Telstra, Australia's largest telco and the legacy of the old monopoly carrier, has had a few rough patches lately, both in the social media and in the rising level of complaints, which they have acknowledged.
There is kind of a pent-up tide of anger about Telstra's service, which, perhaps counter-intuitively, erupts in a tirade of negative comments and abuse whenever Telstra announces any intentions to improve the service.
See my post "Will customers help Telstra - Australia's most hated company".
The same again, in response to their just-announced public airing of their social media training guide, where a bunch of people have responded by saying "hey get your service right" and then we'll take you seriously.
However, I think that we should view this social media move on it's own merits. (I'm a customer by the way, and not necessarily a willing one.)
After all social media is only part of the brand experience and getting all the parts in unison is not going to happen overnight.
I think this particular initiative does show considerable, ah initiative, and far-sightedness for such a corporation. After all this is no simple thing to navigate the politics of this in a 40,000+ employee organisation. In the past it would probably have been issued as a 100 page legalistic document.
The fact that (it's reported that) they've trained 12,000 people to these principles is a fabulous example to the corporate world.
Another great thing about Telstra publishing this guide is that it gives a big kick up the backside to all those consultants writing about how companies should be so careful about letting their employees get into social media and all the hidden dangers. I get tired of reading those hacked out posts which are really just touting for work. I mean get a life.
If Telstra can do it, and sure it did take them a lot of hard thinking, then any company can do it and they can instantly piggy-back on this published training. They don't need a consultant for this bit (hey, I'm a consultant!).
Telstra has helped the whole social media business adoption move along by being as bold as it has in putting this out in the public form.
As for the content, it's good. I think that a revision should include more relevant stats than 2008, and the idea of not using any Telstra trademarks in any postings by employees on their personal sites seems impractical, but overall it's a very fit for purpose training piece.
It gives a big picture view and short helpful guidance about defamation, which in the past would have bored the life out of employees but here it is in perfect context, short and relevant. It's important to know about Facebook slanders.
AND, you get download the whole 6 page Social Media Policy by clicking on the link on page 31 of the training guide.
Click for a copy PDF 60Kb - Download
6 pages? Seems too long?
Well, 2 pages are introduction, 2 pages are for those employees endorsed as people authorised to communicate on Telstra's behalf, and 2 pages are for all other employees. It's actually very practical, pragmatic, and sensible.
Dare I say, well done Telstra!
