provide value.

Social media that gets put through the control ringer loses it’s authenticity, spontaneity & excitement. These elements are essential to any social media engagement because if you’re excited about something, it breed excitement in others.

So CEO’s please loosen the reins a bit and give the trust that your social media person deserves. I mean you did hire them right?



5 Responses to “With Social Media, trust must come from the top down.”

  1. I’d love to have more discussion on this topic. It’s especially relevant for staff launching social media projects in the association world. For me, it is a constant battle. Some days I take a step forward and other days I feel like giving up. It requires so much energy to strike a balance between respecting higher-ups’ comfort levels and telling the truth of what needs to happen next for the association to be up to speed in the social media world.

  2. Melissa – I’ve found that since my association has embraced being very transparent with our members, that I’ve been able to leverage that goal in a lot of my social media efforts. To appeal to the higher ups comfort levels I always go back to the goals of our strategic plan and the What’s In It For Them.

    It does take a real balance though and sometimes that balancing act tips a bit. It takes a lot of persistence to be someone doing social media in an association. You have so much potential to break those silos down, unfortunately they are made out of metal though and not marshmallow fluff!

    If you don’t mind getting specific, I’d love to know which of your initiatives got the kibosh from the higher-ups? And maybe the other readers of this blog can offer their two cents on tactics to get it through next time?

  3. Absolutely! We just went through our first crisis communications situation involving social media, which resulted in negative comments about the association and made us all squirm. Many of the negative comments were simply a result of people discovering the blog and derailing the conversation by talking about sensitive issues that we’ve not yet addressed in the blogosphere. Right now my blog posts go through a minimum of 2 levels of approval and I am not authorized to respond to sensitive issues. I am pushing for more freedom, and higher-ups are pushing for more control, which in my opinion is what makes the blog such a time-intensive, low reward project. I have free reign on facebook and have a very engaged audience of 1000+ fans. I know I can do this, but I need the freedom to experiment and engage our audience. Our primary social media goal is to spread public awareness of our profession. Any thoughts on how to proceed? You can check it out at http://www.midwife.org/blog. Disclaimer: I didn’t write every post on this blog, and my higher-ups can be very open-minded. This is just a difficult area that I know many people must struggle with.

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  5. Hi there! This post couldn’t be written any better! Reading this post reminds me of my good old room mate! He always kept talking about this. I will forward this article to him. Fairly certain he will have a good read. Many thanks for sharing!

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