ClickDimensions
ClickDimensions
ClickDimensions
ClickDimensions

Marketing

How to Formalize a Social Media Policy

by ClickDimensions Marketing

Congratulations!  You’re in charge of your companies’ social media program.  While you’re getting set up with all the necessary log in credentials, be sure to confirm your business has a documented policy in place.

Why bother with formalizing a policy document?

Companies invest valuable time and resources into building their brand image, but all it takes is one foolish action to tarnish this image. Controversial posts, employee leaks of sensitive information, and defamatory social media messages are all examples of threats that could harm your brand’s online reputation.

To mitigate these risks, developing a social media policy keeps your brand intact while encouraging responsible employee participation. A formal policy clearly outlines the rules governing how a company and its employees should conduct themselves online. It sets clear expectations that every employee, regardless of position, uses their social accounts in a professional and appropriate fashion. Additionally, a policy helps you limit costly legal problems and prevent poorly-judged-or-timed social media activity.

Getting a documented policy in place doesn’t have to be burdensome. Use the following template as a basis to get started.

1. Scope of Policy

Start by defining who will be governed by your policy: Just full-time employees? Or perhaps you engage seasonal interns, or outside agency resources on occasion? Next, detail all active social channels.

Sample:

______________’s social media policy applies to all team members, as well as freelancers and interns, who use social media during or after work to post company-related information. For purposes of this policy, company-related information may refer to:

.

  • Photos taken in the workplace
  • Photos taken of employee members
  • Confidential or personal information pertaining to clients, prospects, or employees
  • Company-owned content such as blogs, presentations, videos etc.
  • Other: _____________

For purposes of this policy, social media may refer to:

.

  • Popular networks such as Facebook, Twitter, LinkedIn
  • Photo-sharing networks such as Pinterest and Instagram
  • Discussion forums such Reddit
  • Q&A-based networks such as Quora
  • Review platforms such as Yelp and Google Reviews
  • Other: _____________

2. General Recommendations & Guidelines

Clearly state your company’s expectations on how your brand will be depicted on all relevant social platforms.

Sample:

Any employee who’s posting from ______________’s or personal accounts is encouraged to adhere the following best-practices to avoid common social media mistakes:

Get to Know the Social Networks:

Every social media channel has its own personality, serving different audiences, content, and purposes. For example, LinkedIn is more professional, while Twitter and Facebook have a more casual nature. Twitter has a 140-word character limit for posts, while LinkedIn and Facebook don’t. Before posting, familiarize yourself with the network by reading FAQs and researching what is and is not acceptable to post.

Think before posting:

Not only should you check grammar and spelling, but ensure that your status or image updates won’t have any unintended negative effects. These include, igniting an argument or disclosing sensitive information.

Correct your own mistakes:

If you make a factual error in a post, update it with a correction. Deleting or editing the original post should come at your own discretion, depending on the situation. In case of a social media blunder, such as posting rude or embarrassing information, don’t walk away. The best way to overcome this is by posting a meaningful apology or privately messaging the person/company you offended.

Beware of potential security threats:

Hackers can use social networks to distribute spam and malware. Make sure to report any suspicious activity, including questionable comments and friend requests.

Be Careful When Sharing Information About Yourself or Others

Hackers can also use personal information to their advantage.

Don’t Escalate Issues

Responding to other social media users, especially concerning a controversial subject, can result in a heated argument. To avoid such arguments, it’s best to not comment if you feel it may spark a conflict.

3. Use of Company Social Accounts

To ensure clarity, explicitly state the goals and purpose of your social program.

Sample:

The use of ______________’s social media accounts is limited to authorized individuals for the purpose of meeting defined company goals.

Goals and Purposes of _____________’s Social Media Accounts:

.

  • Build strong relationships with clients and prospects
  • Drive traffic to the company website
  • Other: ___________________________________________________

Employees Can Meet These Goals by:

.

  • Posting original content pieces such as blog posts, webinars, and infographics
  • Sharing third-party (curated) content pieces relevant to target audiences
  • Announcing special offers, events, and contests
  • Promoting product demonstrations or how-to guides
  • Engaging with audience, including providing timely responses
  • Monitoring social channels for brand mentions, customer questions, and competitor activity
  • Other: ___________________________________________________

4. Roles & Permissions

Define the level of access appropriate for team members. Every account user is assigned a specific role, which has the corresponding functionality.

Sample:

Only approved users may access ______________’s social media accounts to perform the tasks mentioned above. The company limits system access to specified employees to ensure its social media voice and messaging are aligned with brand guidelines.

Role

Description

Owner The user who created the account has access to all functions, including social publishing, listening, analytics, advocacy, etc.
Admin Account administrator has access to all functions.
Publisher Has access to all publishing and analytics functions. Does not have access to account settings, integrations, roles and permissions.
Contributor Can compose social posts in draft mode but cannot approve them. Does not have access to account settings, integrations, roles and permissions.
Read Read-only access to publishing and analytics functions.

As ______________ evaluates the benefits and risks of maximizing its social media presence to include more networks, the [marketing director OR social media manager] must approve the creation of new accounts. If employees see an opportunity to create a social media account that supports company goals, they should pitch their ideas to the [marketing director OR social media manager].

5. Use of Social Media for Employee Advocacy

______________’s employee advocacy program encourages employees’ use of social platforms to amplify our content reach, boost engagement, and drive lead generation, among other goals.  In this context, employees are using social media not only to build their personal brands, but to promote our company at large.

The following guidelines are meant to support both the company and our employees.

Acceptable uses of social media:

.

  • Post about topics _________, _________, _________, _________, _________ when engaging with audiences
  • Respond to audience questions and feedback
  • Monitor competitor or company accounts
  • Connect and interact with users who may be a relevant customer

Unacceptable uses of social media:

.

  • Post inappropriate, racist, sexist or otherwise offensive messages or images
  • Post content published by competitors
  • Answer audience questions that do not pertain to your field of expertise (instead, direct them to a relevant employee)

If you have any further questions regarding what is acceptable and unacceptable to post as an employee advocate, please speak to our designated social advocacy leader, [name].

6. Inappropriate Uses

Regardless of whether the social media account is personal or under  ____________, employees should not:

.

  • Conduct illegal or criminal activities, as defined by [online communication bill/legislative document]
  • Post material that could be interpreted as libelous or defamatory
  • Share updates, images, and messages that may damage the company’s public image
  • Discuss employees, customers, partners, and suppliers without their expressed consent
  • Harass others by sending them offensive content and messages
  • Communicate with company competitors in disrespectful fashions
  • Distribute spam and chain messages

7. Policy Enforcement

Once you’ve formalized your policy, and vetted it against applicable federal and local regulations in your jurisdiction, it’s time to consider enforcement.  Companies must ensure that the approved policy has a system of checks and balances so that employees adhere to the policy. Some considerations when deciding on the enforcement policy include:

Make the social media policy accessible to the entire company:

This includes management, interns, freelancers, and everyone in between. If you’re working with independent contractors or people who may act on behalf of the company, they should also receive a copy of the policy. Anyone who has read the policy should acknowledge it in writing. Uniform enforcement of the policy can help protect your firm in the event of potential litigation.

Educate employees through formal training

Provide formal training in the form for presentations and seminars to introduce employees to the social media policy. This is especially applicable to any marketing team member who you onboard.

Highlight the basis for policy violation

Employees who violate the social media policy should be informed in advance of the consequences facing their actions. Depending on the nature and severity of the violation, it’s up to your company to decide how to handle the matter.

Review official legislative documents and bills

A variety of federal, state or regional laws related to online communications pertain to social media.  It’s critical to carefully review any recent documentations to ensure your policy is comprehensive and remains up to date.

Happy Marketing!

[Source: Social Media Policy Template, Oktopost]

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