Let’s say a company has 200 employees. And the company itself has no New Media strategy or presence. Well, that company has a presence by default because it is likely that at least 40% of those employees are on Facebook, My Space, Twitter, posting on Blogs, have their own Blogs, etc. And what do they talk about? Themselves, which means they talk about work at least some of the time. They carry a message into the marketplace about the company, for good or bad.  

What is the best approach for engaging online? Decentralized where employees carry the New Media load or centralized where the company carries the load with a strategy and an execution plan.  

1. Decentralized: 

        a. Employees are personally engaging online and, at times,  represent the company. If all employees are loyal well-trained ambassadors of the company this can be good. A lot of voices saying generally, the same thing. 

        b. And it can be bad. An employee with an ax to grind about compensation, vacation policy, or management can create a problem, especially if it gets picked up by others and becomes viral. 

       c. There is no way to measure this kind of unsupervised activity, no metrics for the company. 

       d. The brand called Me. Employees are not employees when online for personal reasons. They are ever mindful of branding themselves for a variety of reasons, one  is furthering a career. Nothing wrong with it. Just don’t expect the company to compete with that. 

2. Centralized:

        a. A company has a strategy in place, an engame for New Media conversations.

        b. An employee or department is responsible for the company’s New Media Presence. H/she has the power to engage other departments and solicit help with responses.

        b. Metrics are assigned in the pursuit of a meaningful ROI for the effort.  

        d. Employees who have their own online presence know the general strategy of the company and are mindful to perpetuate it when addressing work or the company.

        e. The branding, product, and service conversations are all real-time feedback for the company. 

3. A Mix of Decentralized and Centralized

       a. This is probably what is happening with many companies who have embraced new media. 

       b. The companies have a strategy, execute the strategy, assign responsibility, engage in the collective conversation, and measure. 

       c. Most all departments are touched by New Media, so many of the employees are tuned into the company strategy, have engaged as a company rep, and now take it personally when a blogger’s sentiment is negative about the company. “Hey, that’s my department he’s talkin’ about!”

It’s not hard to figure out that I’m on the side of a centralized approach to New Media. When the company engages, employees engage. Often, on their own time and in their own voice… to the benefit of the company. Can’t get much better than that.