In This Chapter
The idea that social media platforms allow employees to speak directly to customers brings a chill to most corporate legal department staff members. On the other hand, businesses that have succeeded in making social media an asset have taken the time to train employees and provide them with clear guidelines and information.
As we explain in this chapter, the key to using social media effectively is to anticipate problems, create the right policies, and mentor employees tasked with communicating directly with the public. Without involving the whole organization, you will impede your efforts to be prepared.
Consumers have continued to embrace social media. They feel that it's a trusted source of information about a company. If you bypass it, you're missing an opportunity to make the case for your products and services.
In the 2012 Edelman Trust Barometer study, respondents were asked, “How much do you trust ...