Businesses are moving towards enabling their distributed teams to use social media for business purposes. It’s no wonder that one of the most common questions is how to separate the personal from the professional. To a certain extent a lot of the answers here are generational and I firmly believe that in a few years time we’ll wonder what all the fuss was about. But right now, there are clear concerns within business about what identity individuals should be using when on social.
Questions are raised on privacy, on the capture of content that is personal in nature, when the regulators and ediscovery experts are clear that they don’t want that – the nature of the content is what they’re concerned about. So lets take a look at some clear steps that simplify this.
The account belongs to the end user, and the firm or organization that they work for is simply an element of their LinkedIn profile. If an end user has a current LinkedIn account, he or she should use that ‐ while adhering to the guidelines of the firm. Creating a new LinkedIn profile for each position or organization you work for is NOT the way to go.
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Facebook does not provide any further guidance on the definition of “primarily.” While I believe engagement is far more effective on the personal profile, most firms are concerned about the capture and retention of personal content, and therefore, most firms utilize Facebook pages for their employee engagement. Because of this privacy concern that is shared by virtually every firm, we recommend that the individual sets up a Facebook page for business purposes.
Create as many Twitter accounts as you want. Just remember which account you’re posting from! Most engagement is received when the content shared is a mix of personal and business related content. That said, most firms advocate a clean account, branded as the firm is branded and that includes relevant disclaimers where the firm is clearly represented.
This is today