The second installment of Buzz  2010 was great on Tuesday. The topic was risk management and social media, and it's one I really need help on, because I've realized lately that I am probably a little TOO comfortable with risk. Maybe it will come back to haunt me when I get sued, but I just feel compelled to put it all out there and deal with what happens, rather than do nothing because bad things might happen.

And in that spirit, I have to applaud how great Wendy Harman at the Red Cross is. She's working for one of the largest enterprises on the planet, but she has such a relaxed, open, and friendly approach to everything she does. She admits that the Red Cross has some very strict rules and controls over branding (which makes sense), but if one of her chapters isn't in compliance, she doesn't send them a cease and desist letter. She reaches out to the chapter and asks how she can help. 

Asking for help will contribute to building a relationship. Telling someone to stop doing something or you'll call a lawyer damages relationships. That doesn't mean you can't rely on cease and desist letter, or even hold people accountable to policies, but think first about relationships. A good relationship can get you out of a jam later. A good relationship can help you gain the trust of a third party. A good relationship will let you slide when you screw up later. 

So develop those policies and get ready to hold people accountable to them. But build those relationships first, because they are worth much more than well-obeyed policies.