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The usefulness and ubiquity of social media have made the Internet an unavoidable part of business strategy these days. If you decide dive into social networking as a company, you are going to open eyes across your office, especially if you have had the web on lockdown.

That’s where a healthy and well-thought social media policy comes in.

Diving into the deep end of social media strategy means learning how to swim as a company. That involves so many factors that don’t come with easy answers.

You want to set the right guidelines for everyone in your organization engages with the web, which means the conversation will extend out of the HR office, into the world of marketing, public relations, legal and customer service.

And the conversations won’t just be about setting up a Twitter account or accessing Facebook, but will involve productivity, privacy, conversations with customers and so much more.

Can you Google “social media policy” and find dozens of them online? Sure. But do you really want to stake your future with the world’s greatest information-gathering machine with a quick case of search-and-replace?

That’s why, instead of opening the doors for a session of Social Media 101, I pitched my firm on the idea of a seminar with a much narrower approach – just social media policy.

Is it insurance for making sure that your company is putting its best face forward (and not whatever and whoever may be on Facebook)? Sure, but once the conversation about using the web in all of its facets begins, it will bring a change in mindset and orientation.

That’s just some of what we’ll be talking about on Nov. 10 in Oklahoma City and Nov. 17 in Tulsa.

For information, go to Schnake Turnbo Frank Public Relations’ web site – www.stfpr.com – and check out the info.

Need to know anything else? Follow me on Twitter at @mkokc.

With the nearly 95 million people on Facebook and 28 million on Twitter in the U.S. alone, social media is a force to be reckoned with.  And yet still businesses fail to effectively leverage social media which is a low cost way to build consumer relations, develop an employment brand, recruiting, and market their business.  Those of of us that are members of the New Media Evolution understand the importance of embracing the Web 2.0 world, but the question remains, how do we educate and persuade fellow  professionals, family members, and our own business leaders?

Early adapters have voluntarily chosen to be drafted in this Social Media battlefield.  Those of us that have embraced this new technology and use it as a tool either personally or for their business.  The social media landscape has forever changed my life and in a positive way.  I have met, learned from, and developed relationships from professionals across industries while being exposed to real-time news and information straight from the experts who are fighting fires everyday.

Although most of us have never intended to, we are fighting to educate the have nots into being present and active in this new way of thinking.  Chances are if you are an HR professional or recruiter like me, you have contemplated just how to get your company or business on board and knee deep into the world of social media.  If you are also like me chances are you have also had hundreds of conversations with other professionals, friends, and even family members with regard to social media.

Typically, my conversations with professionals go something like this:

Me:  “Social media is a great tool to engage candidates both active and passive.  I’ve made a number of hires because of Facebook alone. “

Have Not:  “Isn’t that discriminatory?  I just don’t get it.  My IT department says that sites like Tweeter and Facebook are unsecure.  Plus, I just don’t have the time.”

Me:  “There are more than twice as many cell phones as there are personal computers.  People are communicating through text and social media as a way to conduct business and build relationships.  Businesses use social media a variety of ways.  I know of a jewelry store who made a $8,000 sale because of Twitter and a local restaurant who sold out of their daily special in under 45 minutes from a tweet. ”

And when it comes to my family, particularly my mom, it goes something like this:

My Mom:  “Your sister said she knew you were at dinner because of Facebook.  Under no circumstances should be writing these things there.  People can break into your house.  What about your daughter?”

Me:  “Mom, come on.  I’m an adult.  I have a book coming out on how to use Twitter.  Shouldn’t I follow my own advice?”

But what about when it comes to the business or office in which we work?  How can we have success in convincing the decision makers who happen to be one of the Have Nots?  When working with clients or even past employers, I have had success when doing the following:

• Offer to assist. Although the HR or recruiting team at your company might not be using social media, chances are your marketing or PR department is.  Schedule to meet and understand their social media strategy and build from there.  Chances are if the marketing department or competitor has had a great success is using Web 2.0, it will be easier to convince your boss that this is an option to grow your business.
• Draft a social media policy. By creating and defining the rules surrounding how your business or department intends on using social media, everyone will rest easier.  It seems like the news these days is filled with social media misuse by celebrities, athletes, and businesses.
• Speak their language. Enough of the tech speak and baby talk.  Use words and phrases that are appropriate for your audience.  Words like TweetDeck, API, Mashable, and Twubs are confusing.  Qualify your audience and take time to provide some background and general information.  Most Director level folks don’t want to hear the tech talk.  They want answers.
• Plan thoroughly and carefully. When speaking with someone either within your organization or one you represent, it’s important to plan your key points, facts, and figures.  Remember that every person learns and understands things differently so plan visual and tactical aids into your presentation or conversation.
• Talk ROI. Use case studies and examples to support your strategy.  Use measureable results, numbers, and figures when describing your course of action and the way your strategy could lead to success.  Sites like Twitter Analyzer, Mashable and Quantcast provide a great start to educate yourself on the power of social media.
• Start Small. Although you and I are not new to the Web 2.0 world, these individuals are.  Start small and be prepared.  If trying to create a new employment branding strategy, start with a Facebook Fan page and in 3-6 months after you have measurable success move on to using Twitter or other platform.

First the NFL, the Marines, and now the SEC.  Is your company next?

What a difference a year makes.  Twitter and other social media platforms like Facebook and Friendfeed have grown at an enormous rate over the last 12 months.  According to Quantcast, a website quantifier, there were 26.5 Million Twitter users in the United States in June 2009 compared to a little more than 2 million users in June of 2008.  Last year these sites were not even on the radar screen of company executives, professional sports teams, and others.

The NFL has had an existing policy barring the use of PDAs and cell phones by its players and as of July 2009 had begun enforcing a social media policy banning players from using social media platforms during training camp, practices, and games.  The policy has resulted in several fines although it has not been finalized but that hasn’t stopped the NFL from enforcing their policy.  According to the Associated Press, the San Diego Chargers fined cornerback Antonio Cromartie $2,500 for complaining about the food at training camp on his Twitter account. Cromartie linked the quality of the food to the Chargers’ failure to reach a Super Bowl.

The Marines issued an order also earlier this month banning their soldiers from social media sites like Facebook, Twitter, and Myspace stating that these sites increase the risk that sensitive and secure information might be leaked or received by advisories.  And now the SEC.  The South Eastern Conference just released a new social media policy placing restrictions on how much tweeting, blogging, and video blogging reporters can do at games, practices, and news conference.  In addition, the SEC’s policy also includes restrictions for fans in the stands attending SEC sporting events banning them from using Twitter, Flickr, Facebook, blogging, or video blogging in an effort to keep fans not in attendance glued to the SEC’s preferred television network for the most up to date and complete coverage.

Can they do this?  Yes, they can try but the bigger question is how.   How does the SEC plan to police the 90,000 fans inside University of Florida’s Ben Hill Griffin stadium as well as the 100,000 tailgaters who remain outside the stadium updating their social media profiles and tweeting real time action and updates?  The Social Media Police. We’ll have to wait and see.

As these organizations try to develop a control mechanism and system to monitor and police the use of social media platforms, the rest of the world including corporate American is waiting and watching.  Corporate American Information Technology and Human Resource Departments over the last year have rushed to put in place strict social media and security policies to protect company assets.  However, what they are doing is creating a larger social media divide that could negatively impact the company’s culture and brand reputation.  Unfortunately, the very decision makers who seek to police and enforce with social media policies fail to understand the full scope and power of social media.  And even if companies block employees from viewing social media platforms on company computers, employees still have access to unrestricted internet sites using smart phones like Palms, Blackberries, and iPhones.

First the NFL, the Marines, and now the SEC.  Is your company next?

***As of August 18th, the SEC has issued a revised social media policy that includes the following:

“No Bearer may produce or disseminate in any form a “real-time” description or transmission of the Event (i) for commercial or business use, or (ii) in any manner that constitutes, or is intended to provide or is promoted or marketed as, a substitute for radio, television or video coverage of such Event. Personal messages and updates of scores or other brief descriptions of the competition throughout the Event are acceptable. If the SEC deems that a Bearer is producing a commercial or real-time description of the Event, the SEC reserves the right to pursue all available remedies against the Bearer.