It happens so often; I’m discussing social media with a team member of an organization that is large, prominent, or both, and it comes out in conversation that the company in question is on social media, but does not have a social media policy. The first thing that I always reply to these people is “You need a policy, now!”
Social media presents a fantastic opportunity for organizations to become closer with their customers/leads and potential customers/leads. Conversations can be facilitated, feedback can be harnessed, and your company’s marketing efforts can be strengthened. However, in order to ensure that your social media presence is a benefit and not a liability, a social media policy is necessary.
One benefit of having a social media policy is that it gives a good set of boundaries within which employees who are representing your company on social media can operate within. For example, ambiguity around what is acceptable to post on the company Twitter account and what is not will disappear for the most part, as one simply has to check the policy. There is, of course, the other obvious benefit that those representing your organization through social media will not post things that could damage your brand, or spread the wrong message about what your company is or what you do.
Here are a few examples of sections your Social Media Policy should include:
- Your company values
Your social media policy should be closely related to your company policy. As such, keep a copy of your company values or goals as part of your social media policy. This will help employees
who are consulting your social media policy make better decisions in the best interest of the company. - Specific Actions for Specific Events
Your company receives a piece of negative feedback on Twitter. Your social media policy is extensive, but doesn’t include any situation planning for such an event. Is it useful to employees? It may seem a bit like micromanaging, but make sure to include specific instructions on how to deal with potentially brand damaging situations such as negative feedback. Doing so won’t mean that your employees have to follow your instructions to the letter, but should give them the best idea of how you wish such events to be dealt with.
Whereas these particular points might seem slightly of a restrictive nature, there is definitely a much brighter side to a social media policy: if you don’t already have a Social Media Action Plan, sitting down to hash out a social media policy can get the creative juices flowing in the right direction to kicking one off. Of course, if you find yourself at this point with a lot of ideas and not a lot of ideas how to implement them, make sure you talk to the experts.
So! Have a happy and safe social media experience!
Tags: policy, social media
