RHTLaw Taylor Wessing’s Managing Partner Tan Chong Huat shared his views in this week’s topic in the Business Times’ weekly column, Views from the Top.
This article was first published in The Business Times on 06 February 2017.
Sharing insights and influencing people
FEB 6, 2017 5:50 AM
THIS WEEK'S TOPIC: How should leaders - political or business - employ social media as strategic tools?
Tan Chong Huat
RHTLaw Taylor Wessing LLP
SOCIAL media's power to persuade and influence is clearly evident with the newly minted US president and his election campaign, and what a cracker of a week this has been. With Donald Trump getting Twitter-happy and running his country and conducting diplomacy with a press of a few buttons on his mobile phone, the time is right to look at social media etiquette for business establishments.
First, remember there is nothing secret or sacred in the online space. Anything and everything you post can come to haunt you one day. Second, keep your views professional. Try and avoid personal takes. Third, be clear about the different platforms and what you want to use them for. Twitter is for short-burst teaser announcements like new product launches. Facebook is for longer posts that can elaborate on what you have tweeted. And finally, KISS...Keep It Short and Simple.
The thing that got Mr Trump elected is not so much his shoot-from-the-hip style of tweeting but his data-driven approach to social media. His hiring of the digital agency Cambridge Analytica, the same agency that helped bring about Brexit, was the secret weapon that his uncouth communication style has successfully masked.
The lesson here really is the use of the platforms as a treasure trove of user data and to strategically target them based on their bias and nuances. A wise man will make tools of what comes to hand...in this case the wisdom verdict is still out there.