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Social Media -- Best Practices
Elefant, C. (2011). The "Power of Social Media: Legal Issues & Best Practices for Utilities
Engaging in Social Media. Energy Law Journal, 32(1), 1-20.
This peer-reviewed article in the Energy Law Journal points out that while utilities are beginning to use social media, there are several "daunting" concerns within the industry that should be heeded and understood (11). First of all management must be assured that workers are not abusing social media while on the job; secondly utilities must be certain that they do not "run afoul of affiliate codes of conduct, SEC regulation," and other issues (Elefant, 2011). This is a very thorough and updated review of what utilities must understand about social media. On page 6 the author points out that for years critics of utilities (including customers) used social media to "vent frustration" over slow response time or other issues. But now, utilities are using social media to promote such things as "green power," to recruit...
For example, if a utility makes an offer to hire a certain person but rescinds it after noticing on her Facebook page that she is pregnant; does that violate pregnancy discrimination laws? Utilities have to be very careful when they become involved with social media. Further, can a utility company base a hiring decision on information located on a social media profile? And can a utility give consideration to a person's profile on social media when that profile reflects directly on an applicant's competence or judgment vis-a-vis a potential position at that utility? These are critical questions and issues that the article points to as utilities find that social media is a good place to be. A utility should adopt…
Settings. Journal of Marketing, 76(6), 105-120.
This scholarly article points out that while 83% of Fortune 500 companies have been using some form of social media, and while consumers are relying on social media more each year, best practices regarding the use of social media to "bolster brand evaluations" remains "undefined" (Naylor, 2012). The article actually presents four studies that focus on whether or not a company should "hide or reveal" the demographic characteristics of a brand's online supporters" (Naylor). The article goes into the issue of "mere virtual presence" (MVP); for example, people do tend to identify with others to whom they share similar ideas and values, so if the supporters of a given brand on Facebook have similar lifestyles and attitudes as a Facebook user, he or she is more likely to be "persuaded" by the MVP of those existing advocates for that brand (Lamberton, et al., 2012).
The article suggests that to be smart, a company could use "ambiguity" in presenting those in support of the product (i.e., not identify the demographic that typically likes the product). The brand could show only those supporters that have not provided a photo, so a new Facebook user doesn't see that those in support of the product have dreadlocks, for example, or tattoos. However, some social media users are not persuaded by "ambiguity" and others may infer "commonality" because the identity of the previous users is not presented. It sounds like, from this article, that researchers are still trying to understand the best practice dynamics of social media. But the ideas and the surveys within the article are very informative and interesting, in particular to anyone who plans to market products on social media.
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