Creating policy for social media is no easy task since it’s a relatively new trend among marketers. In the past, outbound communications were primarily generated and distributed¬† through the PR/marketing department. With the masses now engaging regularly on social media, every employee is a potential mouthpiece for the business; for better or worse.
Below are five fundamentals to keep in mind as you development your social media policy:
1) Freedom isn’t cheap: Expression comes with responsibility from both employees and employers: Make sure employees who are representing the company in any way on social media have been properly trained to do so and understand what information can and cannot be made publicly available. This is especially important when it comes to protecting confidential information and intellectual property value.
2) No whining: Handle complaints internally: Employees must also understand that social media is not the proper outlet to voice complaint about the company. All complaints should be directed through the proper internal channels. Malicious posts from employees on public forum should never be tolerated.
3) Be real, don’t peel: Ideally, social media should be engaging, creative, and original. Sometimes it’s a challenge to keep it fresh, but ignore the temptation to infringe on copyright to bring spice to your posts. That’s right, respect others’ work and if you do re-circulate copy etc., make sure to obtain necessary permissions, properly reference etc.
4) Monitor the flow: All company communications should be monitored and constantly improved. It’s the same idea as supervising your customer service reps. while they talk with customers. If the wrong message or attitude is going out, customers will vanish without a trace. Quality control is essential. On the other hand, company improvements that can be directly attributed to employee social media promotion should be rewarded. Those communications that need improvement or special attention should be addressed immediately.
5) Ink it! : Put all social media policy in writing and have all employees read and agree to the terms. Address all deviations from policy immediately and enforce necessary corrective procedures.
As you build your social media road map, take into consideration the fact that policy surrounding it shouldn’t discourage employees from using social media. Policy should be the tool that encourages employees to post in a responsible and professional manner. Remember too that all communication should co-inside with the company’s overall marketing plan and expectations.
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I think it’s a good ideal to have a clearing house (person) to approve pixs and stories that are downloaded onto social networks such as face book. What’s funny to me may not be so funny to a customer. Great post.