Written on Thursday, 22 August 2013 by Chris Vo
Last week we discussed how Commbank leverages the values and benefits of social media, this week I’ll identify some of the legal risks of using social media applicable to Qantas and discuss what the Aussie airline company’s Social Media Policy should address.
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1. Reputation management“social media is your greatest reputation risk because it is trusted, immediate, global and forever.” – Geoffrey Stackhouse
This quote is most relevant to Qantas as a competitive airline company. Social media has the power to quickly transform a company’s reputation on it’s head by creating negative publicity. For instance, if a customer posts an inappropriate comment on Qantas’ twitter page and a Qantas representative responds to the comment in a negative manner.
2. Security IssuesThere is always the risk of having hackers, data or identify theft, spyware and bugs which could potentially ground Qantas for good. With this in mind, there’s also the risk of leaking confidential information about the company.
3. Engaging in two-way dialogue and potential criticismWhile there are some happy customers there are always the risk of dissatisfied ones ready to voice their criticism onto Qantas social media platforms.
4. Trust as part of the cultureThere needs to have visible level of trust for Qantas employees to be able to use social technology successfully. If there is no trust as part of the culture of the organization, then this could pose as a risk to social media for Qantas.
5. Wasting company timeIt can be addictive and easy for a Qantas employee to be at risk of spending too much time, compromising their work efficiency and thus the organization’s business operations.
So I have just stated Qantas’ risks associated of using social media but how should they address these risks so they are dealt with in a timely manner? Below are the Social media policies in which Qantas should adopt:
- A communication approval process involving senior level management to control defamation from affecting the airline. Don’t allow new front-line employees full control as their lack of experience could cause irreparable damage.
- Work with the IT department or hire a professional to ensure proper privacy and security settings are in place. This essential policy will ensure that the protection of confidential information are in place to avoid falling into the wrong hands of a cyber-thief.
- Carefully monitor the social media platforms such as twitter and Facebook to quickly identify negative feedback and address it before it gains support.
- Create an extensive training program highlighting the do’s and don’ts when using social media platforms. This is most applicable to all staff who are representing on behalf of Qantas. They need to be aware of how to conduct themselves appropriately while connecting with their customers.
- Monitor what website employees visit and how much time they spend on them. If an employee isn’t as productive or spends too much time procrastinating from work, have human resources pep talk with that employee on how to use their time on social media effectively.
For an example of a social media policy, here’s a short,concise and to the point example by ABC©.
Want to know more about proactive measures of using social media? Watch this intuitive video below (thank you human services for allowing me to share this)