Social media makes everyone a reporter, and everyone’s secrets can be revealed. It gives everyone a voice to the world. We’ve developed from a radio based world, then to television, and now internet—with individuals now cancelling their cable bills in lieu of watching all their shows on Hulu. Yes, our world has certainly changed, and its evolution continues as we discuss it. However, one facet of our society that has yet to change (of waver) is the desire to retain one’s privacy.

But social media makes that increasingly difficult.

As we put more information into the viral landscape, we see the lines between public and private blurred even more. Unfortunately the majority of problems ignite from simply not making ethical decisions when posting information, pictures, and even videos online.

A favorite quote of mine is, “The problem with social media is that people actually listen to what you’re saying.” This could work out tremendously well like the Montgomery Flea Market’s viral video, or come crashing down like the Dominoes workers’ video. People listen to what you’re saying. So treading lightly is certainly a must.

That isn’t to say that you should be fearful of social media or even remove what your organization already has. In fact, I would recommend you create a Facebook, Wikipedia, and Twitter account today if you don’t already have one. However, make sure you have common sense policies in place, as well as effective training to ensure protection of consumer rights and privacy. By taking a few conscience steps, you ensure your social efforts increase your customers.

Here are 5 strategies your organization can use to ensure protection of privacy all while preventing social media nightmares.

1. Establish a corporate social media policy

2. Develop training

Train employees on what they can do online and what is forbidden. Train managers on how to track employees’ online activity.

3. Break out the tools

If a company is going to allow the use of social networks, one of the most important tools it should be using is TinyURL Preview. The simple tool allows employees to view the real destination of a disguised TinyURL link before they get to the site.

4. Keep computers patched (computer updates)

A recent study found that users patch potential security issues in software about half as quickly as operating-system patches. That's something that companies cannot afford to do. By ensuring that both the operating system and software is patched at all times, they prevent some of the security outbreaks that occur on sites like Twitter and Facebook can be contained.

5. Open the lines of communication

The worst thing a company can do is to ignore questions or issues employees might have about a social network. When an employee contacts their manager or IT staff about something they're concerned about, the issue should be addressed as quickly and efficiently as possible. Listen to the issue, address it and move on. It's safer.

Bonus Idea -- Don't fear it

Although the security issues are alarming, companies cannot start fearing social networks. There's no reason for it. Social networks are great marketing tools for companies, even with the security problems. If an employee is happy with their workplace, they will tell their friends. And in the end, the company might reap some of the benefits of that.

How are you helping your employees keep a secret in a viral world?

You click on your email and the first thing that pops up is a picture of a new hire, drunk in Cancun, Mexico, scantily clad. You say under your breath, "Drat! Now what? DRAT, DRAT, DRAT!" Trying to understand who has viewed the picture, your blood boils as you visit the employee's Facebook page and notice they have over 600 friends. With 48 comments on the wild trip to Cancun, the page is riddled with additional pictures-worse than the one sent to you-from the trip. In a viral whirlwind, the pictures have been spread to half the company's Facebook pages.

Now what?

Do you fire them? Discipline? Can you even do that? If you don't have a policy, do you have a case? If you haven't done training, do you have a clue? Is there a model to follow?

This scenario calls for more than a simple policy. It calls for a solution. You want to prevent this before it happens. Make sure that all of your employees are on the same hymnal, same page as you move
forward into a rapidly expanding social media-dominated world.

With the explosion of words such as, "Blogging, Tweeting, Facebooking, and Googling," there has been an implosion of concerns for companies. How do you protect your reputation? Can you maintain customer privacy? Where can you turn to ensure employees understand appropriate behavior? Words that didn't exist a decade ago are the foundation of our everyday conversations. With this increase in communication and connection, we need to ensure companies are protected. This brings up social media safety and security.

Companies are desperately looking for a social media policy that can be presented to the board, slapped in the policy manual, and with the stroke of a pen, marked off the to-do list. Stop! Not so fast! Unfortunately, a policy is just the first step, not all the important steps.

More than a social media policy, you need a social media solution. If you have social media policy you are in the minority. The website www.evalsRus.com completed a survey of businesses and found that only 20% had a social media policy. 20% had a Facebook page and less than 2% had a Wikipedia page.

What's the point?

To get started in the social media arena is relatively easy, but the steps that need to be taken to protect your reputation, your consumers, your employees—and the reputation of new hires—is not.

If you only have a policy, you need to consider what Coca Cola did to address their social media concerns.

Coca Cola in my opinion has set the standard of social media protection for management, consumers and employees. They don't have a social media policy but rather social media principles. (Do a simple Google search to find their social media principles, you will be impressed) They focus on the power of trust, but they also verify.

Coca Cola has installed a social media solution. They have outlined who can "officially" represent Coca Cola on social media sites, they have trained employees, managers,and even have employees sign a "social media agreement." See, that goes beyond just a policy. If you only have a policy, you may satisfy the regulators, but will you satisfy your desire for a restful night's sleep?

Here are the steps that should be taken to protect your organization:

1. Create a social media policy. (ensure it reflects the culture at your organization)
2. Clearly outline who can "officially" represent the organization in the social media world. Period. (You don't want any surprises here)
3. Train your managers to help protect the organization's reputation on social media sites.
4. Connect to RSS feeds or Google alerts to notify you of any reputation risk to your organization.
5. Train employees on the "Shall and shall not's" of social media.
6. Create an employee agreement that is signed by employees.
7. Test their competency on what can and cannot be done on social media.

Coca Cola has gone beyond a simple social media policy. Organizations should consider the same solution. If you would like a free whitepaper entitled, "Social Media Solution" please send me an email at SocialMediaCU@ATT.net, and I will be happy to send you the information for implementing the 5 steps for organizations. This will help you protect your reputation, the organization’s reputation, and satisfy your desire for a good night's sleep.

You need more than a policy on social media, you need a solution. Use the Coca Cola model to protect your institution.