Several years ago I attended an industry conference for atechnology organization  where I attended a number ofworkshops having to do with how to utilize and manage varioustechnologies that were really beginning to impact our business.Smart phones, social media, changing expectations of consumers andemployees, were among the topics addressed.

One session presented by a senior-level IT person covered theuse of social media by businesses. It struck me from the start thatIT seemed to be the wrong perspective to take on this subject untilI discovered that his overriding point was around the ways heblocked social media access to the employees. He discussed therisks associated with giving staff open access to Facebook,Twitter, LinkedIn and the like. Then he began telling some horrorstories about gaps in security that had happened to other companiesas a result of a lax policy.

This was about five years ago, and the insurance industry wasstill very wary of social media. I knew that eventually the tideswould turn and businesses would be forced to open the portals,albeit with some protective measures in place.

Along the way, social media's impact on businesses,relationships, communities, nations and the world at large becamemore apparent every day. A startling example of this was observedand written about in an ebook called "TheSocial Revolution" by Barry Libert, a social media thoughtleader.

In his book, Libert describes how the 2013 rebellion in theMiddle East was fueled by a wellorganized and passionate group ofpeople through the use of social media (Twitter, in particular) andmobile technology:

As the events in Egypt and Tunisia have shown people canorganize through social networks–and even when governments shutdown the Internet, protesters can find ways to circumvent those(and other) defenses. What we've seen in Libya, Yemen, Iran, Syria,and even China is that brutal crackdowns lead to almost certainfailure. But, in the end, social movements encourage the openexpression of ideas and affirms the passions and desires of peopleleading to their ability to connect, revolt, and overturn those inpower.

The corollary here with business is that a corporate revolutionis coming and if companies aren't prepared for it, aren't open toit and accepting of it, their future is likely uncertain.

During these same past five years, social media's influence overmarketing, hiring and personal development has become enormous.

A recently published report by Proskauer Rose LLP (http://www.proskauer.com) entitledSocial Media in the Workplace Around the World 3.0shows that nearly 90% of all companies now use social media forbusiness purposes. This is a marked increase over just a few yearsprior. In addition, businesses are using social media in a muchmore sophisticated and widespread way across the entire enterprisethan previously.

At the same time, the survey discovered that most businesseshave had to deal with social media misuse and have takendisciplinary action. Logically, as a result, it has spawned anincrease in the development of social media policies: from 60% tonearly 80% within just the last year.

This increase in issues around employee access to social mediamight be why the survey also found that more employers are actuallyblocking access at work: from 29% in 2012 to 36% in 2013. It's thisdichotomy of company practices—growing in the marketing and hiringareas, while shrinking in the staff access—that is creating thegreatest challenge for businesses.

Insurance agents are not immune to these issues. You're pullingfrom the same pool of prospective employees, you're marketing tothe same consumer base and, if you're smart and leveraging socialmedia, you're utilizing the same social platforms. So how do youdeal with the push/pull of the current standing of social media?

There are three areas you need to address:

1. Policy and procedures
2. Software tools to help manage
3. Recognize that direction this is heading.

Policy and procedures

As with any employee policy, your social media policy should beexplicit, clear and prominently accessible. The policy shouldgovern employee behavior and provide approved examples ofappropriate and inappropriate use of various platforms. Youremployees are your public face and, despite the current trendstoward accessibility the survey found, I believe that will not belong lived.

Companies need to be better prepared to fully engage socialmedia throughout the organization.

When I first began hiring staffers of the generation wherebenefits other than salary were the perks that resonated, it was aneye-opening lesson to learn. Now, something as natural as socialmedia access and the freedom to use it are expected. In fact, good,well-balanced social media policies should include time foremployees to relax. Catching up on your posts is the modern versionof taking a smoking break. Building short breaks into the day foremployees to check on Facebook or Pinterest or to tweet somethingwill go a long way to helping workers focus more on the tasks athand when they come off their break.

Invest, don't investigate

Reviewing a job candidate's social media activities beforehiring is a good idea that can help you uncover trouble before itbecomes yours. But once you make the decision to bring a newemployee on board, you should invest in their success rather thancontinue investigating their social lives.

However, as part of good customer service and brand managementpractice, you should be monitoring the mentions of your agency onthe Internet. You can do that with something as simple as GoogleAlerts, which lets you enter search parameters like your agencyname to receive automatic email alerts when Google comes across amention.

Search for your agency name on all social media platforms to seewhat's out there that you didn't post yourself.

When you come across something, either positive or negative,respond. If it's positive, thank them and consider reposting it. Ifit came from an employee, support that kind of positive activity.If you come across a complaint, engage that person, find out whathappened, and try to resolve the issue or make it up to them. Thekey is to take the conversation offline. Direct message them, thendo whatever you can to convert them to a fan.

Another step to take for positive social engagement is to investin education. Don't assume your employees know all about usingsocial media in a company environment, no matter what their age.Bring in professionals to teach the entire organization about howto best use social media and respect the powerful influence it canhave.