機構應如何運用Social Media？且看看Intel吧！

早前在機構的一個有關communication的會議中談到new media/social media的運用，同事們紛紛對於如何「管理」如茫茫大海般的網上內容(如facebook、網誌、discussion.com.hk等) 十分疑惑/疑慮：我們應該當網絡警察「處理」/「censor」posts嗎？我們應否有一個官方代表來回答所有查詢嗎？是不是所有留言/內容都要由上級批准？我們應否以自己的個人身份回答/更正網民的留言...等等問題紛至。

最近Intel將他們的social media guidelines公開了給大眾，正好作每一間想涉獵social media的機構作為借鏡 -- 無論是商業還是非政府機構皆可應用。

其中筆者覺得內容極之精彩(竟然能以「精彩」來形容Guideline...)的內容如下：

保持透明度十分重要：

If you are blogging about your work at Intel, use your real name, identify that you work for Intel, and be clear about your role. If you have a vested interest in something you are discussing, be the first to point it out.

- 為甚麼不能以真實姓名代表自己的機構？如果沒有人性化的內容，還有甚麼能令人想繼續讀下去呢？

你代表機構說話，也代表自己說話。

In online social networks, the lines between public and private, personal and professional are blurred. Just by identifying yourself as an Intel employee, you are creating perceptions about Intel by our shareholders, customers, and the general public—and perceptions about you by your colleagues and managers. Do us all proud. Be sure that all content associated with you is consistent with your work and with Intel's values and professional standards.

既然你也在代表自己說話，自然也應做一些令自己和機構都要驕傲的事情吧。這就是自主的意式。

要有自己的個性，有自己的想法：

Don't be afraid to bring in your own personality and say what's on your mind. Consider content that's open-ended and invites response. Encourage comments.

- 如果運用social media得宜，自然能夠鼓勵回應吧。但留意要這是一場「對話」-- open-ended是很重要的。

錯了就要認！這真的很重要！

Did you screw up? If you make a mistake, admit it. Be upfront and be quick with your correction. If you're posting to a blog, you may choose to modify an earlier post—just make it clear that you have done so.

如何回應公眾的負面信息？這真是每一間機構都要好好學習啊！

If the content is positive or negative and in context to the conversation then we approve the content, regardless if the content is favorable or unfavorable to Intel. However if the content is ugly, offensive, denigrating and completely out of context then we reject the content.

內容來自Social Path的網誌，作者David Griner，非常感謝他！