We have spent a great deal of time discussing companies' social media strategies, but we have spent less time discussing "co-branded" employees - that is, employees who use "social media to build a personal, public identity—a brand of their own—based on their work." Handling this issue is a delicate mix of marketing, legal, brand, and culture; and while people have varying views on whether this co-branding is good or bad, they seem to agree that "clear expectations and guidelines are essential."
Read the pros and cons in the Wall Street Journal.
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