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Building a respectable social media brand is a challenge that even the biggest companies struggle with simply owing to the level of transparency that the Internet affords to the average person. United Airlines’ recent customer service debacle involving their “reaccommodation” of a paying customer off a commercial flight serves as one of the most salient reminders of this fact in recent times.

 

But let’s forget about the public perception of a company’s social media brand for a moment. It’s no surprise that it’s a struggle for even some of the biggest companies to maintain a completely positive and spotless social media brand or history. However, what about influencing how your company’s own employees perceive that online brand? What’s generally true for most organizations made up of groups of people is the concept that “a house divided against itself cannot stand”. So while your company’s online reputation is important, whether or not your employees are supportive and aware of your social media presence or branding is something incredibly important and often overlooked.

 

So, how do businesses deal with and adapt to the uncertainty with regards to the internal perspectives of their social media campaigns? SuccessFactors provides a thorough solution through a set of tools which aim to moderate, integrate, and help businesses regulate company culture through the hiring, onboarding, and training processes. With the extensive functionalities of SuccessFactors’ software, your company will be able to objectively evaluate and understand trends in your company culture and apply that knowledge to create social media branding efforts consistent with the values of that culture.

 

Wide-Ranging Coverage of the Employment and Retention Measures

In order to correctly manage and adjust the perceptions of your social media brand, it is crucial for your business to be able to understand how individual employees have integrated into the workforce and the direction that the company culture has shifted in over time. SuccessFactors’ grants you a number of tools to evaluate the employees from the time of their entry into the business, to understand how the integrate with the rest of the company during the onboarding process, and to adjust to their needs according to metrics describing performance and designating goals.

 

It’s no exaggeration to say that SuccessFactors provides business owners with a comprehensive infrastructure to characterize employment over time. Tools such as Recruiting Management, Onboarding, Integration, Performance and Goals, Reporting and Analytics, and even Succession Management roughly sketch out the major administrative processes and considerations related to managing and understanding your workforce.

 

Now, the relationship between managing, understanding, and adapting to employee behavior and perceptions may not be immediately obvious in its utility towards helping companies develop a successful social media branding. But consider the idea that the influence and social engagement of the brand is a two-way street. This is to say that not only does managing your customer engagement play a role, but also paying attention to the level of your employee engagement and interaction with the social brand predicts the success of that brand as well.Figure 1: Sample Onboarding management screen. Source

This onboarding screen shows just one of the multiple ways that SuccessFactors plays a role towards establishing the status of employee relationships over time, with the onboarding feature offering a detailed view of a new employee’s progress towards meshing with the rest of their assigned team.

 

Leverage Information to Regulate Professionalism

The contextual window that SuccessFactors creates to help businesses characterize their employee attitudes towards their business’ social media brand is invaluable. Due to the popularity and ubiquity of social media platforms such as Facebook, there is bound to be a degree of intersection between a company’s Facebook ads and employees that are able to access those ads and express opinions that may or may not be related to the business on social media.

 

One common PR nightmare when it comes to social media for most companies relates to  employees expressing unsavory or unprofessional viewpoints on social media platforms and detracting from the message or reputation of the company by association. Often, employees who are discovered to be acting in an undesirable manner that directly implicates their place of employments have their remarks immediately disavowed by the company while also suffering the consequences of being fired.

 

Recall that SuccessFactors allows a company to adjust and evaluate their company culture through discrete and detailed statistical presentations. Just by regulating the hiring and training process alone, it is possible for businesses to minimize the number of these undesirable PR crises which are slated to result in a loss of reputation and the investment made into training the fired employee.

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