In a recent discussion, one of my colleagues stated that he had canceled all of his personal social media accounts after recent hacking attacks on Fox news. He felt it just wasn't safe. What concerned me, though, was the following comment he made:
"Before we put any advice out there on Social Media or on (a Federal government website), it has to be reviewed by our PIO and, in some cases our General Counsel."
Is this the policy within your organization? If so, you still haven't got it and maybe you should close your accounts.
The old paradigm of running all information through a single approval authority is simply too slow in the digital age. If you don't get your message out there quickly in a crisis, someone else will fill the gap and you may not like what they're saying. If you wait hours before countering bad information because you "need approval" you're dead - you'll never be able to recover.
It's not easy to change how we do business. Probably the biggest change is that we have to have a unified message with multiple sources of message delivery. What does this mean? It means stop blocking your employees' access to social media and stop having only one spokesperson who has to get approval before using the "official" site. Instead, establish a social media policy and educate your employees on your message. And, yes, this means you're going to have to trust them to represent you.