Facebook is a business vehicle as much as it is a way to share and connect with friends and family. Most corporations have company Facebook pages to promote and extend their brands online. Every employee engaging in social media is an instant online ambassador representing their company brand 24/7 — and without an understanding of parameters, the companies' brands could be abused.
Things to avoid include:
• Over-sharing.
• Posting too frequently.
• Any negativity.
• Vague posts.
• Overbearing or pushy posts — being loud versus being heard and understood.
Things you should do include:
• Accept connections from those you know or those with/for whom you have actually worked.
• Use their email address when provided on the profile page after connecting.
• Personally forward job opportunities to connections. This broadens your company's hiring pool for talent and signals to your connections that you are a resource and generous.
Remember, never post anything on Facebook you would not want to see on a billboard or on the World Wide Web. This will be out there forever and can impact your professional impression. Think before you post. Ask yourself if you really need to share that particular detail with the world.
Check your posts before you update your status; proof for grammar, punctuation, spelling, etc. — and then double-check that you really want this content "out there."
With friend requests, personalize connections and use their names. Be discerning. Don't ask everyone to "like" your professional page. Do you really want to see the feed from someone who has nothing to do with your business, or who goes on and on and posts every little detail about their lives? And don't be that person on someone else's feed!
When unfriending, there's no need to announce this. Hide them from your feed. Should others ask, simply explain that you are "reorganizing." You can also limit the number of status updates you see from others and delete without fear of offending anyone.
Be intentional regarding format, tone and word choice. Proof for clarity and accuracy. Just as you strive to be fabulous in your work, respect the capability Facebook provides in business to help connect with others, reinforce your message, illustrate your professionalism and perpetuate your brand.
Judith Bowman is president and founder of Protocol Consultants International and author of "Don't Take the Last Donut: New rules of Business Etiquette" and "How to Stand Apart @ Work … Transforming 'Fine' to Fabulous!" Email her at Judith@protocolconsultants.com.
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