Best Strategy in Social Networks: Civility
Perhaps you heard of the recent snafu Ketchum Public Relations encountered when its vice-president, James Andrews, posted a message on the social media, mini-blogging service, Twitter, that is followed by business people worldwide. Andrews inadvertently insulted many employees of FedEx, one of Ketchum’s best clients.
The summary: Andrews was en route to FedEx to coach a group of FedEx communications employees to use social media effectively. Upon landing in Memphis, Andrews posted this message on Twitter:
“True confession but I’m in one of those towns where I scratch my head and say, ‘I would die if I had to live here.’”
By the time he arrived at FedEx to train this group, many of the FedEx employees, who follow him on Twitter, already knew of his comments, and were resenting both his slam of their hometown and the fee he was charging to train them to use social media effectively, particularly when he had just blundered in this media himself.
You will find a very thoughtful discussion of this issue on David Henderson’s blog post, “How Not to be a Key Online Influencer,” in which David explores the actions, reactions and responses of the players involved. It’s an absolutely fascinating look at communication management in this highly networked environment.
As I thought about all this, it occurred to me that we have entered a wild-west world of communication, where everything we share in these networks can go viral quickly, causing irreparable career damage. And – I bet you are surprised here – this gives me great hope for an improvement in communication and social discourse.
The only real way to “control” these networks is to engage in them with civility and professionalism. Don’t toss off the snarky one-liner. Don’t post the photo that could be misinterpreted. Consider your audience – with all its possible echoes – and intersect into the conversations professionally and with kindness.
Of course, we all err, and will likely communicate something incorrectly or inappropriately at some point. If so, stay engaged in the social media conversations and apologize sincerely. The key is to stay engaged, be honest and take responsibility. James Andrews inflamed his communication crises when he disengaged from the conversation, after insulting Memphis and by default, FedEx, by issuing a press release and apologizing on his blog, instead of engaging in the conversations on Twitter that were heated and engaged about this. It’s only respectful to this interactive audience where you started the conversation not to duck out and retreat to one-sided proclamations when you don’t like the conversation. Besides, they’re going to keep on talking whether you participate or not, so engage.
Professionalism and civility are your best weapons in the highly transparent world of social media that is about openness, relationships and trust. And, to me, that will only elevate the conversations.
