Last but not least, the climate in social media is becoming harsher. Not everyone finds it easy to figure out which topics they should avoid, how much confrontation they can personally handle and what to do if disputes arise. This is another reason why employees need helpful guidelines and contacts in case of an emergency.
Because:
3. Those who are well connected in digital media have a clear advantage
"The last five months have made it clear that tech intensity is the key to business resilience. Organizations that build their own digital capability will recover faster and emerge from this crisis stronger," Microsoft CEO Satya Nadella stated back in mid-2020 . This also applies to individuals, as I discovered pretty much at the beginning of the pandemic: the chinese america data better connected they already were on social media, the easier it was for them to switch to temporarily purely digital contact with other people. Logically, if the medium itself is already familiar and does not demand as much attention, it is easier to concentrate on exchange, content and interpersonal relationships - instead of thinking about functions or formats. Accordingly, for companies that had already started corporate influencer programs before the pandemic, the teams and individuals involved were able to react faster and interact better.
Those responsible in many companies, NGOs and authorities have recognised this, which is why the demand for information and attention to the topic increased again sharply in 2021. Many have caught up as a result and, especially during the pandemic, managed to show what the company stands for through personal contacts. It is not digital skills alone that are decisive for success here, but above all how value-oriented a company operates on the market.
But the strong interest of those who become visible and actively participate in the discussion should not, on the other hand, obscure the fact that
4. Reservations still exist in all sectors and at all levels
Even in 2021, in discussions with decision-makers and communications managers, I still very often experienced strong reservations about the active promotion of corporate influencers. Irrational fears as well as concerns about resources were often heard. Stereotypical reservations also continue to prevail: "If our employees are visible, they can be poached more easily. In addition, the investment in their promotion has then been wasted."