The 21st Century is a really bad time for control freaks.
– Alec Ross, former Senior Advisor for Innovation to the U.S. Secretary of State
The State Department trusts its employees to tweet – why doesn’t yours?
The above quote was mentioned by Graham Lampa, State Department Office of Public Diplomacy, at the SocialGov Summit, a workshop on how government agencies are using social media to help build a more connected, responsive, and performance-driven government. The event featured digital experts from the State Department, USAID, Peace Corps, Red Cross and the Philippines government who discussed using social media to connect with audiences at home and abroad.
Lampa brought up the quote from his former boss when someone asked, “How are tweets cleared in your agency?” The answer is that State trusts its staff. In a rapidly changing world, there is not time to send social media through some cumbersome review process, particularly when you have staff scattered across the globe. State trusts its Ambassadors and consular staff to speak for the agency – and the country.
A friend of mine used to work for a Very Important Nonprofit (that no one has heard of outside of Washington). It believed that the world waited for their announcements as if they were Kremlin communiques. Even a simple tweet required multiple levels of sign-offs and approvals, with anxious emails parsing every single word over the course of days, sometime weeks. When the tweets finally reached the outside world, they read as if they were written by pedantic lawyers. They were ignored.
This is how you kill off social media. Who would want to tweet for an org like that?
But your employees will talk about you. They’re tweeting, posting on Facebook, pinning on Pinterest, holding Google Hangouts and taking pictures on Flickr. The conversation is taking place and there’s nothing you can do to stop it. Communication can’t be controlled, even if you review every tweet employees produce during working hours.
“The 21st Century is a really bad time for control freaks,” as Alec Ross says. The State Department has 270 locations in 172 countries. It’s budget is in the tens of billions of dollars. They have guns, badges and the power of the federal government but even they can’t control what people are saying about them online. State wisely recognizes that they can’t control the conversation – instead they must contribute to it, using their best resource: their people.
Your employees want to help. They’re already talking about you on Facebook. Rather than tangling them in some social media policy, trust them to communicate your message online. After all, you hired them, didn’t you?
Get employes on your side. Get them tweeting for you. They are your best resource for they represent the authentic voice of your organization. Make them ambassadors for your brand – and get out of the way.