How To Create a Strategic Social Media Policy Tip Sheet
Socialmedia is a powerful marketing tool. However, it can lead to precarious
situations as it places customers as the driving force of many marketing
campaigns. A corporate social media policy lets employees know what is expected
in order to effectively communicate their company’s message online. It is
important to write out clear guidelines and define what type of online behavior
is helpful versus harmful to your company’s brand or reputation. What should
you include in your social media policy? How do you get started?
Each
policy will vary based on company culture, but the theme of any social media
policy must speak directly to corporate social media etiquette. This will help
ensure that your brands integrity is upheld, and set forth best practices for
social media participation at an enterprise level. Below are nine elements that
are crucial to any social media policy.
What to Include: Content
and Format
State what the policy is, and make sure to clearly define the purpose of social
media as it applies to your company. Next, include a bulleted breakout of the
key points, as well as a frequently asked questions section that further
clarifies the policy for employees. Offer guidelines, or best practices in a
worksheet or checklist format.
Educate
Many of your employees will be new to social media;
they might even be a little hesitant to start engaging with customers,
prospects and peers online. Ease them into the process. Create a mandatory
training series where your resident, in-house social media expert takes your
employees through a crash course in social media. Have a “certification” they
receive upon completion of the course. You can even make it fun by offering an
incentive for participation.
Transparency
Authenticity
and full-disclosure are key components to any social media strategy. Social
media is a tool used for customer service with the end goal being brand loyalty,
and an increase in trust among consumers. The kiss of death for any company is
deception and manipulation. Don’t sacrifice integrity for the sake of getting
ahead. Honesty and respect are crucial to successful social media
communications.
Commentary
Develop a “comment policy”. Set expectations and clearly communicate what is
allowed to be said or written online. Create a list of words and/or phrases
that are completely off limits, and respect laws
governing defamation, discrimination, harassment, and copyright. Refrain from saying anything that might hurt
your employer, customers’ or your competitors’ reputation.
Require the Use
of Disclaimers
Do not allow the use of the company logo in
individual employee profiles. Caution employees
to never reference staff, members, partners or vendors without their approval.
Require employees who publish content to any external
website, which specifically deals with your brand, to use a disclaimer such as:
“The views expressed here are my own and do not represent my company’s
positions, strategies, or opinions.”
Confidentiality
Require confidential and proprietary
information to remain private. The privacy rights of other employees and customers
must be respected. Social
media policies have to explicitly address the issue of keeping proprietary
and personal information confidential. A best practice here is to create a list
of approved topics, and a list of topics that are completely off limits.
Appoint a Social Media Monitor
One employee
or a team must assume the company’s public persona and manage company social
media efforts. It will be their responsibility to monitor and respond to all
commentary dealing with the company. All employees should be encouraged to
participate in social media. However, the designated person or teams needs to
proactively handle social media at the enterprise level. Direct employees to report any commentary they see to the
designated party. Individual employees should not be responding to negative
comments about the company online.
Value
Social media is
about creating a community around your brand, and encourage a productive two
–way conversation with your customers. If you bring value to the conversation,
social media will work to your benefit. Social media won’t get you very far if
you don’t standby, and uphold the core competencies and integrity of your
brand.
In Closing
It is beneficial for employees to feel included and provide input in to the
companies' social media campaigns. They may have great insight and
opinions to share with customers and clients. Employees are an amazing resource,
and can help you promote your business on social networks. Make sure to set
expectations high from the start, and clearly define the goals and guidelines
of your social media policy. It is important that your policy carry the tone
and voice of your company, communicate your company’s values and mission statement
clearly. The social media landscape is continually changing. It is important
that organizations revisit and update their social media policies yearly.