The first step B2B corporations have taken regarding social media has been to establish employee social media policies. It was as though corporate counsel ran down the hall to the CEO and the CIO and without inviting HR, PR or marketing into the discussion, they decided the first thing to be done about social media was to protect the company from its use or misuse by employees.
Such a rush to "policy" exposes the lack of marketing and branding in many B2B organizations. In those few B2B companies that know the importance of becoming aligned on purpose, value delivery and greater business potential, leadership is now realizing that social media is a huge brand-building opportunity.
The wise approach is not to govern social media, but to encourage it and capitalize on it. Nevertheless, you can bet that this year most B2B organizations will continue to walk the legal tightrope of social media policy making.
Their wiser competitors will do just the opposite.
JB
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