
I was fuming when I turned up for drinks at Klee. I had to rant to the friends. A most suitable audience, I thought. These are PR and Comms professionals, as good as anyone can get within the industry across ad agencies, in-house, international, alternative and traditional media. They would be able to give me their objective opinions about this rant.
A foreign guest had left a comment on the organization's corporate fb page. I had very politely sidestepped MarComms' request to reply his comment from my personal facebook account and offered to set up a new team account to sort out the matter of replies. I was going to let it go, but no, MarComms insisted on us replying from a personal account because it would sound friendlier, and had the cheek to suggest then, someone else who had seen the guest reply from his/her personal fb account. So I didn't let it go. I thought really hard and sent an email to all relevant people, demanding for clarity in this request and follow-up action.
Since when did this become a policy directive? How is it even possible to have it encouraged as a move undertaken by the Marketing and Communications department? I'm furious. As much as I understand that MarComms would like our attitude to clients to be friendly and warm, this is the wrong approach to take. It is frankly, a juvenile marketing strategy that doesn't thoroughly consider the can of worms it is opening.
What are these people in the department doing? Do they even understand what social media is before utilizing it? What happened to privacy and space? Even if we don't talk about privacy issues, is it fair to expect everyone to have personal facebook accounts? Have they considered the repercussions of such a reply from a personal account? It's very disgraceful when one takes this discussion (in context) to the professional public relations viewpoint. That avatar photo you put on your fb intro page might be completely contradictory to the organization's image. Is MarComms able to dictate and control what I say to the client from my personal fb account? Can they control what happens when I ignore the clients' 'friend' requests? What message I'm sending- that 'it's okay for me to reply you, but you can't be my friend?' What more if someone doesn't set privacy controls and opens up all sorts of political opinions and thoughts to all and sundry, and provides an ease of access to our clients? AND, when one leaves the organization, is it right that these fb contacts become one's personal liability? A bank would never allow that.
A visit that I hosted on Monday had its roots on facebook. Clients who made friends with a colleague, wrote on her wall that they would like to visit and thankfully, followed up in an email. I knew it first because I happened to be on facebook scrolling through her pages. Even if she doesn't mind work contacts talking about work on her personal account, I do. Other people would too. But do MarComms realize what this means to our department? If we set a precedent, our clients will simply use facebook as a platform to get to us because it's a communication tool. So our personal and professional spheres mesh into one.
If a reply from a name on a fb account is expected, then I want clarity from my senior management that I'm expected to set up a fb account in my name for work purposes only. Then, I want to find out what sort of personal life I'd have since this account has to be tended to 24/7 according to the service standards of the organization.
The nature of our business dictates the communication strategy and how we should maximize the potential of social media. Being friendly to clients like how social enterprises and small businesses or people-centred businesses need to be, don't quite cut it for us. Jumping on the bandwagon of the social media platform requires a modicum of brains. Obviously, my MarComms department doesn't possess that fully. PR and Comms professionals, you'll know exactly where I'm coming from. We know that this sort of a fb/twitter/plurk/tumblr account is heavily monitored and intentionally engineered by social media professionals to send out the right messages for a certain purpose.
Fed-up. Drinks at Klee were great. I was glad to be talking to the true professionals in the industry who could offer unbiased opinions, positive and concrete marketing solutions, not half-baked ideas forced down my throat.
If my organization thinks it's perfectly fine to answer clients from our personal fb accounts and sort out work issues from there, clearly, I feel that something is very wrong.