Social media roots and branches

A tree can spread its branches only as far as its roots. It’s similar to companies participating in social media: you can sustainably only go as far in taking part in online communities as you actually take part in your own community internally.

Your company’s behaviour online will be a function of the dialogue inside it. If it is open and encouraged, your internet community has the potential to be similar. If internally you only push information downwards, and there is no feedback, you might appear online as unauthentic, or worse: a spammer.

The nature of social media is transparent. That’s why if you want a good social media policy start with investigating what is your internal culture and capacity to deal with real conversations.