"There’s a bright spot in UPS’s recent delivery nightmare: its own employees using social media.
As a result of a combination of factors, UPS didn’t get packages to thousands of customers by Christmas. In addition to media coverage, unhappy customers took to Facebook and Twitter, among other channels, to let UPS know just how badly the company had ruined their holiday.
But customers and media weren’t the only ones expressing themselves in these conversations, particularly on the UPS Facebook page. The company’s social media team was engaged, thought not terribly effectively. Yet front-line employees—empowered by a clearly communicated social media policy inspired in part by IMB’s—took to Facebook to defend their employer."
Read the full article to find out more about how effective these employee's posts were.
Provide the guidelines and then get out of the way. Trust your employee's to be the best ambassador you've got. In this case the employee's brought the human side of the story forward. While it's easy to slam the faceless organization, it's hard to be mean to Larry & Samantha who are real people like you, with families, working hard and doing the best they can.