How does a large professional services firm communicate using the tools of social media?
For an answer, take a look at this excellent report Social Media at Deloitte. (Consider sending it to your boss.)
Deloitte Australia has 12 offices and over 4,500 people and provides audit, tax, consulting, and financial advisory services to public and private clients across Australia.
Deloitte Australia defaulted to one of its seven key values and went with 'empower and trust'.
From the report: "The counsel given to employees is to understand the difference between the personal and the professional, to be open, honest and respectful, and as professionals, to be responsible for both their own and the organisation’s reputation."
The choice is NOT ‘do we participate?’
"The question is how. To participate in social media you must unleash energy not try to control it. The process, technology and policy are easy. Getting the right attitude is hard."
Download Social Media at Deloitte.
Thanks to Anne Sorensen, a Brisbane-based marketing strategest for sharing.