Several years ago I attended an industry conference where a number of workshops detailed how to use and manage various technologies. A senior-level IT executive spoke on the use of social media by businesses, and he pointed out that he blocked employees' access to websites such as Facebook and Twitter due to security risks. Then he shared horror stories about security gaps at other companies as a result of a lax policy.

This was about five years ago, when our industry was still wary of social media. I knew eventually the tides would turn and businesses would open the portals, albeit with protective measures, and that social media's influence over marketing, hiring and personal development would grow.

A recent report by Proskauer Rose LLP, "Social Media in the Workplace Around the World 3.0," shows that nearly 90% of all companies now use social media for business, a marked increase over a few years ago. Businesses are using social media in a more sophisticated and widespread way.

The survey found that because most businesses have had to deal with social media misuse and have taken disciplinary action, social media policies grew from 60% to nearly 80% within the last year.

This might be why the survey also found that more employers are blocking access at work: from 29% in 2012 to 36% in 2013. It's this dichotomy of practices—growing in marketing and hiring, shrinking in staff access—that is creating the greatest challenge for businesses.

How do you deal with the push/pull of social media? There are two areas to address.

Policy and procedures

Social media policy should be explicit, clear and accessible. It should govern employee behavior and provide examples of appropriate and inappropriate use of various platforms.

Social media access is expected by today's new hires. Well-balanced policies should include time for employees to relax. Catching up on posts is the modern version of a smoking break. Building short breaks into the day for employees to check Facebook or Pinterest will help them focus on their tasks afterward.

Software and education

Reviewing a job candidate's social media activities before hiring can uncover trouble. But once you decide to hire, invest in their success rather than continue to investigate their social lives.

As part of customer service and brand management, monitor mentions of your agency on the Internet. Google Alerts lets you set up search keyword parameters that generate an automatic email alert when there's a mention.

When you come across something, respond. Thank them if it's positive and consider reposting. If it's from an employee, support the positive activity. If there's a complaint, find out what happened and try to resolve the issue. The key is to take the conversation offline. Direct message them, then do whatever you can to convert them to a fan.

Another step for positive social engagement is to invest in education. Don't assume your employees know all about using social media in a company environment, no matter what their age. Bring in professionals to teach the entire organization about how to best use social media and respect the influence it can have with your customers and on your agency.

Special Reports /

Manage Social Media Risk

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