Feature insight - the role of social media
Cliffe believes it is essential to think about the different opportunities presented by each channel. She explains: “LinkedIn is a business network, so it is wise to keep your images and updates to that of a business nature. Twitter can be used for business to business, but you can be a little more playful with this platform and allow your personality to come across. “Facebook is another great platform for business to business, but it may be best to keep this for your personal life and set up a company page to do your business networking and promotion on. “Have a think about your social profiles and ask yourself, what do they say about who you are?” Of course, one of the key aspects of the effective use of social media is to engage your audience. Although it sounds obvious, this is something many people struggle with, according to Luke McDowell, senior account manager with Context Public Relations. He explains: “It’s vital when building a following that you engage with current topics across your industry and the wider news cycle. Sharing opinions on current events will also help set your channel apart from competitors. This in turn can generate more of a buzz around your profile and increase your following. “By creating several channels across different platforms, you can also tailor your brand or corporate identity, and even educate your own teams, especially if the channels are used to amplify content like blogs and whitepapers.” Cliffe’s mantra is to “share, share, share”, whether it’s your own insights on the industry or interesting tweets, Facebook posts and LinkedIn updates from like- minded professionals. “Have a think about blogs,” she advises. “Can you write some thought-led content around your subject matter to make people believe you really are an expert in that area?” Day agrees on the importance of sharing, emphasising that the key to a successful social media presence is keeping it relevant. He says: “Social media is built on a foundation of shared content, so I would always recommend sharing commentary that you think could be useful to others within your network.” He also points out that the way professionals are branding themselves is changing all the time. “Right now,” he says, “video content is shared more than
any other content online, so expect to see more individual and corporate video content than ever before.” ...important not be economical with the truth, though, or it will be rumbled... Cliffe also highlights the importance of interacting with other content by commenting on posts covering topics affecting the industry and demonstrating an expert opinion. She adds: “It is essential to engage with others…reply to comments, recommend other people and encourage reviews.” The language you use can have a surprising effect on how you engage with the audience, especially when it comes to technical topics. A study in October 2018 by investment management company Invesco highlighted key phrases and vocabulary that UK employees like to hear when it comes to pension communications. The research found that workers prefer language that is “positive, plausible, plain spoken and personal”. According to the study, language focusing on “sacrifice” and fears of “pension poverty” is less motivating than positive phrasing emphasising the benefits to be gained from investing more in a pension. Seven in ten (70%) of respondents to the study said they would rather hear about an investment that maximises their gains, rather than one that minimises their losses. Stephen Messenger, UK institutional sales director at Invesco, said: “Our study proves that in order to get employees engaged with a technical process, it is vitally important to use the right words.” As well as valuable information and education, there is, of course, always room for self-promotion via social media. “Share your successes!” urges Cliffe. “It is all well and good getting some fantastic results, but if nobody knows about it, they won’t see the potential you have.”
expect someone to spot it and highlight it,” he says. “Social media can become a hot house for public criticism and outrage, with nowhere to hide, so always try to be true to yourself!” While honesty is most definitely the best policy, discretion can sometimes be the name of the game on such an open forum. Day explains: “When you are sharing content, remember that networks are often public, so if you want to change jobs and haven’t told your manager yet, I wouldn’t recommend broadcasting it publicly as it is very possible your manager will see it and won’t be very happy!” It’s also important not to fall foul of company policy. Check to see if the use of social media is covered in your contract or your employer’s handbook. Often, there will be guidelines set out, although a survey by law firm Howes Percival in June 2018 revealed that as many of 30% of businesses don’t have a social media policy. This, of course, can cause problems for payroll professionals in more ways than one; not only do you have to be careful about what you post on social media, but if you’re at management level, you need to be wary of how members of your team are conducting themselves online, too. There’s also the question of whether limits should be placed on staff regarding time spent on social platforms as well as the type of content they produce. Edward Lee, partner at Howes Percival and corporate law expert, says: “To help avoid social media pitfalls, companies should put in place a written social media policy. This should be clearly communicated to staff and should outline if, and how, internet use is limited during working time and using company computers. “Sanctions for breaching confidentially online or posting material which could damage the company’s reputation, or making offensive or discriminatory comments, should also be included.” Despite the potential pitfalls, however, organisations should embrace social media rather than be fearful of it. Once the proper checks and balances are in place, it makes good business sense to harness the power of social platforms – because not only can they be used to enhance the reputation of individuals, departments or companies, but they can also raise the profile of the whole payroll profession.
It’s important not be economical with the truth, though, or it will be
rumbled in no time, possibly with serious consequences, warns Day. “If you lay claim to being responsible for a task, project or job title that isn’t accurate then you can
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| Professional in Payroll, Pensions and Reward |
Issue 46 | December 2018 / January 2019
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