Make the Most of Social Computing

By Courtney Macavinta

When General Motors Vice Chairman Bob Lutz has something to share with the public, he no longer speaks entirely through his press office.

Instead, he posts on GM's "Fast Lane" blog. Lutz talks about obvious topics, like the company's newest cars and trucks, but he also posts about lessons learned or clarifies his point of view when readers submit notable comments. When one recent blog commenter implored Lutz to make some improvements to some GM models, Lutz didn't hide in his proverbial corner office. The very next day, he posted to his blog: "First of all, thanks for your candid feedback. That's what this blog is all about. And it also gives me a chance to respond when I see something off base, which I'm going to do right now!"

Lutz isn't alone in his approach. High-tech company insiders have been blogging for some time, but now other industries are getting on board. Today it's not uncommon for organizations to talk directly to the public through their corporate-sponsored blogs, video blogs (vlogs), podcasts, Wikis or RSS (Real Simple Syndication) feeds. These so-called social computing tools allow companies to create a dialogue within their own online community or to better communicate internally. In fact, social computing is becoming a mainstream -- even expected -- feature on many enterprises' Web sites.

But with these tools also come challenges, such as appropriate content policies, legal considerations, and adopting a new approach to "corporate communication" and garnering customer feedback.

Here's how experts say CIOs can help make social computing a reality within their organizations while limiting the associated risks:

Tip No. 1: Know the benefits of social computing apps
Social marketing consultant Robyn Tippins, who writes about business blogging on the SleepyBlogger Web site, says social computing can change the way companies communicate internally and externally -- for the better.

"From what I've seen, companies that are on the cutting edge are using Wikis to train new employees and to keep information that might otherwise fall through the cracks all in one place," she says. "Blogs are being used internally, behind the firewall, to facilitate discussion, to encourage teamwork, to promote company events/ideas, and to archive corporate communications. External blogs are being used to reach new customers and to interact on a deeper level with current customers."

Tippins also notes that organizations are creating podcasts to communicate in an engaging and portable format.

"In those times when employees are working out or commuting, they can listen to internal podcasts and use the 'down time' to brainstorm about issues at work," she says. "Social apps really give the users more control, and we all want to have control over the delivery and ingestion of information."

Tip No. 2: Have a content policy
No matter what the medium or method, businesses still need to take precautions when posting content on the Web, says Nancy Flynn executive director of The ePolicy Institute and author of several books including Blog Rules: A Business Guide to Managing Policy, Public Relations, and Legal Issues. 

Social computing "is all about open conversation," she says, "but from a business perspective, they have to put rules and polices in place to make sure employees comply with language and content guidelines and netiquette."

Flynn says employees need to understand that whether they are blogging or podcasting on a corporate or personal site, they need to be careful not to violate the company's polices -- from its ethics policy to a code of conduct, sexual harassment policy, or confidentiality agreements. She warns that companies need to take precautions about allowing unfiltered public comments to be posted on their Web sites because the comments could be considered regulated electronic records or used in legal discovery, for example.

"It's important to have these rules and policies in place and back it up with education," she says. "Explain to your employees what are the risks to them as individual users and the organization."

Tip No. 3: Set the tone
In the past, corporate Web sites might have been professional in presentation, but often felt like a polished brochure or well-crafted press release. Or email forms and feedback links on an organization's Web site often seemed as if they were a dead-end for site visitors. With social computing, all that's changing. The goal for companies is to be authentic, personal, and to engage their community, Flynn says: "Even if it's a business blog you want the person to have a conversational voice so people will want to come back." Tippins adds that if a blog or podcast "feels like a sales pitch, it will not be heard."

Tip No. 4: Update often
Especially with a blog, enterprises need to have a plan to keep it fresh. One strategy is to pinpoint various bloggers throughout the company from different departments. Flynn advises: "You need a good writer who can post content on a general weekly basis." Also, organizations should make the most of RSS, Tippins says.

"RSS makes blogs/podcasts sticky. Where email subscription can be annoying, RSS allows for opt-in communication with a one-click unsubscribe," she says. "Of course, RSS also can be used to deliver constantly updating news/press releases to a company's site."

When considering deploying social computing applications, Flynn says it's well worth the effort if CIOs help mitigate risk: They are great tools for "enhancing relationships and communication with customers, prospects, and internal audiences."

Courtney Macavinta is a Silicon Valley-based business and technology writer. Her articles have appeared in CNET News, Business 2.0, Red Herring, Wired News, and The Washington Post. She also is managing editor of  the online program The Online Family.