D-I-Y social media policies

As social media becomes more mainstream and people sign up for different social networking sites with multiple profiles that may or may not connect back to one another – it is time for companies to begin taking this space as a serious form of communication and create social media policies to govern how employees can use their brands online.

Whether you’re a policy person or not, with the tried and tested saying “err on the side of caution” in mind, it is always better to be prepared then be caught with your pants down.

Witness to several public relations disasters over the past few months, social media is quickly gaining power and interest among marketers, communications professionals, executives and advertisers. As the scope of what companies are participating in online grows, it is a good idea to incorporate a set of guidelines to clarify the purpose and regulations surrounding your brand’s engagement.

The following is a synopsis of the 10 Must Haves for your Social Media Policy as first introduced by Sharlyn Lauby, the president of Internal Talent Management (ITM) which specializes in employee training and human resources consulting.

First, introduce the purpose of social media. Lauby says your policy should focus on what people can do with social media rather than what they can’t do. This will keep it positive.

Next are a few tips for the writing of your content. Be responsible for what you write. Just because it’s an opinion doesn’t mean you can publish just anything – especially in the case of brand reputation. Also, be authentic. Remember consumers are more likely to buy from those that they trust. So put your name on it, and let us know who you are and why we should listen to you.

Consider your audience. This should really be looked at before you enter the social media space. Ask yourself if this is hitting your targeted demographic and how can you remain inclusive.

Exercise good judgment. It is needed everywhere. While these ideas may seem commonplace, it’s a good idea to have them written down. Bad language and offensive material will certainly pigeonhole your audience. This falls in line with the concept of understanding community. Online communities flourish when they are supportive and engaging.

Respect copyright and fair use and protect confidential and proprietary information. Transparency is important, but there are laws that require us not to share or divulge everything – and your employees need to be made aware of this.

And finally, balance. Social media is a tool for most companies – not their entire business.

Some companies may prefer the “learn as you go” approach, it’s better to get in front of your company’s social media policies. While policies need to be flexible and should always maintain the status of a living document, allowing for change – a little structure can go a long way.