Stone Goose Social Media Policy Proposal

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Stone Goose Social Media Policy Proposal Cecelia Ripperger DeVry University MGMT550: Managerial Communication November 2013 Stone Goose Social Media Policy Proposal Executive Summary Developing and implementing a social media initiative is a complex undertaking that requires great attention to detail to effectively manage all aspects of the endeavor to ensure success. It requires a comprehensive approach that facilitates consistent customer experiences, innovative content creation, and generation of ideas through analytics, effective data governance, and adequate regulatory compliance. Stone Goose Goodies Incorporated, having moved beyond asking whether or not they should adopt social media as a marketing strategy now recognizes the value it can bring to the organization, is poised to reap the potential benefits this communication medium has to offer. Although engaging in social media offers many benefits and presents unfathomable growth opportunities for the organization it is important senior leadership understand that having a active social media presence can also open the company up to many unforeseen risks. It has been pointed out “Many companies are unaware of the risks involved with being active in the social media space, and they are even less aware of the risks their own employees behavior poses” (Hubbard, 2012, p. 50). Breuer (2013) contends all organizations should have a clearly defined social media policy outlining the rules and expectations set forth by the company, being mindful of the potential legal ramification should issues arise. It is essential as Stone Goose launches its new marketing initiative and becomes actively involved in online social media that they have a comprehensive social media policy in place to protect the organization, customers, and employees ensuring optimization of the benefits social media has to offer while

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