I read with interest today the results of Flagship Consulting’s research into the use of social media in professional services.
It talks about delving beyond the corporate brand pumped out by many firms and realising a level of human interaction with clients and other readers and followers.
The approach we’ve taken at Grant Thornton goes further than that and although we’re a way off finding our ‘corporate’ voice on Twitter, we allow our people the freedom to have those interactions person to person, enquirer to subject matter expert, without the intervention of communications and marketing.
We’ve taken this to award winning levels with the trainees who look after our trainee recruitment and blog. As it says on the site – for trainees, by trainees.
After all our people own our brand, shouldn’t they look after it?