Businesses have embraced social networks, following customers into this new realm. But both are facing certain issues in these networks that the wider industry is just beginning to work on. Many a social media consulting company works with companies to advise them how to use the new media, but also to help them set policies about just how involved their employees should be when representing the company in these networks. Meanwhile, one of the biggest concerns for the public in general is about the safety of their personal information.

The issue of personal information is a large concern indeed for social networking sites. In the same way that businesses recognize a potential gold mine in these networks, so do criminals, hackers and spammers. Spam, in fact, is probably the least of people’s worries. The networks themselves are scrambling to make their sites as secure as possible, to stop people’s personal information being hacked and stolen. And the general public needs to engage in social media education to learn just what sort of information to post online, and what they should keep off the net altogether.

Businesses, on the other hand, while they must take thought for the security of proprietary information, face an extra challenge as they set internal social media policies. Just how friendly should they be with customers? They must recognize that the public now expects to be listened to and play some role in what the company does, and above all, to be treated with respect. But employees engaging in social networks must still represent the company properly, with a balance between being chummy and protecting private aspects of the company’s business.

All of these issues get discussed whenever businesses and social network experts meet at social media conferences and in other venues. Some companies take the extreme route of stifling anything their employees say about the company on their own time, on their own personal sites as well as the company’s website. This kind of “policing” is overbearing and can’t realistically be maintained in the long run, since it ruins all other attempts by the company to use social media for its own benefit. Meanwhile, others work at protecting social networks in general from hacking. The issues facing anyone wanting to engage in social networking are myriad, and they are only just beginning to be addressed in an organized way.

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