In a bid to protect top secret storylines, Coronation Street bosses have ordered the show’s stars to stop tweeting. According to reports, cast members were informed by letter that the set is a mobile and tweet-free zone.

Now, while this sounds almost as comical as one of the soap’s storylines, it’s actually a hugely contentious issue that many businesses will be only too familiar with; and an issue that many businesses will be unclear about how to deal with. Do businesses let employees use social media, or like Coronation Street bosses, do they ban them completely?

Social media present businesses with a wide range of benefits. From driving positive brand sentiment, sharing news and engaging new audiences to understanding audience behaviour and motivators, companies across the UK are increasingly keen to capitalise on the opportunities these channels present.

However, many employers are concerned about losing control and risking costly brand and reputation damage through employees posting the ‘wrong’ tweet or status update. Coronation Street bosses believe it was a cast member’s tweet that inadvertently leaked a forthcoming storyline planned for the show’s 50th anniversary celebrations. Away from soap land and back in the business world, a ‘wrong’ tweet or post could be as varied as an opinion that does not conform to brand guidelines, shares sensitive company news or comments on water cooler chit chat that some people may find offensive.

While banning employees from using social media and networks can significantly reduce the risks of getting things wrong, it also limits a company’s presence in extremely popular channels. This can prove even more damaging. It can take a company much longer to respond to any negative user-generated content (UGC) in social media if they have not established a community of brand advocates. Furthermore, not actively engaging users can mean that opportunities are missed and that brands fail to keep-up with markets.

Businesses must also consider the impact that a ban may have on employees. It can easily undermine key team members. Additionally, non-communication from previously active tweeters and facebookers can be misinterpreted by users, with social media silence leading to speculation and even alienation of target audiences.

Companies will always have limited control over UGC. Even if official channels are set-up, there’s still chance that the ‘wrong’ information will be shared. Likewise, businesses can not control how users re-share and distribute information. Businesses need to accept this and, rather than banning employees, look at the steps they can take internally to improve social media strategies and outputs.

Guidelines can be developed, training undertaken and monitoring completed to maximise the positive experience of communicating via these user-determined channels. However, businesses must not treat these tactics as controlling measures and remain focused on creating user-focused content. This will ensure content remains relevant and businesses appropriately join conversations.

Banning employees from social media and controlling content are the last steps that businesses should take. They should focus on how to engage users and work backwards to develop the appropriate internal processes. This will prove more effective in protecting confidential information and brand reputations.

Andy is digital strategist regions at PR agency Weber Shandwick North.

Image via Corrieblog.tv.