Can brands’ social-media policies prevent online meltdowns?

Companies are increasingly seeking to eliminate embarrassing social-media gaffes by issuing detailed guidelines for employees’ use of sites such as Twitter and Facebook. Still, the improvised nature of social-media campaigns means that brands shouldn’t try to create strict guidelines for every situation. “There are no rules yet. There’s only what works and what doesn’t work,” says Guy Kawasaki.  MIT Technology Review


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