I was speaking at a conference this week. Not my typical audience. It was a mortgage tech conference but the group wasn’t loan originators or others looking to use social media to attract new business. Instead the room was filled with with people who were looking more on how to control and contain it.
“We’re a mortgage servicing company – what can we do about protecting our brand?”
“How can we make sure our loan officer’s aren’t breaking compliance rules?”
“Can we get all the Facebook Pages they’ve created under ours?”
The simple answer is that you can’t. We know we can’t reign in social media. In a nutshell my suggestion to them was to better understand the platforms and setup the proper searches on each of those platforms. Then what? What happens when they find something their employee posted that was wrong. The big question is… Do they have the guidelines already in place to properly deal with it? Yeah, I’m talking about a proper Social Media Policy. Without it, when something comes up you are left to wing it.
Here’s a bigger question. If a company has a Social Media department in place – who do they answer to?
I typically see one of three options. Either the PR & Marketing, Legal or the Customer Service Departments. Each has their own merits but as you might guess each also has their own focus. If it was up to me, the Social Media Department would stand alone – how about you?