With the proliferation of the Internet and the proliferation of tools that allow access to the network, Facebook, Twitter, Instagram, LinkedIn, journals (blogs), etc. The use of social media platforms such as increased. Individuals use these environments to "express" themselves or their experiences in a 'way'. The widespread use of social media and the fact that it becomes accessible to very different groups of people has increased the enthusiasm for using these platforms institutionally. More and more companies and businesses are featured on social media with their virtual identities.
There is a rule taught by human history. Every new solution or development leads to new problems. Indeed, we observe that new problems and needs arise with the corporate use of social media. The first and most important of these stems from the confusion of personal and corporate usage patterns. We frequently witness that accounts opened on behalf of economic enterprises or non-governmental organizations in social media environments are misused in personal style or as if personal accounts are corporate.
Corporate Rules
Individuals open and use their own social media accounts. They are responsible for the messages they develop and share here, because the framework of obligations only includes them as a person. On the other hand, a structure such as a business or non-governmental organization is a legal entity that concerns many people, units or structures beyond an individual. Unless individuals are authorized, they cannot manage the legal entity according to their personal choices. Social media is no exception to this situation.
Every legal entity, whether a business or a non-governmental organization, must have written rules regarding the use of their own social media accounts. We know that organizations with institutional characteristics have such directives and instructions. If such rules do not exist, legal entities (organizations) may have to settle for irreversible results or incur heavy obligations to pay due to the indifferent and irresponsible use of persons.
When the directive or instruction is mentioned; It should not be condemned to slowed and aggravated bureaucratic processes. Corporate social media usage rules should be simple and easy for authorized employees. Very successful examples can be found in the business world in this regard.
Like all rules and policies of an organization, social media is not fixed. Directives and instructions created for corporate use can be renewed according to the newly formed platforms, developments and needs. Organizations that implement total quality management can make the issue a part of their systems and give the subject a more institutional quality in terms of usage and version renewal.
The use of social media in the organization concerns more than one unit such as marketing, sales, public relations, R&D or customer services, especially informatics and communication. Therefore, the use of corporate social media is also a matter of organizational structure. For this reason, how social media content will be created, how it will be presented, in which environments and by whom must be pre-designed. Since the use of social media is not a one-off task, it would be useful to make determinations on the scale of how to ensure the sustainability of this and how to respond to the feedback.
With successful use, the effect of social media creates a snowball effect. Corporate social media, which previously did not seem very influential in the activities and trajectory of the organization, may experience significant bursts of views and feedback over time.
Corporate Use
The first thing to know about the use of social media in relation to a legal identity within an institution or organization is that the personal and legal ones are different. Corporate social media cannot be used personally. Secondly, the important point is that the organization has developed a set of written rules (ethical agreements, directives and instructions) regarding the use of corporate social media by the managers and employees of the organization and shared it in an approved manner.
A corporate e-mail address is issued to employees who are required and needed in a company. These people use an address to communicate on behalf of the business over the Internet. The use of social media platforms and accounts on behalf of the institution is done similarly. Employees in units such as marketing, sales, public relations, after-sales services or crowdsourcing based R&D and innovation are authorized to use corporate social media accounts. If necessary, the relevant task and authority definition can be made for the role definition of the relevant person.
Therefore, the first condition for the use of corporate social media (for example, the use of Facebook, Twitter, etc. accounts, the renewal of the website or blog) is to prepare the ethical contract, directive or instructions I mentioned above. Preparing a guide on corporate Internet and social media use and organizing orientation training may also be considered. This guide or training includes that employees are responsible for online social media posts in a corporate context.
It is necessary to understand corporate usage in two different ways. First; It is the use of the social media accounts of the institution or organization where the person works. The second is the situation of sharing on social media personal or other corporate platforms using the name of the institution and the corporate title of the person. Both forms of use make the user institutionally responsible for their sharing.
Identity Disclosure
There are a few important points we should never forget about internet usage. First of all, this media is a communication and information space as well as an environment of disinformation and manipulation in another aspect. Latter; Everything shared in this environment continues to exist on the Internet for a long time and reflected in other media types, with the possibility of rapidly spreading. It is generally not easy to remove unwanted content from the media.
The factors I mentioned above cause tendencies to hide or camouflage identity, especially in personal social media accounts. Some people's account names are pseudonyms or the account in question was opened by people who are not related to that name. (On the other hand, companies providing social media services offer opportunities to determine and approve - formalize - corporate accounts based on documents, in return for their monetary value.)
In the use of corporate social media, there is no preference for the artificial or pseudonymous accounts of the type I mentioned above. Therefore, the social media user is expected to clearly and understandably define his / her name, relationship and role with the institution. This openness and transparency are indispensable, especially in accounts where issues related to the institution will be shared. Fulfilling the requirements of this rule does not mean that unauthorized disclosures can be made about the institution. Corporate social media posts consist of either the approved messages received by the decision and management bodies of the institution, or the content of the person –which is clearly stated to be a personal opinion and does not bind the institution.
Sharing
Personal use of social media platforms — other than business purposes — and content production and sharing for this purpose naturally includes reflections of the emotional state. The presentation of the emotional side of the ego is an important reason for the creation of these environments and for people to be present. On the other hand, the institutional use of social media has to be reasonably managed. One of the most basic rules to be taken into account in this context - we can call it a piece of advice - is: "If you are hesitant to write about something, don't write it down!"
One of the most important features of corporate social media use is that it is restricted by rules. In such uses — beyond just being restricted by law, as in a personal context — institutional rules also bind the user. Many companies have prohibited sharing of inside information. If there is a need to share for any reason, it would be appropriate to meet with corporate public relations or communication units, or otherwise with the relevant management level.
As a general framework; Sharing of legal cases related to the institution, financial statements that have not been decided to be disclosed, or product-service developments that have not yet been launched are not requested on social media. In addition, when sharing corporate content, it is necessary to be careful about issues such as trademarks, registered signs, copyrights, legal usage rights and trade secrets. In principle; It would be appropriate to state that the information conveyed in the media with corporate identity (blog) or in the posts made by e-mail is the person's own opinion and does not bind the institution.
Another important point is that the strategies, policies, principles and activities of the organization should not be discussed under the corporate identity assigned to the person on social media platforms that are open to public sharing. Social media platforms are followed by many individuals and organizations, especially competitors - as a requirement, even a rule of the business world. For this reason, "cross border" shares made here may harm the existence and sustainability of the organization in the ecosystem.
While sharing on social media, it should be accepted as a general principle not to harm the law of other people and organizations. For this reason, institutional sharing, outside the organization –customers, suppliers and so on. - if it concerns and affects other stakeholders, their prior consent should be obtained. In cases where this is not done, let alone the deterioration of relations, it is possible to encounter civil cases that may result in punishment.
Respect
Another of the basic frameworks that determine the use of corporate social media is the social responsibility understanding of the institution. Social responsibility refers to the responsible and careful behavior of individuals and institutions in social, cultural, economic and environmental issues. Social responsibility understanding and policies of economic enterprises are accepted as one of the criteria for being permanent and sustainable in the eyes of customers and in the market.
In the context of social responsibility outlined above, we can mention some rules to be considered in the use of corporate social media. The first is that the post respects the target audience. Social media content should not fall into errors such as ethnic humiliation, faith-based criticism or defamation, obscenity, discrimination. Any understanding or content that is not accepted in the corporate workplace should not be used in corporate social media. Corporate companies set very clear rules that social media content does not contain elements that contain political and religious messages.
In principle, corporate social media is not an environment of conflict. The sharing here should be looked at on the basis of consensus and problem solving, if any. If there is an error or misunderstanding, it is appropriate to aim to resolve it in a proactive but conciliatory manner.
Social Media That Generates Value
Regardless of the type; It is necessary to quickly get rid of the processes that generate waste, waste, scrap or waste in the organization. Two types of processes remain, one that produces and supports value. Value-generating processes such as business development, design, production, and marketing determine the income of an economic enterprise to a large extent.
At first glance, the processes related to social media may not be easy among value generators. However, the aspect of corporate use of social media is to make this process generate added value. The design of social media processes that create value is one of the functions that the organization should think about - with regard to marketing, brand management and the market value of the business. (Transforming into a value-creating process, function or unit is a matter of consideration and work on all elements of an enterprise.)
The internet and social media environment consists of huge numbers of words, pictures and videos. There is enough confusion and intensity due to the nature of the job. Therefore, the use of social media that wants to create value should be simple, easy to understand and helpful. It is desirable that messages be based on solid facts. The messages that are requested to be replied should be ready to be answered in the appropriate language and style. If the use of social media is aimed at seeking a solution to a problem, then it should be ensured that the relevant groups participate in the communication process. Thus, targeted use of social media will be possible.
The Mood of Corporate Use
One of the main features of using social media is that it makes the communication between individuals equal. Often, public, personal or professional distinctions are blurred. For this reason, being open and transparent as an identity is among the first conditions especially in corporate usage – very different from individual sharing.
The virtual nature of the internet leads to the virtualization of identities. People present a very different identity by 'taking shelter' behind nicknames and appearances in this large network environment. With the contribution of the network, new ones — which can be diseased — are added to the spiritual characteristics of daily life. However, corporate social media is not an environment where we can expose the uncovered aspects of our inner world. We should always remember that we need to be open, transparent and recognizable with our defined legal personality in corporate social network environments.
Summary
Adhere to the institution's social media usage rules; If there is no such instruction, remember that it should be prepared, remind it. Use your common sense and good decision-making skills in the use process. Do not post messages that you know are false or misleading. Be respectful and sensitive. It may be erroneous behavior to delete a message that comes in response to a message but you do not approve.
Clearly define your identity, taking into account the corporate rules. Do not share information that you are not authorized to disclose. Do not post that will endanger the security of the organization or pose a risk. If an institutional response is required, comply with the internal order. Do not post posts that violate intellectual property and copyrights.
Never forget that you represent the institution. Do not attempt to use social media on behalf of the institution without authorization. Do not share corporate on personal platforms.
Final reminder: The suggestions here are general reminders. Each institution will determine its own social media usage rules. The point that should never be forgotten is that social media has a very high spreading rate and a huge, indelible memory.
