You might have decided that social networks like Facebook are not relevant to your company. You might think that you don’t know enough about it to get involved. But here’s a story I heard yesterday, which explains why every company needs to take social networks seriously.
A young intern from our office was very excited about getting a second interview for a job a major global brand (a leader in animated movies and amusement parks). She put considerable effort and expense into trying for the job having taken a full day in preparing her application and having travelled to London twice for interviews, paying her own travel and hotel. When she was called for the second interview we all were all excited for her.
She’d been sitting by the phone all week to hear if she got it or not. Then she saw her friend bragging about having won the plum position on Facebook. She’s naturally disappointed about not getting the job, but is actually outraged by the way she learned of it.
Not usually prone to strong language…she turned the air blue she was so upset that she was not informed personally and had to learn the news secondhand. She said, “How could a company like XXX treat people this way?”
So the company’s reputation is damaged in this young woman’s eyes and those of the people around her. She has hundreds of Facebook friends, so her circle of influence is not insignificant.
This is just one small example of how companies need to be aware that dynamics of personal communication have been changed by online social media. A few errors like this and negative messages could gain momentum. Be careful!